ONDA Launches SoTA Collection — Hospitality Management Brand for Lifestyle Hotels

ONDA Launches SoTA Collection — Hospitality Management Brand for Lifestyle Hotels

- ONDA unveils SoTA Collection to help lifestyle accommodation facilities and hotels run efficiently and profitably

- Big data-driven diagnostics and consulting: market analysis, sales strategy, operational assessment, property condition audits

- Full-service management model draws inquiries from new-build hotels and lifestyle properties across Korea

(ONDA — May 28, 2021) ONDA, Korea's #1 B2B accommodation platform distributing over 400,000 properties nationwide, is launching a new brand that provides end-to-end operations and revenue management for lifestyle hotels and serviced residences. ONDA (CEO Oh Hyun-seok) announced today the official launch of SoTA Collection, a management brand for lifestyle accommodations and hotels.

The name blends State-of-The-Art (SoTA) — implying cutting-edge technology and trendsetting — with Collection, embodying ONDA's ambition to deliver the convenience and delight of advanced hospitality tech as a guest experience. Already, SoTA Collection manages around 600 rooms across Songdo, Yeosu, and Busan Gwangalli. The company plans to expand to 2,000 rooms by the end of 2021.

SoTA Collection was created to solve persistent operational and distribution challenges facing Korea's ~60,000 lifestyle accommodation units — residence-style lodging designed for stays of one month to a year, popular with long-stay foreigners and relocated professionals. These properties can be sold unit-by-unit (like officetels), exempt from many real estate regulations, which fueled investor interest.

But there's been a catch: by law, lifestyle accommodations must be managed and sold through third-party operators — and many have been plagued by disputes. Recent media reports highlight opaque fee structures, undisclosed sales data, and revenue-sharing conflicts that leave unit owners earning less than their mortgage interest. Investor dissatisfaction has grown acute.

To tackle these problems, ONDA formed a dedicated task force last summer and recruited veterans from luxury five-star hotels in Europe, China, and the Middle East. After market research and pilot programs, SoTA Collection emerged.

SoTA Collection eliminates operational opacity at the root. A proprietary platform lets unit owners monitor sales performance, operating expenses, and management activity in real time. ONDA is also preparing an online portal that allows owners to participate in hotel operations seamlessly.

Crucially, SoTA replaces labor-intensive tasks — traditionally bloated cost centers — with IT automation, slashing operating expenses and maximizing owner returns. Owners can choose from multiple settlement models: revenue-sharing or flat-fee management. The goal is flexibility: different properties and investors prefer different arrangements.

If occupancy and sales are strong, the flat-fee model often delivers better returns. Owners pay a fixed management fee, and ONDA handles distribution, operations, and regulatory compliance — think of it like condo maintenance fees, but with full transparency on sales and expenses. For early-stage properties, revenue-sharing may be more suitable.

Drawing on five years of data from 400,000+ rooms, SoTA Collection conducts market environment analysis, sales strategy planning, operational audits, and property condition assessments to maximize investor revenue. The brand continuously analyzes room condition, amenities, interiors, and guest reviews to keep properties aligned with the latest hospitality trends.

SoTA Collection markets properties through its website, Instagram, Facebook, and other channels. Backed by ONDA's proprietary property management system, market analytics, and strategic distribution partnerships with leading domestic and international OTAs, the platform is poised to deliver effective, scalable hospitality operations.

Park Ji-hoon, Head of SoTA Business Division, said: "SoTA Collection was born to address the root causes of industry scandals — unpaid revenue, excessive fees, broken trust. We aim to build lasting business partnerships with unit owners, not just transactional management relationships."

Meanwhile, ONDA — which distributes inventory across 31 major booking channels including Yanolja, Yeogi Eottae, Naver, Ticket Monster, and Airbnb — recorded ₩74.1 billion in GMV last year, bringing cumulative transaction volume to ₩200 billion.