With Aging Population, Korea’s Hotels Shift Focus to Active Seniors (Image supported by ChatGPT)
SEOUL, May 19 (Korea Bizwire) — Facing changing demographics and a slowdown in core businesses like duty-free retail, South Korea’s leading hotel chains are pivoting toward the senior living sector, identifying it as a promising new growth engine in an aging society.
According to industry sources, hotel companies such as Lotte Hotel & Resort, Hotel Shilla, Parnas Hotel, Josun Hotels & Resorts, and Sono Group are actively expanding into premium senior residence projects that blend hospitality expertise with long-term care and lifestyle services.
Lotte Hotel launched its senior living brand VL (Vitality & Liberty) in 2022 and has since accelerated development. Its first property, VL Lauer, was completed earlier this year in Busan’s Osiria district, with a second, VL Le West, set to open in Seoul’s Magok district this October.
The company leverages 50 years of hotel management experience to offer concierge services, customized meal plans from hotel chefs, and tailored housekeeping — all designed to meet the health and lifestyle needs of older adults.
Seoul Magok VL Le West (Screen shot image from the VL Le West website)
Lotte is also applying its asset-light strategy to this business model, preferring brand management and contract operations over direct capital investment to boost profitability and reduce financial risk.
Hotel Shilla, meanwhile, amended its corporate charter during its March 2025 shareholders’ meeting to include “comprehensive leisure services” and “senior residential and welfare operations.” Industry observers see this as a signal that the company, struggling with stagnant duty-free sales, is preparing to diversify into the silver economy.
Parnas Hotel, in its latest business report, explicitly announced plans to enter the senior living sector and develop premium concierge lounges tailored to older clients. The company says it is developing lifestyle programs that reflect shifting preferences among active seniors.
Josun Hotels & Resorts, part of the Shinsegae Group, launched a dedicated unit last year to explore senior services and real estate development, aligning with Shinsegae Property’s efforts to combine retail and hospitality assets into a new senior living brand.
Sono Group has also formed a task force and filed a trademark for SonoWave, a brand expected to integrate senior residences with existing funeral and care services.
Hotel executives say the rise of affluent, health-conscious seniors makes this sector particularly attractive. “Senior residences demand refined service and hospitality — exactly the strengths that hotel brands already possess,” said one hotel industry official.
Analysts expect high-end hotel brands to thrive in this space by combining their premium image with tailored services that appeal to Korea’s growing population of “active seniors.”
Ashley Song (ashley@koreabizwire.com)
