Shilla Hotel builds global brand on three-tier portfolio

Shilla Hotel is cementing its position as a global hospitality brand, earning recognition well beyond South Korea.

The group has built its reputation by successfully hosting major national events and delivering what it calls differentiated personalized service and distinctive product offerings — qualities that have drawn praise from international guests and strengthened the competitive standing of The Shilla brand worldwide.

Shilla Hotel has structured its portfolio around three brands: The Shilla as the flagship, alongside Shilla Stay and Shilla Monogram.

Shilla Stay is the group's business hotel brand, while Shilla Monogram operates as its lifestyle hotel brand. Shilla Stay launched in 2013 to meet rising demand for business accommodation and now runs 17 hotels across South Korea. In 2024, marking its 10th anniversary, the brand introduced its first leisure property — Shilla Stay Plus Ihoteu — on Jeju. In April, it opened its first overseas hotel, Shilla Stay Yancheng, in Jiangsu Province, China. The company plans to continue its global expansion, drawing on 13 years of operational experience built at home.

Shilla Monogram, launched in 2020 as Shilla Hotel's third brand, blends the heritage of The Shilla with the local culture and environment of each destination to offer a tailored retreat experience. In July last year, the brand opened Shilla Monogram Gangneung on Songjeong Beach in Gangneung — its first domestic property. In February this year, it added hotels in Da Nang, Vietnam, and Xi'an, China, and this month plans to open Shilla Monogram Hanoi in Vietnam.

Shilla Hotel said it has built top-tier competitiveness across its rooms, restaurants, banquet halls, outdoor pools and other facilities and services as a premium lifestyle hotel brand, and that it will further strengthen its brand edge through distinctive product planning.