According to a survey conducted by the market research firm Embrain, 97% of Korean travelers reported planning their trips in advance. Among the respondents, 55% expressed feeling that a day spent doing nothing while traveling was a waste of time and money, while 40% noted that they returned from vacations feeling more exhausted than when they left.
Conversely, nearly 60% of respondents cited "unexpectedly discovered places or experiences" as the most memorable moments from their travels, with only 20% favoring a perfectly planned itinerary.
In light of these findings, Airbnb is proposing a new way to travel for the first time in a decade. The campaign emphasizes the value of "authentic relaxation," encouraging travelers to enjoy their time in independent and comfortable accommodations rather than feeling pressured to maximize every moment. In fact, 53% of respondents indicated a preference for spending time in their lodgings over engaging in external activities to truly unwind.
Airbnb suggests that staying in accommodations that reflect the local atmosphere and character can enhance the travel experience. This approach allows guests to slow down and immerse themselves in the local lifestyle, utilizing spacious living areas, kitchens, and yards to create a more leisurely schedule.
The emphasis on seeking leisure rather than perfection aligns with global travel trends for this summer. According to Airbnb's travel trend report released on May 27, one in three travelers prefers short trips to nearby destinations rather than long-distance vacations.
In the United States, there is a growing trend for "playcations," where travelers seek accommodations near golf courses or lakes to enjoy their hobbies. Additionally, interest in smaller, charming towns has surged, with 86% of travelers expressing a desire to visit these locales instead of crowded, popular resorts.
Suh Ga-yeon, Country Manager for Airbnb Korea, stated, "We designed this campaign to offer Korean travelers a way to fill the void left by rigid planning with the joy of simply being. This summer, we hope travelers will experience the value of 'Imperfectly Perfect Travel' by staying at the diverse spaces available on Airbnb at their own pace."
* This article has been translated by AI.
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