"One-Night Stay at a 2 Million Won Hotel"... Lotte Department Store Enhances VIP Membership Benefits

From Travel and Gourmet Dining to Golf: VIP Services Reinvented with 'Avenuel Curation'

Exclusive Experiences Expand, Including Ulleungdo Gourmet Tours and Private Wedding Showcases

Lotte Department Store is strengthening its VIP program, 'Avenuel,' by transforming it into an experiential membership focused on travel, gourmet dining, and cultural content. The strategy is to differentiate itself by expanding premium content tailored to customer preferences and lifestyles.

On May 13, Lotte Department Store announced that it has revamped its existing 'Avenuel Points' system into 'Avenuel Curation' this year. Avenuel customers can use their tier-based points to access a variety of content across six categories—luxury hotels, fine dining, golf and leisure, and more—at over 100 partner locations.

One of the flagship programs will take place this June at Cosmos Villa Somme on Ulleungdo, featuring gourmet dining and driving experiences. The package includes a course meal and breakfast prepared by Chef Jung Hoyoung, wine pairing by Lotte Department Store sommelier Han Heesoo, and, in collaboration with BMW, a BMW 7 Series test drive and a coastal drive around Ulleungdo.

Customer response to Avenuel-exclusive content has been strong. Last month, a Michelin 3-star chef Yannick Alleno gala dinner held at Signiel was sold out early, and a private wedding showcase at The Hanok Heritage in Yeongwol, Gangwon, also attracted significant interest.

Lotte Department Store plans to further expand Avenuel-exclusive content centered on travel, gourmet dining, and culture to strengthen its experiential VIP services.

Park Sangwoo, Head of Marketing at Lotte Department Store, stated, "We will continue to expand differentiated content for our VIP Avenuel customers and provide even more refined experiences tailored to their preferences and lifestyles. Leveraging our curation capabilities across travel, gourmet dining, and culture, we aim to set a new standard for premium lifestyle experiences."