Expanding Products Beyond Rest Services to Include Hobby Activities
Collaboration with Other Industries Such as eSports, Culture & Arts, and Automobiles
The leisure industry, including hotels, is strengthening products focused on unique consumer experiences. Beyond comfortable services optimized for relaxation, they are actively collaborating with other industries such as e-sports, culture and arts, and automobiles to expand content that also includes hobby activities.
According to the related industry on the 9th, The Plaza, operated by Hanwha Hotels & Resorts, recently launched the 'WHY NOT?! Super Dive with HLE' package for fans of the popular game 'League of Legends (LOL)'. WHY NOT is the slogan of Hanwha Life eSports (HLE) team this year. This product, prepared for e-sports fans, offers one night in The Plaza deluxe room, two tickets to LOL Champions Korea, and a limited edition goods set from The Plaza and HLE. Each day, one room is randomly equipped with a signed uniform from the players.
Chosun Hotel & Resort partnered with Hanjin Tourism's luxury travel brand 'KALPAK' to present the 'Kim Si-young Atelier Private Art Tour'. The art tour is a product for domestic customers highly interested in luxury art and foreign tourists visiting Korea. Users stay in suite rooms at Chosun Palace Seoul Gangnam and The Luxury Collection Hotel (Chosun Palace), and The Westin Chosun Seoul, and visit Kim Si-young Atelier located in Hongcheon, Gangwon-do, where they can experience gallery tours and various experiential content. Artist Kim Si-young is famous for reproducing black porcelain, a black pottery whose lineage was broken during the Goryeo Dynasty.
Haevichi Hotel & Resort Jeju is targeting travelers who want to enjoy 'Hokangseu (hotel + vacation)' with their children by selling the 'Durinai Package' until May 31. This package includes benefits usable in the outdoor program 'Explorer', which consists of activities such as tangerine picking and oreum trekking.
Jeju Shinhwa World launched a 2-night exclusive stay product called 'Free Pass in Jeju'. This product includes a 48-hour pass to unlimited use of over 80 theme parks, cafes, and activities throughout Jeju. It also allows use of the Shinhwa Theme Park Big 3 tickets and exploration of popular restaurants within Jeju Shinhwa World. Additionally, Gyeongju Kolon Hotel has decided to operate the 'Drive and Travel' service in collaboration with SK Rent-a-Car for customers who want 'Kakangseu (car + vacation)'. Guests using this product can receive up to an additional 17% discount on top of the existing member discount rate when renting a car.
An industry official explained, "The recent 'big blur' phenomenon, where boundaries between industries and sectors are breaking down, is accelerating across various industries," adding, "The travel and leisure industry is also strengthening collaborative products with other industries to provide new experiences to customers and secure growth engines."
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