Travel platform '여기어때' is shifting its business model from a simple accommodation booking service to an experience-oriented brand that provides customers with a compelling reason to travel. By launching the 'Concert Pack'—a unique package combining exclusive concert tickets, featuring artists like Roy Kim and Jang Min-ho, with accommodation—the company successfully attracted multi-generational families to Gangwon-do Goseong. This strategic pivot focuses on creating emotional connections and memorable travel experiences to secure customer loyalty amidst intense market competition. Furthermore, the company continues to see growth in international travel, reporting a 1.4-fold increase in bookings for small Japanese cities between January and April. - '여기어때' successfully executed its 'Concert Pack' in Goseong (June 8–10), featuring performances by Roy Kim and Jang Min-ho to drive brand engagement. - The company is pivoting toward an 'experience marketing' strategy, using original content and IP to stimulate travel demand beyond price-based competition. - Data shows a 1.4x increase in booking volume and 1.6x increase in transaction value for Japanese small-city accommodations compared to the previous year. | Travel platform '여기어때' is shifting its business model from a simple accommodation booking service to an experience-oriented brand that provides customers with a compelling reason to travel. By launching the 'Concert Pack'—a unique package combining exclusive concert tickets, featuring artists like Roy Kim and Jang Min-ho, with accommodation—the company successfully attracted multi-generational families to Gangwon-do Goseong. This strategic pivot focuses on creating emotional connections and memorable travel experiences to secure customer loyalty amidst intense market competition. Furthermore, the company continues to see growth in international travel, reporting a 1.4-fold increase in bookings for small Japanese cities between January and April. - '여기어때' successfully executed its 'Concert Pack' in Goseong (June 8–10), featuring performances by Roy Kim and Jang Min-ho to drive brand engagement. - The company is pivoting toward an 'experience marketing' strategy, using original content and IP to stimulate travel demand beyond price-based competition. - Data shows a 1.4x increase in booking volume and 1.6x increase in transaction value for Japanese small-city accommodations compared to the previous year.