HanaTour FIT Users Surpass 1.48 Million, Setting All-Time Record

Growth Accelerates for Three Consecutive Quarters Since Last Year’s Q2

Enhanced Competitiveness in Short-Haul Products and Strengthened Digital Engagement

The number of users opting for HanaTour's Free Independent Traveler (FIT) products is increasing.

On May 4, HanaTour announced that in the first quarter of this year (January to March), the number of users of its FIT products reached 1.48 million, marking a 29% increase compared to the same period last year. This is the highest figure since related statistics began to be compiled in 2024. By quarter, the number of users continued to grow for three consecutive quarters, with 1 million in the second quarter of last year, 1.1 million in the third quarter, and 1.36 million in the fourth quarter.

The company explained that the main growth drivers were the expansion of single-product sales focused on short-haul routes, the strengthening of online channels, and the introduction of artificial intelligence (AI) services. In particular, demand for individual products such as airline tickets and hotels has increased, especially on Japan and China routes. The proportion of users traveling to Japan rose by about 8 percentage points year-on-year, reaching around 40%. This is interpreted as a result of travel demand spreading not only to major cities such as Tokyo and Osaka but also to small local cities.

Online marketing targeting younger generations also played a role. The company explained that increasing brand visibility and expanding communication points through customized social networking service (SNS) content led to more reservations.

AI-based services have also been introduced. The multi-AI agent service 'H-AI' suggests customized travel itineraries based on user-input conditions, and allows users to manage their schedules and make reservations all at once.

A HanaTour representative stated, "As travel purposes and themes become more diverse, changes in the FIT market are becoming more pronounced," adding, "We will strengthen our market position through continuous diversification of our supply chain and advancement of AI."

This content was produced with the assistance of AI translation services.