A Romance to Remember… Marketing Communication Strategy for Overseas Market Domination
Table of Contents Ⅰ Market Analysis Ⅱ Product Analysis Ⅲ Consumer Analysis Ⅳ Objective and Brand Identity Ⅴ Marketing Communication Strategy Ⅵ Marketing Communication Program
Ⅰ Market Analysis Ⅱ Ⅲ Number and Rate of International Convention in Asia Ⅳ Ⅴ Ⅵ Number of events held in cities and provinces
Ⅰ Market Analysis Ⅱ Ⅲ Ranking of conventions venues in Korea Ⅳ Ⅴ Ⅵ Room/Night Ranking by Purpose of Visit Percentage 29. 4 24. 4 16. 8 6 16. 4 7 Target Market
Ⅰ Competitor Analysis Ⅱ Ⅲ Ⅳ Basic Concept § Luxury Resort for Rest and Stay § Best View, Best Resort § No Special Concept of Che Ju Hyatt § not available § Jung Mun Swimming Beach § 50 min. from Jeju int’l Airport, hotel limousine Ⅴ Ⅵ Mobility departs every 15 min. § No Rent-A-Bicycle or motor scooter Facility service § 24 -Hour Internet Business Center § Jeju Folk Souvenir Shop § Travel Agency § No Rent-A-Bicycle or Motor Scooter System § Newly opened Spa and fitness(Aroma therapy/Stone Therapy with Volcanic rocks of Jeju) § Ordinary Banquets A folk pub of Jeju Inappropriate opening hour of swimming pool Club Lounge on 10 th Floor for VIP Customers Unique Architecture with fabulous view of the cliff, lacks information about natural resources around the hotel § No Special Information § § § Lack of information on Home Page § No special item for customers’ individual tastes § Various package tours § Specific images and tourist’s § Marketing Hyatt in CF/ TV Drama/ Movie Environment Online Services Etc. except for Package Tour (An overall aloof and closed image) § Simple Reservation system and no special attention for individual tastes information about hotel and Jeju § Minor differences between normal room and suite room §Excessive complaints by lodge customers on website on service
Ⅰ Competitor Analysis Ⅱ Ⅲ Ⅳ § Luxury Resort for Rest and Stay § Enjoy the luxurious ambience of a tropical island § not available § From Jeju International Airport, shuttle service is § No Rent-A-Bicycle or motor scooter Basic Concept § The only Thalasso Therapy Center in the nation, under the shining sun and palm trees Ⅴ Ⅵ Mobility Facility service § 24 -Hour Internet Business Center § Jeju Folk Souvenir Shop § Travel Agency § No Special Information Environment available every 2~2. 5 hours , available only to those that make reservations in advance 4 th in Asia after Japan, Thailand, Bali § Golf: Shine CC is planned to open in 2004 § Oceanic sports: Water skiing, wind surfing, sea kayak, jet ski, banana boat, scuba diving, sea fishing § Wide variety of packages available to satisfy diverse customer needs § A unique division of rooms: A section is built to resemble condominiums, Meeting room facilities are very small and unsophisticated § Lack of information on Home Page Online Services Etc. § Very simple and uninformative homepage, in except for Package Tour (An overall aloof and closed image) § Simple Reservation system and no special attention for individual tastes comparison to other 1 st class hotels. the English version only provides partial information § Membership program. Hotel answers comments from members within 24 hours at the latest § PC centers open until 2 am § Various package tours § Specific images and tourist’s § Gym, sauna, swimming pools open 7 am~9 pm information about hotel and Jeju § Special benefits for those in Military service § extensive PR activities, including appearances in ‘All- In’, ‘Scent of Summer’, ‘ 2003 Korea Super Model Competition’, ‘Taster’s Choice CF’
Ⅰ Competitor Analysis Ⅱ Ⅲ Ⅳ § Luxury Resort for Rest and Stay § The tallest and the biggest hotel in the center of § not available § 10 minutes § No Rent-A-Bicycle or motor scooter Basic Concept § Singaporean Restaurant: caters to east-Asian downtown Ⅴ Ⅵ Mobility Facility service § 24 -Hour Internet Business Center § Jeju Folk Souvenir Shop § Travel Agency § No Special Information Environment Etc. palate, Largest indoor gym in Jeju § KAL Club(a royal floor with an exclusive business lounge where airline reservations, dining arrangements, tour reservations, copy, fax are possible) members have an exclusive lounge § Great convention facilities, with 5 language translations available, high-tech equipment § 24 hour room service, good night chocolate service, complimentary duck-down blanket, a rose, and warm tea § Lack of information on Home Page Online Services from downtown and from the airport § No transportation provided except for Package Tour (An overall aloof and closed image) § Simple Reservation system and no special attention for individual tastes § Elementary level § Various package tours § Specific images and tourist’s § § information about hotel and Jeju Skypass members receive mileage benefit 20% discount when visiting Jeju Folk Museum Largest parking lot in Jeju for 281 cars Non-smoking floors available
Ⅰ Competitor Analysis Ⅱ Ⅲ Ⅳ Basic Concept § Luxury Resort for Rest and Stay all the major cities of Korea(Seoul, Jamsil, Busan, Jeju, Ulsan) Ⅴ Ⅵ § Exclusive chain of hotels that best represent Korea § Using Lotte Hotel, your stay can be comfortable in Mobility § not available trolley/buses) with accommodation § No Rent-A-Bicycle or motor scooter Facility service § 24 -Hour Internet Business Center § Jeju Folk Souvenir Shop § Travel Agency § No Special Information § Lack of information on Home Page Etc. § Customer Safety System: An extremely sophisticated system to protect the customers from all possible harm. 24 hour emergency team at hand § Free child care center during vacation periods, bar/karaoke: Jeju’s traditional alcohol § The largest international convention center in Jeju, equipped with state-of-the-art technology, Translation offered in 8 languages § Ohndol rooms (2 forms: with/without a bed), Fusion rooms, Windmill Lounge: A lounge built inside windmills on a hill overlooking the sea Environment Online Services § Packages bundling transportation(rent car or except for Package Tour (An overall aloof and closed image) § Simple Reservation system and no special attention for individual tastes § Various package tours § Specific images and tourist’s information about hotel and Jeju § Sophisticated webpage: high technology and creative designs, offers ‘currency’ or ‘weather’ reports, in-depth information about the hotel § Las Vegas style Volcanic Fountain Show: held in the outdoor buffet in the hotel gardens. A nighttime attraction and a unique appeal to travelers
Ⅰ Competitor Analysis Ⅱ Jeju Grand Ⅲ Ⅳ Hotel Basic Concept § Luxury Resort for Rest and Stay § No. 1 Hotel with the luxurious Ora Country Club Ⅴ Ⅵ § Center of traffic and culture in New Jeju City Mobility § not available § Air port Limousine(every 5~10 min. )/ Hotel shuttle bus(Always Available)/ 7 min. by car § No Rent-A-Bicycle or motor scooter Facility service § 24 -Hour Internet Business Center § Jeju Folk Souvenir Shop § Travel Agency § No Special Information Environment § Lack of information on Home Page Online Services Etc. § No Rent-A-Bicycle or Motor Scooter System § Reopened Finnish Sauna with Halla Mt. ’s Mineral Water(6 am- 9 pm) § Korean Traditional Tea shop/ Korean Ceramic Ware Shop § Ora Country Club along Halla Valley except for Package Tour (An overall aloof and closed image) § Simple Reservation system and no special attention for individual tastes § Excellent- Informative and services a wide § Various package tours § Specific images and tourist’s § Special On-line reservation system information about hotel and Jeju range of useful information such as the ‘History of the wine’. ’Today’s Exchange Rate. ’ § Fruit basket for special day reservation is available
Ⅰ Product Analysis Ⅱ Ⅲ Ⅳ Ⅴ Ⅵ Visitors by Nationality Number of Rooms Sold, Occupancy Rate, FIT Ratio by Hotel in Jeju Shilla # of Rooms 429 116, 359 103, 445 Occupancy(%) 74. 3 66. 1 FIT Ratio 89. 3 91. 8 # of Rooms 224 35, 346 48, 419 Occupancy(%) 57. 4 59. 2 FIT Ratio 43. 8 84. 8 # of Rooms 282 63, 411 61, 342 Occupancy(%) 61. 6 59. 6 FIT Ratio 51. 9 51. 4 # of Rooms 500 125, 572 118, 681 Occupancy(%) 68. 8 65 FIT Ratio 77. 3 79. 9 # of Rooms 512 129, 519 114, 261 Occupancy(%) 69. 3 61. 1 FIT Ratio 44. 4 48. 9 Rooms sold Hyatt Rooms sold Jeju KAL Rooms sold Lotte Rooms sold Grand Rooms sold
Ⅰ Ⅱ Ⅲ Consumer Analysis BOBOS : The new elite. . . People with aesthetic sense and financial leeway B Ⅳ Ⅴ Ⅵ + Altruism = Neo Well-Being Family O Bourgeois B O Bohemian S materially abundant and individualistic BOBOS Characteristics Friends Well. Being Myself Society Nation Community World Strategic Application Money is a part of life, it’s not everything Respect other people’s freedom as well as their own. Concerned about world issues like environment, poverty, peace, etc. Open-minded with strict self-restraint, selfmanagement habits Entice high-quality service rather than economical services Invest time for hobbies after work Figure out habits and interests of Bobos; be well prepared for high-quality physical activities and cultural performances Spend money on practical items rather than using it to boast their status Diversify services, facilities, and opening hours Longing for life in nature, than life in the hectic city Provide natural environment; clean air, beautiful scenery, supported with comfortable and modern facilities Interested in Well-being lifestyle like yoga, aroma therapy, organic agriculture Prepare meditation programs or oriental exercise Altruism Cause-based marketing
Ⅰ Objective Ⅱ Ⅲ Why Customer-Relationship Marketing? Ⅳ Ⅴ Ⅵ Importance of Customer Relationship Marketing Corporate Strategy (=Goal) Business Strategy Marketing Strategy Customer Product/Service Brand Promotion Channel CRM Customer Relations Public Relations CREATE Hotel Brand Identity LOYALTY Shift of Marketing Paradigm Unified Color Supplier oriented One-time Customer Oriented Diversified Color Marketing Paradigm of the Past Adapt to Market Quantity wise Mass Marketing Customer oriented Lifetime Customer Marketing Paradigm of the Future Relationship Oriented Create Market Quality wise One-to-one Marketing
Ⅰ Objective Ⅱ Ⅲ Why Customer-Relationship Marketing? Ⅳ Market: Competitor/Industry Ⅴ Ⅵ Product Assets Continuing increase of international conventions held in Jeju in comparison to other East Asian countries (1998~2001) Recognition as the undeniable no. 1 hotel for the last 14 years / Internal pool of lifetime customers and a considerable number of FITs from Europe Reason NOT to focus Most 5 -star hotels have luxurious and classical infrastructures as well / Int’l conventions and FIT are critically influenced by int’l situations Impossible to satisfy all the different needs of customers just by constructing expensive, up-to-date facilities. SOLUTION Young customers no longer pay attention to Shilla’s golden years in the past. Focus on “Hotel- Customer Relationship” • A hotel is a service business. It needs something that can touch people’s hearts. • Shilla is an immobile and fixed asset, but the customers are mobile. They are the software that enable the hardware.
Ⅰ Brand Identity Ⅱ Ⅲ Basic Concept of Brand Identity Ⅳ Ⅴ Ⅵ ① The Shilla Cheju is a place that offers excitement and comfort caressed with sweet memories of romance. ② Our proposition: [Man] Convention Organizers representative of masculinity with their business oriented minds and a preference for efficiency [Double Gender] Shilla Hotel striving to meet the different needs of customers with different characters through highly diversified customization [Woman] East Asian FIT representative of femininity with their dream of escaping everyday lives during their stay in Jeju ③ Starting from the first encounter when customer meets hotel until the last moment when the two say ‘good-bye’, we have set the time frame and action plan based on the phases of a relationship.
Ⅰ Brand Identity Ⅱ Ⅲ Ⅳ Ⅴ Ⅵ Customer-Relationship Life Cycle Shifting situations Lifetime Customerization Shifting expectations Attraction Product Price = COMPANIONSHIP REVENUE UP Overcoming Inertia Communication Marketing Campaign Channel Customer Interaction Center Organization & Process Ripening Relationship General Strategy Execution Methods • Most of the time, expectations during only the initial phases are considered • However, as time passes, situations shift, and shifting situations naturally lead to shifting expectations • We suggest a continuous forecast and inquiry of fluctuating expectations, all throughout the duration of the customers’ stay at Shilla – customers are satisfied, from the moment when they get to know Shilla to the last, even when they are back at home …A Truly Unforgettable Experience…
Ⅰ Brand Identity Ⅱ Ⅲ Ⅳ Ⅴ Ⅵ Phases of Relationship Companionship Attraction First Encounter General PR activity to initiate customerrelationship Getting to Know Each Other Ripening the Relationship Overcoming Inertia Customized service is offered during these stages through market segmentation
Ⅰ Ⅱ Ⅲ Ⅳ Ⅴ Ⅵ Strategy – Step 1 Attraction
Ⅰ Strategy – Step 1 Ⅱ • Advertise in popular professional magazines for Ⅲ Ⅳ Media FAM Trip Ⅴ Ⅵ International Organization Headquarter Contact international conference organizers and Bobos • Maximize FAM trip effect through diversified PR tactics, customized for each different target group. (East Asian FIT: Korean Fever, CO: transportation and price) • FAM trips should be held annually on a regular basis • Set up database for int’l organizations headquarters documenting Shilla’s infrastructural scale and profit • Form a task force team with personnel experienced in international conventions within the hotel • Constant contact and promotion is necessary for domestic and international convention organizers • Market directly by attending international conventions Direct Visit to Conventions Korean Fever (Han Lyu) related Promotion that open on a regular basis • Find out COs’ need for the upcoming convention’s venue, persuade COs by pointing out the problems of the current venues and informing them how Shilla is different • Catch current trends of international conventions • Advertise Shilla in Korean restaurants, which have grown popular after Korean Fever, throughout East Asia and open East Asian cuisine in the Shilla Cheju • Invite popular Korean stars in East Asia and open fan sign events or host/sponsor fashion shows presenting the outfits shown on TV or film
Ⅰ Strategy – Step 1 Ⅱ Ⅲ Ⅳ Media FAM Trip • Enhance awareness of the mass about Shilla Cheju with a relatively small amount of investment Ⅴ Ⅵ International Organization Headquarter Contact • The best direct way to attract conventions • Easy to find out the color of each organization and establish Shilla as a ‘diversified and prepared venue for conventions’ • Analysis can be made based on actual references Direct Visit to Conventions Korean Fever (Han Lyu) related Promotion during visits and COs can be easily persuaded through face-to-face encounters • Enhance the awareness of not only COs but also of convention participants • Can easily attract Bobos by analyzing East Asian Korean Fever trend • Maximize marketing effect through attracting audiences who have a nice impression of Korea from the start through a high-class and luxurious Korean experience (ex. food/costume)
Ⅰ Ⅱ Ⅲ Ⅳ Ⅴ Ⅵ Strategy – Step 2 First Encounter
Ⅰ Strategy – Step 2 Ⅱ Ⅲ • Launch an English website with differentiated services Ⅳ Ⅴ Ⅵ Customized Online Services from the Korean version (ex. services directly responding to international situations, reservation systems with special Attention paid to the religion/diet preferences of traveler) • After reservation, provide image and services that allows the customer to feel he/she has already checked into the room (ex. practical information for traveler to enjoy their stay in Jeju, send a welcoming email giving the impression that we are waiting for you) • Open a terminal where visitors can relax, check-in and The Shilla Cheju Airport Suite ask for baggage delivery to the hotel, provide shower room, snack bar, internet facilities in the lounge • The check-in/baggage delivery(to hotel), check-out/ baggage delivery(to airport) service will be adored by time-conserving visitors • Shuttle bus will be provided from airport to destination Korean Traditional Gifts • Place a traditional Korean pleasant surprise in the room and information booklet about it (ex. Honeyed Jinseng piece, traditional tea, Korean mask accessory)
Ⅰ Strategy – Step 2 Ⅱ Ⅲ Ⅳ Ⅴ Ⅵ Customized Online Services The Shilla Cheju Airport Suite Korean Traditional Gifts • Give a positive image before the convention or visit, using a relatively small amount of investment • Increase customer loyalty and reliability by providing the best first impression from the start and the best last impression to the end that Shilla is a hotel that truly cares about the visitor throughout their journey • Giving the visitor a warm welcome and an exciting exotic feeling like the comfort and the flutters of romance
Ⅰ Ⅱ Ⅲ Ⅳ Ⅴ Ⅵ Strategy – Step 3 Getting to Know Each Other
Ⅰ Strategy – Step 3 Ⅱ Ⅲ <Expectation> Little or no expectation other than what they’ve seen online or through brochures – CREATE expectations. Attract customers with economic packages and price. Ⅳ Ⅴ Ⅵ [Man] Convention Organizer [Woman] East Asian FIT <Action Plan> • Business rooms and conference rooms with up-to-date IT facilities, 24 -hour convenience snack bar • Offer discount when service is not provided within a pre-set period of time • Provide a business card holder with the name of the convention and the visitor inscribed <Expectation> Excited at the prospect of imminent adventures, but at the same time, also uneasy being so far away from home Psychological and emotional approach, respect East Asian culture as other and create family-like atmosphere comfort <Action Plan> • Teach employees about East Asia and their culture • Establish an exclusive East Asian food corner/cuisine • 2 employees(man and woman) guide the visitor, giving the visitor a reliable and family-like feeling • Polaroid shots for the visitor in the lobby or room to commemorate their visit upon request
Ⅰ Ⅱ Ⅲ Ⅳ Ⅴ Ⅵ Strategy – Step 4 Ripening the Relationship
Ⅰ Strategy – Step 4 Ⅱ Ⅲ <Expectation> Sweet girlfriend-like hotel: The interest about the hotel is at its highest, and COs may be willing to suggest Shilla to potential customers through word-of-mouth Ⅳ Ⅴ Ⅵ [Man] Convention Organizer [Woman] East Asian FIT <Action Plan> ‘Introduce a friend’ system: recommend friends or family and the visitor will receive discount benefits in return such as ‘Spa 50% discount’, prepare note/stationary/pen with Shilla’s emblem (something visitors will want to take back home), Scooter rental services for guests who come in and out of the hotel at night <Expectation> Trustworthy boyfriend-like hotel: Time when visitors travel most actively, Shilla must give impression that travelers are not guest but part of Shilla as family, inviting them to friendly and caring ‘Home Sweet Home’ <Action Plan> Complimentary snack/tea provided after room-cleaning or complimentary aroma bath products(bath oil, aroma candle) One-on-one activity planner service that can help visitors plan their schedule
Ⅰ Ⅱ Ⅲ Ⅳ Ⅴ Ⅵ Strategy – Step 5 Overcoming Inertia
Ⅰ Strategy – Step 5 Ⅱ <Expectation> Provide care like mom back home and feminine lovability like girlfriend Fatigue is extreme and everyday becomes a boring routine Ⅲ Ⅳ Ⅴ Ⅵ [Man] Convention Organizer [Woman] East Asian FIT <Action Plan> Night events hosted by the hotel (ex. Outdoor BBQ cookout, outdoor classical/Korean traditional music performance) Install wireless lan facilities so visitors can gain internet access anywhere including outdoors in the terrace or garden Korean Traditional pub opened only at night Health clubs opened at dawn along with fresh juice service Provide oriental spa and diversified massage services <Expectation> Homesickness from the long journey and a sense of boredom invades the pleasant stay Inertia must be overcome so that the relationship lasts Create satisfaction with various events to spark up relationship <Action Plan> Events for visitors booked in certain floors(ex. Fitness d/c for visitors in 5 th – 10 th floor) DIY traveling services for people booked alone and form community sharing and doing events together(ex. Mt. Halla Harvest, One-day Woman diver experience, Mt. Halla Hiking)
Ⅰ Ⅱ Ⅲ Strategy – Step 5 Companionship Ⅳ Ⅴ Ⅵ A Romance to Remember The Shilla Cheju: Fulfilling Your Expectations
Ⅰ Program - Timetable Ⅱ Ⅲ Ⅳ Ⅴ Ⅵ PR/ Advertisement Program Event/ Sponsor Program Hold ‘Shilla Airport Suite(SAS)’ Day § Open SAS to general passengers using Je. Ju int’l airport § Attract women and business travelers by providing free massage services in SAS § Peak season (July~Aug/ Dec~Jan) Press FAM trip/ Meeting § Annual press FAM trip targeting foreign journalists and reporters of Travel magazines § Convention Season (Sep~Oct) Event Proposal for young Bobos § Make a luxury, unforgettable promotional event with rose petals, champagne, private candlelit dinner for two and bubble bath for young Bobos § Present the most important moment for young Bobos who are going to be Shilla’s future customer (Targeted marketing) § Make DB for those couples and send them an congratulatory card on the day of their proposal § Spring and Autumn includes St. Valentine’s Day/White Day/Marriage Season Hanlyu(Korean-Fever) Fashion Show/ Fan Meeting § Summer Peak Season(July~Aug) for East Asian Travelers § Target East Asian customers and present Korean actors’ costumes in famous Korean television shows. § Hold a fan meeting session with Korean actors of famous Korean TV shows WWW Program “Introduce a Friend” advertisement • Recommend friends or family and the visitor will receive discount benefits in return such as ‘Spa 50% discount’ • One Year Maintenance: Fundamental, in order to continue the cycle of this project Timetable for 2 0 0 4 2 SAS Day FAM Trip Proposal Event Hanlyu Fashion Show Introduce-a-friend 3 4 5 6 7 8 9 10 11 12
APPENDIX (Total 4 Slides) l The Shilla Airport Suite Layout l Spa Program l Brochure Front (1 slide) l Brochure Back (1 slide)
Program – Layout Limousine Stop Exit Internet chairs Shuttle bus time table and magazines Snack Bar Closet Reception uite la S Shower Room Shil The Entrance Luggage Center
Program – Spa Program Competitors In Seoul Marquis Thermal Spa & Fitness Club offers the largest therapy center in the country. High quality spa service and professional therapists ensure a world-class spa treatment. 17 private treatment rooms. Highest quality products are used and 10 different programs are available. Suggestion In Jeju The only Thalasso Therapy Center in the nation, the 4 th biggest in Asia after Japan, Thailand, Bali. Offers 11 programs using fresh sea-water drawn near the hotel. Diverse customers = diverse needs Customized Packages • After-sun Soothing Spa: after long hours at the beach. • Work-your-muscles Spa: business men lack exercise. Helps blood circulation and flexes muscles that are cramped from sitting down for long periods of time through stretching. • Anti-stress: blow away the stress of the day! • Whitening: gain a milky complexion, just like your favorite Korean star. • Energy/Vitality vs. Calm/Soothing: the choice is yours. • Insomnia Treatment: insomnia solution, ‘Sweet Dreams Program’ • Just for Men package: ‘No Girls Allowed’. 30% increase in male customers. Hold business meetings in spas, rather than in bars and incorporate ‘Well-being’ into business. Also much more cost-efficient than spending money on liquor. • Couple package: ‘Hot Tub’ • Girls only package: ‘Girls’ Night Out’. A night spa party with light snack and drinks, good music, relaxing spa, facials, and fun gossip! • Oriental Spa: uses traditional Chinese healing herbs and other ingredients. Includes complimentary ginseng tea or ice-cream Meet & Fulfill ALL Expectations
Invitation to an Unforgettable Romance… CONTACT INFORMATION Tel: 82 -64 -735 -5114 Fax: 82 -64 -735 -5414 E-mail: chejushilla@shilla. net
A R t the end of a long day, when you don’t want to bother going out of your room again, we offer you our soothing complimentary aroma bath set, including a relaxing bath oil and aroma candles. Now at Shilla, you can enjoy the soothing sensations of a luxurious spa, right in the comfort of your own bathroom. evitalize your exhausted body and soul with our complimentary honeyed gins eng piece. Gins eng, a worldrenown energizing herb, improves abstract thinking, speeds up reaction time, and boosts resistance to rival infections. At Shilla, we care not only for your pleasure, but for your overall well-being. Enjoy a piece of our genuinely customer-based philosophy. E xperience our state-ofthe-art technology facilities and spacious conference rooms. Shilla is there to meet your night snack craving with a 24 -hour snack bar serving light and nutritious meals. Guerlain Luxury Spa I ntroduce a friend to Shilla. Not only can you share your unforgettable experience with a friend, but you will also be showered with various gift cards to make your next stay with at Shilla even better. M eet your favorite Korean celebrities face to face at our fan meeting sessions. The Presidential Suite at Shilla has been the location for numerous famous Korean TV programs and movies. If you’re lucky, you might be at the scene of the movie set during your stay! E ver wonder who’s sleeping next door? This is your chance to find out and socialize with the people around you and make some great friends. Join in our ‘next-door-neighbor’ events and get to know your fellow Shilla guests. You’ll feel much more at home with the community that you build this way. Events change each day of the week, so don’t hesitate to call us up and ask! Rental car and 24 -hour scooter service M aintain your work-out routine, even when you’re thousands of miles away from home. Jump start your day with our early-bird program for business men with early morning schedules. Our fitness center opens daily at 5: 30 A. M. with a bar serving fruit and juices for a healthy start. D Shilla Terminal IY adventure groups start off from the hotel every morning. This is an opportunity for a once-ina-life time experience.
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