A recent survey reveals that more than half of South Korean travelers plan to travel abroad next year. Additionally, 60% of respondents indicated they would use artificial intelligence (AI) in their travel preparations, a significant increase from the previous year.
Digital travel platform Agoda released its "2027 Asia Travel Pulse" report, forecasting travel trends for next year in South Korea and other Asian markets. The report is based on a survey of over 3,300 travelers across 11 Asian markets.
The survey found that South Korean travelers maintain a strong preference for overseas travel despite cost concerns. Fifty-one percent of respondents plan to travel abroad in 2027, up from 39% last year. This figure ranks third among the 11 surveyed markets and exceeds the Asian average of 38% by 13 percentage points.
However, travel expenses remain a significant consideration. Thirty-six percent of respondents stated they would travel more frequently if costs were lower.
The use of AI in travel planning is also on the rise. Sixty percent of South Korean travelers reported using AI for their travel plans, a notable increase from 36% the previous year. This is the third-highest usage rate among the surveyed markets.
Despite this trend, travelers prefer to make their own booking decisions. Thirty-nine percent of respondents expressed willingness to let AI agents handle hotel bookings, provided they could review the details beforehand. Meanwhile, 34% preferred to book hotels directly. Travelers indicated they trust AI more when it provides actual user reviews, clear information sources, and explanations for recommendations.
Forty percent of South Korean respondents identified "customer support in their native language" as the most localized feature of travel booking apps, significantly higher than the Asian average of 21%.
The primary motivation for travel was identified as food, followed by cultural exploration and shopping. Notably, 69% of respondents chose cultural exploration as a travel motivation, reflecting a 15 percentage point increase over the Asian average. Additionally, 69% indicated that personal interests and hobbies influence their travel decisions, while 31% and 34% considered social media and environmental factors, respectively, both significantly higher than last year's figures of 13% and 4%.
Travel patterns are shifting from "more frequent" to "longer" trips. Fifty-three percent of respondents plan to travel one to three times next year, up from 30% last year. Furthermore, the number of travelers considering trips of 13 days or more has nearly tripled compared to the previous year, indicating a trend toward longer stays to experience more.
When planning trips, 80% of respondents prioritize selecting their destination first, the highest rate among the 11 markets and 16 percentage points above the Asian average.
In terms of accommodation preferences, location was the top priority for 39% of respondents, followed by reviews and ratings at 25%. Only 18% prioritized price, the lowest among Asian markets and 14 percentage points below the Asian average of 32%, indicating a preference for convenience and comfort over cost.
Alex Park, head of Agoda's South Korea office, stated, "South Korean travelers have always shown curiosity about the world, and this interest is expected to grow in 2027. More than half of respondents are planning overseas trips, with clear desires for rich cultural and culinary experiences." He added, "South Korea is one of the markets in Asia that actively utilizes AI in travel planning. Agoda will continue to support travelers in planning and booking trips that suit their preferences more conveniently and smoothly."
* This article has been translated by AI.
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