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In 2025, when travel demand exploded, travel became a daily routine for Koreans. With AI-based personalized travel increasing, travel is also functioning as a space to expand new encounters and relationships in the 2030s. What kind of travel will Koreans plan next year in 2025 when travel is so diverse.
Hana Tour unveiled “M.O.M.E.N.T.U.M.” as a key keyword predicting travel trends in 2026.
Through this keyword, Hana Tour noted that the center of the trip is shifting to “I,” and that individual choices and actions are expanding throughout the trip, including AI, taste, relationship, and consumption.
‘M.O.M.E.N.T.U.M.’ means △ Consumption of Conscious Value △ Organic Vitality △ AI, My AI Companion △ Exciting Feeling △ Navigating Personal Taste △ Traveling with New People △ Unique Storytelling △ Moment Seizing.
Consumption tailored to individual values, such as reasonable price utility and premium experience, is also prominent in travel. According to Hana Tour, the proportion of mid- and high-priced packages that upgraded existing packages was 54% as of the third quarter of 2025, the highest ever on a quarterly basis. The proportion of choosing middle and high-priced packages is increasing not only for medium and long-distance products but also for short-distance products.
A wellness trip out of the city center to restore the body and mind in forests, mountains, and the sea is also attracting attention. In particular, trekking trips that can be enjoyed throughout the four seasons are popular. According to Hana Tour’s internal reservation analysis, bookings for trekking products from January to October 2025 increased 22% year-on-year.
AI has come deep into the entire process of travel. Beyond simple information search, it is evolving into a partner who understands emotions and situations. Since the introduction of Hana Tour’s AI service “H-AI”, the number of users has increased by 1154% compared to the existing chatbot. It supports travel information recommendations, scheduling, and real-time counseling, and the cumulative number of users is expected to exceed 1 million within this year.
The flow of short-form videos and SNS contents leading to the purchase of travel products is also clear. Among Hana Tour’s Instagram releases, a video comparing the Indonesian Bali massage experience to electric chicken received more than 7 million views. It was confirmed that the number of searches in Bali increased by 1,378 in the two weeks after uploading the content, leading to direct consumption.
The flow of trying to reveal one’s taste in travel is not irrelevant to generations. Interest in “me-down travel” is growing not only in the 20s and 30s but also in the 50s and 60s. Hana Tour is also redefining the 50s and 60s generation based on taste and lifestyle, not just age groups, and expanding related products.
As people in their 20s and 30s tend to prefer light and flexible relationships, new relationships through travel are also increasing. In fact, the number of travelers increased by 560% year-on-year from January to September this year of Hana Tour’s 2030-only product “Mingling Tour.” It is analyzed that community-type travel on the premise of safe meetings between peers is spreading.
Accompanied by experts and themed travel are also gaining popularity. The “Western Art Expert Jeon Won-kyung’s Journey to Tokyo Art” product was sold out at the same time as it was released, and the second product sold out quickly. In line with this, each travel agency is also expanding its group of themed products such as travel and sports with experts.
Based on the improvisation of leaving at this moment, the tendency to pursue short but intense experiences has become stronger. As a result of Hana Tour’s introduction of XR (Extended Reality) technology to live broadcasts, it recorded 3.27 million cumulative views and 2,400 cumulative reservations for seven XR live broadcasts. As customer experience greatly influences purchasing decisions, it is necessary to maximize immersion in a short time.
An official of Hana Tour said, “We would like to present a direction that the travel industry should pay attention to in 2026 through key trends examined with eight keywords. Hana Tour will move forward as a travel company that flexibly connects customers’ daily lives and travel experiences and makes dreams a reality.”
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※ This article was translated using AI technology for reader convenience.
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