Shinsegae Chosun Hotel to Open Independent Brand Hotels in Gangnam and Pangyo

Opening 'Joseon Palace Seoul Gangnam, a Luxury Collection Hotel' in Gangnam in April next year
Opening 'Gravity Seoul Pangyo, Offgraph Collection' in Pangyo by the end of this year

[Asia Economy Reporter Lim Hye-seon] Shinsegae Chosun Hotel will open independent brand hotels in Gangnam and Pangyo by the first half of next year, following the 'Grand Chosun' hotels in Busan and Jeju.

On the 16th, Shinsegae Chosun Hotel announced plans to open the top-tier hotel brand 'Chosun Palace Seoul Gangnam, a Luxury Collection Hotel' around April next year on the site of the former Renaissance Hotel. Chosun Palace is Shinsegae Chosun Hotel's exclusive top-tier brand that inherits the heritage of Chosun Hotel while offering world-class service based on the rarity embedded in the essence and legacy of the hotel. The hotel is expected to have 254 rooms. Shinsegae Chosun Hotel explained, "Since Chosun Palace is located in the heart of Gangnam, the best location across economic, tourism, and cultural industries, centered on Teheran-ro, we plan to develop it into a landmark hotel representing Seoul Gangnam."

Prior to this, Chosun Hotel will open 'Gravity Seoul Pangyo, an Autograph Collection' in Pangyo by the end of this year. Gravity is another independent brand hotel of Shinsegae Chosun Hotel that proposes a sophisticated lifestyle for customers seeking their own individuality and value, under the brand philosophy of "energy that awakens the sleeping daily life." Shinsegae Chosun Hotel explained, "Through modern yet unique design, flexible space composition, and various programs, we plan to invigorate local communities including Pangyo and Bundang, while operating it as a lifestyle hotel brand representing both domestic and international markets."

Reflecting the geographical characteristics of Seoul Gangnam and Pangyo, Shinsegae Chosun Hotel signed soft brand contracts with the global hotel chain Marriott International for the 'Chosun Palace' and 'Gravity' hotels. A soft brand is a form of partnership in the hotel industry that allows independent brands to maintain their own names and unique brand concepts while utilizing global reservation networks. Chosun Palace has partnered for the first time in Korea with Marriott International's luxury hotel brand, The Luxury Collection. For Gravity in Pangyo, known as Korea's Silicon Valley, the partnership with the lifestyle brand Autograph Collection aims to secure accessibility to tourism and business markets for multinational visitors.

Meanwhile, for the old downtown area of Seoul, stable operation is planned through brand affiliation with Marriott International. Shinsegae Chosun Hotel will open the business-class hotel 'Four Points by Sheraton Seoul Myeongdong' at the end of October.

CEO Han Chae-yang said, "Reflecting the market's characteristics, we have diversified our strategy through pure independent brands and soft brand partnerships to build a multifaceted hotel portfolio tailored to each business site." He added, "We will focus our capabilities to ensure that each hotel gains competitiveness and, from a long-term perspective, that our independent brand hotels can establish themselves as global brands."

This content was produced with the assistance of AI translation services.