Booking.com Calls South Korea a Core Asian Market as It Expands Investments
Creatrip Team
a month ago
Booking.com, marking its 30th anniversary, said South Korea is a strategic market for Asia after a Seoul media briefing. The company reported global Q1 figures: 338 million booked nights, $53.8 billion in total bookings, and $5.5 billion in revenue, with more than 29 million properties listed. In Asia bookings are growing fastest; Seoul ranks third most-searched destination by Asian travelers after Tokyo and Osaka. Last year Korea received a record 18.9 million foreign visitors and aims to reach 30 million by 2028, a target Booking.com supports.
Booking.com found 67% of travelers use AI to discover new destinations, driving interest beyond Seoul to places like Busan, Jeju, and Gyeongju. The company has used machine learning and large language models for years and offers AI features in its app—natural language search, voice input, and a “smart filter” that translates text requests into complex filter combinations. Over 80% of APAC users have tried AI travel services, and Korean travelers show high adoption of bundled “connected trip” bookings (air, lodging, tours) at 26% vs. 17% global average.
Payment infrastructure also fuels growth: platform payments rose 24% year-on-year and now account for 72% of bookings. Local integrations with Naver Pay and Kakao Pay boosted Korean users’ payment usage for both domestic and international travel. Sustainability matters too: 34% of Korean travelers consider eco-friendliness when choosing accommodation, and Booking.com emphasizes tourism’s role in supporting local economies and regional development.
