Korea Travelers Search on Naver but Book Across Platforms
When Koreans plan a domestic trip, they look for lodging on Naver, the country's dominant web portal, but the platform they book on is often a different one. A new consumer survey shows that convenience, price and booking terms are judged separately at each step. Search Here, Compare There, Book Somewhere Else In the Domestic Travel Trend Report 2026 released in October by Embrain's Open Survey, 431 respondents who researched or compared accommodation were asked where they looked. Naver Search was used by 44.1%, NOL (the Yanolja platform) by 33.2%, Yeogi Eottae by 30.2%, Naver Booking by 26.5% and Agoda by 22.7%. Respondents could choose multiple channels. Among 347 respondents who also named their final booking channel, NOL led with 54, followed by Naver Booking with 48, the lodging's own website or app with 42, Yeogi Eottae with 39 and Agoda with 33. Airbnb drew 22 and Trip.com 15. Reasons differed by platform. Naver Booking and Yeogi Eottae users put easy booking and pay...