[Edaily Reporter Kim Ji-woo ] Luxury hotels are segmenting their paid membership programs. This strategy aims to broaden their base of loyal customers by offering memberships tailored to diverse customer needs.

According to industry sources on the 9th, Shilla Hotel, operated by HotelShilla(008770), has revamped its integrated paid membership program, “Shilla S.” It has been restructured from the previous two tiers—“Brown” (annual fee of 750,000 won) and “Black” (5 million won)—into three tiers: “Select” (750,000 won), “Signature” (3.5 million won), and “Prestige” (5 million won).

HotelShilla’s new target audience consists of customers who find ultra-high-end memberships too costly but frequently use the hotel’s facilities. This move is interpreted as an effort to secure long-term members among customers who, for example, enjoy a “hotel vacation” two to three times a year and regularly visit the hotel’s restaurants for family gatherings or business meetings.

The benefits structure also reflects this strategy. While the “Select” tier allows members to choose between a one-night room stay or 400,000 dining points, the “Signature” tier provides two room vouchers for either the Seoul HotelShilla or the Jeju HotelShilla. Furthermore, while the Select tier offers up to 600,000 points—comprising the 400,000-point dining option plus an additional 200,000 points—the Signature tier provides 1.5 million points exclusively for dining, offering a more substantial food and beverage benefit. Additionally, the Signature tier includes six vouchers for restaurant private room use or wine bring-in privileges, six valet parking vouchers, and Shilla Rewards Gold status.

The highest tier, Prestige, reflects demand for premium experiences. It includes two complimentary night stays—one in a Superior Suite at the Seoul HotelShilla or an Ocean View Pacific Deluxe Room at the Jeju HotelShilla—and 1.8 million points exclusively for dining. The room discount rate has been increased to 15%, and restaurant discounts can be used an unlimited number of times.

A HotelShilla official stated, “The newly launched ‘Shilla S Signature’ is a product aimed at customers who value both accommodation and dining experiences,” adding, “Previously, there was a significant price difference between membership tiers, and the Brown tier—which had a relatively low entry barrier—accounted for a higher proportion of members. This new tier reflects customer demand for benefits and a price range that falls between Brown and Black.”

This strategy is spreading throughout the hotel industry. Major luxury hotels, such as Lotte Hotel and Chosun Hotel & Resorts, are also moving away from a focus on room discounts and operating multi-tiered paid membership programs that emphasize experience-based benefits such as dining, valet parking, and priority reservations.

Chosun Hotel & Resorts currently operates its integrated membership program, “Club Chosun,” across five tiers. The tiers are Premier (400,000 won), Gold (750,000 won), Platinum (1.2 million won), Black (2.6 million won), and Grand Chosun (4 million won). Last year, to mark the fifth anniversary of Club Chosun’s launch, the company also offered a limited-edition Premier Dining membership, which focused specifically on food and beverage benefits.

Lotte Hotel & Resorts (Lotte Hotel) has also introduced variations. Previously, in 2023, Lotte Hotel reorganized its paid membership program, “Treviclub,” from the existing two tiers—the integrated plan and the dining plan—into three tiers: Classic 1.0, Dining 1.0, and Premium 1.0. However, it currently offers plans ranging from △ActiBL 8.0(8 million won), △Acti-B 5.0 (5 million won), and △Premium 1.0 (3 million won)—which include hotel and food and beverage benefits—to the breakfast-focused △The Morning (2 million won) and the more accessible △Classic 1.0 (750,000 won) and △Dining 1.0 (750,000 won), for a total of six tiers.

An industry insider explained, “We designed benefits differently based on customers’ frequency of use and spending levels to retain loyal customers for longer,” adding, “Some customers prioritize room stays, while others prefer food and beverage, fitness, and lifestyle benefits. By dividing members into tiers, we can tailor benefits to meet each customer’s specific needs.”