The threshold for luxury hotels has been lowered, with the concept of ‘hocance’, a combination of “hotel + vacation” becoming one of the most common forms of travel.
Even if guests do not stay overnight, hotels are turning into a place where guests can spend few hours together by having meals or holding meetings.
A growing number of people are visiting hotels in the morning with their family or acquaintances, enjoying only breakfast and then leaving.
The InterContinental Grand Seoul Parnas said a survey of customers who do not book a room but visit only for breakfast over the past three months showed that these patrons accounted for 20 percent of the total number of visitors.
The percentage is expected to increase further in September, when the number of hotel guests decreases slightly after the peak vacation season.
Analysts say the change is caused by the disappearance of the perception that hotels are expensive and do not welcome visitors who do not plan to stay overnight.
The change is also attributed to the spread of the culture of ‘hocance’. The number of people who experience luxury hotels is gradually increasing as word spreads that hotel breakfasts are not just for hotel guests.
In particular, hotels are becoming a popular venue for weekend family gatherings, as one can enjoy various dishes at a premium hotel’s evening buffet, which are typically priced around 100,000 won (US$82.35).
During the week, a growing number of office workers are planning to enjoy hotel breakfasts, sometimes for business meetings.
Major luxury hotels are located in commercial areas such as Gangnam and Gwanghwamun, making them more accessible.
Lotte Hotel Seoul, JW Marriott Hotel Seoul and other major luxury hotels in Seoul are also found to have an average of 10 percent of customers who only come for breakfast during the week, and 20 percent on weekends.
In the case of the Westin Chosun Hotel in Seoul, breakfast sales rose 15 percent on-year in the first half of this year as more customers came for breakfast only.
Source: Korea Bizwire