Travel agency CEO turns Korea’s aging society into opportunity with tailored experiences

Koo Ja-man, CEO of older adult-focused travel agency Respect U, poses at his office in Seoul’s Mapo District in this photo taken in 2023. Courtesy of Koo Ja-man

Koo Ja-man, CEO of older adult-focused travel agency Respect U, is creating experiences exclusively tailored for seniors, a group often overlooked in favor of younger, more active generations.

First entering the travel industry in the mid-2000s after working as a web designer, Koo launched the company in 2020.

And his insight proved accurate as Korea became a super-aged society in 2024, with the market now estimated to be worth 100 billion won ($67.9 million).

The market is expected to grow further as the country ages more rapidly, with 30 percent of the population projected to be 65 or older by 2035 and 40 percent by 2050.

“Travel is something everyone desires, but when it comes to seniors, the choices tend to be surprisingly limited,” Koo said during a recent telephone interview with The Korea Times. “That’s when I realized the need to design travel specifically around their comfort and physical condition.”

Koo bet on the potential of the older adult market, as retirees are increasingly wealthier and healthier, giving them greater freedom to travel independently.

“I see an aging society not as a crisis, but clearly as an opportunity,” he said. “Seniors have more free time and tend to prefer high-quality, safe travel experiences over low-cost group tours, creating potential for growth in a direction different from the traditional price-driven market.”

Respect U’s packages currently focus on domestic travel, with stops across the country. These include coastal regions such as Namhae, Gangneung, Mokpo, Sokcho, Tongyeong and Yeosu; historical sites including Buyeo and Gyeongju; and scenic destinations like Boseong and PyeongChang.

Trips are available as day tours, one-night stays or two-night journeys.

Despite the improved physical condition of older adults, Koo explained that the itineraries are carefully designed with their health in mind.

“Many existing travel products are packed with tightly scheduled plans, but Respect U stands out by offering comfortable trips that balance sightseeing, rest and meals instead of trying to cover as many sites as possible,” he said. “The company’s primary goal is to ensure seniors’ well-being so they can enjoy their trips without becoming exhausted by demanding schedules.”

Koo said the company’s steady growth comes from “listening closely to the needs of each traveler and making an effort not to overlook even the smallest inconveniences.”

Asked about future plans, he said he is considering expanding overseas, adding, “We believe the senior travel industry has significant potential to develop into a specialized sector that is sustainable in the long term.”