At the time of this report, the company analyzed transaction data from the 7th to the 18th of last month and announced its findings. The results show that one in five new customers made a first payment immediately. This indicates that the newly launched product is successfully entering the market as a revenue‑generating item in a different category than existing accommodation or flight tickets.
The analyzed period covers the seven days after the launch of “Overseas Tour” service, and, based on the number of transactions and customers during this time, the company confirmed that the new customer penetration rate is about 20%. In fact, the share of buyers who added an extra payment for accommodation or flight tickets is around 14%, which demonstrates a different revenue structure from existing travel products.
The transaction amount in the recent week (from October 12 to 18) increased roughly 2.7 times compared with the first week (September 7–13). This fact shows that the service is gradually expanding. At this time, the company is moving forward with a strategy of improving product quantity and reservation convenience to raise customer satisfaction. In the initial launch period, there were about 100 cities and 2,000 items; now over 220 cities and about 2,800 items are offered.
In particular, the model that completes a reservation at the time of payment—called “baro reservation” or “instant booking”—covers roughly 30% of all Overseas Tour products, yet among actual buyers it is chosen by 52%. At this time, the company is trying to increase this share to reduce uncertainty before reservations. The team leader, Shin In‑ho, said that “new customer acquisition through Overseas Tour brings significant revenue growth and important results; if ‘Overseas Tour’ goes beyond mainstream, existing original tour products will also be successively promoted.”
(연락) Reporter Yong Hyun Han Gyeodot.com yonghyun@hankyung.com