Anyone who has prepared for a trip is likely to have sighed at least once while hopping between accommodation booking sites. Searching on Agoda, comparing on Booking.com, opening yet another site…. If the stay dates are not yet certain, the browser window often just gets closed. There is now a service that eliminates this tedious and cumbersome process. With a single KRW 1,900 monthly subscription, it allows bookings at wholesale prices—equivalent to those supplied to travel agencies—for 3 million properties worldwide. The exact stay dates do not need to be fixed immediately. Users can first pay the lowest price and then select dates later.

Based in Jongno-gu, Seoul, AllMyTour (co-CEOs Jung Hyun-il and Seok Young-gyu) is a startup that operates a subscription-based online travel platform (OTA) enabling consumers to book desired rooms online, and runs a “bedbank” business that supplies domestic hotel rooms in real time to about 2,000 travel-related global companies. The bedbank business secures hotel rooms at wholesale and, through a system-based platform, distributes them to travel agencies, OTAs, and airlines worldwide, effectively acting as a liquidity provider for the accommodation industry.

● Supplying global hotel rooms at wholesale prices

AllMyTour operates its subscription business “AllMyTour.com” under the brand “Awesome Membership.” Traditional global OTAs such as Agoda and Hotels.com add roughly a 20% platform fee when selling to consumers. AllMyTour allows subscription members, who pay KRW 1,900 per month (KRW 19,000 for an annual subscription), to book at the wholesale prices offered to travel agencies. The company stated that, based on a price comparison with 30 global OTAs, AllMyTour’s prices were on average KRW 29,000 cheaper per night.

The 230,000 subscription members currently have access to about 3 million properties. This is thanks to completed API (Application Programming Interface) integration agreements with 25 global bedbank partners worldwide. Bedbanks typically secure hotel rooms on a regional basis and then exchange and sell these rooms to each other at wholesale prices; AllMyTour offers a portion of these to its subscription members.

The company also operates an “Early Bird Voucher Booking Engine.” Under traditional OTA booking methods, check-in and check-out dates must be decided first. Those with uncertain schedules often just browse and leave. AllMyTour removed this psychological barrier entirely. Customers can first pay the lowest price without fixing dates and then designate their stay dates within 14 days. As a result, the booking conversion rate—the proportion of users who make a reservation after accessing the site—is six times higher than that of conventional OTAs. The voucher booking engine, supplied to media commerce platform CJ OnStyle, has received positive feedback. It is currently available on more than 10 major domestic e-commerce platforms including Shinhan Card “All That Travel,” SSG.com, and CJ OnStyle.

● Exporting domestic hotel rooms via a ‘digital expressway’

AllMyTour’s core business is the bedbank. While this industry took root decades ago in Europe and the Americas, it was virtually non-existent in East Asia, including Korea. AllMyTour moved into this gap and has established itself as Korea’s first global bedbank.

CEO Seok Young-gyu (46), met at the company’s Jongno-gu office on the 21st, explained, “For hotels that have contracts with us, with a single switch turned on in the program, their rooms can be exposed in less than a second on Fliggy, China’s third-largest OTA, Hankyu Travel in Japan, and Traveloka, the largest OTA in Southeast Asia.” The core of the technology is the “Universal API.” It integrates disparate hotel systems into a single API and instantly distributes inventory in real time to about 2,000 channels worldwide. It can also handle more than 1 billion search queries per day.

AllMyTour is also developing “TALOS,” an ontology framework to standardize global hotel data. Ontology-based AI combines a specialized “knowledge map” for hotel operations management with AI, which can eliminate hallucinations in AI responses. TALOS is being developed with the goal of having AI automatically classify and integrate hotel data—which currently vary by department such as reservations, sales, and housekeeping status—and then having agentic AI automate the full range of repetitive hotel operations, from pricing and sales to check-in and customer service (CS). An engineer has been dispatched and is stationed at a hotel in Seoul to conduct proof-of-concept (PoC), and the company is simultaneously pursuing an industry-academia collaboration with the POSTECH AI Research Institute.

AllMyTour’s global B2B partners number 2,059 companies in 20 countries. The company stated that its cumulative B2B sales over the most recent five quarters amounted to KRW 29.1 billion, with overseas sales accounting for 62%.

● A relationship rooted in Jakarta, bearing fruit in a startup

The two founders’ relationship dates back to 2014 in Jakarta, Indonesia. At that time, Seok, who had handled global marketing and overseas airline joint ventures for more than 10 years at Korean Air, was appointed deputy general manager of the airline’s Jakarta branch. There, he met CEO Jung Hyun-il (46), who runs Jungho Travel Agency specializing for more than 20 years in group tours from Southeast Asia to Korea.

Seok left Korean Air in 2018 to begin a second career as a B737 first officer at Eastar Jet. Then in 2020, COVID-19 changed everything. With air routes shut down, Eastar Jet faced an existential crisis, and Jung was also hit hard as group tourists vanished. Amid this crisis, the two, who had long shared the view that the travel industry needed digital transformation, contacted each other with the idea of putting this into practice. In October 2020, AllMyTour was founded.

However, starting the business quickly turned into a struggle for survival. In early 2021, at the peak of the pandemic, the two launched their bedbank solution. With the travel industry effectively dying, almost no investors were willing to fund travel-related startups. Hotels also showed little response. They had to build an entirely new business ecosystem from scratch, with no channels and no clients.

Recalling that period, Seok said, “Honestly, I do not know if I could have continued the business if I had been alone without CEO Jung during COVID.” His eyes reddened slightly. Without Jung’s 20-year inbound travel network, initial hotel contracts and connections to overseas travel agencies would have been impossible. Local travel agencies in Southeast Asia and partners in Japan, Taiwan, and Indonesia were trust assets that Jung had accumulated over decades.

The division of roles emerged naturally. Jung oversees B2B sales and global networks, while Seok leads product and marketing strategy and organizational management. The two said that this non-overlapping yet mutually complementary structure appears to be a key factor in their success as co-founders.

● Transaction volume doubling each year, turning to profit

Transaction volume, which stood at KRW 4.7 billion in 2021, rose to KRW 6.8 billion in 2022, KRW 12.7 billion in 2023, KRW 26.3 billion in 2024, and KRW 49.9 billion in 2025, growing at nearly double each year. In 2026, the company has passed the break-even point and is now consistently profitable.

As more foreign visitors come to Korea, the value of AllMyTour’s bedbank solution, which connects K-hotels to global distribution networks in real time, could increase further. AllMyTour plans to sequentially launch a global version this year supporting seven languages and 30 currencies. It aims to enter the Japanese B2B market in 2027 and achieve, by 2028, 1 million subscription members, 2.5 million annual room-night bookings, and KRW 300 billion in annual revenue.

Challenges are anticipated. For TALOS, the hotel operations automation system, if hotel operators lack the will to embrace change, market penetration could prove difficult.

Jung said, “There will be many difficulties, but we will innovate the accommodation pricing structure and distribution model, which have been entrenched around OTAs for the past 20 years, and grow into a foundational system for the hotel industry that leads automation of the hotel sector in Northeast Asia.”

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