Signiel, Lotte’s premium landmark hotel brand, rises as Asia’s best luxury hotel

by | 05 Jun 2021 | Portfolio

The largest hotel group in Korea, LOTTE Hotels & Resorts, has launched its new premium hotel brand, Signiel.

SIGNIEL is a composite word of ‘signature’ and ‘LOTTE’, representing the hotel’s legitimacy as the uppermost hotel brand. Signiel has successfully settled down on the strength of its world-class hardware and management philosophy ‘Live Beyond Expectations’, providing services exceeding the expectations of guests.

SIGNIEL Seoul, which opened at Lotte World Tower in Songpa-gu, Seoul in 2017, is the first hotel of the SIGNIEL brand. Only eight months after its opening, SIGNIEL Seoul was crowned ‘Best New Luxury Hotel in Asia’ by Global Traveler, an internationally renowned travel magazine. This is one of many examples that shows SIGNIEL Seoul has become a gamechanger in the luxury hotel industry in Korea.

Located on the 76th to 101st floors of Korea’s tallest building and premier landmark, Lotte World Tower, SIGNIEL Seoul boasts world-class facilities. All 235 rooms have been designed aesthetically with Korean touches, providing panoramic skyline and splendid night views of Seoul.

SIGNIEL Seoul is a gourmet hotel as well. Chef Yannick Alléno, whose name has become synonymous with creativity and innovation in gastronomy, has directed the overall food and beverage of the hotel.

Guests can enjoy gustatory experiences suggested by the three-Michelin-star chef, be they menus for weddings or in-room dining. Furthermore, after modern French restaurant Stay and contemporary Korean restaurant Bicena were both awarded one Michelin star, SIGNIEL Seoul became the only hotel in Korea to have two Michelin-starred restaurants at the same time.

Aside from these, expertise from inside and outside the country was brought in, including weddings by Kristin Banta, organiser of weddings and parties of celebrities, and global spa brand Evian Spa.

SIGNIEL Seoul won the ‘Grand Prix of the Best Hotel in Asia’ at the 2018 Villegiature Awards, and was chosen as the ‘Best Hotel in Asia’ by Global Traveler last year. Despite Covid19, it has taken the position of the best luxury hotel in Asia, with its sales and average daily rate hitting top mark in the Korean luxury hotel industry.

Following SIGNIEL Seoul, SIGNIEL Busan opened in June 2020, with 260 rooms on the 3rd to 19th floors of the LCT Landmark Tower. A world-class luxury hotel designer, HBA, designed the interiors of the rooms using the theme of blue ocean, providing panoramic ocean views in all rooms.

SIGNIEL Busan also features cuisine offered by world-class chefs. The menus of The Lounge and Pastry Salon were consulted on by three-Michelin-star chef Bruno Menard, and premium buffet restaurant The View presents a variety of dishes with fresh ingredients.

Dim sum and Chinese BBQ of Chaoran by Lee Che Liang, an executive chef of a Michelin-starred restaurant in the UK, exudes the charm of Cantonese cuisine, one of China’s four most popular cuisines. And modern Chinese tapas bar Chaoran Bar offers signature cocktails, premium spirits and Chinese tapas.

With abundant facilities – such as an outdoor infinity pool with fantastic ocean views and Chantecaille Spa by a New York-based eco-friendly cosmetic brand, which is the first of its kind in Korea – Signiel Busan is also expected to become a new destination hotel in the near future.

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Lotte Hotels & Resorts, the largest hotel group in Korea, is expanding beyond Asia to become a global brand.