Rising Star in Korea’s Hospitality Scene: GLAD Hotels Captivating Gen Z and International Tourists Amid Booming Travel Trends

Published on December 1, 2025

Due to an increase in foreign travel that doesn’t appear to be abating, Korea’s hotel sector is undergoing a renaissance. The hospitality industry in Korea is putting itself in a position to profit from the anticipated full recovery of foreign visitor arrivals to pre-pandemic levels by next year. The performance and value of major hotels across the nation are being driven by important factors such as visa-free entry for Chinese group tourists and the growing global fascination with K-culture, including the rise of K-pop and iconic series like “K-Pop Demon Hunters”.

The GLAD brand, which is owned by DL Group, is one hotel that is profiting from these trends. GLAD Hotels have become well-known for their strategic locations, distinctive brand, and in-depth knowledge of changing consumer needs. With a particularly strong appeal among Gen Z travellers and Chinese tour groups, GLAD Hotels are well-positioned to continue their upward trajectory, catering to the growing number of K-culture tourists.

Strategic Locations Fuel Growth

GLAD Yeouido, one of the flagship properties, has become an integral part of Seoul’s thriving hotel scene. Its strategic location has made it a popular choice for business travelers, international tourists, and locals seeking staycations. The hotel’s proximity to Seoul’s financial district ensures a consistent influx of guests, particularly during corporate events and conferences. The hotel’s success is further amplified by the seasonal influx of visitors attending the Yeouido Cherry Blossom Festival, which continues to enhance its appeal among both domestic and international visitors.

The area surrounding GLAD Yeouido is renowned for its central position in Seoul, with easy access to major transportation hubs, making it a go-to spot for tourists exploring the capital. As a result, the hotel is continuously booked out during peak seasons, with heavy demand from both corporate clients and cultural tourists who flock to the city for events like the cherry blossom festival.

Rising Popularity of GLAD Gangnam COEX Center

Another shining star in GLAD’s portfolio is the GLAD Gangnam COEX Center, located in the heart of Seoul’s Gangnam district, at Samseong Station. This property has achieved robust performance by catering to the demands of MICE (Meetings, Incentives, Conferences, and Exhibitions) travelers and foreign tourists visiting the vibrant Gangnam area. With the government’s commitment to bolstering the MICE industry, GLAD Gangnam is expected to see further growth, particularly with ongoing infrastructure development in the area. Projects like the Jamsil MICE complex and the Samseong Station integrated transfer centre are anticipated to increase the hotel’s accessibility and attract even more business and leisure travelers.

The hotel’s positioning in one of Seoul’s most dynamic neighbourhoods ensures its ongoing appeal. In addition to its MICE business, the hotel also benefits from its location near some of the city’s top shopping malls, dining venues, and entertainment districts, which draw tourists from around the world.

Gen Z Travelers Flock to GLAD Mapo for K-Culture Experiences

The GLAD Mapo Hotel, located in proximity to Hongdae, is quickly becoming one of the most popular choices for foreign visitors seeking to immerse themselves in Korea’s K-culture. Situated near some of the most iconic K-pop destinations and trendy spots, the hotel caters to tourists eager to explore everything from Olive Young and Daiso to the vibrant café culture of the Hongdae area. The property’s location has turned it into a “check-in spot” for social media-savvy Gen Z travelers, especially those from China, who flock to the hotel to capture photos and share their experiences on platforms like Xiaohongshu.

The hotel’s strategic location and understanding of changing travel patterns have made it a favourite among women in their 20s and 30s, particularly those interested in the latest K-culture trends. GLAD Mapo’s appeal is compounded by its close proximity to major transportation hubs and K-pop landmarks, making it an ideal base for international travelers wishing to explore the Korean cultural landscape.

GLAD Hotels: A Key Player in the Evolution of Korean Hospitality

What makes GLAD Hotels stand out is their ability to adapt to evolving trends in the hospitality industry. The brand has successfully evolved from being a place to stay to becoming a “K-culture base camp”. This shift has allowed GLAD to differentiate itself from other hotels in Korea, with properties like GLAD Yeouido, Gangnam COEX, and Mapo attracting both business and leisure travelers from around the globe. These hotels have emerged as key players in rejuvenating the local hospitality industry, leveraging the growing popularity of K-culture and its influence on global travel.

As the demand for K-culture experiences continues to rise, the role of GLAD Hotels in enhancing Korea’s appeal as a tourism destination cannot be overstated. The properties are seen not only as places to stay but as essential touchpoints for international visitors looking to connect with Korea’s vibrant culture. With their strategic locations, strong brand recognition, and keen awareness of market trends, GLAD Hotels are poised for continued success in the coming years.

The Future of GLAD Hotels in Korea’s Hospitality Landscape

GLAD Hotels is well-positioned to stay at the forefront of Korea’s hospitality scene as the country’s tourism industry expands. The brand will profit from the growing number of foreign visitors because it has a strong foundation based on strategic locations and an awareness of the K-culture movement. GLAD Hotels’ continued relevance in a constantly changing market is ensured by their focus on the 20–30 age group and their customised offerings for foreign visitors, especially those looking for K-pop experiences and cultural exploration.

GLAD Hotels have distinguished themselves as important players in promoting Korea as a top international travel destination in a competitive market where travellers are increasingly looking for genuine and immersive experiences. GLAD Hotels are well-positioned to win over tourists from all over the world, whether they are holding business gatherings, drawing fans of K-culture, or providing a handy starting point for city explorations.

[Image Source: GLAD Hotels Official Website]