Relaxation over exploration: Koreans prefer staying put in hotels when traveling, report says

Korean travelers prefer to stay in hotels rather than explore local sites, a report from accomodation brand Marriott International found.

Marriott International surveyed 1,200 leisure travelers in the wealthiest 10 percent demographic group from Australia, Singapore, India, Indonesia, Korea. and Japan. [MARRIOTT INTERNATIONAL]

Korean travelers prefer to stay in hotels rather than explore local sites, a report from Marriott International found.

The hospitality group surveyed 1,200 leisure travelers in the wealthiest 10 percent segment from Australia, Singapore, India, Indonesia, Korea and Japan from April 18 to May 13. It found that Koreans enjoyed restful holidays, with 53 percent preferring vacations that are relaxing and slow and 54 percent wanting to spend time in their hotel or resort rather than explore local attractions or engage with the locals.

More than nine out of 10 Koreans equated luxury travel with the feeling of being disconnected from daily life.

Food was key to their choice of destination. Forty-two percent were willing to pay more for exclusive dining experiences, such as chef collaborations, and 31 percent said they would splurge to experience an award-winning bar.

Marriott said Koreans were traveling the most within the Asia Pacific, with 85 percent scheduling their leisure trips in the region. Forty-six percent were planning trips to Europe and 34 percent to North America. Within the APAC region, Japan is by far the most popular destination, with 50 percent organizing a trip to the country, followed by Hong Kong and Australia.

Compared to other markets' travelers, Koreans appeared to be less independent and spontaneous, tending to rely on the local expertise at their destinations to facilitate their exploration. Thirty-one percent preferred a fully personalized travel plan, 37 percent actively used concierge services and 28 percent liked local guided tours.

The most self-sufficient travelers were Singaporeans, with 61 percent preferring to travel independently and curate their own itinerary as opposed to 43 percent across the region.

The most engaged travel market was India, with 89 percent of high-net-worth Indians answering that they were planning to spend more on their leisure travel. The saw themselves taking around six trips over the course of the year.

Marriott's study also found that Australians were most likely to holiday the longest. Australians are entitled to a minimum of four weeks annual leave, and 73 percent were planning a minimum two-week getaway. Thirty-three percent were taking over three weeks. Similarly, a third of Indonesians expected their trips to extend beyond three weeks.

Korea’s high-net-worth travelers have comparatively fewer holidays than the rest of Asia Pacific and were planning five leisure trips in the next 12 months. The region's average is six. Koreans took an average of three nights for a short trip and two weeks for longer trips.

“Our 'New Luxe Landscapes' report provides deeper behavioral insights and motivations into elite travelers from Asia and the Pacific,” said Oriol Montal, managing director of luxury in the Asia Pacific (excluding China) at Marriott International. “Whether it’s discovering new culinary experiences, traveling with their family or friends, or looking to forge connections with the local community, our research has identified new traveler archetypes, and provides Marriott International with new understandings in catering to this discerning traveler segment.”

BY LEE JIAN [lee.jian@joongang.co.kr]