Hanwha Hotels & Resorts Launches Premium Brand 'Anto'
Leveraging Bukhansan's Natural Environment, Distinct from Luxury Hotels
Resort Management Expertise to Achieve "60% Membership Sales Next Year"
Refinancing Completed, Higher Sales Expected to
Seoul's only city resort, 'Paraspra', has been transformed into 'Anto', a new resort by Hanwha Hotels & Resorts. Leveraging its geographical advantage at the foot of Bukhansan Mountain, Hanwha Hotels & Resorts aims to present a luxury resort experience.
At a press conference held on the 23rd at 'Anto' in Gangbuk-gu, Seoul, Cho Sungil, CEO of Jeongsang Bukhansan Resort, stated, "What sets Anto apart is its unique luxury, where nature and guest rooms are seamlessly connected." He added, "We plan to strategically target the luxury demand in Seoul and the metropolitan area." The company intends to elevate Anto into a premium resort by combining its expertise from operating the luxury hotel 'The Plaza' and over 40 years of experience running more than 10 resorts, including Hanwha Geoje Belvedere and Seorak Sorrano.
Anto is a new high-end resort brand introduced by Hanwha Hotels & Resorts. The name combines the Korean characters for 'comfort' (An) and 'earth' (To), reflecting the philosophy of providing 'a comfortable life on the land.' Paraspra, Anto's predecessor, was previously owned by Samjeong Enterprise and operated by Chosun Hotels & Resorts under a management contract.
On August 13, Hanwha Hotels & Resorts completed the acquisition of Jeongsang Bukhansan Resort shares held by Samjeong Enterprise for 420 billion won (30 billion won in equity and 390 billion won in assumed debt). It is reported that Kim Dongseon, the third son of the Hanwha family and executive vice president overseeing the distribution business, was actively involved in the acquisition. He is said to have led the entire acquisition process to diversify the business portfolio and secure new growth drivers for the hotel business.
View of Dobongsan Mountain from the terrace inside Forest House. With an open view in all directions, it feels like healing in nature. Photo by Minji Lee.
Anto occupies a total site area of 79,200 square meters, with 15 buildings housing 334 guest rooms. Of these, 224 are membership rooms and 110 are public rooms. Public rooms (Cabin, Timber Pine) can be used without purchasing a membership, similar to a hotel, while membership rooms (Pine, Garden, Park, Forest, Mount, Sky House) are available only to consumers who have purchased a membership.
There are also differences in access to ancillary facilities. Public room guests can use the sauna, indoor swimming pool, round pool, fitness center, and rooftop jacuzzi. Membership guests have exclusive access to the infinity pool, garden pool, members lounge, music room, and walking trails.
A lounge open exclusively to membership members. You can enjoy wine and light refreshments. Photo by Lee Minji.
The luxury that Anto emphasizes is "elegance in tranquility." Among hotels and resorts located in Seoul, Anto is the only place where guests can enjoy panoramic views of both Bukhansan and Dobongsan Mountains. Guests can experience true relaxation in nature within about 40 minutes from central Seoul, without needing to travel to the outskirts of Gyeonggi Province or Gangwon Province.
The guest rooms inspected on this day offered views that even luxury hotels in Seoul cannot provide. The 399.93-square-meter Forest House features three bedrooms and a living room, with windows framing Bukhansan and Dobongsan Mountains like a painting. The infinity pool, available exclusively to membership members, offers a 270-degree panoramic view. Anto also plans to expand its wellness programs for members, utilizing the natural scenery.
Membership guest rooms and ancillary facilities require a separate key card for access. Photo by Minji Lee.
While public rooms differ from membership rooms in size, the presence of a Hinoki bath, and the quality of mountain views, they are designed to allow guests to fully enjoy the relaxation that nature provides. Anto Communication Management Team Manager Tak Jiyeong stated, "Since it has only been a month since the acquisition was completed, we have not yet finalized the specific programs and service levels to offer our customers, but we will provide a differentiated wellness experience leveraging the natural scenery, distinct from what existing hotels offer." She added, "The pricing and types of rooms to be sold have not been determined yet."
Pine Family Suite room with a strong scent of pine trees. Instead of a jacuzzi, a low bed is installed, allowing up to 8 guests to stay. Photo by Minji Lee.
Paraspra, Anto's predecessor, recorded an operating loss of 7 billion won last year, turning to a deficit. Revenue fell 10% year-on-year to 55.5 billion won. The sharp decline in profits was due to low membership sales and increased costs (such as commission fees). CEO Cho Sungil said, "We will mobilize all the resources of our parent company (Hanwha) to boost the membership sales rate," expressing confidence that next year will mark a new beginning for sales.
Currently, Anto's membership sales rate is at a very low level of about 24%. Starting with changes to room amenities in October this year, the company plans to accelerate renovation efforts and raise the membership sales rate to 60% by next year. CEO Cho emphasized, "If next year's sales and operations are combined, we are confident of achieving more than 200% revenue growth," adding, "As a result, the profit structure will also improve next year."
Concerns about excessive debt have also been partially addressed. On this day, CEO Cho explained, "While I cannot disclose specifics, I understand that the group's finance division has already completed refinancing (such as interest rate reductions) in cooperation with financial institutions."
CEO Cho also expressed his intention to attract more foreign customers and strengthen the MICE (Meetings, Incentives, Conventions, and Exhibitions) sector, including corporate clients and weddings. He said, "Our goal is to increase MICE revenue by about 160%," and added, "Previously, MICE was weak due to insufficient promotion, but going forward, we will collaborate with Hanwha Hotels & Resorts to secure a stable corporate client base and actively promote the unique features of our wedding venue through a wedding showcase next year."
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