The beachside of Haeundae, one of the country’s most popular tourist destinations at Korea’s second largest city of Busan, has gone upscale with luxury hospitality openings by household hotel names Lotte and Shinsegae vying to draw locals whose travels are restricted to home turf amid lockouts from virus pandemic.

Hotel Lotte announced it will open Signiel Busan, its second hotel under the premium label Signiel, in Haeundae on June 17. The new hotel will have 260 rooms on the third to 19th floor of a 101-story LCT Landmark Tower. Hotel Lotte said guests can enjoy views of Haeundae Beach and Dongbaek Island at every room, as well as various auxiliary facilities including outdoor infinity pool and Salon de Signiel, a lounge offering free snacks and beverages.

Shinsegae Chosun Hotel, Shinsegae Group’s hotel operating unit, will also open a five-star hotel in Haeundae under new brand Grand Josun in August. The company said it aims to advance as a global hotel chain with the new brand based on the 100-year-long experience of operating Chosun Hotel.

Grand Josun Busan, remodeled from Novotel Ambassador Busan, will have 330 rooms. It will provide high-end facilities including a swimming pool and gym as well as selected restaurants.

Industry watchers expect the opening of the two upscale hotels would help boost the tourism and hospitality industry in Busan that has been hit hard by the coronavirus outbreak. Demand for stays in luxury hotels during holidays is increasing with international travel off the table.

But some are worried about overcrowding in as there are too many accommodation facilities in Busan, especially in Haeundae. About 30 percent of total 22 hotels in Busan are nestled along the Haeundae beachside.

By Choi Mira

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