As travel trends continue to evolve, the concept of Korean Luxury Experience is becoming increasingly prominent. It reflects the emotions and consumer behaviors exhibited by travelers in their pursuit of luxury. Among travelers in the Greater China region, the demand for luxury hotels, Michelin-starred restaurants, and personalized spa services showcases their longing for refined experiences infused with Korean characteristics. This trend blends the luxury culture of Korea into the travel experience, giving high-end tourism a fresh emotional resonance and quality standard.
Data from various platforms indicates that interest from mainland China tourists in traveling to South Korea is continuously rising. In the first quarter of 2025, the engagement rate for content related to Five-Star and Luxury Hotels in South Korea grew by 21%, while the interest in pursuing Michelin dining experiences increased by 37%. At the same time, the attention towards Korean cultural performances and medical beauty treatments rose by 56%, 54%, and 25%, respectively. This trend reveals that more and more travelers are seeking luxurious and high-touch experiences.
This growth is primarily driven by the first- and second-tier cities in mainland China, where young consumers aged 20 to 40 are demonstrating a shift in their spending habits within the luxury travel sector. They increasingly prioritize emotional connections and cultural values, rather than merely assessing luxury through monetary value or brand prestige. As a result, the Shilla Hotel Group recognizes that Korean Luxury Experience is a crucial element in catering to the needs of these emerging consumers.
In terms of accommodation, there’s been a slight rebound in luxury bookings by mainland Chinese tourists, with an increasing proportion of guests spending over 1 million Korean won during their stay. This trend reflects a growing demand for high-value, customized experiences in the market. Particularly in Taiwan, this kind of high spending behavior has surged by 26.4%, further confirming the importance placed on emotional resonance and cultural value.
Dining data also indicates a trend of consumption growth. The Michelin two-star restaurant, La Yeon, at the Shilla Hotel in Seoul saw an 8.1% increase in visitor numbers compared to the previous year, while the Chinese restaurant, Ba Xian, experienced an even more remarkable growth of 40.6%. High-end culinary experiences are gradually becoming a core element of luxury travel.
Additionally, the Shin Laurel Membership Benefits Program has seen remarkable registration growth in the Greater China region, with a staggering increase rate of 232.5% in mainland China alone. This not only reflects advancements in digitalization but also indicates a growing desire among travelers to return, eager to forge long-term connections with Korean hotel services.
Guests choosing Shilla Hotel Group find themselves immersed in luxury, whether gazing at the stunning views of Namsan from lavish rooms, savoring gourmet dishes at a Michelin two-star restaurant, or indulging in treatments at a unique spa. These experiences further enhance the concept of Korean Luxury Experience in their high-end travel choices.
The director of marketing communications at Shilla Hotels and Resorts, Lee Joo-young, pointed out that Korean Luxury Experience has become a key travel term for travelers in the Greater China region. Modern travelers are looking for diverse and comprehensive high-end experiences. To meet this demand, The Shilla Seoul has launched a series of luxurious emotional experiences, including the Eternal Moments package and the Intoxicating Memories experience, aimed at providing deeply memorable luxury services while continuously innovating to respond to the ever-changing travel needs.
