Korean MZ Generation: Value-Driven Travel
Korean MZ travelers prioritize experiences, with 53.5% willing to spend generously for top-tier trips, surpassing the global average of 41.5%. Meanwhile, 79% balance budgets with optimal choices, and 45% favor multiple short trips. Key spending areas include shopping (45.5%), dining (39.5%), and accommodation (37.5%). Budget management is crucial, with 77.5% enjoying travel while staying financially disciplined and 62% seeking last-minute deals. Digital tools are popular, with 78% using apps for discounts. Travel companions lean toward spouses (45.5%) or family (46%), with 65.5% receiving parental funding. Solo travel is rising, with 29% taking solo trips for freedom (66%) or personal time (54%). Preferred healing methods include spa visits (43%), beach relaxation (48%), and nature exploration (37%). Motivations center on relaxation (48.5%), mental healing (37%), and local cuisine (53%), with safety (48%) and value (36.5%) driving destination choices.
Skyscanner’s 2026 Vision: Tailored Experiences
Skyscanner’s 2026 Travel Trends report highlights personalized travel, with 80% of Korean travelers planning to maintain or increase travel frequency compared to 2025, and 71% keeping or raising flight budgets. Key trends include “Mart Attack,” where 56% visit local supermarkets for authentic food experiences, and “Yeomanchu,” with 41% seeking new connections abroad. Other trends involve literary-inspired “Bookscape” trips, beauty-focused “Glow-Up” journeys, unique accommodations (“Offbeat Check-In”), mountain adventures (“Mountain Vibe”), and multigenerational travel. Top destinations include Asahikawa, Japan (476% search increase), Miyakojima, and Chongqing, China. Budget-friendly spots like Yonago, Japan, and Abu Dhabi see falling airfare costs. AI influences 54% of global travelers, with Koreans using it for destination research, itinerary planning, and price comparisons via Skyscanner’s AI filters like “Personal Search” and “Underrated Destinations.”
Agoda: Breakfast as a Travel Essential
Agoda’s data reveals Korean travelers’ strong preference for accommodations offering free breakfast, with 1 in 10 using the “breakfast included” filter, second only to “property rating.” This reflects a focus on convenience and value, as breakfast reduces expenses while providing a taste of local culture. Korean travelers often start days early, making included breakfasts a practical choice that aligns with cost-conscious yet enriching travel habits.
Common Theme: Personalization and Value
Across Booking.com, Skyscanner, and Agoda, Korean travelers in 2026 emphasize personalized, value-driven experiences. Whether through MZ travelers’ focus on meaningful spending and digital deal-hunting, Skyscanner’s tailored trends like local market visits or unique accommodations, or Agoda’s emphasis on breakfast-inclusive stays for convenience and cultural immersion, the focus is on curating trips that align with individual preferences while maximizing value.
https://www.hankyung.com/amp/202510147465K
https://www.mk.co.kr/news/culture/11443801
https://www.inews24.com/view/1895450
