[Asia Economy Reporter Minyoung Cha] Lotte Hotel World is the first in the industry to launch sales of "hokangs" (a portmanteau of hotel and vacation) products through live commerce.
Lotte Hotel World announced on the 6th that it will sell room packages on the mobile live commerce platform "Jam Live" for 50 minutes starting at 7 PM on the 13th.
Jam Live is a live commerce platform under Snow, a subsidiary of Naver. Combining prize-based quiz shows with live commerce, it has attracted over 5 million cumulative subscribers by appealing to the "Funsumer" (a blend of fun and consumer) tendencies of the MZ generation (a term encompassing Millennials and Generation Z). Live commerce is a non-face-to-face (untact) consumption platform that sells products via real-time video streaming, allowing immediate questions and answers about product details.
The live sales broadcast by Lotte Hotel World on the 13th will be hosted by announcer Iljung Kim and influencer Riko, who will not only sell products but also present quizzes related to Lotte Hotel World. Referring to Lotte Hotel’s official website is expected to be helpful.
The live commerce products for sale are divided into Friends Package and Family Package. The Friends Package consists of a World type, which includes one night in a deluxe room plus a choice between breakfast for two or two attraction tickets, and a Hotel type, which includes one night in a deluxe room plus breakfast for two and two attraction tickets simultaneously. The World type package is priced from 189,000 KRW, and the Hotel type package starts at 229,900 KRW.
The Family Package, suitable for families with children, replaces the above with a character room that children like, and breakfast and tickets are provided for three people each. The stay is available until October 31, and prices include taxes and service charges.
Especially, if the package is purchased during the broadcast, the Friends Package includes additional perks of wine and cheese courtesy, and the Family Package offers a World View character room with a clear view of Lotte World’s interior, available on a first-come, first-served basis (up to 3 rooms per day). These are offered at special prices with discounts of up to 70% off the regular price along with exclusive benefits.
A marketing official from Lotte Hotel World said, “We plan to increase shopping accessibility for the MZ generation, who are familiar with video and mobile platforms, by trying live commerce as a new alternative for product sales.”
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