Parents’ Day travel trend sees growing demand for tailored tours

A traveler enjoys the view in Zhangjiajie, China, a popular travel spot for Koreans in this undated file photo. Korea Times file

One common sight at Korean airports in May used to be elderly couples boarding flights to overseas destinations.

For many, the trips are a form of “filial travel,” paid for by adult children to celebrate Parents’ Day on May 8. Equally familiar were the large group tours they joined, packed with fellow Korean travelers.

Recently, however, Korea’s filial travel market has been shifting away from large group tours toward smaller, more customized packages tailored for comfort and individual preferences.

“Filial travel is not a category where consumers try to cut costs,” an official from Kyowon Tour said, Friday. “Compared to independent travel or trips with young children, demand is less sensitive to price increases.”

Large group tours, once a staple of overseas travel, are rapidly giving way to smaller, more personalized packages that prioritize comfort, flexibility and convenience.

Travel agencies said packages featuring “no tipping, no optional tours and no shopping stops” are increasingly preferred, particularly among older travelers. These offerings are designed to reduce physical strain and eliminate the pressure often associated with traditional group tours.

Kyowon Tour has seen growing demand for high-end packages that include full-service airlines, direct flights, five-star hotels, VIP buses and Michelin-starred restaurants.

“Preferences for no-tip, no-option packages are steadily increasing,” a company official said. “There is also a rise in cases where adult children gift premium experiences, such as cruises in Northern Europe or Latin America tours.”

Chamjoeun Travel’s premium “Largo” line exemplifies the trend. The packages limit daily travel time to under five hours, cap visits at two cities per day and guarantee at least two hours of free time at major destinations.

Hanjin Travel highlighted chartered flights to less crowded destinations in Japan, such as Toyama and Kushiro, as a leading option. “Rather than complex itineraries centered on major cities, travelers are seeking refined itineraries that minimize transit fatigue,” an official said.

Despite cost pressures, some shifts in travelers' behavior are also noticed. Travelers are increasingly adjusting departure dates to avoid peak fuel surcharges rather than downgrading destinations.

“Consumers are more sensitive to pricing due to inflation and exchange rates,” a Hanjin Travel official said. “But instead of choosing cheaper destinations, many are opting to travel after August when surcharge burdens are expected to ease.”

There is also a clear move toward short-haul destinations. Data from Yellow Balloon Tour shows that Japan, China and Vietnam accounted for the majority of bookings in May, reflecting a preference for shorter, less physically demanding trips.

“Health and fatigue are key considerations,” a company official said. “Demand for short-distance, short-duration itineraries are becoming more pronounced.”

Another notable shift is the rise of multigenerational travel. Families are opting for three-generation itineraries that include grandparents and grandchildren, rather than grandparents traveling alone.

Hana Tour reports growing interest in such packages, including its “Best Family Trip to Kyushu,” which combines hot spring visits for seniors with safari experiences for children. The company has also introduced “skip-generation” tours, where grandparents travel with grandchildren without the middle generation.