When you get to the ripe young age of 20, you’re bound to collect lots of stories – not only about the past but lessons for the future.
As WiT marks its 20th year in 2025, we turn the spotlight on our community, our tribe pioneers and leaders, to tell their stories and share their views on the evolution of online travel and technology.
We ask them to look back on the past and their early days, reflect on the present and why this moment is pivotal for online travel and get them to imagine the future, the next 20.
This special WiT Studio series, “Conversations On Turning 20”, is the collective story of WiT.
As a Chinese saying goes, 以古为鉴，可以知兴替
“By using history as a mirror, one can understand the rise and fall of things.”
Episode 15: Min Yoon, CEO, TIDESQUARE, Korea
In a wide-ranging conversation, Min Yoon, CEO of TIDESQUARE, reflects on his journey from travel outsider to insider, why he wanted to bring WiT to his country, the early days of South Korea’s online travel market, and what’s next in an AI-powered future.
Key highlights:
Early Days at WiT:
- Min’s first encounter with WiT was at the bootcamp in Singapore in 2013, a formative experience where informal connections and open sharing helped him understand the global travel landscape.
- He describes WiT as more than a conference: “It was like school – a real alumni network that shaped my learning.”
The Birth of TIDESQUARE:
- Founded in 2009 as a premium marketing agency, TIDESQUARE pivoted into travel through a partnership with a credit card company.
- Min shares how he built his OTA business from selling flights to expanding into hotels and activities, guided heavily by contacts and ideas from WiT.
Navigating the Black Box:
- In the early 2010s, knowledge about the global travel ecosystem was sparse in Korea.
- “It took me over a year just to map the supply chain,” Min says, describing how hard it was to even understand that companies like Agoda were part of Booking Holdings.
WiT Seoul: Jazz and a Dream
- The idea for WiT Seoul was born in a jazz bar, during a casual conversation with WiT founder Siew Hoon.
- “Let’s do it,” he said immediately, sparking what has now become a critical platform for Korea’s travel industry transformation.
- In 2016, WiT Seoul was launched. Nine years on, the event has grown to become the annual gathering in which Korea’s travel industry get together to discuss all things tech, and it’s also where startups and investors meet to influence the next wave in online travel.
The Rise of Global OTAs and Korea’s Response:
- Over the last decade, global OTAs entered Korea in force, pushing local players to evolve fast.
- Now, Korean companies like Yanolja and Good Choice are global players themselves, thanks to fierce competition and rapid tech adoption.
K-pop, K-drama, and K-Travel:
- The global popularity of Korean culture has supercharged inbound travel — from fans taking selfies outside Olive Young stores to surging demand for “K-cosmetic” tourism.
AI: A Game-Changer for Survival:
- Min believes embracing AI is non-negotiable for the next 20 years.
- TIDESQUARE is already implementing AI for customer service, marketing, and even coding projects — citing real-life examples where non-engineers now create automation tools with ChatGPT.
- “AI will change everything — from behind-the-scenes operations to customer-facing travel experiences.”
The Next 20: Space and Barrier-Free Travel
- Looking ahead, Min imagines a future where space travel and inclusive, barrier-free travel become normal.
- He hopes travel becomes “more accessible, empathetic, and ethical” for all.
