Establishing a Mid- to Long-Term Growth Roadmap for the 111th Anniversary
Expanding Synergy Across Hotel, Leisure, and Retail Sectors
Chosun Hotel & Resort has unveiled a mid- to long-term growth roadmap to strengthen its core business competitiveness as it marks its 111th anniversary. The company aims to elevate its brand "Rescape" to a luxury hotel and open five managed hotels by 2030, solidifying its leadership as a comprehensive hospitality company.
According to Chosun Hotel & Resort on September 22, Rescape Hotel has joined Marriott International's "Luxury Collection" brand, following "Josun Palace Seoul Gangnam, Luxury Collection," and has signed a soft brand agreement. A soft brand agreement allows hotels to maintain their own brand concept while leveraging a global reservation network. The Luxury Collection is a group of luxury brands among Marriott International's 30 brands, currently operating more than 115 hotels and resorts worldwide.
Rescape Hotel is a boutique hotel inspired by Paris, France, and since its opening in July 2018, it has built a loyal following both domestically and internationally with its "unique destination hotel" concept. Since 2020, Rescape Hotel has been selected for six consecutive years as a "Recommend" hotel by Forbes Travel Guide, and it has ranked in the top 10 domestic hotels on the world's largest travel platform, TripAdvisor, for three consecutive years.
Chosun Hotel & Resort plans to enhance accessibility to global luxury customers and expand its brand influence internationally by providing services and content that meet the global standards of Marriott International's "Luxury Collection" brand and leveraging the Marriott global network. Reservations for Rescape Hotel will be available on Marriott's official platform starting November 10, and it will officially operate as "Rescape Seoul Myeongdong, Luxury Collection Hotel" from December 29.
In addition, Chosun Hotel & Resort plans to open a total of five new hotels by 2030 in areas such as Cheongna District in Incheon and Yuseong District in Daejeon. By adding new managed hotels to its current portfolio-which includes Josun Palace, Westin Chosun Seoul and Busan, Grand Josun Busan and Jeju, Rescape, Gravity, Four Points Myeongdong, and Seoul Station-the company will establish a total of 14 hotels in Korea.
The company is also expanding its influence in the leisure and lifestyle sectors. In the leisure segment, it plans to transform the members-only golf club, Jayu Country Club, into a premium golf course by expanding it with nine additional holes and a complete clubhouse renovation by 2027. In 2031, a new golf course will open within the Hwaseong International Theme Park "Starbay City."
The premium aqua facility "Aqua Field" will expand both domestically and internationally. Following the opening of its first location in Nha Trang, Vietnam last year, the second location will open in Hanoi Ocean City this October. In the first half of next year, a new spa-specialized facility will open within Starfield Village Paju Unjeong.
In the retail sector, the online mall "Chosun Taste & Style," launched in November last year, offers a variety of products and customized benefits that allow customers to experience the value of Chosun Hotel in their daily lives across hotel and leisure categories. "Chosun Hotel Kimchi," which has established a strong presence in the premium kimchi market, will complete its direct-operated factory expansion and relocation in the first quarter of 2026 and aims to achieve sales of 100 billion won and enter the global market by 2030.
Jang Jin Jeon, CEO of Chosun Hotel & Resort, stated, "We are preparing for future growth by focusing on service and content competitiveness, which are the essence of the hotel business," adding, "Marking our 111th anniversary this year, we will use this as a starting point to expand synergy across all areas-hotel, leisure, and retail-based on substance and innovation, and create new growth as a comprehensive hospitality company."
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
