South Korean Traveller 2018
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2017 was a chaotic year for the South Korean Duty Free industry, with the decision to deploy the US anti-missile defence system THAAD resulting in Beijing banning all group travel from China to South Korea, dramatically changing the Travel Retail landscape.
With a focus on attitudes towards travel and the airport environment, together with an in-depth of study of shopping behaviour in Duty Free, CiR's latest nationality study is designed to unlock the opportunity with this nationality group.
Research was conducted through 1,500 online interviews with South Koreans who had travelled internationally in the last 12 months, for either business or leisure purposes.
The aim of the research was to better understand attitudes towards travel and typical behaviour when travelling, including time spent on pre-trip research and the amount of time allowed at the airport for shopping and other activities.
Shopper questions included categories visited and purchased, purchase planning, purchase drivers, key brands purchased and spend by category, with category deep-dives included for the first time.
The final report includes recommendations to drive store footfall and conversion amongst this important traveller group. To understand and respond to South Korean travellers’ changing behaviours in Duty and Tax Free retail, this report is essential reading for brands, retailers and airport operators.
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