Hanatour unveils 'Chapter 2' mid- to long-term strategy to become experience-driven platform

Hanatour has announced a fundamental shift in its identity — from a simple travel product seller to a platform focused on delivering personalized customer experiences.

The company said Tuesday that new CEO Jo Jwa-jin held a strategy presentation for employees at its headquarters in Jongno-gu, Seoul, unveiling a mid- to long-term growth plan called "Hanatour Chapter 2."

In the presentation, Jo redefined the company as an "experience-centered platform" that connects people with one another and with meaningful experiences, moving beyond the conventional model of selling travel products.

"Fundamental change begins with reinterpreting existing strengths through a new lens," Jo said, outlining a vision to offer differentiated travel journeys tailored to each customer's lifestyle and the characteristics of their travel companions.

Jo identified three core strategic priorities to drive sustainable growth: strengthening premium themed travel, developing an inbound travel platform built around K-culture, and pursuing AI-driven digital innovation.

In the premium themed travel segment, Hanatour plans to design rare, curated experiences that reflect individual customer tastes and interests. The company said it will enhance end-to-end customized services — from itinerary planning to post-trip follow-up — targeting high-loyalty, high-repurchase premium customers.

The company also plans to expand its K-culture-based inbound platform in earnest, broadening its product and service offerings around globally sought-after content such as medical and beauty services, performances, dining and shopping. By connecting its domestic and international customer touchpoints, platform capabilities and local operational expertise, Hanatour aims to deliver an integrated travel experience covering the full journey of foreign visitors to Korea — before, during and after their trips.

In addition, the company plans to optimize its entire value chain — spanning planning, production and sales — through AI-driven digital innovation. By embedding AI technology across all areas, including product planning, customer consultation and targeted marketing, Hanatour aims to improve operational efficiency while providing personalized travel experiences, achieving top-line growth and improved profitability at the same time.

"Our first question should not be 'where are we going?' but 'who is this trip for, and what is it for?'" Jo said. "Hanatour will transform from a company that knows the most destinations to one that understands its customers most deeply." He also called on employees to "build a dynamic organization where we learn and grow together, trust one another and enjoy our work, grounded in fast and flexible decision-making."

Jo graduated from Seoul National University with a degree in economics and brings roughly 35 years of experience spanning global consulting firms and the financial and card industries. He has focused on customer experience design and brand building through data analytics.