"Premium Overseas Travel Expanding with '35 Million Won Per Person'"

The travel industry is increasingly launching themed travel products that cater to private itineraries for small groups. Although these high-end products are priced at tens of millions of won per person, they target demand from those seeking special experiences without concern for cost.

Amundi Evian Championship is held at Evian Resort Golf Club [Photo by Lotte Tour Development]

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According to industry sources on the 25th, Lotte Tour Development recently released two golf tour packages that allow customers to watch major golf tournaments such as the US Open Championship and the Amundi Evian Championship live, as well as enjoy rounds at nearby prestigious golf courses. The US Open Championship package is limited to 20 participants, with a price of 35.9 million won per person including taxes. The Amundi Evian Championship package is priced at 22.7 million won. Both are 7 nights and 9 days long, using business class flights and staying at top-tier accommodations, with access to VIP lounges to watch the matches.

A representative from Lotte Tour Development stated, "We are promoting bookings through separate marketing activities targeting customers who have used our existing products such as cruise trips," adding, "There is premium product demand mainly from those running small to medium-sized businesses or working in professional occupations." In fact, the Amundi Evian Championship package released by the company in April last year was priced at 19.6 million won per person but sold all 44 seats within two weeks of launch. Previously, the US PGA major tournament Masters Tournament package priced at 47.9 million won per person also attracted 8 participants.

Hana Tour also introduced a premium travel product in Ontario, Canada, through its high-end customized travel brand 'Zeus World,' consisting of a 9-day itinerary. The product price is 18 million won per person. Guests stay at hotels where the nightly rate exceeds 1 million won, use business class seats, and participate in tours of famous local attractions and free schedules. A Hana Tour representative said, "High-end products are sold mainly to teams of 4 to 6 people such as families or acquaintances," adding, "Businesspeople and entrepreneurs who want to enjoy private trips with companions rather than typical package tours show interest." They further explained, "Travelers using these products seek special experiences from meals to accommodation and sightseeing, regardless of cost, and we plan to continuously expand customized themed travel products operated with a small elite group."

Additionally, Modetour operates premium travel products targeting Latin America, Europe, Canada, and the Americas, using direct flights or cruises. These products are priced around 10 to 20 million won per person and include stays at luxury hotels, tours of famous local attractions, and special meals. Earlier, in January last year, Modetour launched a Canada and Latin America tour product priced in the 10 million won range, which saw a 290% increase in reservations compared to the previous month, receiving a positive response.

An industry insider said, "Since COVID-19, demand for cost-effective travel has increased, but demand for safe and comfortable environments to enjoy memorable trips regardless of price has also grown, leading to a clear polarization," adding, "The premium market will expand not only with products recommended by travel agencies but also with consumers proposing itineraries and locations first, which are then developed into products."

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