JW Seeks Bigger Pie With Big Investment
By Kim Tae-jong
Staff Reporter
Top local hotels have to spend huge amounts of money in their facilities every six or seven years to be competitive and stay ahead of their rivals. But it is also true that expanding investments is a risk decision in the face of a protracted economic slump.
But the JW Marriott Seoul is at the forefront of aggressive marketing through a full-scale renovation of its property and an upgrade in customer services as a strategy for business growth.
``We have launched the renovation as if we tried to open up a new hotel,'' Chris Lee, marketing director of the hotel, said. ``Everything has changed except for newly-purchased beds.''
Beginning earlier this summer, the renovation will cost roughly 13 billion won ($13 million), the largest renovation ever at the hotel. It includes the installation of high-tech TV sets and modernized furniture in 500 guestrooms, and upgrades to the spa and therapy facilities and restaurants.
It recently completed about 25 percent of the renovation on guestrooms. 120 newly renovated guestrooms are now available.
``Our aggressive approach also aims to develop a new image of our hotel to attract new guests, while of course maintaining our loyal customers. We see next year as a critical turning point to becoming a leader of the market,'' he said.
Due to its brand power in the U.S. market, the hotel was favored more by international guests than local customers. The ratio of local guests made up only about 20 percent when it entered the market.
But upon the steady visits by business guests from the U.S., the hotel has recently seen an increase in the number of domestic guests and those from Japan, who want to experience luxury hotel services, he said.
``The needs of customers used to be very simple as most of them came here for business-related purposes. But now the demands have diversified, which is also part of the reason behind the massive renovation,'' he said.
The hotel will strengthen its leisure-oriented services, upgrading spa and therapy facilities as well as the fitness center, he said.
The hotel plans to take full advantage of its superb location, too. It is situated in the Central City complex, which houses a department store, movie theater, shopping mall and bus terminal. The subway line 3 is currently on operation there but the construction of subway line 9 will be soon completed.
But Lee emphasizes the importance of customer services which should not be neglected in the development of hardware in the hospitality business.
``Our motto is to become `Seoul's dynamic gateway with heartfelt service.' That implies we should be able to offer quality services. We will keep various channels open to listen to our customers,'' he said.
``Guests are more hard to serve now. You would simply disappoint them if you failed to take a couple of steps a head before them in terms of services,'' the hotelier with 20-year-experience added.