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Taiwan Travel Platform Looks to Woo Southeast Asia's Digital Tourists

Launched in 2014, Kkday – one of Taiwan's fastest-growing destination booking sites – now has wider aspirations.

Photo: Digital destination designation: Online travel booking continues to boom. (Shutterstock.com)
Digital destination designation: Online travel booking continues to boom.
Photo: Digital destination designation: Online travel booking continues to boom. (Shutterstock.com)
Digital destination designation: Online travel booking continues to boom.

In line with global trends, consumer preferences in Taiwan's travel sector have changed dramatically over recent years, with online booking platforms becoming increasingly popular. This has seen many tourists opt for independently-organised travel, rather than joining the scheduled tours that once dominated the sector.

Looking to capitalise on these changed preferences, the KKday travel platform was launched in 2014. Rather than simply offering a hotel booking service – in the fashion of agoda.com or hotels.comKKday specialises in providing complete itineraries for its users. These can include the provision of airport transfers, local tours, cultural experiences, specialty dining, tickets to tourist attractions and bookings for experiential courses. All a user has to do is specify their preferences online and the site will help generate a personalised itinerary.

At present, KKday claims to offer more than 6,000 travel experiences, spanning 170 cities in 53 countries. As well as Chinese, the website is also available in English, Japanese and Korean, making it easy for would-be travellers from around the world to select and plan their travel experiences.

According to the company's own figures, its primary users are in the 25-45 age group, while its total number of average monthly users – global plus domestic – is between 20,000 and 30,000. Last year, Taiwan-based travellers accounted for 59.7% of all KKday users, with overseas users making up the remainder. This year, however, the company is claiming that its total share of overseas users is approaching 50%.

Overall, though, the site is seen as having enjoyed significant growth over recent years. While, in the first month following its launch, the site turned over just NT$100,000 (HK$25,000), by month three its revenue had exceeded the NT$1 million mark – a per month growth rate of around 30-40%. In January this year, the platform recorded revenue of more than NT$30 million – its most successful month to date.

In line with its growing turnover, KKday has also expanded its headcount, increasing its number of staff from 20 back in 2014 to more than 100 today. In total, it now also has some 440,000 registered users.

Having firmly established itself in Taiwan, the company is now looking to build its user base across Southeast Asia, with a particular focus on Hong Kong, Macau and Japan.

Tammy Hsieh, Taiwan Office

Content provided by Picture: HKTDC Research
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