Hotel Shilla entered the Chinese market for the first time under the "Shilla" brand.
Hotel Shilla said on Jan. 6 that it will open the lifestyle hotel brand "Shilla Monogram" in Xi'an, China, on Feb. 2.
Shilla Monogram is a resort-style hotel that reflects the culture and lifestyle of each region. After first debuting in Da Nang, Vietnam, in 2020 and then in Gangneung in Korea last year, it has expanded the brand's footprint to Greater China.
Shilla Monogram Xi'an is a 22-story hotel with 264 rooms in total. It features three restaurants—including the only dedicated Korean restaurant in Xi'an, a Chinese restaurant, and an all-day dining venue—along with a lounge, indoor pool, sauna, and fitness facilities.
With visa-free entry to China for Koreans now in effect and local travel demand expanding, the plan targets tourism demand in Xi'an, which is rich in historical sites. The hotel also aims to capture business demand in nearby areas where global electronics and IT corporations have a presence.
Hotel Shilla plans to gradually expand awareness of the Shilla brand and its business network in the Greater China market through this entry. Going forward, it plans to tailor market-entry strategies by brand to match regional characteristics and demand using the "management contract" model, the operating method favored by leading hotel operators.