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Understanding of Korea Honeymoon Market
- 1. Understanding Honeymoon Market in Korea 2011. 5. 2 Friday, 17 June 2011
- 2. CONTENTS 1. Current Status of Korea Honeymoon Market 1.1 Distribution of Population in Korea 1.2 Current Status of the Honeymoon Industry 1.3 Current Status of the Honeymoon Market 2. Analysis of SWOT for Thailand as a Honeymoon Destination 3. Suggestions for Honeymoon in Thailand Market Activation 3.1 Current Marketing System in Korea 3.2 Marketing Approach in Preparation for the future 4. Conclusion 4.1 Possibilities and Improvement in the Future Friday, 17 June 2011
- 3. 1. Current Status of Korea Honeymoon Market 1.1 Distribution of Population in Korea Demographic Changes • Total Population in Korea : 46,348,887 (2nd May 2011, Current) • Population of the marriageable Age: 7,741,129 (Average Age 25~34) • Estimated Annual Marriages: 774,112 • Annual demand for Honeymoon in Korea: approximately 300,000 Couples Population Distribution by Age in Korea 15000000 14623158 11250000 8986128 8235826 7500000 6762646 7741129 3750000 0 0-13 years 14-24 years 25-34 years 35-44 years 45-79 years <Korea National Statistical Office> Friday, 17 June 2011
- 4. 1. Current Status of Korea Honeymoon Market 1.1 Distribution of Population in Korea Regional Distribution of Population Age 25 ~ 34 Seoul & Gyeonggi Prov.(52%) 지역별 25~34세 분포 Daejeon(3%) 81630 824342 Gwangju(3%) Daegu(5%) 455915 Ulsan(2%) 481205 Busan(7%) Gangwon Prov.(5%) 392946 4129020 Chungcheong Prov.(6%) Jeola Prov.(6%) 545935 Gyeonsang Prov.(10%) 171656 Jeju Prov.(1%) 392946 239755 243998 <Korea National Statistical Office> Friday, 17 June 2011
- 5. 1. Current Status of Korea Honeymoon Market 1.1 Distribution of Population in Korea Regional Distribution of Population Age 25 ~ 34 3279 Seoul, Gyeonggi Prov.(51%) Deajeon(3%) 33993 Gwangju(2%) Daegu(4%) 19656 Ulsan(2%) Busan(6%) 21374 Gangwon Prov.(7%) 158887 Chungcheong Prov.(6%) 19494 Jeola Prov.(6%) 18614 Gyeongsang Prov.(11%) Jeju Prov.(1%) 12844 7267 8885 8088 <Korea National Statistical Office> Friday, 17 June 2011
- 6. 1. Current Status of Korea Honeymoon Market 1.2 Current Status of the Honeymoon Industry Current Honeymoon Travel Industry <Ministry of Sports, Culture and Tourism> 30% 25% 21% 23% 15% 11% 10% 8% 0% Phuket (25%) Bali (21%) Cebu/Boracay (11%) Hawaii (10%) • Specializing in Honeymoon Travel Agency: Honeymoon Resort, Kaya Tour, Club Island, Jason Travel, etc • Whole Sale Travel Agent: Mode Tour, Hana Tour • General Travel Agency: Lotte Tour, KAL(Hanjin) Tour, Redcap Tour, etc • Hotel Specialist: RTS, Hotelpass Friday, 17 June 2011
- 7. 1. Current Status of Korea Honeymoon Market 1.3 Current Status of the Honeymoon Market Changes in the Pattern of Honeymoon • Most Domestic Travel prior to 1988 • Liberalize the overseas trip in 1988 • Annual Overseas on a Honeymoon in 1990 ~ 1992: 5%(Approx. 15,000 Couples) • Annual Overseas on a Honeymoon in 1993 ~ 1995: 10% (Approx. 30,000 couples) • Annual Overseas on a Honeymoon in 2002: 50% (Approx. 150,000 couples) • Annual overseas on a honeymoon in 2007: 70% (Approx. 210,000 couples) • Annual overseas on a honeymoon 2010: 85% (Approx. 250,000 couples) Types of honeymoon destination • Sightseeing and Active tour: Europe, Australia, Americas, Canada, Japan, Jeju • Retreat and Relax tour: Maldives, Bali, Guam, Saipan, Fiji, Tahiti, New Caledonia, Mauritius • Combine all of the above: Phuket, Koh samui, Hawaii, Boracay, Cebu Friday, 17 June 2011
- 8. 1. Current Status of Korea Honeymoon Market 1.3 Current Status of the Honeymoon Market 8 preferred Honeymoon destination <Analysis of Honeymoon Resort > 30% 23% 15% 8% 0% ) ) ) ) ) %) %) %) 5% % 1% 1% % 10 (7 (7 (6 (5 (2 (2 (1 I( ES PE UI A T LI Y LI AI M IV RO CA E BA RA UK SA AW D EU RA AL ST PH H H O M AU KO B BU/ CE Friday, 17 June 2011
- 9. 2. Analysis of SWOT for Thailand as a Honeymoon Destination Strength • Not close but also not too far (Incheon-Bangkok 5Hours 30 Min. / Incheon-Phuket 6Hours 15Min.) • Many Routes between Thailand and Korea ICN-BKK: KE, OZ, TG, LJ, 8B, 7C ICN-HKT : KE, OZ, 8B • Plenty of famous World Class Hotels & Resorts with good facilities and Services (All price categories for Honeymoon pool villas) • Natural environment, beautiful beaches and exotic Island tour • Variety of foods and Nightlife experience • Massage and spa • Marine sports and Elelphant tracking • Country of the festival and events • Improving the image of Korea by Thai Friday, 17 June 2011
- 10. 2. Analysis of SWOT for Thailand as a Honeymoon Destination Weakness • Composition of fear due to the Thai border dispute • Due to the dissolution of parliament and public demonstrations and political issues • Fears from Typhoon and tsunami caused by climate change • Due to low-cost packages cheap travel general recognition : Regular Thailand tour package price: 3N5D USD300~800 / per person : Regular Thailand honeymoon tour price: 4D6D USD1,300~2,000 : Honeymoon in Thailand is not considered particularly • Not good recognition about security and hygiene • The needs to improve the treatment and granted legal residence of Korean tour guide in Thailand : When the problem occurred to travelers, Korean guide can not take care of them actively because of the residence status. distrust for the Guide is distrust of the Thailand.) • Most Koreans are not easy to travel without Korean tour guide : Language Problem, Hard to rent-a-car by opposite direction of traffic, extremely hot weather Friday, 17 June 2011
- 11. 2. Analysis of SWOT for Thailand as a Honeymoon Destination Opportunity • New Honeymoon destination by Tourism Authority of Thailand to strengthen product development and promotion • Strengthen advertisement on Chiang mai, krabi, koh chang • Active pamtour for travel agency staff • New opening of Brand Hotel and Resort in Phuket / koh samui • Improvement of image on Thai travel due to improvement of Thai tourist guide service • Due to increase on flight schedule, it is easy to get seats • Changes on several travel patterns in Thai Honeymoon • Honeymoon schedule 3N5D pattern: Prior to 2007 (return to Korea after simple schedule) • Honeymoon schedule 4N6D: Currently (combination of Hotel and pool villa resort, changes on awareness in Thai travel) • Honeymoon schedule 5N7D : starting 2011 (Established the awareness of people for Thai as a best honeymoon destination by experiencing Thai food, spa&massage, island tour, retreat and various cultures) Friday, 17 June 2011
- 12. 2. Analysis of SWOT for Thailand as a Honeymoon Destination Threat • Thai airway’s high price policy made increase of product price [compare of ICN/HKT round trip (standard of M CLS)] TG USD664(AIR FARE) +64(TAX) + 130(FUEL SURCHARGE) = USD858 KE USD618(AIR FARE) +55(TAX) + 124(FUEL SURCHARGE) = USD797 OZ USD618(AIR FARE) +55(TAX) + 124(FUEL SURCHARGE) = USD797 8B USD545(AIR FARE) +55(TAX) +124(FUEL SURCHARGE) = USD724 : 2011 first half year due to high increase on air fare, decrease on profit of sale in koh samui, Phuket 4~5months ago made other agencies’changes on sale in Thai product : Honeymoon specializing travel agency decreased product of Koh Samui and Phuket, they alternated it into Bali/ Cebu/Boracay/Hawaii • Increase of demand on Hawaii due to No visa agreement between US and Korea • Due to Japan earthquake and radio activity, destination travel agencies started put special price and strengthen activity of tourism authority: Hawaii, Bali, Maldives, Cairns, Fiji • Preparation of Korea/Maldives direct flight : Mega Maldives prepared to flight into Korea, KAL put special plane for Honeymoon peak season : Currently, ICN/SIN/MLE, ICN/KUL/MLE, ICN/DXB/MLE, ICN/DOH/MLE • Low price travel has made in Cebu/Boracay due to various flights provided and price competition : ICN/CEB (KE, OZ, PR, 5J) / ICN/MNL (KE, OZ, PR, 5J) Friday, 17 June 2011
- 13. 3. Suggestions for Honeymoon in Thailand Market Activation 3.1 Current Marketing System in Korea • Online website ads (20%) : Naver, Daum, Nate : Expenses on Korea online website ads Honeymoon costs $3 per click Honeymoon costs $2.5 per click Phuket costs $2 per click Bali costs $2 per click Hawaii costs $1 per click • Internet research (15%) • Wedding consultant company (30%) : Wedding consultant companies are around 2000 in Korea : around 1000 companies are active in kangnam seoul • Wedding hall (10%) wedding hall, Hotel, community center, company building • Wedex (it hosts Korea’s biggest convention center in Coex, 2times a year), Kintex, MBC wedding fair, Essence and etc • Recommendation of honeymooner from us and other company (15%) Friday, 17 June 2011
- 14. 3. Suggestions for Honeymoon in Thailand Market Activation 3.2 Marketing Approach in Preparation for the future • Expanding the mobile web searching ads marketing ( Internet Keywords 80%, Mobile web search 20%) • More Video services about hotels and resorts (ex. Youtube) • Progressive and improved social network activities and Internet marketing • Intensive the attention of customers by celebrity marketing • Creating products that customers are impressed for expanding customer’s word of mouth marketing Friday, 17 June 2011
- 15. 4. Conclusion 4.1 Possibilities and Improvement in the Future • Intensified Tourism Authority of Thailand’s Activities • Providing photos and videos about beautiful natures and island in Thailand • Thailand Airways fare policy – Offer lower prices than KE/OZ • guide to ensure a stable life will improve service quality for tourists • Providing an institutional strategy for the Korean traveler ensure Safety • Hotels and resorts in Thailand ensure stable rooms Friday, 17 June 2011