A Digital Journey Connecting Travelers Worldwide: Jeju Shinhwa World OTA Marketing

Jeju Shinhwa World is a luxury integrated resort in Jeju that brings hotels, a theme park, a water park and dining together in one place. As travelers rapidly shifted their bookings to online travel agencies (OTAs), the resort needed a strategy to showcase its diverse experiences attractively within OTAs and turn them into actual bookings, with the goal of driving revenue from room sales. Saltcake’s collaboration began with digital advertising in 2017, continued with OTA marketing and expanded to SEO consulting in 2020.

More Than a Stay: One Complete Journey

On OTAs, a resort is easily compared room by room. So we built a strategy that presents accommodation, leisure and F&B as one experience. With packages combining stays, the theme park and dining, along with seasonal targeted campaigns, we introduced Jeju Shinhwa World not as a place to stay but as a destination worth traveling for. “The myth,” a travel-newspaper-style piece, brought Shinhwa Theme Park news and Stay & Play packages together on one page under the headline “Into the myth, into the story of Jeju Shinhwa World,” while the “What mood do you want?” campaign suggested three ways to enjoy the resort: Romantic, Dynamic and Relax.

Omnichannel Operation Across Global and Local Channels

Direct partnerships with global OTAs such as Agoda, Expedia and Booking.com optimized the booking path for international travelers, while integrated promotions with major Korean travel platforms broadened domestic demand. Delivering the same resort’s appeal to each channel’s customers in the right way, we focused on increasing both booking conversion and length of stay.