In the past, hotels were spaces where people stayed briefly for business trips or travel. But recently, guests want spaces where they can keep their daily routines even while traveling, restore body and mind, and enjoy leisure. The Westin Seoul Parnas aims to be that kind of space.
Yeo Inchang, CEO of Parnas Hotel, said at a media briefing on the 12th marking the opening of the Westin Seoul Parnas hotel in Samseong-dong, Gangnam-gu, Seoul, that the meeting of Parnas and the Westin brand will be an opportunity to newly define urban wellness where business, culture, and leisure coexist. Wellness is a portmanteau of well-being and fitness that refers to a comprehensive health concept that seeks physical, mental, and social health in balance and improves quality of life.
Set to officially open on the 15th, the Westin Seoul Parnas was a hotel known as InterContinental Seoul COEX until the first half of last year. However, after about one year and two months of a full renovation starting in Jul. last year, it adopted the Westin brand under Marriott International. As a result, Parnas Hotel became a hotel chain that operates both InterContinental Group and Marriott International-affiliated hotels.
The Westin Seoul Parnas adopted the brand slogan "Where your life unfolds." The goal is to offer a differentiated urban wellness experience that helps guests regain balance and vitality for body and mind even amid busy daily life and a complex city.
To that end, the hotel introduced Smart Butler, the industry's first mobile platform exclusively for guests in Korea. It is a tool that analyzes and manages an individual's entire journey based on data.
Guests can scan the QR code provided in the room to check comprehensive hotel information on their mobile devices and, using Internet of Things (IoT) technology, control in-room facilities, reserve hotel programs, order room service, and check its status. They can also check real-time congestion levels at key facilities such as the breakfast buffet and the swimming pool to minimize wait times, and receive services optimized to their preferences in real time through AI-based personalized recommendations.
Parnas Hotel plans to precisely analyze information accumulated in digital systems, including Smart Butler, to identify customer usage patterns and responses, and use it to provide tailored services and rapid feedback. It also intends to broadly reflect the analysis results in planning new services, establishing marketing strategies, and improving operational efficiency.
Ancillary facilities have also been greatly improved. The Westin Seoul Parnas has a total of 564 rooms in eight types, ranging from guest rooms to the presidential suite. All rooms feature the Westin brand's signature Heavenly Bed, a premium bedding collection, and a customized sleep program to ensure a comfortable rest.
The lounge Westin Club, created on the hotel's top 30th floor, spans 702 square meters (about 212 pyeong). This space, which can accommodate up to 149 people at once, features floor-to-ceiling windows along its curved exterior, offering city views that sweep from the Han River to Seonjeongneung.
Parnas Hotel also built a fitness club spanning two floors with a total area of 6,000 square meters (about 1,815 pyeong). In addition to state-of-the-art exercise equipment, it offers a structured health management program that combines expert personalized training with dietary consulting.
A Parnas Hotel official said, "We have golf-specialized content such as a golf swing analyzer and an AR-based putting training system, an indoor swimming pool with views of Bongeunsa, and a Prime Motion Center equipped with top-grade hydraulic fitness equipment," adding, "Guests can enjoy a differentiated wellness experience within an integrated health management environment that combines exercise, recovery, and nutrition."
Last year, Parnas Hotel posted 454.5 billion won in revenue and 84.8 billion won in operating profit. Due to the suspension of operations for the refurbishment, revenue and operating profit fell 5.7% and 17.7%, respectively, from a year earlier. The performance trend following the opening of the Westin Seoul Parnas also bears watching. Although the number of rooms at the Westin Seoul Parnas has decreased by nearly 100 from before, the average daily rate (ADR) has risen by more than 50% from before.
Yeo said, "Parnas Hotel will take a step further beyond a simple hotel business to become a people care corporations that represents Korea."