Korean American Travel Deals Expand as Agencies Cut Prices

As high inflation and economic uncertainty make consumers hesitate to travel, Korean American travel deals are being reshaped by agencies that have stepped up marketing at the start of the year.

Their strategy is to lower price barriers while improving product competitiveness and trust, aiming to make this year a turning point in recovery after the pandemic.

An industry official said, “Customers no longer want simply ‘cheap travel.’ They want ‘valuable travel.’ Lowering psychological barriers and building trust through installment payments, early booking benefits, price discounts, and premium services is the key.”

The most notable change is innovation in payment methods. Celebrating its 42nd anniversary, Aju Tour became the first in the industry to introduce an installment payment service called “Aju Nanum” (an installment payment plan). Customers who complete payment through installments receive a bonus credit equal to 10% of the total cost, effectively reducing travel expenses by 10%. The program applies to all products, including high-priced cruises, making it a practical option for both individual and group travelers.

Samho Travel has sharply reduced prices on its core routes, including Western Europe, Spain and Portugal, Northern Europe, and Egypt and Dubai. A 10-day Northern Europe tour priced at $4,699 was lowered to $3,499, while a Northern Europe and Baltic seven-country tour dropped from $5,699 to $4,499.

Vice President Youngim Shin said, “With frequent departures and reasonable prices, we will further solidify the perception that ‘Europe is Samho.’”

Early booking strategies to reduce airfare burdens are also spreading. Mirae Travel offers early-bird discounts of $200 to $500 on select South Pacific and Northern Europe packages. CEO Bonggyu Nam said, “Securing airline tickets early lowers customer costs and provides a realistic solution to avoid sharp fare increases just before departure.”

Efforts to broaden the market are accelerating. Pureun Tour is expanding sales and marketing beyond the Korean American community to Hispanic, Asian, and mainstream markets. Director Taejun Park said, “We will make this a turning-point year by expanding our customer base across multicultural markets.”

Chunchu Travel is offering its core products—such as Egypt and Jordan tours and the Santiago pilgrimage route—at reduced prices while maintaining five-star hotels throughout, pursuing both “value and quality.”

Differentiation targeting premium and themed markets is also becoming clearer. Elite Tour is highlighting high-value themed products such as aurora tours, Patagonia trekking, the Swiss Alps and Dolomites, and golf travel. Dream Tour is focusing on South America, Africa, cruises, and India and Nepal, confirming departures for major products one after another, including Patagonia–Bolivia–Peru, Africa–Dubai, the Caucasus, and Iceland cruises.

Dongbang Travel is differentiating itself with Northern Europe and Türkiye as flagship offerings. It applies companion discounts of 50% for one accompanying traveler on products including four-country Northern Europe and three Baltic nations, full tours of Türkiye and Italy, and complete France itineraries.

Pyungsik Park said, “The burden of a large upfront payment is the biggest barrier to travel,” adding, “Aju Tour aims to share that financial burden with customers.”

Efforts targeting both price competitiveness and stable departures are also active.

By Eunyoung Lee
lee.eunyoung6@koreadaily.com