Josun Hotels & Resorts unveiled a mid- to long-term strategy to open five new hotels by 2030. L'Escape Hotel has signed a soft brand agreement with Marriott International and will operate as a Luxury Collection brand hotel starting in Nov.
Josun Hotel said on the 22nd that it will flesh out a mid- to long-term growth roadmap through global partnerships and portfolio expansion to mark its 111th anniversary. It expressed an ambition to accelerate growth as a comprehensive hospitality corporations by strengthening competitiveness in its core hotel business while expanding synergies into the leisure and lifestyle areas.
First, Josun Hotel plans to open a total of five new hotels by 2030. Including nine hotels currently in operation—Josun Palace, The Westin Josun Seoul, L'Escape, Gravity, and others—it will build a 14-hotel portfolio.
To that end, Josun Hotel signed memorandums of understanding (MOUs) for hotel management委託 operations in Cheongna District in Incheon and Yuseong District in Daejeon.委託 management is a method of running a hotel by obtaining only the operating rights without purchasing land or constructing a building. It has the advantage of lower investment burden and the ability to generate revenue.
Josun Hotel will also add L'Escape Hotel to Marriott International's Luxury Collection brand. L'Escape Hotel is a French-style boutique hotel inspired by Paris, France. With this soft brand agreement with Marriott International, L'Escape will become the second Luxury Collection hotel in Korea.
Starting in Nov., L'Escape Hotel will begin taking reservations on Marriott's official platform. Beginning Dec. 29, it is scheduled to officially operate as "L'Escape Seoul Myeong-dong, a Luxury Collection Hotel."
In addition, as part of expanding the leisure institutional sector, Josun Hotel will add nine holes to the members-only Jayu Country Club and fully renovate the clubhouse by 2027. Within 2031, it also plans to open a new golf course at Hwaseong International Theme Park "Starbay City."
The expansion of the premium aqua facility "Aqua Field" will also continue. Following the first location that opened last year in Nha Trang, Vietnam, a second location will open this Oct. in Hanoi Ocean City. In the first half of next year, a new spa-specialized facility will open inside Starfield Village Paju Unjeong.
In the retail institutional sector, the expansion and relocation of the direct-operated Josun Hotel Kimchi factory will be completed by the first quarter of next year. The goal is 100 billion won in sales by 2030 and entry into global markets.
President Jeon Sang-jin of Josun Hotels & Resorts said, "Taking this year, our 111th anniversary, as a starting point, we will build new growth as a comprehensive hospitality corporations by expanding synergies across all institutional sectors—hotels, leisure, and retail—based on substance and innovation."