Hotel Industry Struggles to Capture Overseas Travel Demand Amid High Inflation

Welcoming Customers in Full Swing for Summer Vacation Season
Unique Promotions in Culture, Arts, and Prenatal Education

Major domestic hotels have begun actively attracting customers for the summer vacation season. They are competitively launching promotions to shift overseas travel demand, which had increased after the endemic but has slowed due to high inflation, back to domestic travel.

A mini concert held every Friday and Saturday in the main tower lobby of Lotte Hotel Seoul. According to the hotel, the melodies created by the piano, violin, and flute fill the lobby.
[Photo by Lotte Hotel]

According to the industry on the 31st, Lotte Hotel Seoul has been running the 'Sogong 30 Day' promotion, which enhances art content, since the day before. The promotion offers up to a 30% discount for 30 hours and provides cultural and artistic content for hotel guests. Performances are held in the form of mini concerts in the main tower lobby of Lotte Hotel Seoul, featuring classical and jazz music. Lotte Hotel Seoul also welcomes visitors by exhibiting artworks throughout the hotel. A Lotte Hotel representative said, "'Sogong 30 Day' promotion is popular because it allows guests to enjoy a 5-star hotel stay at a reasonable price."

The Shilla Seoul Hotel allows exclusive use of cabanas in the outdoor pool area 'Urban Island' without a room reservation starting this year. Additionally, on weekdays, they operate a package that includes the 'Urban Island' cabana. This package can be used by up to six people outside the room and includes access to a 'private pool.' A Shilla Hotel representative stated, "More than 300 cabanas in Urban Island have already been sold before the vacation season because they allow guests to enjoy private pool parties."

The Westin Chosun Seoul has introduced a package for pregnant women. It is a package that allows use of a premium spa program and prenatal massage. Guests who use this package also receive additional premium spa discount vouchers within the hotel. JW Marriott Hotel Seoul is selling a package for expectant mothers and fathers planning prenatal trips. Package users receive gifts such as premium brand childcare products. A hotel representative said, "The hardest time during the hot summer is for pregnant women about to give birth," adding, "This promotion consists of services such as spa treatments and childcare product gifts for pregnant women."

These hotel products target the demand for 'Hokangs' (hotel + vacation). Hokang became a vacation trend centered on the MZ generation (Millennials + Generation Z) during the COVID-19 pandemic. Although it was expected to lose popularity due to the surge in overseas travel demand after the endemic, the industry explains that demand is increasing again as household spending power is limited by soaring prices. A hotel industry official said, "Recently, airfares and accommodation costs have risen significantly, leading more consumers to seek cost-effective vacations in urban or nearby areas," adding, "Hotels are focusing on this trend and planning customized packages accordingly."

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