Koreans choose restaurants over rooms for luxury hotel membership programs
Forget room service and turn-down chocolates — for a growing number of Koreans, the real draw of five-star hotels isn’t the suite, it’s the steak.
A growing number of consumers are choosing to purchase hotel dining memberships as relatively "small luxuries" that allow them access to discounts and meal vouchers at high-end restaurants inside luxury hotels.
At Grand Hyatt Seoul, the newly launched Gourmet by Grand Hyatt Seoul membership program has surpassed its monthly subscription targets since debuting in February, according to industry insiders on Monday. The program offers access to hotel restaurants such as the Japanese restaurant Tenkai, the steakhouse and The Terrace buffet, along with 15 percent off meals and various complimentary vouchers.
A Grand Hyatt representative noted that “individual demand is especially strong."
“Many of our guests have shown increased interest in dining, which led us to launch the program. It’s been effective in securing loyal customers," the official said.