Koreans travel more but claim fewer hotel perks, Hilton report finds

"Travel does not begin the moment you check into a hotel — it starts much earlier, through the everyday spending that makes it possible."

Heather Laverne, Hilton International's vice president of co-brand and financial services partnerships, made that case Tuesday at the Hilton Honors co-brand card media day held at Conrad Seoul in Yeouido.

The event was organized to assess the travel habits of Korean travelers and outline a strategy for expanding domestic and international travel experiences through hotel partnerships and co-branded benefits. Hilton unveiled its 2027 Trend Report, analyzing shifts in the global travel market and how Korean travelers use its properties, and announced service strategies tailored to changing domestic tourism demand.

The research note found that Korean travelers show higher travel demand than the global average and have developed distinct spending patterns. Ninety percent of Korean respondents said they had taken a leisure trip in the past year, outpacing the global average of 86 percent, and 41 percent said they plan to increase travel spending going forward.

Only 10 percent of respondents said they prioritize the lowest possible price when choosing accommodation, while a majority — 54 percent — said they carefully weigh price against quality. On trip length, 59 percent defined a short trip as fewer than two days, and 22 percent said they frequently take brief getaways to visit multiple destinations, a pattern the report calls "micro travel."

Physical recovery and bonding with travel companions also emerged as key motivators for Korean travelers. Some 45 percent cited stress relief and mental well-being as reasons for traveling, and 76 percent listed a sleep-friendly environment as a major factor in choosing accommodation. An equally high 76 percent said they would consider traveling in groups of three or more, pointing to strong demand for booking convenience for larger parties. An analysis of Hilton Honors reservation data also showed high visit rates at major domestic destinations — including Seoul and Gyeongju — as well as overseas locations offering wellness and recovery programs.

Despite the strong travel appetite, the rate at which Korean travelers actually claim loyalty benefits remained low. Enrollment in loyalty programs stood at 25 percent among Korean travelers, below the global average of 37 percent.

"Korean travelers have very high travel demand and a clear preference for tangible benefits, yet loyalty program utilization remains low," said Park So-hyun, Hilton International's Korea head of co-brand. "There is a real opportunity for more travelers to unlock greater value through membership-linked benefits."

Hilton is moving quickly to expand its infrastructure and improve booking convenience in the Korean market. The company currently operates more than 9,600 hotels across 144 countries and territories worldwide and runs seven hotels in South Korea, with five more in the pipeline. Three new Seoul hotels have recently been added to the Hilton Honors system and are set to open in stages.

Digital localization efforts to improve accessibility for domestic users are also underway. The company plans to reduce language barriers when booking overseas hotels and build a mobile-supported environment covering everything from room selection to checkout.

"Korea is a sophisticated market that values the true worth of a premium travel experience, not just cost-effectiveness," Laverne said. "To improve the digital customer experience, we also plan to soon launch the first Korean-language version of the Hilton Honors app, supporting hotel search, reservations, room selection and trip management."

Details of the financial partnership product designed to make travel more accessible were also disclosed. Co-brand cardholders — a product operated jointly by Hilton, Lotte Card and American Express — stayed at Hilton properties about three times as often as general members, though their stays were about 30 percent shorter, consistent with the short-trip spending pattern. Depending on the membership tier, the card offers Hilton Honors Gold or Diamond status, complimentary weekend night certificates valid at participating Hilton hotels worldwide, and bonus points accumulation.

"Many professionals in their 30s and 40s who are financially comfortable but time-poor take short weekend trips," said Choi Jae-ung, executive vice president and head of individual customer business at Lotte Card. "There is a clear tendency to choose a premium card and use complimentary weekend night certificates at top-tier luxury hotels."

Hilton said it will continue to expand its touchpoints with Korean travelers through a collaboration model that links everyday payments to hotel stay benefits. The company also plans to establish a virtuous cycle that goes beyond simple transactions to deliver real travel experiences, reflecting the profile of travelers who seek both short trips and premium rest.

"We will continuously refine our services and benefits to align with the values Korean travelers seek — genuine rest and meaningful connection," Laverne said. "We will support travelers on their journeys by linking everyday spending to Hilton Honors points and a range of accommodation benefits."