KTO Predicts 2022 Tourism Trends Using Big Data Analysis


Cheongsando Slow Trail in Wando, South Jeolla Province (KTO)

The Korea Tourism Organization predicted next year’s domestic travel trends on Tuesday with the acronym HABIT-US, with results showing a shift in travel preferences and patterns highlighted by the COVID-19 pandemic .

The results were based on an analysis of big data related to travel over the past three years, including travel costs and social media usage, as well as in-depth interviews with industry experts.

The acronym is derived from “habitus,” which refers to the habits, skills, and socially ingrained dispositions of a person. The KTO has found that individuals, as they adapt to the pandemic, have formed unique travel habits and styles.

“The research was significant in that we were able to comprehensively capture changes in the psychological and behavioral patterns of the public on tourism,” said Jeong Seon-hee, head of the KTO tourism advisory team.

HABIT-US stands for Hashtags, Anyone, Beyond Limits, In the Blink of an Eye, Therapy, Usual Unusual and Special Me.

Below are seven key words or phrases from HABIT-US, and their meaning in relation to tourism:

Hashtags – Separate preferences have been displayed in trip types. Social media posts mentioning specific types of travel such as “work,” a combination of “work” and “vacation” referring to hotel stays, rose 16% in the eight months of February to September of this year compared to the 12 months ending in January. 2021.

Anyone – a diversification of travel companions was also detected, with an increase in data on travel with children, friends, pets, as well as travel alone options.

Beyond Borders – Long-distance travel, which declined at the start of the pandemic, has also returned, with telecommunications data showing active movement within or between 242 cities and districts.

In the blink of an eye – Growing uncertainties during a pandemic have triggered spontaneous or short trips.

Therapeutic – Therapeutic nature trips are increasingly in the spotlight as more travelers seek comfort through experiences in nature.

Unusual Usual – Online tours and exhibits have increased in recent months with the introduction of various interactive tourism programs.

Special Me – The sense of tourism has shifted from just visiting places to participating in more activities or experiences that suit their interests and hobbies.

By Kim Hae-yeon ([email protected])


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