"Black Rabbit Year Travel Trend is 'RABBIT'"

HanaTour Extracts Keywords from Customer Data Analysis
Positive Customer Experiences Including Sustainability and Small-Scale Travel

Hana Tour announced on the 28th that it selected 'R.A.B.B.I.T' as the trend keyword to forecast the travel market in 2023 by analyzing customer data this year.

R.A.B.B.I.T stands for the initials of English words representing ▲Responsibility (Responsible) ▲Focusing on travel (Adding & Alleviating) ▲Small-scale privatization (Be Exclusive) ▲Physical and mental health (Be Healthy) ▲Accompaniment by experts (Influencer) ▲Adoption of technology (Technology). It targets the upcoming 'Year of the Black Rabbit.'

Responsible: Responsible and Sustainable Travel

Since introducing sustainable management last year, Hana Tour has been striving to establish sustainable travel. Among overseas package tour products, animal abuse programs such as elephant walking tours, crocodile shows, and horse-drawn carriages were abolished, and a Jeju vacant house upcycling project was carried out in collaboration with the vacant house regeneration startup 'Dajayo.' As voices for sustainability grow across the industry, it is expected that steady interest in sustainable travel will continue in 2023.

Adding & Alleviating: Reducing Inconveniences and Enhancing Travel

To respond to customers' latest trends, Hana Tour's newly launched 'Hana Pack 2.0' is leading the new package tour market. It improves inconveniences such as group shopping and additional local payments, and adds highly preferred travel elements like hot places and local restaurants. The premium and standard grades of Hana Pack 2.0 received positive evaluations from the launch, recording average customer satisfaction scores of 88 and 86 points respectively, based on an internal survey of 25,995 people.

Be Exclusive: Special Travel Just for Us

Since COVID-19, demand for small-scale, customized travel has surged. Hana Tour's 'Urikkiri' exclusive product, which combines the advantages of package tours and free travel, is at the center. It is a product that allows customers to enjoy private travel with a dedicated guide and vehicle with their group, available for four or more people. Hana Tour explained that inquiries from customers planning family trips or friendship trips are expected to continue.

Be Healthy: Travel That Cares for Body and Mind

After experiencing the COVID-19 pandemic, people exhausted physically and mentally are showing interest in wellness and healing tourism. Looking at reservations for the representative wellness destination 'Bali' in the fourth quarter of 2022, there was a 43% increase compared to the previous quarter. Luxury resorts and pool villas in Southeast Asia, focused on relaxation, are remodeling to welcome returning customers. Hana Tour plans to present various special exhibitions in the new year for customers seeking healthy travel destinations such as Bali and Japanese hot springs.

Influencer: Travel Accompanied by Experts

The 2023 lifestyle trend 'Digging Momentum' refers to deeply exploring one's preferences. This trend is expected to be reflected in travel as well. Expert-accompanied themed travel products such as the photography trip with writer Utsura and the travel with travel writers An Sinae & Lee Chaebin conducted in 2022 were sold out early, with 40% of participants being from the MZ generation (Millennials + Generation Z). Hana Tour forecasts that themed trips targeting the tastes and interests of the MZ generation, such as the Taiwan whiskey tour with whiskey review YouTuber MJ departing in February next year and the England Premier League soccer viewing trip with soccer commentator Jang Jihyun, will play a significant role in attracting the MZ generation to the package tour market.

Technology: Adoption of Technology That Reinvents Travel Experiences

As non-face-to-face sales channels rapidly emerge as effective distribution channels, Hana Tour has also adopted related technologies. The representative example is the 'HanaLIVE' channel, which sells travel products in real time. This channel recorded a cumulative viewer count of 930,000 and a cumulative broadcast view count of 1.4 million this year. Additionally, user experience was improved through the revamp of Hana Tour application services such as the travel itinerary registration 'Planner' and travel information provision 'Place.'

A Hana Tour official said, "During the COVID-19 pandemic, we discovered a trend where customers' segmented preferences lead to eco-friendly, small-scale private travel," adding, "In 2023, when travel demand recovery is prominent, we will secure market competitiveness based on customer satisfaction and provide differentiated products and services."

This content was produced with the assistance of AI translation services.