"Manager, Shall We Go to a Hotel?"... Why Millennials and Gen Z Office Workers Are Flocking In [Luxury World]

The Era of 'Experiential Consumption' for Company Dinners
Hotel F&B Gains Prominence Amid High Inflation
Changing Company Dinner Culture... Targeting Group Customer Demand

"Hotel buffets are usually too expensive to visit on a regular day, but going there for a department dinner sounds perfect. Isn't a company dinner basically a 'rejuvenation day'?"

Office worker Park (29) recently recommended an unexpected venue when his manager asked him to choose a place for the team dinner. Instead of a barbecue or Chinese restaurant, he suggested a hotel buffet. Getty Images

Office worker Mr Park (29) recently suggested an unexpected venue when his manager asked him to choose a place for the team dinner. Instead of a barbecue or Chinese restaurant, he recommended a hotel buffet. According to Park, the team members were surprisingly satisfied with the suggestion. The manager enjoyed lamb chops, the deputy manager had sushi, and the new employee indulged in desserts—everyone was able to have a meal tailored to their own tastes.

Park explained, "Unlike at a barbecue restaurant, where the youngest team member is constantly grilling meat or pouring drinks, it was much more comfortable."

'Company Dinner Hotspot': Luxury Buffets at 5-Star Hotels

A view of On:Table at The Westin Seoul Parnas. Equipped with two private dining rooms that can accommodate up to 24 people, it is gaining attention not only for family gatherings but also as a venue for corporate events such as company dinners and business meetings. Parnas Hotel & Resort

The convention that "company dinners mean barbecue joints" is being broken. Recently, more office workers are choosing hotel buffets and fine dining restaurants for company gatherings. This trend is spreading as workplace culture shifts from bonding over bomb shots to one that values experiences and satisfaction.

According to the hotel industry on May 24, "On:Table" at The Westin Seoul Parnas Hotel, located in Gangnam, Seoul, attracted about 600 group customers of 10 or more people within a month after launching its group promotion last month. On:Table features two private dining rooms that can accommodate up to 24 guests each, making it a popular venue for family gatherings as well as corporate events and company dinners.

The Westin Chosun Hotel has also seen a significant increase in group customers at its food and beverage establishments. As of last month, the number of parties with eight or more guests at the Chinese restaurant "Hong Yuan" in The Westin Chosun Hotel grew by 58% year-on-year, while groups of six or more at the American wine & dining restaurant "Ninth Gate" increased by over 20% during the same period.

A representative from The Westin Chosun Hotel stated, "As dining-out prices have risen significantly, domestic customers show a steadily growing demand for hotel restaurants that provide consistent and reliable service."

Major hotel buffets in Seoul have continued to grow, even though they raise their prices every year due to post-pandemic revenge spending. On weekends, buffet prices at major hotels in Seoul are around 200,000 won per person, but strong demand for corporate events and group bookings is driving up F&B revenue. For example, the food and beverage division of Hotel Shilla recorded sales of 197.7 billion won in 2023, 197.9 billion won in 2024, and is projected to reach 209.3 billion won in 2025. Hotel Lotte also posted robust results, with 312.6 billion won in 2023, 338.3 billion won in 2024, and 354.5 billion won in 2025.

In particular, as more people seek to cover company dinners, family gatherings, and various celebrations all at once at hotels, hotel buffets are increasingly being used as "purpose-driven dining" venues rather than just places to eat. Office worker Ms Jang (45) said, "In the past, company dinners used to be long and centered around drinking, but these days, people prefer to enjoy a good meal and wrap up at a reasonable time. Executives and team leaders, in particular, are now reluctant to stay late as they used to," she said. She added, "Hotel restaurants are quiet and provide stable service, which makes them more popular for important team meetings or meals with clients."

Seoul Shilla Hotel All-Day Dining 'The Parkview'

The hotel industry is expanding relevant promotions to attract group customers, such as meal discounts, wine services, and accommodation package deals. At Parnas Hotel's "On:Table," for example, customers in groups of 10 or more can receive a voucher for a meal for two at On:Table and discounts on wine free flow; groups of 20 or more are eligible for meal discounts, free accommodation vouchers, and complimentary house wine—benefits tailored for group customers.

Industry insiders expect this trend to continue for the time being. As the high cost of dining out becomes more burdensome, a growing consumer mindset of "if we're going to eat out, let's do it right" is lowering the barrier to hotel dining.

A hotel industry representative said, "In the past, hotel dining was seen as a place for special occasions, but now it has expanded to cover everyday dining needs like company dinners and small gatherings. In particular, among office workers in their 20s and 30s, there is a clear trend of valuing the overall experience and atmosphere of the space."

This content was produced with the assistance of AI translation services.