Lotte Hotels & Resorts is overhauling its free membership program, Lotte Hotel Rewards, to attract more loyal customers. The company plans to ease upgrade requirements and introduce a new top-tier membership level to enhance user convenience.
Starting in September, Lotte Hotels & Resorts will implement an expanded membership program that offers enhanced benefits and services. Recently, the company integrated its hotel and resort websites, establishing a member base of approximately 4.7 million, with a goal of reaching 5 million members through this reform. Lotte Hotel Rewards allows members to earn and use points at over 40 hotels and resorts, as well as golf courses and the online store e-SHOP.
The key changes include a restructuring of the membership tier system and relaxed upgrade criteria. The previous four-tier structure (Classic, Silver, Gold, Platinum) will now include a new top tier, Diamond, expanding the system to five levels (Member, Silver, Gold, Platinum, Diamond).
To qualify for Silver status, the stay requirement has been reduced from five nights to two. For Gold, the requirement has been lowered from 25 nights to 12, and for Platinum, from 50 nights to 30. The newly established Diamond tier will be awarded to members who stay 60 nights or accumulate 110,000 points annually.
Benefits for each tier have also been adjusted. Gold members will now receive breakfast vouchers. Diamond members will enjoy benefits such as up to 15% off at dining outlets, a 3 PM late checkout, room upgrades, welcome amenities, and access to the club lounge. The same dining discounts will apply at premium brands like Signiel Seoul and Busan.
In conjunction with the membership reform, the company is also revamping its premium brand. In August, the existing Lotte Hotel Seoul will be rebranded as The Grand Lotte Seoul.
The Grand Lotte Seoul will be the first establishment to feature Lotte Hotels & Resorts' top luxury brand, The Grand Lotte. Efforts are underway to enhance the identity of services across all aspects, including rooms, uniforms, dining, floral arrangements, and scents.
A representative from Lotte Hotels & Resorts stated, "We have completely restructured the benefits system that customers can enjoy during their stays and in their daily lives. We will continue to enhance the service experience across our chain in conjunction with the launch of The Grand Lotte Seoul."
* This article has been translated by AI.
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