Hanwha Hotels & Resorts "Suite Room Demand Up 10%... Result of 'Micro Value Marketing'"

The head chef of Chinese restaurant Dowon is serving Chinese omakase to customers (Photo by Hanwha Hotels & Resorts).

"Increase in Suite Rooms + Chef's Omakase Course Menu… Providing Customized Customer Experiences"
Demand for Suite Rooms Rises Over 10%, 'Chinese Omakase' Sales Increase

[Asia Economy Reporter Kim Yuri] Hanwha Hotels & Resorts announced on the 30th that since last year, as a result of introducing 'Micro Value Marketing' tailored to changing consumer trends in the 'With Corona' era, demand for suite rooms has increased by more than 10% compared to before COVID-19, receiving positive responses.

Micro Value Marketing is a marketing technique that maximizes satisfaction by improving a company's products or services with a consumer-centered approach. It means maintaining the essence of the product while providing differentiated points additionally. Due to COVID-19, overseas travel became difficult, and domestic travel demand increased. Customer demand for safe and healthy food also grew.

Hanwha Hotels & Resorts, recognizing these points, began launching 'products aimed at providing customer experiences' since last year. Plaza Hotel introduced suite room-linked products and chef's omakase course menus, gaining popularity. Even though the overall room reservation rate decreased due to COVID-19, the usage rate of suite rooms rose by more than 10% compared to the previous year.

Hanwha Hotels & Resorts stated, "The suite room-linked products prepared in a situation where attracting overseas business customers is difficult met the demands of domestic customers seeking safer rest," adding, "We gained attention by adding various experience concepts such as glamping (luxury indoor camping) and Bulmyeong (a term meaning 'enjoying staring blankly at the fire') to the suite rooms."

At the Chinese restaurant Dowon, the chef's omakase 'Yangjangdachu' was introduced. The head chef handled everything from ingredient sourcing to menu composition, applying the Japanese omakase style to Chinese cuisine for the first time in the industry. Despite the high price of 280,000 KRW per person, sales increased by more than 5% compared to the previous year. Notably, customers in their 30s accounted for 60% of total users, showing a favorable response among younger generations.

Facility changes reflecting customer demands are also underway. Hanwha Hotels & Resorts explained, "We increased suite rooms reflecting a premium lifestyle to enhance customer satisfaction," and added, "Some rooms at Hanwha Resort Gyeongju, Daecheon Pharos, Baekam Hot Springs, Jeju, and Seorak Sorano were remodeled into suite rooms." Most rooms at Geoje Belvedere and the Yeosu Belmer Hotel, which opened last year, are designed and operated as suite-level or larger. Even amid the COVID-19 situation, the usage ratio of suite and royal rooms increased by about 10% compared to the previous year, compared to standard rooms.

A Hanwha Hotels & Resorts official said, "Since the spread of COVID-19, customers' lifestyles have been changing rapidly day by day, and we are doing our best to meet these changes," adding, "We aim to gain an advantage in the upcoming post-COVID era through various products and facility improvements reflecting customers' voices."

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