Lotte Hotel Ranks No.1 for 10 Consecutive Years in Premium Brand Index (KS-PBI)

Lotte Hotel Ranks No.1 in Premium Brand Index for 10 Consecutive Years Selected by Korea Standards Association
"Achievements in Diverse Brand Portfolio and Leading Untact Response"

[Asia Economy Reporter Kim Yuri] Lotte Hotel announced on the 22nd that it has won first place in the hotel category for 10 consecutive years in the '2021 Premium Brand Index (KS-PBI)'.

KS-PBI is a brand asset evaluation model jointly developed by the Korea Standards Association and the Seoul National University Business Research Institute. Every year, through a large-scale survey of more than 100,000 adult men and women nationwide, it evaluates brand awareness, image, social responsibility, etc., and selects and announces the number one brand by industry group.

Lotte Hotel has a diverse brand portfolio including the premium landmark hotel 'Signiel', as well as 'Lotte Hotel', 'L7 Hotel', and 'Lotte City Hotel', providing services that match the identity of each brand. This year, Lotte Hotel Saint Petersburg was also selected as a 5-star hotel, the highest rating, by Forbes Travel Guide, known as the 'Michelin Guide of hotels'.

The hotel stated that its rapid untact services amid the spread of COVID-19 and effective use of digital platforms were also highly evaluated. Lotte Hotel said, "We enhanced unmanned services such as online check-in, drive-thru, delivery robots, and smart concierge to improve customer convenience." It also explained that it is flexible in utilizing platforms that respond to trends, such as conducting live commerce for the first time among domestic hotels and providing the lifestyle web magazine LHM. Recently, it signed a business agreement with KT for joint planning of digital transformation.

Lotte Hotel recently announced a new ESG (Environmental, Social, Governance) management slogan vision, "GREEN STAY without a single use." Since then, it has been promoting various projects such as replacing disposable amenities with large-capacity reusable dispensers and introducing unlabeled bottled water.

Kim Hyun-sik, CEO of Lotte Hotel, said, "Thanks to our customers, we have been honored to be the number one premium brand for 10 consecutive years," and added, "Through Lotte Hotel’s service quality management, which consolidates 40 years of experience, we will become a global hotel brand sought after by the world first."

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