By Lee Hae-rin
The COVID-19 pandemic has brought changes to every business sector and urban tourism is no exception. As a result of strengthened social distancing measures and minimized human contact, the latest trend in the hotel industry is to depend less on location as a travel destination than on its originality.
Park Hyatt Seoul, located in the center of the business and entertainment district of Gangnam in southern Seoul, has successfully adapted to new trends, according to Andrew Ashdown, the new general manager of the property, by quickly shifting its target clientele and developing original experiences.
"Before the advent of COVID-19, we had a high proportion of foreign guests thanks to the World of Hyatt membership program and Hyatt brand loyalty. Since the pandemic began, the game has changed completely. We have rapidly shifted to a marketing strategy targeting Korean leisure guests," Ashdown said in a recent written interview with The Korea Times.
Based on the growing domestic demand for package programs, the hotel launched a series of seasonal packages with private in-room dining services, to which the client response was very positive and soon became the property's signature asset.
"I think we've dealt well with the COVID-19 crisis by focusing on a direction that can reassure guests at a time when flexible business strategies, safety, and hygiene are more important than ever," Ashdown said.
"Rather than providing universalized service to large numbers of guests, we focus on delivering attentive service that reflects the tastes of each guest," Ashdown explained.
Another key trend in the luxury hotel industry here is young people in their 20s to 30s, so-called MZ generation ― Millennials and Generation Z ― have become the major clientele. To appeal to them, Ashdown said Park Hyatt Seoul created Instagrammable events and facilities in harmony with the city view, targeting MZ generation's visual craving and need to share on social media platforms.
Ashdown added that Instaworthy F&B products such as afternoon tea to delight both the eyes and palate by serving visually-unique desserts on a traditionally-patterned tray, or exotic room interiors that include views across downtown Gangnam, are unique experiences that are perfect selfie opportunities.
"Seeing photogenic images of moments of relaxation against sparkling urban backdrops shared frequently across various social media platforms make me proud that this is the strongest element of our hotel, and the one that stays engraved in the minds of our guests," Ashdown said.
According to the general manager, the key behind these initiatives was understanding customers' needs through frequent and open communication with young staff members.
"Personally, I think we're very lucky to have a lot of young and energetic members on our team. Staff who are members of the MZ generation themselves have a deep understanding of guests' needs," Ashdown said. "What I've felt when communicating with Korean MZ generation staff is that they are willing to share unique, hard-to-find experiences with others. Finding connections that inspire the MZ generation is the starting point for creating better content."
The general manager was the first to be awarded the Hyatt brand's "Team of the Year Award" in the country in November 2020 while he was the general manager at Park Hyatt Busan from 2018 to October 2021. Growing up at a hotel run by his parents from a young age and joining the Hyatt brand in 2001, Ashdown said he has learned the importance of being a good listener.
"Respectful listening is a way of conveying empathy and respect, for the greatest power of positive influence over others. By playing the role of a kind of counselor, opening your ears and eyes, talking about difficulties, and easing the burdens of others, you can pick up on small areas of possible growth among staff, and quickly catch their hidden potential."
The hotel is renovating its major facilities including the first-floor lobby and parking lot, as well as banquet halls to meet various needs such as weddings, birthday parties and business meetings.
"First impressions are important when it comes to service, too. We are upgrading our facilities in order to provide an even more uplifting experience," Ashdown said.
"In addition to upgraded facilities, we will provide exceptional dining experiences through culinary events featuring organic ingredients produced in healthy environments and ASC-certified seafood," he said.
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| Andrew Ashdown, the general manager at Park Hyatt Seoul / Courtesy of Park Hyatt Seoul |
Park Hyatt Seoul, located in the center of the business and entertainment district of Gangnam in southern Seoul, has successfully adapted to new trends, according to Andrew Ashdown, the new general manager of the property, by quickly shifting its target clientele and developing original experiences.
"Before the advent of COVID-19, we had a high proportion of foreign guests thanks to the World of Hyatt membership program and Hyatt brand loyalty. Since the pandemic began, the game has changed completely. We have rapidly shifted to a marketing strategy targeting Korean leisure guests," Ashdown said in a recent written interview with The Korea Times.
Based on the growing domestic demand for package programs, the hotel launched a series of seasonal packages with private in-room dining services, to which the client response was very positive and soon became the property's signature asset.
"I think we've dealt well with the COVID-19 crisis by focusing on a direction that can reassure guests at a time when flexible business strategies, safety, and hygiene are more important than ever," Ashdown said.
"Rather than providing universalized service to large numbers of guests, we focus on delivering attentive service that reflects the tastes of each guest," Ashdown explained.
Another key trend in the luxury hotel industry here is young people in their 20s to 30s, so-called MZ generation ― Millennials and Generation Z ― have become the major clientele. To appeal to them, Ashdown said Park Hyatt Seoul created Instagrammable events and facilities in harmony with the city view, targeting MZ generation's visual craving and need to share on social media platforms.
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| White strawberry afternoon tea set at Park Hyatt Seoul / Courtesy of Park Hyatt Seoul |
Ashdown added that Instaworthy F&B products such as afternoon tea to delight both the eyes and palate by serving visually-unique desserts on a traditionally-patterned tray, or exotic room interiors that include views across downtown Gangnam, are unique experiences that are perfect selfie opportunities.
"Seeing photogenic images of moments of relaxation against sparkling urban backdrops shared frequently across various social media platforms make me proud that this is the strongest element of our hotel, and the one that stays engraved in the minds of our guests," Ashdown said.
According to the general manager, the key behind these initiatives was understanding customers' needs through frequent and open communication with young staff members.
"Personally, I think we're very lucky to have a lot of young and energetic members on our team. Staff who are members of the MZ generation themselves have a deep understanding of guests' needs," Ashdown said. "What I've felt when communicating with Korean MZ generation staff is that they are willing to share unique, hard-to-find experiences with others. Finding connections that inspire the MZ generation is the starting point for creating better content."
The general manager was the first to be awarded the Hyatt brand's "Team of the Year Award" in the country in November 2020 while he was the general manager at Park Hyatt Busan from 2018 to October 2021. Growing up at a hotel run by his parents from a young age and joining the Hyatt brand in 2001, Ashdown said he has learned the importance of being a good listener.
"Respectful listening is a way of conveying empathy and respect, for the greatest power of positive influence over others. By playing the role of a kind of counselor, opening your ears and eyes, talking about difficulties, and easing the burdens of others, you can pick up on small areas of possible growth among staff, and quickly catch their hidden potential."
 |
| Park Hyatt Seoul / Courtesy of Park Hyatt Seoul |
The hotel is renovating its major facilities including the first-floor lobby and parking lot, as well as banquet halls to meet various needs such as weddings, birthday parties and business meetings.
"First impressions are important when it comes to service, too. We are upgrading our facilities in order to provide an even more uplifting experience," Ashdown said.
"In addition to upgraded facilities, we will provide exceptional dining experiences through culinary events featuring organic ingredients produced in healthy environments and ASC-certified seafood," he said.
