Kang Seung-woo is the Business Desk editor at The Korea Times. Prior to this position, he covered politics, national affairs, finance and sports.
INTERVIEW Novotel Dongdaemun making soft-landing in tough market
The outdoor infinity pool on the 21st floor of Novotel Ambassador Seoul Dongdaemun Hotels and Residences offers the perfect spot to enjoy an evening sunset overlooking the city skyline. / Courtesy of Novotel Ambassador Seoul Dongdaemun Hotels and Residences
By Kang Seung-woo
By Kang Seung-woo
A year ago, the Novotel Ambassador Seoul Dongdaemun Hotels and Residences joined what critics describe as the saturated Korean market.
The world's 500th Novotel property and French multinational hospitality company AccorHotels' first mixed-use property, the colorful description was not able to temper concerns over its viability here.
Cho Min-sook, general manager of the Novotel Ambassador Dongdaemun Hotels and Residences / Courtesy of Novotel Ambassador Dongdaemun Hotels and Residences
However, looking back over the past year, Cho Min-sook, its general manager, believes her property has established itself as a leading player in the Dongdaemun district, achieving its inaugural target return.
“Celebrating the first anniversary, we have reached the revenue goal ― although the first year's financial target is usually not very high,” Cho said in a recent interview with The Korea Times.
“The business goal achievement means getting positive feedback from guests and posting solid average occupancy and average daily rates, which eventually leads to benefits.”
She added the hospitality industry is also vulnerable to outside factors such as the foreign exchange rate, diseases or political issues, but there was no such problem preventing the Novotel Dongdaemun from attracting international guests over the past year. According to Cho, its biggest market is China and guests from Russia, Japan and Southeast Asian countries also stayed there.
The Novotel Dongdaemun is located close to Dongdaemun History and Culture Park Station, an intersection of subway Lines 2, 4 and 5, which the general manager believes is its strongest point.
“We have a great location,” she said. “Along with subway Line 2, which is a circle line, foreign visitors coming to Seoul Station via the Airport Railroad from Incheon International Airport can transfer to Line 4 and those who arrive at Gimpo International Airport can take Line 5.”
She also said the property, located only 1.5 kilometers away from the business district such as City Hall, Myeong-dong and Euljiro, is a great place for those who come to Korea on business but also ideal for those seeking leisure time thanks its close proximity to favorite hangouts for foreign tourists such as the Dongdaemun Design Plaza (DDP), Dongdaemun Fashion Street and Gwangjang Market.
The Novotel Dongdaemun is a property comprised of 331 rooms and 192 residences, so it is making the most of its inventory.
“To increase daily room occupancy, we can offer flexible pricing,” Cho said.
Plus, she said the Novotel brand is gaining recognition for its family-oriented concept internationally, so it can more easily approach customers.
In order to hold up against hard-fought competition in the market, hotels need to have some “wow” factors to impress customers, Cho said.
“First of all, the outdoor infinity pool is featured on the 21st floor, offering the perfect spot to enjoy an evening sunset overlooking the city skyline, while a naturally lit indoor swimming pool is also available on the 20th floor,” she said.
“In addition, our buffet restaurant, located on the 20th floor, offers a panoramic view, unlike other hotels whose dining rooms are situated on the first floor or underground.”
En route to its opening, the Novotel Dongdaemun was put into the media limelight as the nation's first hotel to use artificial intelligence (AI) technology.
“Guests can freely use digital technologies including a mobile concierge and a smart phone during their stay. The phone is pre-loaded with hotel information and maps, as well as call and message functions when they are out exploring the city,” she said.
Along with the performance by her property, there is another thing for Cho to keep in mind, ― becoming a role model to pave the way for more female hoteliers to take higher posts at hotels.
Accor Ambassador Korea currently operates 24 hotels here, but there are only three female general managers, including Cho.
“Although times have changed, with the status of women improving, it is true that we still have a male-dominated workplace,” she said.
“In that respect, I am trying to put 120 percent of my ability into doing business to gain recognition as a female hotelier.”