Hotel Shilla has completely revamped its official website and mobile application to enhance direct booking demand through its own channels. The strategy aims to simplify the reservation and payment processes while strengthening exclusive member products and local tourism content to differentiate from online travel agencies (OTAs).
On July 7, Hotel Shilla announced the overhaul of the user interface and experience (UI/UX) of its website and app. The customer journey, which previously involved multiple steps from room search to booking, payment, and travel information exploration, has now been streamlined for greater convenience.
The booking feature includes a 'price calendar' that allows users to view room rates for their desired dates at a glance, as well as an 'integrated booking bar' that enables reservations with minimal clicks. A new feature has also been added to allow guests to prepay for their room rates, reducing wait times at the front desk on check-in day.
A new 'Experiences' section has been introduced, allowing guests to plan their hotel stay alongside local attractions. This section highlights experience programs offered by each hotel, nearby tourist sites, and regional activities, enabling customers to prepare their local itinerary without needing to visit separate travel platforms after booking their rooms.
The hotel has also launched exclusive discount packages for Shilla Rewards members on its official website. The integrated paid membership, 'Shilla S,' has been expanded from two to three tiers, with enhanced benefits for each level. The plan is to increase repeat customers by promoting rates and member benefits available only through official channels.
The core of this renewal is the establishment of an intuitive user experience and the expansion of 'travel experiences' beyond just accommodation. As the trend of direct-to-consumer (D2C) transactions grows, allowing hotels to reduce distribution fees while offering richer, personalized benefits, Hotel Shilla is strategically enhancing the inherent competitiveness of its own channels.
To celebrate the website and app revamp, Hotel Shilla will run a 'Grand Renewal' promotion until August 31. Customers who book rooms through official channels and complete their stays will be entered into a drawing for a total of 22 nights at 22 hotels operated by Hotel Shilla worldwide.
Winners will have access to properties including the Shilla Hotel in Seoul, Jeju Shilla Hotel, Shilla Monogram Gangneung, Da Nang, and Xian, as well as domestic Shilla Stay locations and the Yancheng branch in China. There will also be an event offering the new paid membership 'Shilla S Signature' to customers who leave feedback on the website revamp. A special package will be sold that counts double the number of stays toward membership tier assessment.
A Hotel Shilla representative stated, “This revamp is a strategic change aimed at enhancing customer convenience while strengthening the competitiveness of our official channels. We plan to continue expanding premium services and personalized experiences based on our official channels in the future.”
* This article has been translated by AI.
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