Membership programs gaining traction

By Kang Seung-woo

As the appetite for “staycations” among Koreans is growing, local hotels are busy launching a variety of membership programs appealing to holidaymakers.

Gone are the days when a hotel was just a place to bed down. Rather, they are becoming total entertainment venues, where guests can dine, drink and party as well as sleep.

According to the Korea Hotel Association, Thursday, the room occupancy rate of the hotel industry by locals accounted for 48 percent in 2016, compared with 45.7 percent in 2013.

Hotels have been offering membership programs at “reasonable” prices in order to sustain the momentum.

The Four Points by Sheraton Seoul, Gangnam has launched its “Club Marriott Four Points Gangnam” that has two types of membership programs.

The annual fee for the Classic Tier is 350,000 won ($313) and that for the upper Premium Tier is 499,000 won.

The membership program offers dining as well as accommodation privileges at Marriott's eight Asia-Pacific subsidiary brands, including the Sheraton, the Le Meridien and the Westin, as well as the hotel itself.

Under the membership program, guests can receive 30 percent off food and beverages for up to 20 guests at the hotel, while they can get 20 percent off the best available rate for accommodation.

A Classic Tier member can select a complimentary one-night stay in a standard room or two free buffets during weekdays and the same complimentary buffet during either weekdays or weekends.

A Premium Tier member can receive a complimentary one-night stay in a premier room, a special rate for accommodation at 55 percent off from rack rate for three and two free breakfast buffet.

The Conrad Seoul offers a membership program enhancing dining options and others such as spa access and fitness center.

The Connoisseur is divided into two tiers, Purple and Black. The former's annual membership fee is 150,000 won and the latter's is 550,000 won.

According to the Conrad, the Purple tier can give a membership holder benefits of 196,000 won through a 15 percent discount at the hotel's restaurants and bars for up to four people, as well as one of three options for a free voucher: a complimentary buffet dining for two persons, three separate meals at on-site restaurants or a 60-minute spa treatment.

A Black membership holder can have an additional 300,000 won through a one-night stay in a deluxe room, a free buffet dining for two, a beverage voucher, a spa treatment and a fitness class.

The JW Marriott Dongdaemun Square Seoul has come up with a membership program allowing members to choose their own hotel benefits.

Earlier in the year, the hotel relaunched JW D Club, a new dining membership system granting members “D Credits” for flexible use at various hotel facilities upon joining.

Key benefits available with D Credits include weekday use of CLUB 501, including the club's landmark eco-friendly swimming pool complex; breakfast, lunch and dinner at Tavolo 24; Afternoon Tea at The Lounge; cocktails at The Griffin; admission to hotel events; and cakes and drinks from Seoul Baking Company.

JW D Club is available in Individual and Corporate versions, each available in Gold and Diamond levels. Annual membership fees are 450,000 won, worth 500,000 won equivalent in D Credits for Gold membership, and 800,000 won worth 900,000 won in D Credits for Diamond membership.

“Hotel membership programs are gaining popularity among younger guests who spend a certain amount of money for themselves,” an official of the hotel industry said.