Agoda Leads Overseas Accommodation Searches, with HanaTour in Third
Overseas travelers are increasingly turning to online channels to find accommodation and travel products. According to OpenSurvey’s 2025 Overseas Travel Trends Report, Agoda ranked first among channels used to search for overseas accommodation, followed by Naver and HanaTour. The claim in an earlier draft that HanaTour ranked fourth does not match the survey findings.
OpenSurvey Survey Puts Agoda, Naver and HanaTour Among the Leaders
The survey covered consumers who had traveled abroad or planned to do so in 2025. Questions about accommodation-search channels were answered by 471 respondents who had paid at least part of their travel expenses, with multiple responses allowed.
Among all respondents, the channels ranked in the following order: Agoda, Naver, HanaTour, HotelsCombined and Hotels.com. Agoda ranked among the top channels across every age group from their 20s through their 50s. Among respondents in their 60s, domestic travel agencies such as HanaTour and Mode Tour were used relatively more often.
Clear Differences in Channel Choices by Age
Respondents in their 20s through 40s used a broad range of international platforms and search services, including Agoda and Naver as well as Trip.com, Yeogi Eottae and Google. People in their 20s, in particular, were more likely than other age groups to use Trip.com, Yeogi Eottae and Google to search for overseas accommodation.
By contrast, respondents in their 60s showed a strong tendency to use HanaTour when searching for accommodation and activities. The results suggest a growing divide between consumers who prioritize comparing prices and booking independently and those who prefer consultation and package travel options.
Independent Travel and the Growth of OTAs
The OpenSurvey report shows that travel styles combining flexible itineraries with advance planning are becoming more common. Some 67.5% of respondents said they preferred planning their destinations and time slots in advance, while 62.4% chose to stay longer in a single city or region.
This travel style aligns with the use of OTAs, which allow travelers to compare and book flights, accommodation, transportation and activities separately. However, rankings of accommodation-search channels are a different metric from completed payment rates or brand satisfaction, and should not be interpreted as booking-market share.
In Consumer Insight’s 2025 annual travel satisfaction survey, Agoda also ranked first for the first time in usage experience among online travel-product platforms used by South Korean consumers, with a rate of 17%. The survey included 12,826 consumers who had used an online travel-product platform in the previous year, with Yeogi Eottae and Naver ranking second and third, respectively.
What Consumers Should Check Before Booking Through an OTA
OTAs make it easy to compare a wide range of accommodation and flights in one place, but the displayed price should not be treated as the final cost. Taxes, resort fees, local charges and cancellation terms can vary by product.
The Seoul Metropolitan Government said it found cases in a 2026 investigation of overseas accommodation-booking platforms in which prices excluding taxes and fees were shown first or nonrefundable conditions were displayed in small print. Before booking, consumers should check the final payment amount, cancellation and refund terms, any additional charges payable locally and which company operates the customer service center.
- Price: Check whether the final amount includes taxes and fees
- Refunds: Check the free-cancellation period and any penalty terms
- Accommodation details: Check the room type, breakfast, parking, resort fees and other conditions
- Booking records: Keep payment records and booking confirmations by email or as files
How to Choose a Booking Channel for Overseas Travel
If accommodation prices and room selection are the main priorities, a global OTA such as Agoda may be a useful option. For comparing flights and accommodation on a single screen, travelers may find it convenient to use Naver alongside metasearch services.
For itinerary advice, package combinations and support at the destination, a domestic travel agency such as HanaTour may be a better fit. Rather than choosing based solely on a channel’s ranking, consumers should compare the price, refund terms and included services for the same accommodation before booking.
Frequently Asked Questions (FAQ)
What is an OTA?
OTA stands for Online Travel Agency. It refers to a platform where travelers can search for and book travel products such as accommodation, flights, rental cars and activities online.
Is Agoda the leading channel for searching for overseas accommodation?
In OpenSurvey’s 2025 Overseas Travel Trends Report, Agoda ranked first among channels used to search for overseas accommodation based on all respondents. This measures the channels people used to find accommodation and should be distinguished from actual booking market share.
What rank did HanaTour receive?
In the same OpenSurvey survey, HanaTour ranked third overall among channels used to search for overseas accommodation. Its usage was particularly high among respondents in their 60s.
What should I check first when booking overseas accommodation?
Start by checking the final payment amount, whether free cancellation is available, any nonrefundable conditions, taxes and local surcharges, and which services are included in the room rate.
Which is better: an OTA or a domestic travel agency?
An OTA may be more advantageous for price and choice, while a domestic travel agency may be more convenient for itinerary advice, package planning and customer support in South Korea. The most sensible approach is to compare the terms for the same product before choosing.
