Insights
In-depth analysis and expert insights for the hospitality industry.
Insights20 Million Inbound Tourists. Are We Ready to Keep Them Coming Back?
A small Japanese town turns hot springs and floor mats into 1.4M annual visitors. Korea hit 20M inbound tourists in 2024, but repeat rate tells a different story.
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InsightsHow to Get Your Hotel Recommended by AI: 36% of Korean Travelers Already Ask ChatGPT
TL;DR In May 2026, Google, OpenAI, Anthropic, Booking.com, Expedia, Airbnb, and TikTok all pointed the same direction. Hotel bookings are moving inside AI. When guests know your hotel's name, AI recommends it 97% of the time. When they don't and ask for suggestions, your odds drop to 10–15%. Your pipeline of new guests is closing. 36% of Korean travelers already use AI to plan trips—faster adoption than the US (25%). The way forward is clear: make AI...
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InsightsFive Principles to Survive the Burst: How to Build a Resilient Accommodation Business
Korea's hospitality industry follows a predictable cycle: external shocks drive demand swings, supply surges follow, then prices collapse. In Part 2 of our series on the balloon effect, we outline five principles for weathering the bust—even when the boom feels unstoppable.
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InsightsFuel Surcharges Are Soaring. Here's What It Means for Your Property
Lessons from COVID and the second balloon. April 2026. Oil prices are spiking. The balloon is inflating again. Geopolitical instability in the Middle East is rocking global oil markets, and international fuel surcharges just jumped from level 6 to level 18 in a single month. Airfares to the Americas and Europe are up double digits year-over-year. Korean Air's one-way fuel surcharge to the U.S. alone...
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InsightsRediscovering Motels Part 3 – Serving Foreign Guests
In Part 2, I promised to share real success stories. Here it is: What happens when a motel drops daytime rentals and lists on global channels? One floor, one experiment. A Seoul motel started small—and within three months decided to transform the entire property. Here's how it worked...
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InsightsRediscovering the Motel 2 – The 51.5% Paradox
Over half of Korea's 60,000 lodging properties are motels, yet owners are struggling despite market dominance. Platform commissions and ad costs now consume 20% of revenue, turning survival into a structural trap.
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InsightsTo Stop Price Gouging, Fix the System
Korea's hotel price-gouging problem is real—but fixing it requires more than enforcement. Annual rate registration and heavier fines miss how hospitality actually works.
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InsightsRediscovering the Motel, Part 1 — 70 Years of Korean Motels: The Fifth Evolution
Korea's motel industry holds over half the lodging market, but nobody talks about it. From post-war inn houses to today's tech-driven properties, motels have evolved five times in 70 years.
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Insights100,000 Rooms Are About to Hit the Market: What Korea's Living Accommodation Deregulation Means for You
Living accommodation deregulation — how will it impact your region?
InsightsThe 4-Point Checklist to Make AI Recommend Your Property
Your hands-on manual for AIEO (AI Engine Optimization) in hospitality
InsightsYou Don't Need to Be Tech-Savvy. Your Sincerity Is AI Marketing
The age of AI assistants is coming. Start now and you'll be smiling in two years
InsightsHow Small Hotels Can Win the Run-Trip Market
Practical strategies for independent hotels targeting run-trip travelers
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