"Hotel Industry Looks at Post-Corona, 'Expectations for Korean Market After Pandemic'"

Hilton Launches First 4-Star 'Hilton Garden Inn' in Korea
Preparing for Post-COVID Era with New Hotel Openings Amid 'K-Culture' Boom
Domestic Focus Amid COVID Impact... "Entertainment Marketing"

[Asia Economy Reporter Yuri Kim] Despite ongoing concerns about the spread of COVID-19, the hotel industry is looking ahead to the 'post-COVID' era. Considering the rising interest in Korean tourism fueled by the 'K-Culture' wave, new hotels are opening as part of preparations for the post-pandemic period.

◆ Hilton Introduces 4-Star 'Hilton Garden Inn' to Korea for the First Time

According to industry sources on the 12th, Hilton Group's 4-star business hotel, 'Hilton Garden Inn,' will open domestically for the first time this summer. The 'Hilton Garden Inn Seoul Gangnam,' located in Yangjae-dong, Gangnam-gu, Seoul, will feature 208 rooms, a restaurant, fitness center, meeting rooms, and an outdoor rooftop swimming pool. 'The Shop,' offering snacks, beverages, and self-service coffee 24 hours a day, will also be established. The Hilton Honors membership, which includes 18 Hilton hotel brands, will be applied, making it highly accessible for foreign travelers visiting Korea.

Hilton Group stated that despite the ongoing impact of COVID-19, they decided to open the hotel because they are optimistic about the Korean market after the pandemic. To this end, they chose Gangnam, where business, shopping, and tourism can all be enjoyed, and signed a management contract with JOON TOWER. Guy Phillips, Senior Vice President of Business Development for Hilton Asia & Australia, said, "Korea was a travel market showing continuous growth with about 17.5 million overseas visitors in 2019. Once the pandemic situation eases, it will re-emerge as a travel destination with abundant growth potential."

Earlier, on the 15th, 'Shilla Stay Seobu Busan' will open in Myeongji-dong, Gangseo-gu, Busan. It is the 13th Shilla Stay nationwide and will also operate under a management contract. Located in Myeongji International New City, this hotel is well-positioned to absorb business demand after the end of COVID-19. It consists of 295 rooms, a buffet restaurant called 'Cafe,' a lounge bar, outdoor swimming pool, banquet hall, meeting rooms, fitness center, business corner, and sauna. Shilla Stay stated, "In preparation for the post-COVID era, we plan to open new hotels in Yeosu, Sejong, and other locations following the opening of Seobu Busan."

◆ Focus on Domestic Customers Amid COVID-19 Impact

Hotels already in operation have also launched various marketing efforts to attract domestic customers while looking toward the post-COVID era. Shilla Stay opened the 'Shilla Self Photo Studio' in Guro. This 'in-hotel photo studio' allows guests to experience the popular 'black-and-white self-photos,' especially favored by the MZ generation, along with a hotel staycation. Guests can take self-photos, have them professionally retouched, and printed. A sketch video of the photo-taking process is also provided. The hotel believes that such 'entertainment' serves as an incentive for guests to choose a particular hotel among many staycation options in the city. Shilla Stay plans to expand the self-photo studio to Samsung and Mapo as well.

Lotte Hotel introduced the 'Real VR Package,' which allows guests to rent virtual reality (VR) devices in their rooms for various experiences. This package is available at 15 domestic hotels (Lotte Hotel, L7 Hotel, Lotte City Hotel) and includes over 100 games and 300 videos in the VR device. It also features OTT viewing services such as Netflix and YouTube. A hotel official said, "We prepared packages tailored to individual customers who want to enjoy a solo staycation as well as families. This meets the demand of customers who want to enjoy both relaxation and entertainment in their rooms as part of tech tourism during the COVID-19 era."