Lotte Hotel and Resorts Completely Overhauls Rewards Membership, Introduces 'Diamond' Tier

Relaxed Tier Requirements and Enhanced Benefits

‘The Grand Lotte Seoul’ Set to Open in August

Lotte Hotel and Resorts announced on July 29 that it will completely overhaul its complimentary membership program, ‘Lotte Hotel Rewards,’ to expand member benefits and services starting in September.

Lotte Hotel Rewards is an integrated membership program that allows members to earn and use points at over 40 hotels, resorts, and golf courses worldwide, as well as through its online mall, e-SHOP. Lotte Hotel and Resorts recently integrated the hotel and resort websites, connecting approximately 4.7 million members under a single rewards system.

The core focus of this overhaul is a comprehensive upgrade of the membership tiers and benefits. The most significant change is expanding the previous four-tier system (Classic, Silver, Gold, Platinum) to a five-tier structure (Member, Silver, Gold, Platinum, Diamond) and introducing ‘Diamond’ as the highest tier.

Lotte Hotel Rewards Membership. Lotte Hotels & Resorts

The criteria for tier upgrades have also been relaxed. Silver now requires just 2 stays instead of 5, Gold is adjusted from 25 stays to 12, and Platinum has moved from 50 stays down to 30. This lowers barriers while ensuring members can experience steady progression. The Diamond tier is awarded to customers who achieve either 60 stays per year or 110,000 points annually.

Membership benefits have also become more generous. Gold members will now receive complimentary breakfast vouchers. Diamond members can enjoy up to 15% discounts at food and beverage outlets, 3 p.m. late check-out, room upgrades, welcome amenities, access to the club lounge, and more exclusive perks. The same food and beverage discount criteria will be applied at Signiel Seoul and Busan to ensure consistent service across properties.

Lotte Hotel and Resorts is also strengthening its premium appeal following this membership overhaul. In August, Lotte Hotel Seoul will be reborn as ‘The Grand Lotte Seoul,’ unveiling differentiated services. The Grand Lotte Seoul will be the first hotel under the luxury brand ‘The Grand Lotte.’ With its philosophy—‘An Icon of Timeless Elegance’—the hotel will incorporate a distinct identity at every customer touchpoint, from rooms and staff uniforms to signature desserts and cakes, floral styling, and even its signature scent.

A representative from Lotte Hotel and Resorts commented, "This membership overhaul has been advanced from a customer-centric perspective so that guests can enjoy diverse benefits and differentiated services from the very start of their journey to their stay and even in their daily lives. Moving forward, with the launch of The Grand Lotte Seoul and other initiatives, we plan to enhance premium brand competitiveness by delivering truly distinctive experiences."

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