Hanwha Hotels & Resorts Launches New Brand 'Matie'

Hotel 'Matie' Targeting Young Adults to Operate 10 Branches by 2030
Premium Villa Projects Also Planned in Regions like Chuncheon, Geoje, and Seorak

[Asia Economy Reporter Lim Hye-seon] Hanwha Hotels & Resorts announced on the 5th that it will launch the lifestyle brand 'Matier' in 2022. 'Matier' is a brand hotel targeting the millennial generation and those born in the late 1990s. The company plans to introduce digital technology to provide a new form of service. Hanwha Hotels & Resorts plans to operate more than 10 Matier brand chains by 2030, starting with Dongbusan in 2022 and Pyeongchon in 2024.

Hanwha Hotels & Resorts is not only focusing on hotels with a youthful sensibility but also promoting a premium villa business to strengthen its brand. In the era where overseas travel is restricted due to the COVID-19 pandemic, premium and private accommodations have gained attention. Reflecting these customer needs, the company plans to develop premium villa sites in regions with the best natural scenery in Korea, such as Chuncheon, Geoje, and Seorak.

Hanwha Hotels & Resorts offers various types of accommodations. The Belmer Hotel, which opened in July, has established itself as a hot place in Yeosu. The hotel explained, "Despite the COVID-19 situation, Belmer Hotel is recording a high reservation rate, unlike the recent hotel industry trend, based on thorough quarantine activities and安心 marketing, maintaining an average room occupancy rate of about 80% until September."

The secret to the hotel's success can also be found in its operation method. During the development process, Belmer Hotel established a Real Estate Investment Trust (REITs) to liquidate assets while retaining operational rights. Unlike the previous method of selling memberships, this approach secures development profits through sales while maintaining management rights such as the brand. Hanwha Hotels & Resorts has know-how in managing 13 resorts nationwide, including Plaza Hotel, and based on this, the company plans to expand its entrusted operation business for promising properties such as golf courses and hotels.

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