Korea's hotel industry has begun competing to roll out packages for consumers who plan to spend their summer vacation on a "hocance" (a portmanteau of hotel and vacance) instead of traveling overseas. With the trend of a weak won continuing and expectations that fuel surcharges will return to typical levels only after the third quarter, demand for overseas travel in the summer does not appear likely to rebound quickly.
According to the retail industry on the 23rd, domestic hotels have recently been fronting differentiated packages and experiential content to meet the needs of consumers who prioritize rest. In particular, this year's hocance offerings go beyond simple lodging, with most structured as stay-type products that cover rest, dining, leisure, and wellness programs all within the hotel. They are designed to minimize movement and allow guests to fully enjoy on-site facilities. The industry cites wellness and healing as this summer's hocance keywords.
Inspire Entertainment Resort on Yeongjongdo, Incheon, has introduced three "Summer Playcation Packages" bookable through Aug. 24. Stays are available through Aug. 31. All packages include a four-hour pass to the indoor water park Splash Bay and one complimentary in-room minibar benefit.
Among them, the "2-night basic package" is a value option that provides a 100,000 won credit usable at resort-operated food and beverage (F&B) outlets and two 10,000 won Olive Young gift certificates. The "2-night gourmet package" strengthens the F&B benefits. After enjoying Splash Bay, guests receive in-room dining fried chicken. Breakfast for two the next day at the signature buffet restaurant Chef's Kitchen is also included.
An Inspire official said, "We also prepared a package that provides ride passes for three attractions at the family indoor theme park 'Jjang Land,'" and noted, "We focused on enabling guests to take care of dining, shopping, and play all at once inside the hotel."
Luxury hotels in central Seoul are strengthening their wellness concepts. Park Hyatt Seoul has launched the Summer Retreat wellness room package for customers seeking rest and rejuvenation in the summer. It is designed so guests can experience spa, exercise, beauty, and nutrition management in the room, with a focus on "healing in the city."
JW Marriott Hotel Seoul has put forward gourmet content. At the all-day dining restaurant Flavors, summer health menus will be offered from July 1 to Aug. 31. It will present seasonal menus such as seasoned abalone salad, ginseng cold salad with chicken breast, and white peach burrata salad, aiming to attract customers who pursue both health and gastronomy.
Hotels have also been expanding programs targeting families. Whereas programs used to focus on kids, lately there has been a rise in so-called "separate healing" programs that allow parents and children to rest in their own ways. Parents use spa or wellness programs, while children participate in kids clubs or experiential programs.
Walkerhill Hotel & Resort has prepared the most structured experiential programs. Since 2022, Walkerhill Hotel & Resort has operated the Winter Kids Camp. Its hallmark is allowing parents to relax while children join activities. The program includes sports, nature learning, and cooking. Eligible ages are 5 to 11.
A Walkerhill Hotel & Resort official said, "Based on the Winter Kids Camp, we are preparing package programs that include the Summer Kids Camp," and added, "Over two nights and three days, children can learn and enjoy a broad range of arts and physical education, while parents can relax at the hotel in their own way, which is why the package is receiving a good response."
Travel platforms are also keeping pace with rising domestic travel demand. Yeogi Eottae is running a large-scale brand campaign focused on domestic accommodations and travel products for the summer vacation season. In this campaign, actors Kim Yun-seok, Cha Seung-won, and Lee Yo-won appear as historical figures Yi Sun-sin, Kim Jeong-ho, and Queen Seondeok, respectively, introducing domestic destinations. The campaign is organized around travel themes linked to each figure, such as seaside destinations, notable spots nationwide, and Silla cultural heritage.
According to Yeogi Eottae, domestic travel demand this summer is increasing compared with previous years. Reservations for domestic accommodations in July–August rose 28% from the same period last year. By lodging type, camping reservations increased 39%, hotel reservations 32%, and resort reservations 23%. A Yeogi Eottae official said, "The expense burden of overseas travel has grown, and the travel trend has shifted from moving around to staying put, which proved effective."