Hana Tour to Achieve Dominant Market Share of 35% Within 3 Years

CEO Song Miseon’s Aspirations at the 30th Anniversary Meeting
Strengthening the Individual Travel Market with Airtel and Tourtel
Solidifying Position as the No.1 Travel Agency

"We will raise our market share to 35% within the next three years by 2026 to establish overwhelming market dominance."

Song Miseon, CEO of Hana Tour, presented this ambition at a press conference held on the 25th at the JW Marriott Hotel in Dongdaemun-gu, Seoul, commemorating the company's 30th anniversary. She stated, "The condition of being the number one travel company is to be either the first, different, or overwhelming."

Song Miseon, CEO of Hana Tour, is announcing future plans at the 30th anniversary press conference.
[Photo by Hana Tour]

Before the outbreak of COVID-19, Hana Tour led the travel industry with a market share of around 20%. At a time when the overseas travel market, which had been stagnant after the endemic (periodic transition of infectious diseases), is returning to normal, Hana Tour plans to solidify its position as the 'number one travel agency' by strengthening not only its existing strength in package tours but also the FIT (Free Independent Traveler) market, which accounts for about 70% of the total travel market with 20 million individual travelers.

Specifically, Hana Tour intends to expand options for those who want individual travel by offering combined products such as 'Airtel (Airfare + Hotel)' or 'Tourel (Tour + Lodging),' which include elements that make up package tours like flights, hotels, transportation, and local tours. CEO Song expressed confidence, saying, "Utilizing Hana Tour's core assets, domestic and international networks, providing hotels, flights, and admission tickets at competitive prices to individual travelers is a strength unique to Hana Tour that other companies cannot follow."

Hana Tour also plans to enhance 'Hana Pack 2.0,' which was introduced during the COVID-19 period. Hana Pack 2.0 is a package tour product designed to allow consumers to focus on the essence of travel by excluding group shopping and guide/driver expenses according to the product grade, offering optional tours at reasonable prices, and including local hot spots and popular restaurants in the itinerary. According to Hana Tour, Hana Pack 2.0 accounts for 65% of sales revenue share and is popular enough that 5 out of 10 users choose it. Hana Tour explained that to achieve the goal of a 35% market share within three years, they plan to launch more evolved products such as 'Hana Pack 2.5' and 'Hana Pack 3.0.'

With the goal of expanding digital services, the Hana Tour application (app), launched around the same time, will accelerate digital transformation to reach 1 million monthly active users (MAU). Currently, it is on the verge of surpassing 700,000 MAU. To increase the number of users, they are enhancing functional convenience through voice search and AI-powered chatbot advancements and preparing differentiated services such as customer consultations. They also plan to develop Hana Tour's own AI-generated search model to provide conversational search functions. Starting next year, they will resume offline travel fairs, which were suspended after COVID-19, and expand them online as well.

CEO Song emphasized, "If we continuously challenge the title of being the industry's first and approach with distinctiveness by creating new standards that meet changing customer needs, the goal of expanding market share will be an achievable number."

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