The breakfast service offered by hotels is gaining popularity and capturing the wallets of middle‑aged consumers. In particular, Lotte Hotels’ “The Morning” membership has recorded more than 50 % enrollment for customers aged fifty and older throughout the year. This program offers not only meal vouchers but also an experience that enriches a day through premium hotel services, which has drawn much interest.
“The Morning” membership costs ₩2 000 000 per year and includes 40 breakfast meal vouchers per person, a two‑person use voucher, a parking use voucher, and a 50 % discount on restaurant dining. Customers can enjoy the breakfast menus offered at each hotel for lower prices through these benefits. For example, the breakfast vouchers at Lotte The Grand Seoul, Lotte Hotels World, Bucheon, Jeju, Ulsan are priced at about ₩500 000 per person. Also from the 27th, ten of the forty meal vouchers can be used on weekends and public holidays at both Lotte Grand Seoul and Lotte World; when you register through the official website, you also receive an additional 15 000 reward points worth US$150.
Other hotels run similar packages as well. For instance, Seoul Shinra Hotel offers its “The Park View” breakfast menu for ₩900 000, operating from 6 a.m. to 10 p.m. The prices of 178 000 (mid‑day) and 198 000 (evening) are relatively cheaper than the hotel’s standard food rates. Also Jolly Hotels runs combined accommodation‑breakfast products such as “Bed & Breakfast” and “Stay & Save,” providing customers with both services at once. Walker Hill offers breakfast service bundled with river view and leisure for ₩85 000 (adult), keeping a price that is cheaper than 176 000 for mid‑day or 198 000 for evening.
If you wish to use hotel breakfast, you must check beforehand the available dates and reservation conditions per hotel. For example, Seoul Shinra restricts outside customers’ breakfast entries on weekends and public holidays; Lotte Grand Busan only offers it to guests. When using a breakfast voucher, verify with each hotel the reservation terms and available dates, and if necessary book through the official website or call center. By preparing this way, middle‑aged consumers can enjoy both “daily vitality” and “family time” in one go.