The Shilla Hotels & Resorts has revealed a surge in luxury travel to Korea driven by Greater China’s booming demand for premium experiences. This trend highlights a growing interest among visitors from Mainland China, Hong Kong, and Taiwan in high-end accommodations, fine dining, and culturally immersive experiences.

The Emergence of K-Luxperience

In response to this evolving trend, ‘K-Luxperience’ has become a key term representing a distinctive travel behavior focused on emotional engagement and intentional spending. Luxury travelers from Greater China now favor curated experiences ranging from five-star hotels to Michelin-starred dining and luxurious spa treatments.

Rising Digital Interest

Digital data reveals increased interest in luxury travel content. In Q1-2025, the content volume regarding luxury hotels increased by 21%, with interest in Michelin dining climbing by 37%. Cultural performances and wellness treatments are also gaining traction, indicating a turning point towards emotionally enriching travel choices.

A Generational Shift

Users in their 20s to 40s from major cities are driving this luxury trend, blending indulgence with personal and cultural identity. Jooyoung Lee observes that modern travelers are pursuing multifaceted experiences throughout their journeys.

Tailored Experiences

The Shilla Seoul has responded to these trends with special packages like the ‘Everlasting Moment’, which includes a romantic suite stay, and ‘An Enchanting Memory’, featuring a curated French tasting experience. They are catering to a growing desire for high-value, personalized hospitality.

Conclusion

The growing trend towards intentional luxury reveals a significant change in guest preferences, with Chinese travelers increasingly opting for multi-faceted, culturally rich experiences at The Shilla. This shift marks not just a change in spending habits but a deeper connection with luxury travel that is defined by emotional engagement.