Series by Marriott has marked its entry into South Korea with the opening of Anook Signature Seoul Guro, a 104-room property in the capital's southwestern business district. The debut extends the brand's Asia Pacific footprint, following launches in India in 2025 and Japan in April 2026.
The hotel is positioned for both corporate and leisure guests, offering convenient access to Gimpo and Incheon International Airports. Amenities include the Anook Restaurant serving Korean cuisine, a sauna, a fitness center, meeting facilities, a business center, and a rooftop lounge.
Design and wellness philosophy
The property's design draws on Korean traditions of rest and renewal. The name "Anook" derives from the Korean word for coziness, reflecting a culture that values relaxation. Guests can experience a "Recovery Ritual" that guides them from the sauna to dining and finally to sleep, emphasizing a holistic approach to well-being.
"Through Series by Marriott, we are bringing regionally recognised hotel groups into our portfolio whilst preserving the character and familiarity that have earned the trust of local travellers," said Cristiano Rinaldi, Chief Lodging Product & Services Officer, Asia Pacific excluding China, Marriott International.
The hotel is part of the Marriott Bonvoy loyalty program, allowing members to earn points and access personalized experiences. This integration is expected to appeal to frequent travelers who value consistency and rewards.
Shin Hyun-wook and Kim Jun-ha, Co-CEOs of The Hyusik, the operating partner, expressed enthusiasm about the collaboration. They noted that the hotel offers a new option for travelers seeking dependable stays at reasonable value, a segment that continues to grow in Seoul's competitive hospitality market.
The opening comes as Marriott International expands its midscale and upper-midscale offerings across Asia. Series by Marriott, launched to partner with established regional hotel groups, aims to provide a platform for local brands to gain global distribution while retaining their unique identity.
Industry observers see this move as part of a broader trend of international hotel chains partnering with local operators to capture market share in key Asian cities. Seoul, with its robust business travel demand and growing leisure tourism, remains a priority for many global brands.
For travel professionals, the new property adds another option for clients visiting Seoul's Guro district, an area known for its technology and manufacturing companies. The hotel's combination of business facilities and wellness amenities positions it well for corporate travelers seeking a balanced stay.
Marriott's expansion in South Korea also includes other brands, but the Series debut signals a strategic push to diversify its portfolio in the region. As the brand continues to grow, more properties are expected to join in other Asia Pacific markets.
Travel advisors and corporate booking platforms can now access Anook Signature Seoul Guro through standard Marriott channels, including GDS systems, making it easier to book for clients. The hotel's inclusion in Marriott Bonvoy also enhances its appeal for loyalty-conscious travelers.
With this opening, Series by Marriott reinforces its commitment to offering authentic local experiences backed by global standards, a formula that is resonating with both guests and hotel owners across the region.
