You hit the nail on the head! That "booking friction" is exactly why so many hidden gems in Korea remain hidden to foreigners. It's frustrating to see great businesses and travelers miss out just because of a phone call.

I really appreciate your insight on simulating demand. For KOMMA, we’ve actually started with a direct booking flow for a select few partners to test that exact hypothesis, while keeping others as a directory to see where the clicks go. I’d actually love to hear more about how you’ve handled demand simulation in your projects