Korea-based Vacatio, the operator of Fine Host—a D2C solution that helps accommodation providers directly transact with customers through social media without relying on third-party platforms—has raised 6 billion KRW in Series A funding.

Laguna Investment led the round, with participation from Primer Sazze Partners and Bass Ventures.

Vacatio is quickly establishing itself in the premium accommodation market in Korea, providing D2C solutions that empower accommodation providers to transact directly via social media. They also offer an influencer affiliate model, allowing lodging owners to use social media influencers as marketers.

Travel consumers are increasingly moving beyond traditional travel platforms to book their stays. Many now make bookings directly through platforms like YouTube and Instagram as they discover accommodations while browsing social media. Following this trend, providers with quality accommodations are able to reach their customers directly via social media rather than through a booking platform.

In the first half of this year alone, Vacatio achieved a transaction volume of 4 billion KRW, reaching break-even and turning a profit. Their potential was further highlighted by an additional 1 billion KRW in transaction volume shortly after launching their influencer marketing tools.

Young-ho Park, CEO of Laguna Investment, explained their reasons for investing: “We see a paradigm shift in the accommodation industry from platform-based bookings to D2C, driven by the rise of discovery through social media like Instagram. Vacatio has already demonstrated high customer satisfaction and market share, and given the passion and capabilities of their team, we believe they are well-positioned for success in overseas expansion.”

With this funding, Vacatio plans to enter the Hawaiian market and further solidify its global presence. The company will also continue to enhance the customer experience through innovative D2C solutions.

“This investment will accelerate our expansion into international markets, particularly Hawaii,” said Hyun-jun Ji, CEO of Vacatio. “The shift from platform dominance to D2C culture, led by social media and influencers, is a natural trend already happening overseas. Fine Host is already a global product used by international clients, and we intend to focus more on becoming a truly global service.”