Discover the L7 Hotels by LOTTE in South Korea

Discover the Complete Guide to L7 Hotels by LOTTE. Explore what makes L7 truly unique for urban travelers in Seoul and beyond. Your insider’s guide to Lotte’s stylish city stays is here.

Contents

Get to Know the L7 Hotels by LOTTE

Logo of L7 Hotels by LOTTE

L7 Hotels by LOTTE: Lifestyle Brand Overview

L7 Hotels by LOTTE is the lifestyle hotel brand of Hotel LOTTE (004990.KS ▼￦28,050), one of South Korea’s top three hotel groups. Hotel LOTTE already operated luxury brands such as Signiel and LOTTE Hotels, as well as the business brand LOTTE City Hotels. However, as global trends rapidly shifted toward lifestyle hotels, the company recognized the need to meet new types of demand. L7 was created to reflect this change — moving beyond traditional lodging to focus on experience, style, and emotion.

L7 Hotels by LOTTE offers sophisticated, creative urban spaces designed to inspire travelers and deliver unique, sensory experiences. Known for their stylish and distinctive designs, L7 Hotels have become especially popular among trend-conscious travelers in their 20s and 30s who value culture, art, and individuality.

Select-Service Model Explained

L7 Hotels by LOTTE is a select-service hotel brand. A select-service model is designed for travelers who don’t necessarily need the full range of luxury hotel amenities but still value quality, comfort, and convenience. It allows guests to enjoy only the essential services they truly need — all at a reasonable cost.

For hotel operators, this model offers efficiency by reducing unnecessary high-end services and minimizing staffing and facility costs, while focusing on core offerings. For guests, it provides excellent value for money, offering essential amenities such as free bottled water, complimentary Wi-Fi, parking, and fitness centers — creating a smart balance between affordability and modern comfort.

Competitors in the Select-Service Segment

Major global competitors in the select-service hotel segment include Four Points by Sheraton, Courtyard, Fairfield, Moxy, Protea Hotel, Aloft, and AC Hotel under Marriott (MAR ▼$260.20); Hampton by Hilton (HLT ▼$259.53); Hyatt Place by Hyatt (H ▼$142.64); and Holiday Inn Express by IHG (IHG ▼$121.11). In South Korea, similar select-service brands include Shilla Stay by Hotel Shilla (008770.KS ▲₩49,850) and Nine Tree by Parnas Hotel (499790.KS ▼₩44,500).

L7 Hotels by LOTTE: Global Footprint and Expansion

L7 Hotel Amenities: Pool, Lounge, Bathroom, Bathtub, Toiletries, Bedroom

Branch	Address	Opening Day
L7 Myeongdong	137 Toegye-ro, Jung-gu, Seoul, Republic of Korea	2016.01.12.
L7 Gangnam	415 Teheran-ro, Gangnam-gu, Seoul, Republic of Korea	2017.12.30.
L7 Hongdae	141 Yanghwa-ro, Mapo-gu, Seoul, Republic of Korea	2018.01.31.
L7 Chicago	225 N Wabash Ave, Chicago, IL 60601, USA	2023.01.01.
L7 West Lake Hanoi	Alley 683, Lac Long Quan Street, Tay Ho Ward, Hanoi, Vietnam	2023.07.28.
L7 Haeundae	570 Haeundae-ro 570beon-gil, Haeundae-gu, Busan, Republic of Korea	2024.06.20.
L7 Cheongnyangni	200 Wangsan-ro, Dongdaemun-gu, Seoul, Republic of Korea	To be opened

Consignment Operations: L7 Chicago & L7 West Lake Hanoi

L7 Chicago and L7 West Lake Hanoi are owned by separate property investors. Hotel LOTTE operates both hotels under management contracts, receiving a fixed percentage of revenue as marketing and management fees.

Consignment operation refers to a hotel management model in which a company operates the property without owning the land or constructing the building. Compared to the traditional method of developing and owning a hotel, this model allows the operator to generate profits through intangible assets such as brand value, trademarks, and management expertise, while significantly reducing initial capital investment.

For this reason, Hotel LOTTE has been actively expanding its consignment management business in recent years. Such operations are only possible when a brand possesses strong market recognition and competitiveness. Based on this approach, Hotel LOTTE is pursuing an asset-light strategy centered on consignment management as a key driver of its new expansion policy.

However, consignment operations also have drawbacks. They typically yield lower returns than direct ownership, offer limited control over day-to-day operations, and carry the risk that any damage to brand reputation at one property could affect the entire network.

Domestic Hotel Ratings & Facilities

According to the hotel rating program conducted by the Korea Tourism Association (KTA), all domestic L7 Hotels — L7 Myeongdong, L7 Gangnam, L7 Hongdae, and L7 Haeundae — have been officially certified as four-star hotels. Among them, only L7 Hongdae and L7 Haeundae feature swimming pool facilities.

Room Rates by L7 Hotel Location

Search Criteria: Monday, November 17, 2025 – Tuesday, November 18, 2025; 1-night stay; member rate on the official website; price in USD(Tax & Service Charge Included)

Branch	Standard	Select Suite
L7 Myeongdong	$228.74	$383.48
L7 Gangnam	$131.46	$262.92
L7 Hongdae	$215.75	$431.50
L7 Haeundae	$100.92	$269.11
L7 Chicago	$268.36	$310.62
L7 West Lake Hanoi	$132.11	$298.98

Overall, L7 Haeundae offers the lowest weekday rates for standard rooms, while L7 Gangnam provides the most affordable weekday rates for select suites. Even among Seoul properties, L7 Gangnam retains the strongest price advantage.

Myeongdong and Hongdae are two of the most popular tourist destinations for international visitors, so weekday rates tend to be relatively high. However, L7 Hongdae features a swimming pool, while L7 Myeongdong does not. If you’re choosing between the two, L7 Hongdae is the clear winner.

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