Agoda's latest accommodation search data for trips between November 2026 and January 2027 shows South Korean families are increasingly looking beyond traditional winter getaways. The year-end holiday period is a peak travel window in the country, and the platform's insights reveal a clear shift toward destinations that combine family-friendly attractions with convenient access.
Phu Quoc tops international rankings
Phu Quoc, Vietnam's island destination, has emerged as the leading international choice for South Korean families. Searches for accommodation on the island rose 33% year-on-year, reflecting its growing appeal as a warm-weather escape during the colder months. The island's mix of beach resorts, theme parks, and family-oriented activities continues to resonate with Korean travellers.
Japanese cities Fukuoka and Osaka follow closely, with Fukuoka recording a 61% surge in search interest. Both cities offer a blend of urban experiences and family attractions, such as the LaLaport shopping complex in Fukuoka and Universal Studios Japan in Osaka. The proximity of these cities to South Korea, combined with frequent flight connections, makes them convenient options for short-haul family trips.
Jeju remains domestic favourite
Within South Korea, Jeju Island retains its position as the top domestic destination, with searches up 8% year-on-year. The island's appeal lies in its diverse activities, including dolphin tours, theme parks, and scenic coastal drives, which cater to families with children of varying ages.
Jeongseon, a county in Gangwon Province, has entered the domestic top ten for the first time, with searches surging 110%. Its snow-covered landscapes and local cuisine are drawing families seeking a winter wonderland experience without leaving the country. The rise of Jeongseon highlights a broader trend of families exploring lesser-known domestic spots during the holiday season.
Industry implications
Alex Park, country director for South Korea at Agoda, noted that families are increasingly prioritising destinations that offer activities and experiences suitable for all generations. "The year-end holidays are a time when families come together, and our data shows they are looking for places that can keep everyone engaged," Park said. "Destinations that can deliver on that promise are seeing strong growth in search demand."
For travel suppliers, these trends underscore the importance of family-friendly offerings and targeted marketing during the peak season. Hotels and resorts in Phu Quoc, Fukuoka, and Osaka may benefit from partnerships with airlines and tour operators to capture this demand. Similarly, domestic players in Jeju and Jeongseon could leverage the growing interest in local experiences.
Agoda's platform offers access to more than six million holiday properties, 130,000 flight routes, and 300,000 activities worldwide. The company's data also points to the potential impact of new air connections, such as Trinity Airways' upcoming Incheon–Kobe route, which could further boost travel options for South Korean families. Improved connectivity is likely to open up new destinations and increase competition among existing ones.
As the year-end travel season approaches, industry stakeholders will be watching these search trends closely. The data not only reflects consumer preferences but also signals where investment in infrastructure and marketing may be most effective. For agents and operators, adapting packages to include these trending destinations could be key to capturing a share of the lucrative family travel market.
Agoda's insights are part of a broader pattern of shifting travel behaviour in Asia. Similar trends have been observed in other markets, such as the rise of experience-led trips in India and the surge in searches for Busan following a promotional pact. These developments highlight the growing importance of data-driven strategies in the travel industry.
For South Korea, the year-end data suggests that families are willing to travel both domestically and internationally, provided the destinations offer value and memorable experiences. As new routes and partnerships emerge, the competitive landscape is likely to evolve, benefiting travellers and industry players alike.
