Hana Tour

What Hana Tour does

Hana Tour (주)하나투어) is South Korea's leading travel agency, providing comprehensive travel services to Korean consumers across leisure, corporate, and premium segments. The company distributes package tours, custom itineraries, group airline bookings, honeymoons, and business travel through a nationwide network of over 1,000 officially certified reservation centers (공식인증예약센터) complemented by direct-to-consumer online and mobile platforms. Hana Tour has held the No. 1 position in Korean travel agency brand power for 22 consecutive years (2005-2026) per the Korean Standards Association, No. 1 in Korean Industry Customer Satisfaction for 14 consecutive years (2009-2025) per KMAC, and No. 1 in Korean Service Quality Index for 4 consecutive years (2019-2025).

The product portfolio spans core mass-market packages, 맞춤여행 (Custom Travel) for personalized itineraries built by professional travel coordinators, 제우스 (Zeus) for high-end travel, 허니문 (Honeymoon) packages, and 하나트래비즈 (Hana Travel.biz) for corporate travel management. Technology infrastructure centers on the H-AI chatbot travel assistant, a proprietary mobile application with coupon promotions, and an integrated online booking platform. Distribution combines self-serve digital channels with dedicated inside-sales lines for specialized services (international air tickets at 1899-1833, corporate services) and in-person service through certified branches, with sub-brands 하나TV (Hana TV) for video content and 핫딜 (Hot Deal) for promotional offers.

Hana Tour generates revenue transactionally on individual travel bookings, including packages, airline tickets, accommodations, and ancillary services such as overseas travel insurance sold in partnership with DB Insurance and Samsung Fire & Marine Insurance (100-500 million KRW coverage tiers). Pricing is quote-based and varies by destination, season, accommodation level, and customization; no public price list is disclosed. Additional commercial layers include the formal Partnership/Marketing Alliance Program ([email protected]) and a purchase-safety service with Hana Bank for cash payments. Operating status is active, domicile is South Korea, and the company holds ISMS information-security and CCM consumer-centric management certifications, including 2025 Hall of Fame status.

Name

Hana Tour

Legal name

(주)하나투어

Website

https://hanatour.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

1–10 employees

Short description

Hana Tour (주)하나투어) is South Korea's leading travel agency, offering international and domestic package tours, custom itineraries, premium, honeymoon, and corporate travel through 1,000+ certified branches, online platforms, and a mobile app.

Ownership category

akta.pro rank

Product category

Travel Agency Services

NAICS

Tour Operators (561520), Travel Agencies (561510), Tour Operators (56152), Travel Agencies (56151), Other Travel Arrangement and Reservation Services (56159)

akta.pro primary industry

Group & Small-Group Custom Itinerary Planning (THAKAOAF)

akta.pro secondary industries

Escorted Coach & Bus Package Tour Operators (THAKADAA), Adventure & Expedition Travel Agencies (THAKAFAB)

Keywords

• Travel agency services
• Package tour booking
• International travel packages
• Corporate travel management
• Custom travel planning

Headquarters

HQ city

Seoul

HQ country

South Korea

HQ region

Asia

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Travel Package Sales: Hana Tour generates revenue primarily through the sale of packaged travel products including overseas travel, domestic travel, and overseas hotel reservations. Revenue is earned through transaction-based pricing on individual travel bookings.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Hana Tour is a South Korean travel agency that sells packaged travel products including overseas travel, domestic travel, overseas hotel reservations, and group airline tickets. The company provides professional travel coordination services through a nationwide network of certified reservation centers and direct online/app booking, complemented by specialized lines such as custom travel planning, honeymoon packages, and premium high-end travel (Zeus).

Product overview

Hana Tour is South Korea's leading travel agency operating as a comprehensive platform offering international and domestic travel services. The core product includes package tours, airline tickets, and travel insurance, supported by specialized sub-products such as 맞춤여행 (custom travel planning), 제우스 (high-end travel), 허니문 (honeymoon packages), and 하나트래비즈 (corporate travel). The company distributes through official certified branches (공식인증예약센터), a mobile app, and the website, with H-AI serving as an AI-powered travel assistant. Additional offerings include 하나TV (video content) and 핫딜 (promotional deals).

Differentiator

Problem solved

Functional benefit

Brands

• 하나TV: Travel content platform
• H-AI
• 하나트래비즈
• 제우스
• 맞춤여행

Products and services

• Hana Tour Travel Packages (하나투어) Comprehensive travel package sales for South Korean consumers covering overseas travel, domestic travel, overseas hotel reservations, and airline tickets. Serves both individual travelers and corporate customers.
• Custom Travel (맞춤여행) Personalized travel planning service where professional travel coordinators create customized itineraries based on individual customer preferences and requirements.
• Group Airline Tickets (단체항공권) Group airline ticket booking service for corporate groups, tour groups, and other organizations requiring multiple seats.
• Honeymoon Packages (허니문) Specialized honeymoon travel packages featuring romantic destinations, premium accommodations, and curated experiences for newlyweds.
• Zeus (제우스) - Premium High-End Travel Premium/high-end travel service brand offering exclusive luxury travel experiences. Awarded the 9th National Service Awards Grand Prize in the high-end travel sector for 2026.
• Hana Travel.biz (하나트래비즈) - Corporate Travel Corporate and business travel management service providing dedicated consultation for corporate customers requiring business travel solutions, including group airline tickets and corporate accounts.
• HanaTV (하나TV) - Travel Content Platform Video content platform featuring travel-related programming, destination guides, and travel inspiration content for Korean travelers.
• Hot Deal (핫딜) - Promotional Deals Limited-time discounted travel deals and promotional offers on various travel packages and services, distributed through the website and mobile app.
• Officially Certified Reservation Centers (공식인증예약센터) Nationwide network of certified travel agency branches that exclusively sell Hana Tour products, offering in-person consultation with professional travel coordinators and consistent pricing across South Korea.

Quantifiable outcome

• Zero information discrepancy guarantee - 100% compensation if travel itinerary is not followed as scheduled
• +1 more outcomes

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core and minor.

• DB손해보험 (DB Insurance)coreOthersDB Insurance is a key insurance partner providing overseas travel insurance coverage for Hana Tour customers. Insurance coverage amounts range from 100 million to 300 million KRW for travel before August 1, 2025, and 200-300 million KRW for travel from August 1, 2025. Customer service hotline: 1899-4040.
• 삼성화재 (Samsung Fire & Marine Insurance)coreOthersSamsung Fire & Marine Insurance is an insurance partner for Hana Tour's overseas travel insurance products. Coverage options of 100 million or 500 million KRW are available for travel from August 1, 2025. Customer service hotline: 1600-6575.
• 하나은행 (Hana Bank)minorOthersHana Bank provides purchase safety services (구매안전서비스) for cash payments made at Hana Tour, ensuring transaction safety and security for customers paying in cash.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Mode Tour: One of Hana Tour's largest direct domestic competitors in the Korean packaged-travel agency market. Comparison is direct: both sell multi-day outbound packages, custom itineraries, and operate branded physical retail networks in Korea.
• Very Good Tour: Major Korean outbound tour operator that competes head-to-head with Hana Tour on packaged tours, group airline tickets, and theme-based overseas travel. Operates similar retail branch network in South Korea.
• Interpark Tour (Interpark Triple): Korea-based online and offline travel agency selling packaged tours, flights, and hotels. Comparable to Hana Tour as a Korean retail-travel brand competing for the same outbound travel consumer, with a stronger digital heritage.
• Lotte Tour (Lotte JTB): Korean outbound travel agency affiliated with Lotte Group, focused on packaged tours and corporate travel. Comparable to Hana Tour in segment focus, customer base, and channel structure (online + retail branches).

Broad incumbents

• Yanolja (Yanolja Cloud / Nol Tour): Korean travel and leisure super-app that has expanded aggressively into travel products via acquisitions. While broader in scope (accommodations, leisure, tickets), it competes with Hana Tour on packaged travel and outbound tours through its travel vertical.
• Trip.com Group: Global OTA group (Trip.com, Ctrip, Skyscanner, Qunar) that competes with Hana Tour in Korea for outbound travel bookings. Though much broader globally, it directly competes on Korean outbound flights and hotels.
• Booking Holdings (Booking.com): Global OTA leader whose Korean user base competes directly with Hana Tour's accommodation and flight booking. Offers unbundled alternatives to Hana Tour's packaged-tour model.

Emerging players

• Klook: Asia-Pacific experiences and attractions booking platform. While not a direct packaged-tour competitor, it increasingly attracts Korean travelers for destination activities and partial-trip components, eroding Hana Tour's bundled-value proposition.

Regional players

• Traveloka: Southeast Asian travel platform comparable to Hana Tour in business model (flights, hotels, packages) but operating in a different geography. Relevant as a regional peer for cross-border outbound travel demand perspective.

Others

• KTO (Korea Tourism Organization): Government tourism promotional body that influences demand for Korean travel services. While not a commercial peer, it is an ecosystem participant that shapes inbound travel marketing and certification standards relevant to Hana Tour.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/HanaTour
• Facebookfacebook.com/HanaTour.fb
• Instagraminstagram.com/hanatour_official
• Xx.com/hanatour

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments3 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hana Tour