What The Shilla does

The Shilla (Hotel Shilla Co., Ltd.) is a South Korea-based luxury hospitality company and Samsung Group affiliate that operates three hotel brands across 31 properties: The Shilla (flagship luxury, including The Shilla Seoul and the 429-room The Shilla Jeju resort), Shilla Monogram (upper-upscale lifestyle hotels in Korea, Vietnam, and China), and Shilla Stay (premium business hotels across 16 Korean and Chinese locations). Beyond rooms, the group runs award-winning F&B (three-Michelin-star La Yeon, Continental, Ariake, Palsun, The Parkview), luxury spa under the Clé de Peau Beauté brand, wedding and convention venues, an outdoor Urban Island pool complex, and The Shilla Duty Free — a 1,300-brand luxury retail operation at The Shilla Seoul. Technology consists of an integrated hospitality platform with the Shilla Rewards loyalty program (up to 5% earn rate, tiered privileges, members-only rates), partner-supplied spa and golf analytics systems (TrackMan), and multi-language direct booking across Korean, English, Japanese, and Chinese.

The company generates revenue through five primary streams: accommodation services (rooms, suites, and resort villas), food and beverage across multiple restaurants and bars, duty-free merchandise sales, meetings/events and weddings, and spa and wellness. Distribution is hybrid — direct via website, phone, and mobile app; through The Leading Hotels of the World consortium (45+ year partnership); via OTAs and GDS for international reach; and through corporate accounts supported by the Samsung Group travel ecosystem. Customer segments span luxury leisure travelers and HNW individuals, corporate and MICE business, domestic and international families/celebrations, and inbound luxury tourists. The company is publicly listed on the Korea Exchange under ticker 008770, with CEO Lee Boo Jin.

Recent financials show a material contraction: reported revenue declined from KRW 4.92 trillion (2022) to KRW 3.95 trillion (2024) and KRW 2.62 trillion (2025), with EBITDA turning negative (KRW -147B in 2025) and a net loss of KRW 213B in 2025, despite sustained premium brand recognition — eight consecutive years of Forbes Travel Guide Five-Star status, La Liste No. 1 in Korea, and K-BPI/NBCI leadership across categories.

Name

The Shilla

Legal name

Hotel Shilla Co., Ltd.

Website

https://shillahotels.com

Company type

Private

Founded year

1973

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

The Shilla is a South Korean luxury hospitality company and Samsung Group affiliate operating The Shilla, Shilla Monogram, and Shilla Stay hotel brands across 31 properties, plus duty-free retail, serving affluent leisure travelers, corporate clients, and families.

Ownership category

akta.pro rank

Product category

Luxury Hotels

NAICS

Hotels (except Casino Hotels) and Motels (72111), All Other Traveler Accommodation (721199), Jewelry, Luggage, and Leather Goods Retailers (4583)

SIC

Hotels & Motels (7011), Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Historic & Heritage Full-Service Hotels (THAGAAAG)

akta.pro secondary industries

Resort-Area Full-Service Hotels (Non–All-Inclusive) (THAGAAAD), Luxury Eco-Resorts (THAGACAK)

Keywords

• Luxury hotel services
• Premium hospitality
• Hotel accommodations
• Duty-free retail
• Hotel loyalty programs

Headquarters

HQ city

Seoul

HQ country

South Korea

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Accommodation Services: Room revenues from The Shilla Seoul (luxury urban hotel) and The Shilla Jeju (premium resort), with room categories ranging from Standard to Presidential Suite. Includes Shilla Monogram and Shilla Stay properties across Korea and international locations.
2. Food and Beverage: Multiple restaurants including La Yeon (Korean, Michelin 3-star), Continental, Ariake (Japanese), Palsun, The Parkview, and specialty dining. Lounge and bar venues including The Library, The Distillers Library, Badang, Ollae Bar, and Poolside Bar. Pastry Boutique offerings.
3. Duty-Free Retail: The Shilla Duty Free operates at The Shilla Seoul, offering over 1,300 international luxury brands across beauty, fashion, watches, and spirits. Revenue from duty-free merchandise sales.
4. Meetings and Events: Wedding venues (Shilla Atelier, Dynasty Hall, Yeong Bin Gwan), convention facilities (Grand Ballroom, Halla Hall), and outdoor function areas. Banquet and catering services.
5. Spa and Wellness: Clé de Peau Beauté Spa treatments ranging from KRW 300,000 to KRW 770,000, including Radiant Renewal and Synactif programs. Fitness center, sauna, and pool facilities access.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

The Shilla operates luxury, upper-upscale lifestyle, and premium business hotels across Korea, Vietnam, and China under three brands (The Shilla, Shilla Monogram, Shilla Stay), with 31 properties. Core services include hotel accommodations, award-winning food and beverage (including La Yeon, a three-Michelin-star Korean restaurant), Clé de Peau Beauté spa, weddings and banquets, MICE facilities, and The Shilla Duty Free retail at the Seoul flagship. The Shilla Rewards loyalty program ties the portfolio together with points earning up to 5% and tiered privileges.

Product overview

The Shilla Hotels & Resorts is a South Korean luxury hotel company and Samsung Group affiliate operating three distinct hotel brands across 31 properties globally. The flagship luxury brand 'The Shilla' comprises two landmark properties (The Shilla Seoul and The Shilla Jeju) offering premium accommodations, award-winning dining with Michelin-starred restaurants, luxury spa services (Clé de Peau Beauté), comprehensive fitness and pool facilities, extensive meeting and wedding venues, and duty-free shopping. The Shilla Monogram brand provides upper-upscale lifestyle hotels in Korea, Vietnam, and China, while Shilla Stay offers premium business hotels in 16 locations. Supporting services include Shilla Rewards loyalty program, G.A.O. leisure programs at Jeju, and The Shilla Duty Free retail. The portfolio spans luxury full-service resorts to select-service business hotels, serving both leisure and corporate travelers.

Differentiator

Problem solved

Functional benefit

Brands

• The Shilla: Flagship luxury hotel brand delivering the pinnacle of luxury through service of the highest distinction. Properties include The Shilla Seoul and The Shilla Jeju.
• Shilla Monogram
• Shilla Stay
• Shilla Rewards

Products and services

• The Shilla Seoul Flagship luxury hotel in Seoul combining traditional Korean aesthetics with contemporary design. A member of The Leading Hotels of the World. Features multiple award-winning restaurants including La Yeon (three-Michelin-star Korean), Continental, Ariake (Japanese), Palsun, and The Parkview; comprehensive meeting and wedding facilities (Grand Ballroom, Halla Hall, Shilla Atelier, Dynasty Hall, Yeong Bin Gwan); Clé de Peau Beauté Spa; fitness center; outdoor Urban Island pool; and luxury arcade with duty-free shopping. Serves luxury leisure travelers, corporate clients, and international dignitaries.
• The Shilla Jeju Premium resort hotel on Jeju Island (UNESCO World Natural Heritage Site) with 429 rooms across categories from Standard to Presidential Suite (264-277 sq.m). Offers diverse dining (Hinode Japanese, all-day dining, lounges, bakery), Soombi Spa Zone with pools and fitness facilities, extensive kids' facilities including Kids' Cabin, Kids' Island, Gymboree Club, G.X. Room, and Play Zone, Glamping Village, wedding and convention venues, and G.A.O. leisure programs including trekking, yacht sailing, and healing forest experiences.
• Shilla Monogram Upper-upscale lifestyle hotel brand offering locally inspired luxury with sophisticated design and service. Properties include Shilla Monogram Gangneung (Korea), Shilla Monogram Danang (Vietnam), and Shilla Monogram Xi'an (China). Shilla Monogram Danang was recognized as Asia's Leading Lifestyle Resort by World Travel Awards 2023.
• Shilla Stay Premium business hotel brand offering reasonable yet sensuous accommodations near major city centers and attractions. Operates 16 properties across Korea (Seoul, Dongtan, Cheonan, Ulsan, Haeundae, Seobusan, Jeonju, Yeosu, Jeju) and China (Yancheng). Ranked No. 1 in Business Hotel Category in Korea Brand Power Index (K-BPI).
• Shilla Rewards Integrated loyalty membership program of The Shilla Hotels & Resorts offering points earning up to 5% of purchases (redeemable from 1 point), tiered privileges from room upgrades to 10% off dining, members-only secret rates, and exclusive offers. Members can authenticate via Naver, Kakao, Google, or Apple social login.
• The Shilla Duty Free Premium duty-free shopping destination within The Shilla Seoul, offering over 1,300 international luxury brands across beauty, fashion, watches, and spirits across two floors. Operated separately from hotel operations at shilladfs.com.
• Clé de Peau Beauté Spa Luxury spa at The Shilla Seoul featuring Clé de Peau Beauté treatments with proprietary Skin Intelligence Technology. Offers Radiant Renewal (80 Mins / KRW 300,000; Total 110 Mins / KRW 425,000), Synactif Sculpting Facial (60 Mins / KRW 300,000; Deluxe 90 Mins / KRW 420,000; Ultimate 120 Mins / KRW 550,000; The Masterpiece 180 Mins / KRW 770,000). All prices include 10% tax.
• G.A.O. (Guest Activity Organizer) Leisure expert service at The Shilla Jeju offering diverse programs including trekking, photo shoots, yacht sailing, healing forest experiences, and kids' activities for resort guests.
• Glamping Village Luxury outdoor glamping experience at The Shilla Jeju featuring cabana-style tents with premium barbecue dining in Soombi Garden. Pricing: Adult KRW 240,000 for 2 persons; Child KRW 39,000 per person. Operating daily 18:00-22:30, advance booking required.

Quantifiable outcome

• Forbes Travel Guide Five-Star rating for eight consecutive years
• +3 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and major.

• The Leading Hotels of the World (LHW)coreStrategic or Co-development Partner · 11 June 2026The Shilla Seoul hosted the 2026 LHW Asia-Pacific Membership Meeting, marking the first time the annual gathering was held at the property. The partnership spans 45+ years, with LHW President and CEO Shannon Knapp attending her first visit to South Korea. The event brought together nearly 60 hoteliers from 30+ member hotels across the Asia-Pacific region to discuss market trends and strategic priorities.
• La ListecoreStrategic or Co-development PartnerLa Liste, based in France, evaluates hotels worldwide using over 1,100 data sources and millions of online reviews through its proprietary algorithm. The Shilla Seoul was ranked No. 1 in South Korea and included in the World's Best 1000 Hotels for 2026.
• Forbes Travel GuidecoreStrategic or Co-development PartnerForbes Travel Guide provides annual star ratings for hotels and restaurants globally. The Shilla Seoul has maintained five-star status for eight consecutive years, the first Korean hotel to achieve this distinction.
• Clé de Peau BeautécoreTechnology or IntegrationLuxury skincare brand providing spa treatments at The Shilla Seoul and The Shilla Jeju. Features proprietary Skin Intelligence Technology and exclusive treatment protocols including Radiant Renewal Retreat and Synactif Sculpting Facial.
• Molton BrownmajorTechnology or IntegrationBritish luxury beauty brand with Korea's largest boutique located at The Shilla Jeju. Offers fragrance collection and personal care products. The boutique features a unique Counseling Area for personalized fragrance consultation.
• Michelin GuidecoreStrategic or Co-development PartnerLa Yeon restaurant at The Shilla Seoul has maintained three Michelin stars for six consecutive years (2017-2022 editions). Michelin Guide recognition validates the hotel's culinary excellence.
• HästensmajorTechnology or IntegrationSwedish luxury bed brand featured in Premier Suites at The Shilla Jeju. The Hästens beds offer premium sleep experience as part of the luxury accommodation offering.
• Samsung GroupcoreStrategic or Co-development PartnerHotel Shilla Co., Ltd. is a Samsung Group affiliate established in 1973. The partnership provides synergy through Shilla Duty Free's duty-free distribution network, corporate travel management, healthcare services, and demand linked to Samsung affiliates.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Mandarin Oriental Hotel Group: Mandarin Oriental operates globally distributed luxury hotels with comparable Forbes 5-Star and Michelin-affiliated positioning; competes for inbound Asian luxury travelers and corporate accounts in the same segment as The Shilla.
• Marriott International Luxury Brands: Marriott's luxury portfolio (Ritz-Carlton, St. Regis, JW Marriott, W Hotels) competes with The Shilla's luxury and lifestyle tiers across Korea and Asia, leveraging Marriott Bonvoy's global distribution network.

Direct peers

• Grand Hyatt Seoul: Grand Hyatt Seoul is a flagship luxury full-service hotel directly competing with The Shilla Seoul for inbound luxury travelers, corporate accounts, and MICE business in Seoul's premium segment.
• Lotte Hotel & Resorts: Lotte Hotel & Resorts is the most direct domestic competitor to The Shilla, operating luxury and premium hotel brands (Lotte Hotel, Lotte City Hotel, Signiel) across Korea and internationally, with comparable duty-free retail exposure through Lotte Duty Free.
• Four Seasons Hotel Seoul: Four Seasons Seoul competes directly with The Shilla Seoul for the top tier of international luxury travelers, MICE events, and Michelin-caliber dining; comparable positioning as a flagship five-star urban luxury property.
• Lotte Duty Free: Lotte Duty Free is the principal domestic competitor to The Shilla Duty Free, operating Korean duty-free retail at airports and downtown Seoul, with overlapping luxury brand assortment and customer base.
• Park Hyatt Seoul: Park Hyatt Seoul is a luxury urban competitor targeting high-net-worth business and leisure travelers in Seoul, with comparable pricing, dining credentials, and Forbes-style positioning as The Shilla Seoul.
• Shangri-La Hotel Seoul: Shangri-La Seoul is an international luxury full-service hotel competing with The Shilla Seoul for premium corporate and leisure business; part of Shangri-La Group's broader Asia luxury portfolio.
• Banyan Tree Club & Spa Seoul: Banyan Tree operates luxury urban and resort hotels across Asia with comparable spa-led positioning; competes for premium leisure and wellness travelers in Seoul and broader Asia-Pacific markets.
• Westin Josun Seoul: Westin Josun Seoul is a historic Korean luxury full-service hotel directly comparable to The Shilla Seoul in heritage, urban location, and luxury leisure/business mix; part of Marriott's global luxury-tier portfolio.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/profile.php?id=100063755614791
• Instagraminstagram.com/shillahotels

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Shilla