Asia is now not only Hostelworld’s fastest growing continent for inbound travel, but is also now the fastest growing continent for outbound travel too. South Koreans are Hostelworld's fastest growing nationality in terms of bookings, and as a national demographic have reached 5th in overall number of annual bookings globally.
In the first six months of running South Korean activity, we consistently doubled bookings month on month. Visits to Hostelworld’s South Korean site increased by 380% and since the launch of our Korean campaigns, bookings have grown by over 700%. When initially planning for APAC expansion, South Korea had been among Hostelworld’s least prioritised markets. Based on the success so far, the business now considers South Korea to be its single most important international market moving forward.
This case study has also been featured on Google Think Insights.