JUNE (^2016) businesstraveller.asia
My walk comes to an end at Dongdaemun; on the
left is the JW Marriott Dongdaemun Square, opened in
early 2014, a relatively small (170 rooms) but attractive
hotel right by the Stream. Turn left and ancient
Heunginjimun Gate looms in front of you, but turn
right and a monument to the modern world stands
even taller. This is Dongdaemun Design Plaza (DDP),
a curving, spaceship-like construction designed by
the late Zaha Hadid. It opened two years ago, a mix of
conference halls, design shops, a museum and culture
park. The surrounding area is Seoul’s fashion district,
and it’s a popular place for events – the Condé Nast
Luxury Conference was recently held here and at the
Shilla hotel. The land next to DDP is now owned by
Seoul City, which plans to develop it with more hotels
and retail space – the city’s planners never sleep.
ACCOMMODATION ACCELERATION
The same could be said for the hotel groups, both
Korean and international, which are busy upgrading
existing properties and launching new ones throughout
downtown Seoul.
Some of Seoul’s most
well-known hotels,
including the Lotte
Hotel, the Westin
Chosun, the Koreana
and The Plaza Seoul
- which in January
this year became a
member of Marriott’s
Autograph Collection – can be found around City Hall
and the boulevard up to Gwanghwamun Square.
However, the launch of the new-build, 317-room
Four Seasons Seoul just over the road from Cheonggye
Plaza in October 2015 has shaken up the luxury market
and given new impetus to this part of the city.“We have
a large number of hotels becoming active, including
five stars like Four Seasons, but more in the four-star
segment that are looking primarily at the Chinese
tourism market,” SCB’s O’Crowley says.
Indeed, while top-end Korean hotels are linking with
international brands to leverage their online presence
and loyalty benefits – The Plaza’s partnership with
Marriott has been mentioned, the Grand Ambassador
Seoul associated with Pullman has close ties with
Accorhotels, and in Gangnam the Palace Hotel will
become a Sheraton in August – most of downtown’s
new properties are in the“business premium”sector.
A good example is the new 383-room Shilla Stay
Gwanghwamun, which opened in December 2015 just
north of Cheonggyecheon. A new brand for the Shilla
group, it is one of five now in Seoul, its minimalist,
trendy style targeting corporate travellers and using the
catchphrase“a smarter stay”.
Another trend-setting new hotel brand by a Korean
hotel giant is Lotte L7, located in Myeongdong (as is
the Lotte City Hotel) but focusing on millennials. It
boasts an eye-catching mural on its outside façade, cool
grey tones similar to the Shilla Stay’s, and funky wall
collages of random bright-yellow, plastic-coated items
such as skateboards, typewriters and rucksacks. The
hotel also offers pedicab rides on three routes around
the city centre, one of which includes the Stream.
A host of international brands also have a presence
in central Seoul, including Courtyard by Marriott,
Ibis Ambassador, Best Western New Seoul and Best
Western Premier Kukdo, while Starwood will open the
223-room Aloft Seoul Myeongdong in February 2017.
It all adds up to a real sense of expectation and
optimism in downtown Seoul’s appeal for international
leisure visitors but also for corporate travel and the
events market. Mainland China is of course a major
reason for this optimism.“Korean pop culture has really
caught on [in China], and we are neighbours so there’s
a natural business connection,”says O’Crowley.“From
China we have the most attraction with incentives,
though there is rising awareness coming out of
Indonesia, Malaysia, Taiwan and Vietnam.”
Wherever the city’s visitors are coming from, and
whatever their reasons for coming, Seoul’s future, like
the water of Cheonggyecheon, seems bright and clear.QA new brand for the Shilla group,
it is one of five now in Seoul, its
minimalist, trendy style targeting
corporate travellers and using the
catchphrase “a smarter stay”
46 ISpotlight on...Seoul
From left:
Lotte L7’sondol
style room;
and Shilla Stay
Gwanghwamun
Cafe