Hanatour Seeks Growth Through Sports, Culinary and Wellness ‘Preference-Based Travel’

Hanatour is strengthening its growth strategy by promoting “preference-based travel” that reflects customers’ interests and lifestyles.
Hanatour announced on the 14th that, following the inauguration of its new CEO, Jo Jwa-jin, it plans to pursue “preference-based travel,” an “inbound platform,” and “H-AI Travel Companion” as key strategies for future growth.
At the center of this strategy is the expansion of premium theme products tailored to customers’ interests and lifestyles, including sports, culinary experiences, wellness and the arts, while also enhancing the competitiveness of its existing package tours.
Hanatour has introduced theme products such as “Humanities Travel,” which is conducted with experts, and “Runtrip,” which combines overseas marathon participation with travel. Last year, it also invested in the sports travel platform CLTOO, the travel activities platform WAUG and the luxury travel agency PPT Tour, while working to expand longer-stay and experience-based products.

The collaborations are also producing results. Runtrip, launched with CLTOO, has expanded to 16 overseas cities, while cumulative sales and users in the first half of this year each increased 130% from the same period last year. Transaction value related to the collaboration with WAUG rose 868% year on year, while the number of users increased 470%.
Hanatour is also targeting demand for new types of travel by jointly developing premium products with PPT Tour that combine luxury leisure and motorsports.
Hanatour plans to further strengthen hyper-personalized services that reflect travel purposes, personal preferences and the characteristics of travel companions, enabling customers to choose travel products that suit their individual tastes.
[email protected] Jung Soon-min Reporter