• The Shilla H&R redefines premium travel for tourists from Greater China through its signature
• “K-Luxperience“philosophy.
• Shilla Rewards sign-ups from Greater China rose 181% YoY, indicating rising loyalty and intent to return.
• Shilla’s fine dining appeal grows with Chinese visits up 8.1% at La Yeon and 40.6% at Palsun.

SEOUL, South Korea, July 28, 2025 /PRNewswire/ — A new wave of luxury travel to Korea is seeing strong momentum among Chinese-speaking tourists in 2025, with a sharp rise in demand for high-end accommodations, fine dining, and culturally immersive experiences. According to The Shilla Hotels & Resorts (The Shilla H&R), Korea’s leading luxury hospitality group known for blending traditional Korean aesthetics with world-class service, visitors from Greater China, spanning mainland China, Hong Kong China, and Taiwan China, are increasingly opting for premium stays that reflect a deeper interest in Korea’s luxury-driven wellness and lifestyle.

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Amid this shift, the term “K-Luxperience” has emerged to describe a distinctive pattern of travel behavior, where luxury is not only desired emotionally but actively pursued through spending choices. From luxury hotels and Michelin-starred dining to personalized spa and beauty treatments, travelers from Greater China are showing a clear preference for experiences that are refined, curated, and unmistakably Korean. The concept blends “luxury,” and “experience” in Korea, capturing both the emotional richness and tangible quality that define the new era of high-end travel.

This shift in traveler behavior is mirrored in digital activity. Data from leading platforms including Baidu, RED, and Douyin indicates that mainland China travelers are increasingly drawn not only to the Korea-related travel content but also to more refined, experience-based premium travel in Korea. In Q1 2025, year-on-year content volume related to five-star and luxury hotels rose by 21%, while interest in Korea’s Michelin culinary experiences and restaurants surged by 37%. Cultural performance-related content also climbed by 56%, with medical aesthetics and premium facial treatments seeing notable increases of 54% and 25%, respectively, signaling deeper interest in indulgent, high-touch experiences beyond just where to stay.

Driving this growth were users in their 20s to 40s from Tier 1 and Tier 2 cities, indicating a generational shift toward high-end travel that blends indulgence with identity. For this emerging cohort of travelers, luxury is no longer defined solely by price or prestige; it is reflected in how emotionally engaging and culturally rich each aspect of their journey feels, from accommodations and dining to wellness and beauty. These are the very qualities at the heart of what The Shilla Hotels & Resorts defines as “K-Luxperience”.

Reflecting this momentum, The Shilla H&R has observed tangible shifts in guest behavior. In the accommodations category, premium room usage among Chinese guests rose modestly year-on-year, showing a steady sign of changing booking preferences. The proportion of guests spending over KRW 1 million during their stay has also increased, signaling stronger demand for personalized and high-value experiences.

Among them, Taiwanese travelers stood out with a 26.4% rise in high-spending behavior, indicating a growing appetite for investment in luxury experiences they find emotionally meaningful and culturally enriching. This signals a deeper shift toward intentional luxury, where value is measured not just in price, but in personal resonance and authenticity.

This growing appetite for intentional luxury is also evident in the F&B sector. At The Shilla Seoul, Chinese guest visits to fine dining restaurants rose by 8.1% at La Yeon and surged by 40.6% at Palsun, highlighting gastronomy as a core value in the premium travel experience.

Further illustrating this growing affinity, new member sign-ups for the Shilla Rewards program from Greater China rose significantly year-on-year. Among Greater China regions, the highest growth in sign-ups came from mainland China (+232.5%), followed by Hong Kong region (+152.6%) and Taiwan region(+87.9%). More than just a numerical increase, this surge reflects a rising desire among travelers to return, not merely for a one-off stay, but to build an ongoing, emotionally resonant relationship with Korean hospitality. For many, joining Shilla Rewards represents a step toward a lifestyle that values consistency, elegance, and curated meaning.

Among The Shilla H&R’s guests from Greater China, there has been a marked rise in those fully embracing the spirit of K-Luxperience: spending a relaxing day in a luxurious room with a view of Namsan, savoring a tasting menu at the Michelin two-star restaurant La Yeon, receiving treatments at the world-exclusive Clé de Peau Beauté spa, or enjoying a sip of whiskey at the private whiskey boutique and lounge, The Distillers Library. What were once seen as rare indulgences have become part of a growing pattern of emotionally resonant, high-end travel choices among Chinese-speaking visitors.

Jooyoung Lee, Head of Marketing Communications at The Shilla H&R, said: “The concept of ‘K-Luxperience’ is emerging as a defining keyword among travelers from Greater China visiting Korea. Rather than simply seeking one-dimensional pleasures, today’s travelers are pursuing elevated, multifaceted experiences that touch every aspect of their journey.”

She added, “To cater to these evolving preferences, The Shilla Seoul offers a series of emotionally resonant experiences tied to personal milestones. The ‘Everlasting Moment’ package includes a romantic suite stay with floral in-room décor, champagne, and private in-room dining. The ‘An Enchanting Memory’ experience features a curated French tasting menu with wine pairings at a candlelit table, designed exclusively for proposals. For weddings, the Dynasty Hall provides a refined setting for up to 600 guests, blending scale with elegance. At Shilla, we recognize this shift and are committed to expanding our offerings to meet the evolving expectations of our guests by delivering high-end moments that are thoughtful, culturally immersive, and distinctly Korean.” Hotel Shilla currently offers products and services that meet evolving consumer demands and trends, which have been gaining popularity across various platforms, including Chinese social media.

About Shilla

Hotel Shilla, an affiliate of the Samsung Group, is a leading hospitality and travel retail operator based in South Korea, committed to delivering outstanding customer experiences through innovation and service excellence. Its hospitality division, The Shilla Hotels & Resorts, includes three hotel brands: The Shilla, Shilla Monogram, and Shilla Stay, with 20 properties across South Korea and Vietnam. The Shilla Seoul, the company’s flagship luxury property, is a member of the Leading Hotels of the World (LHW) and an APAC Regional Program Partner of Virtuoso, recognized globally for excellence in service and sophistication. In its travel retail division, The Shilla Duty Free is a leading duty-free powerhouse, operating three domestic stores, three overseas branches, and an online platform. Drawing on decades of expertise, Hotel Shilla continues to pursue new opportunities for growth, aiming to become a world-class service distribution leader.

SOURCE The Shilla Hotels & Resorts