Tuesday, July 29, 2025
The Shilla Hotels & Resorts, South Korea’s leading luxury hospitality group, is making waves in 2025 by redefining high-end travel for visitors from Greater China. A surge in demand for luxury stays, fine dining, and culturally immersive experiences has been fueled by travelers from mainland China, Hong Kong, and Taiwan. The Shilla has responded to this demand by offering a curated travel philosophy known as “K-Luxperience”, which blends the finest luxury with authentic Korean experiences. This trend is revolutionizing how travelers from Greater China perceive luxury travel, with an emphasis on personalized, emotionally engaging experiences rather than just prestige or price.
- K-Luxperience Philosophy: A trend reflecting a deeper engagement with luxury, combining exclusive stays with curated Korean experiences.
- Increased Demand: Travelers from Greater China are opting for premium stays with high-end wellness services, Michelin-starred dining, and cultural immersion.
- Digital Influence: Growing online interest in luxury hotels and Korean fine dining, especially in platforms like Baidu, RED, and Douyin, showing a shift toward more refined travel.
Agoda’s data reflects these changing trends, revealing significant shifts in booking behavior, particularly for young travelers aged 20-40 from Tier 1 and Tier 2 cities in China, who are seeking more emotionally enriching, luxury travel experiences.
The Growth of Luxury Travel from Greater China
In 2025, the increasing preference among Greater China travelers for luxury travel to South Korea marks a significant shift in global tourism trends. According to The Shilla Hotels & Resorts, visitors from China, Hong Kong, and Taiwan are now gravitating towards experiences that combine indulgence with cultural and emotional engagement. This includes staying in premium hotels like The Shilla Seoul, enjoying Michelin-star dining experiences, and partaking in high-end wellness treatments.
- Rise in Chinese Visitors: Chinese guests are flocking to The Shilla Seoul for luxurious stays, high-end amenities, and world-class service, with an 8.1% increase in visits to La Yeon, a Michelin-starred restaurant.
- Increased Interest in Fine Dining: Chinese visits to Palsun, another restaurant within The Shilla, surged by 40.6%, indicating the growing importance of gourmet food experiences in the luxury tourism market.
As the K-Luxperience trend continues to grow, these travelers are not only choosing luxury accommodations but are also seeking out personalized experiences that align with their values and lifestyles. Wellness and spa services, Michelin dining, and immersive cultural experiences have become essential aspects of high-end travel from Greater China to South Korea.
“K-Luxperience” – A New Definition of Luxury
The term “K-Luxperience” is a reflection of the changing mindset of luxury tourists, particularly those from Greater China. It represents an evolving preference for experiences that blend high-end services with emotional and cultural resonance. The Shilla Hotels & Resorts has embraced this shift by offering experiences that transcend traditional luxury offerings, positioning themselves as leaders in the growing demand for luxury wellness and culturally immersive travel in South Korea.
Luxury and Wellness in the Heart of Seoul
At The Shilla Seoul, guests can indulge in luxurious rooms with views of the Namsan mountains while enjoying exclusive services like the Clé de Peau Beauté spa. This world-renowned spa offers facial treatments and wellness experiences that attract discerning travelers from Greater China. It’s these kinds of high-end yet emotionally enriching services that define the K-Luxperience.
- Exclusive Wellness: Premium spa services, including advanced facial treatments, enhance the overall luxury experience.
- Michelin-Star Dining: Dine at La Yeon, Palsun, or The Distillers Library for an unmatched culinary journey, solidifying The Shilla’s reputation as a premium hospitality provider.
Signature Personalized Experiences
- ‘Everlasting Moment’ Package: A romantic suite experience designed with floral decorations, champagne, and private in-room dining, allowing guests to create memories during their stay.
- Exclusive Wedding and Dining Packages: The Dynasty Hall at The Shilla Seoul offers an elegant setting for up to 600 guests, providing the perfect venue for weddings and grand celebrations.
Shifts in Digital Behavior – Rising Interest in Luxury Travel Content
One of the biggest drivers of this trend is the rise in online engagement with high-end, experience-based travel content. Platforms like Baidu, RED, and Douyin have become key sources of inspiration for travelers from Greater China. With the increase in content related to luxury hotels, Michelin dining, and cultural experiences, there has been a noticeable shift in the way Chinese travelers are seeking out premium experiences in South Korea.
- Increased Content Engagement: In Q1 2025, luxury hotels content rose by 21% and Michelin dining content increased by 37%, showing that travelers from Greater China are more inclined to seek out curated, experience-driven travel options.
- Cultural Immersion: Content related to Korean cultural performances saw a rise of 56%, signaling a growing desire for authentic, culturally immersive experiences alongside luxury travel.
A Generational Shift Toward Intentional Luxury
The travel behaviors observed among travelers from Greater China are not only about indulging in luxury but are also about seeking a deeper connection with the destinations they visit. These travelers, particularly in their 20s to 40s, are seeking experiences that emotionally resonate with them, where luxury is defined not only by price but by the personal connection and authenticity of the experience.
- Taiwanese Visitors Lead in High-Spending: Among all Greater China regions, Taiwan recorded a 26.4% increase in high-spending guests, particularly in wellness treatments and Michelin dining.
This generational shift reflects a changing perspective on luxury, where travelers are more likely to invest in experiences that align with their values of cultural authenticity, well-being, and self-expression.
The Rise of Shilla Rewards – Building Loyalty Among Luxury Travelers
As the demand for premium experiences continues to grow, The Shilla Hotels & Resorts has also seen a significant uptick in the number of new members joining the Shilla Rewards program. In particular, the program’s Greater China membership saw a 181% increase year-on-year, with the highest growth in sign-ups coming from mainland China (up 232.5%), followed by Hong Kong (+152.6%) and Taiwan (+87.9%).
This surge in sign-ups indicates a strong desire among travelers to cultivate an ongoing relationship with The Shilla Hotels & Resorts. These new members view the Shilla Rewards program not just as a loyalty program but as an invitation to consistent luxury and emotional connection with the brand.
Conclusion: The Shilla Hotels & Resorts – Pioneering the Future of Luxury Travel in South Korea
The emergence of the “K-Luxperience” trend marks a transformative moment in luxury tourism, particularly among travelers from Greater China. The Shilla Hotels & Resorts stands at the forefront of this movement, offering not only luxurious accommodations and fine dining but also emotionally resonant experiences that create lasting memories for travelers. With a focus on personalized service, wellness, and cultural immersion, The Shilla is perfectly positioned to cater to the evolving desires of today’s luxury traveler.
As more travelers from Greater China seek meaningful, indulgent experiences, The Shilla Hotels & Resorts continues to set the standard for high-end travel in South Korea and beyond, offering a luxury experience that goes beyond mere opulence—it’s a personal journey shaped by culture, authenticity, and connection.
