Lotte Hotel World set to surprise guests

By Bae Ji-sook

Staff reporter

Ladies, if you drive to the Lotte Hotel World in Jamsil, one of the most crowded areas in southern Seoul, just give the car keys to the doorman and go on your way. He will park for you.

When you get the keys back and are ready to leave, check the steering wheel and you will find a small box that reads, ``Thank you for using the valet parking service. We love you.'' Inside it will be macaroons and other confectionaries that will make you smile throughout the day.

This is bringing whirlwind change to hotels in southern Seoul at the moment.

``I think what we really need is an emotional approach,'' Lee Jung-ryul, the newly appointed general manager of the hotel, said. ``Many people talk about the Western style hospitality. It is true that the Korean service has learnt a lot from them, but I think it is time we move on and create something of our own,'' he said.

The so-called macaroon service and other little amenities in the guest rooms are just the start of a new era for the hotel. It has recently planted some strawberry bushes in its cafes for a strawberry promotion. ``When we do something, we really do it and make it the best,'' Lee said.

It is true that the hotel has been out of the high-class circles for its location next to the Lotte World Amusement Park and the deadly traffic jams. However, Lee and the staff are determined to fight the challenge and produce something practical.

He has recently decided to plant real strawberries for its strawberry festival and is planning to ``virtually'' deliver the hotel's vision to customers. In association with Lotte World, the amusement park attached to the hotel, there are ``Lotti'' rooms decorated with the theme park's favorite characters. The rooms are booked nearly all the time thanks to the loyal fans of the characters, Lee said.

Since Jamsil is near to satellite cities of Seoul, Lee is eager to invite aspiring businessmen from nearby, for instance Bundang. Taking advantage of the Charlotte theatre playing all the hip musicals, he has recently drawn out a package treating VIPS to astounding dinners, musicals and rooms. It is getting a slow but steadily increasing response, he said.

``What all of us are craving is to make the hotel the place that provides a once-in-a-lifetime experience to the guests every day,'' he said.

In order to enhance the quality of service, the hotel in March held a mock G-20 service, presenting the protocols and services that would be provided during the G-20 Summit scheduled in November. He is hoping some state leaders would stay at the hotel since it is less than a 10-minute drive from the COEX, where the summit is expected to be held.

The sojourn will promote Korean style hospitality, he said.

``I think traffic or other factors could be an excuse but not a setback. The high traffic in another way means an open access to a whole new breed of people,'' he said. ``We are ready to show you a whole new level of service and are ready to surprise the world,'' he added.