brand agreement signed
2002.11 New brand ( sheraton grande walkerhill seoul)
2003.11 Golf range opened again
2004. 8 W Seoul-Walkerhill opened
2009.12 Mergers and acquired with SK Networks
The hotel was opened in Seoul Gwang jang area on April 1963,Located in the Northeast region of Seoul with a panoramic view of the Han River and nestled amidst the beautiful and serene natural elements o
BENIKEA = Best Night in Korea
Korea’s first-ever mid-low priced tourist hotel brand.
The Ministry of Culture, Sports, and Tourism,
Korea Tourism Organization promoted BENIKEA
A larger influx of foreign leisure and business travelers.
Launching a domestic hotel chain to win some market share
Seoul’s 5-star properties charge high
Cheap but trashy motels
In general, to be ca
BENIKEA’s background
What is BENIKEA
BENIKEA, which stands for “the Best Night in Korea” is Korea’s first-ever mid-low priced tourist hotel brand. BENIKEA means Korea’s best hotel that offers the very best in rest and relaxation.
With the support of the Ministry of Culture, Sports, and Tourism(MCST), Korea Tourism Organization(KTO) has pushed through with a project promoting BENIKE
Tagline ‘So easy to enjoy,
So hard to forget’
The promotion campaign
’Milllennia mania’
‘Live it up’
‘Singapore roars!’
Why repositioning?
Surprising Singapore
New Asia- Singapore
Expression all that can be found and experienced
in Singapore!!
It is not just a name.
‘New Asia – Singapore: the concep
2009-2018
-Expected to be the highest 10-year growth
Expanding the country’s infrastructure
-airports, national highways, etc
Ranked by Travel and Tourism Competitiveness Report 2009
11th in the Asia Pacific region
14th best tourist destination
-natural resources
24th best tourist destination
-cultural resources