JW Marriott Hotel Seoul head embraces change amid pandemic

By Jun Ji-hye

Allen Howden, general manager of JW Marriott Hotel Seoul, has led the luxury hotel since February last year when the COVID-19 outbreak began in full scale here.

While enduring difficult times caused by the public health crisis that has closed borders around the world, Howden has placed top priority on transparency so everyone could feel a sense of trust about safety.

Allen Howden, general manager of JW Marriott Hotel Seoul / Courtesy of JW Marriott Hotel Seoul

In addition, he led the release of several unique packages targeting certain groups of customers, such as the “Men's Luxury Escape” package targeting male guests, which became very popular and helped the hotel persevere through the unprecedented crisis.

“When I started, there was so much speculation and rumors spreading regarding the pandemic from guests, partners and associates, which made my priority and biggest challenge to keep everyone up to date with facts,” Howden said in an interview with The Korea Times. “Transparency was important so that all stakeholders felt a sense of trust that we were doing everything to look out for their health, safety and best interests.”

The “Men's Luxury Escape” package is a promotion targeting male guests in collaboration with U.S. premium bourbon whisky brand Wild Turkey. The package, available until June 30, sold out within a day of its launch on April 19 and now has its own separate waiting list.

Another unique promotion is the “Nice to Meet You Baby” package, which was launched to meet the needs of expecting mothers and fathers unable to travel abroad due to pandemic flight restrictions.

The promotion, which includes gifts of a cotton baby top, a bib, a spoon and fork set, a baby cup and canvas bag manufactured by premium brands, has been established as a steady seller through social media coverage and by word-of-mouth among mothers.

“Brainstorming with the team is fun in creating the offerings as it shows just how different we all are, which means all our guests are different too. With the borders being closed, it is hard for anyone to travel, so we tried to cater to all guests regardless of age, gender, family, business or couples,” Howden said. “We are being more specific on our packages but on a smaller scale, which means we can have multiple packages on the go. We want our guests to have fun, enjoy themselves and create forever-lasting memories.”

He said the hotel is now preparing for the next big challenge ― the summer season ― as a large number of guests are expected to check in for staycations. Howden vowed to improve new ways of keeping the hotel a safe-but-comfortable experience, which guests expect from a luxury hotel.

Howden began his career in hospitality as an intern on the F&B team at Hyatt Regency Denver in Colorado.

At the time, he was promoted to deputy manager of the hotel's banquet team within a year, reflecting his devoted effort and renowned leadership.

After serving in various leadership positions around the world, he came to Korea in 2017 to take up a position as general manager of the Courtyard Marriott Seoul Pangyo, and joined JW Marriott Hotel Seoul as general manager in February last year.