At the edge of the coastal cliffs in Seogwipo, Jeju, JW Marriott Jeju Resort & Spa has once again received the Michelin Key, marking its second consecutive year of recognition. This year, a total of nine hotels in South Korea received Michelin Keys, including three with two keys and six with one key. JW Marriott Jeju is the only hotel in Jeju to earn this distinction.
The Michelin Key is awarded based on evaluations of the hotel experience by the Michelin Guide. An evaluation team anonymously stays or visits the hotel, assessing five criteria: architectural and interior design, service quality and consistency, the hotel's unique character, value for money, and local connections. A one-key rating signifies a hotel that offers 'a very special stay.'
Michelin highlighted the hotel's prime location on the southern coastal cliffs of Jeju, the design by Bill Bensley, and its use of seasonal ingredients in its cuisine.
◆ A Resort Infused with Jeju's Essence
The first thing that catches the eye at JW Marriott Jeju is the ocean. Guests can enjoy views of the Jeju sea from their rooms and various areas of the resort. Inside, the space reflects traditional Korean aesthetics and the natural beauty of Jeju, primarily using basalt and wood, with a lobby design inspired by traditional hanok.
This regional character extends to the dining and spa facilities.
The omakase restaurant 'Yeowoomul' features a menu centered around local seafood. The treatment rooms at 'Spa by JW' are named after Jeju locations, such as Saebyeol, Sara, Hanon, and Ttarabi. The color scheme evokes canola flowers and basalt, and guests can enjoy Jeju tea while listening to the sounds of singing bowls and koshi chimes before and after treatments. This spa was ranked first in the hotel spa category at the 'T+L Luxury Awards Asia-Pacific 2026' organized by Travel + Leisure Asia.
◆ Experiencing Jeju Beyond the Hotel
The hotel also offers programs that allow guests to experience Jeju outside its walls. A notable program is 'Haenyeo's Submisoari,' where actual haenyeo (female divers) share insights about their culture and the meaning of submisoari. Other popular activities include 'Jeju Sensory Walk,' which follows the Jeju Olle Trail Course 7, and 'JW Soundscape - Listening Session,' where guests can hear nature sounds selected by local musician Lucid Fall.
Lee Min-young, General Manager of JW Marriott Jeju, stated, "Connecting Jeju's nature, culture, and people into a single experience is a core value for us. From architecture and design to culinary experiences using local ingredients and programs with haenyeo, we aim to tell Jeju's unique story."
◆ Record Occupancy Rates
Room performance has also shown an upward trend. According to the hotel, the occupancy rate in August reached 95.7%, the highest since its opening in 2023. Given that August is a peak tourist season for Jeju, this figure is particularly notable.
All six key performance indicators, including room revenue, average daily rate (ADR), revenue per available room (RevPAR), total revenue, and gross operating profit (GOP), also reached record highs since the hotel opened.
Room demand has remained steady this year. In April, the occupancy rate was 93.0%, with monthly revenue hitting a record high. The average room rate exceeded 1 million won, and RevPAR was at its highest level at that time.
In the same month, food and beverage revenue increased by 78.1% compared to the previous year, while spa revenue rose by 82.0%. Room revenue through Marriott's official channels increased by 106% during the same period, with the proportion of customers from China and the United States rising to 74.4% and 52.5%, respectively.
Lee noted the recent trends in luxury travel, stating, "Today's luxury travelers are not just looking for good rooms or facilities; they seek unique content and stories that can only be experienced in the region, along with meaningful moments of their own."
Since its opening in 2023, JW Marriott Jeju has consistently expanded its regionally inspired offerings, incorporating Jeju's essence into its architecture, interior design, ingredients, and haenyeo experiences.
With its Michelin one-key status for two consecutive years, the hotel has consistently emphasized 'Jeju's essence.' As the only hotel in Jeju to hold a Michelin Key, its future developments are highly anticipated.
* This article has been translated by AI.
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