Marriott China Head: "Korean guests are becoming more special" amid booming China travel

The surge in South Korean tourism to China is transforming the luxury hospitality market, with Marriott International reporting a significant increase in bookings. In 2025 alone, approximately 3.16 million South Koreans visited China, and stays at Marriott's luxury brands in the region saw a remarkable 63.9% year-on-year rise.

Bart Buiring, Marriott's Managing Director for Greater China Luxury Group, noted that this growth signifies a qualitative shift beyond mere numbers. South Korean travelers are diversifying their destinations, moving beyond traditional hubs like Shanghai and Hong Kong to explore emerging business centers such as Xi'an and Tianjin. This trend necessitates a more segmented approach, tailoring strategies to the specific travel behaviors and preferences of different visitor groups.

Shanghai, in particular, has become a prime destination, with an 88.5% increase in South Korean guests at its luxury hotels in 2025. Buiring attributes this to Shanghai's excellent accessibility, short flight times, and its offering of diverse experiences including gastronomy, shopping, and cultural activities. The city's dynamic environment, with a constant influx of new restaurants and fashion trends, encourages repeat visits.

Marriott is responding by focusing on personalized services that blend local heritage and lifestyle. This goes beyond basic translation services or offering Korean cuisine. For instance, the W Shanghai Bund offers a Korean-language digital platform and city map, alongside cultural exchange events featuring Seoul's bartenders. The Ritz-Carlton Hong Kong enhances guest experience with Korean-speaking staff and local delicacies as welcome amenities. In Tianjin, The St. Regis Tianjin provides Korean-speaking experts and caters to preferences for breakfast noodle stations, aiming to minimize travel fatigue and deepen guests' connection with the local culture.