--- title: "Special Feature: Potluck's Hotel Stories 09" description: "Exploring Korea's luxury resort market through Ananti Penthouse Seoul — and why building high-end hospitality here is so challenging." published: 2018-11-04T08:05:54+00:00 author: "ONDA 편집팀" category: "Insights" image: "https://zqcfqfqgiyckyhazcfrk.supabase.co/storage/v1/object/public/blog-images/webflow/6316f3f75130788ec2d762dd/65cf22b0006299979faabc1f_Frame_45.jpg" canonical: https://global.onda.me/en/blog?slug=teugbyeolyeonjae-poteureogi-deulryeojuneun-hotel-iyagi-09 locale: en --- # Special Feature: Potluck's Hotel Stories 09 ### **09. Hospitality Development Success Stories (2) The Present and Future of Korea's Luxury Resorts** ##### Written by Potluck ([https://brunch.co.kr/@nicejty0](https://brunch.co.kr/@nicejty0)) Korea's per capita income is expected to surpass $30,000 this year — making it the seventh country with a population over 50 million to hit that mark. Income levels shape leisure patterns. Once per capita income crosses $20,000, golf booms. At $30,000, equestrian sports take off. At $40,000, yachting follows. The plateau in Korea's golf market and the steady rise in horseback riding? You can trace both to this income climb. Travel styles evolve too. We've moved past the era of flag-following package tours and cookie-cutter itineraries. Now, people design trips around their own tastes. Another shift tied to rising income: the expansion of Korea's luxury resort market. Over the next few installments, I'll explore luxury resorts. Today's focus: **Ananti Penthouse Seoul**, one of Korea's flagship luxury properties. ![1.jpg](https://zqcfqfqgiyckyhazcfrk.supabase.co/storage/v1/object/public/blog-images/webflow/6316f3f75130788ec2d762dd/65a407f1fc7fdb5d37a6180f_62e7681872181eb1bbbd5a50_5e942e6373fd9d05c08994c4_11.jpeg) The Zen-style drop zone greets you at Ananti Penthouse. The water pots with floating flames leave an impression. **Ananti Penthouse Seoul** sits in the foothills of Myeongseong Mountain in Gapyeong, less than an hour from Seoul. In 2008, Emerson Pacific began remodeling the Ritz-Carlton CC. By 2010, they opened **Ananti Club Seoul** (the golf course). Riding that success, they developed a 76-room luxury resort right next door: **Ananti Penthouse Seoul**. ![](https://zqcfqfqgiyckyhazcfrk.supabase.co/storage/v1/object/public/blog-images/webflow/6316f3f75130788ec2d762dd/65a407f1fc7fdb5d37a6180c_62e7681872181e1ae5bd5a4e_5e942e6365892b475a18b400_21.jpeg) The lobby. Notice the row of leather chairs at the far end. ![](https://zqcfqfqgiyckyhazcfrk.supabase.co/storage/v1/object/public/blog-images/webflow/6316f3f75130788ec2d762dd/65a407f1fc7fdb5d37a61802_62e7681872181e4923bd5a4f_5e942e6506600fd614dc9735_31.jpeg) They felt like thrones — reserved for a select few. Before diving into Ananti Penthouse, a quick intro to **Emerson Pacific**. Emerson Pacific is Korea's leading luxury resort developer and operator. They broke through in 2006 with **Hilton Namhae Golf & Spa Resort**. They built Korea's first seaside golf course on Namhae's mudflats — far from Seoul. They differentiated the accommodations with a spa, brought in the **Hilton** brand for prestige. ![4.jpg](https://zqcfqfqgiyckyhazcfrk.supabase.co/storage/v1/object/public/blog-images/webflow/6316f3f75130788ec2d762dd/65a407f1fc7fdb5d37a61805_62e7681872181e1d22bd5a87_5e942e65459693987275c7b4_41.jpeg) Teeing off toward the ocean — the signature seaside golf experience ![5.jpg](https://zqcfqfqgiyckyhazcfrk.supabase.co/storage/v1/object/public/blog-images/webflow/6316f3f75130788ec2d762dd/65a407f1fc7fdb5d37a61828_62e7681872181e7173bd5a8c_5e942e6a961046c57c7f53bb_51.jpeg) The clubhouse, inspired by the Guggenheim Museum (Architect: Min Sung-jin) Despite being over four hours from Seoul, **Hilton Namhae Golf & Spa Resort** became a beloved destination for tastemakers. Post-2006, it won **"Korea's Leading Resort"** at the **World Travel Awards** eight years running. Emboldened, Emerson Pacific launched its own brand — **Ananti** — with **Ananti Penthouse Seoul**. **Ananti Penthouse Seoul** is a 76-room boutique luxury resort. (Luxury resorts typically stay small to deliver personalized, high-touch service to a wealthy clientele.) ![](https://zqcfqfqgiyckyhazcfrk.supabase.co/storage/v1/object/public/blog-images/webflow/6316f3f75130788ec2d762dd/65a407f1fc7fdb5d37a61825_62e7681872181e5960bd5a91_5e942e6736c30b78e5e8da7c_61.jpeg) The House (interior) ![](https://zqcfqfqgiyckyhazcfrk.supabase.co/storage/v1/object/public/blog-images/webflow/6316f3f75130788ec2d762dd/65a407f1fc7fdb5d37a61822_62e7681872181e1ccabd5a93_5e942e6773fd9d154b8994ca_9.jpeg) The House (private pool) ![](https://zqcfqfqgiyckyhazcfrk.supabase.co/storage/v1/object/public/blog-images/webflow/6316f3f75130788ec2d762dd/65a407f1fc7fdb5d37a617fc_62e7681872181ed711bd5a8d_5e942e696390005fc5d8c4f7_71.jpeg) Pool House (see the pool inside?) ![](https://zqcfqfqgiyckyhazcfrk.supabase.co/storage/v1/object/public/blog-images/webflow/6316f3f75130788ec2d762dd/65a407f1fc7fdb5d37a61831_62e7681872181e7dd8bd5a8a_5e942e69efc8a04a976092be_8.jpeg) Pool House (better angle) ![](https://zqcfqfqgiyckyhazcfrk.supabase.co/storage/v1/object/public/blog-images/webflow/6316f3f75130788ec2d762dd/65a407f1fc7fdb5d37a617f9_62e7681872181e3e36bd5a8b_5e942e69efc8a03d8e6092bf_10.jpeg) Murata House (in-room hot spring bath) Four room types: **The House** (standalone with private pool), **Terrace House**, **Pool House** (in-room swimming pool), and **Murata House** (in-room hot spring). Memberships start at ₩500 million. Even members pay upwards of ₩200,000 per night. Beyond the rooms, standout amenities include an outdoor infinity pool, a performance hall, and a kids' academy — all free for Ananti Club members. The infinity pool — the hallmark of upscale resorts — turns Ananti Seoul into a summer hot spot. Naturally, events and poolside parties follow. ![](https://zqcfqfqgiyckyhazcfrk.supabase.co/storage/v1/object/public/blog-images/webflow/6316f3f75130788ec2d762dd/65a407f1fc7fdb5d37a61834_62e7681872181e3d13bd5a95_5e942e69241fd838ff7de631_111.jpeg) ![](https://zqcfqfqgiyckyhazcfrk.supabase.co/storage/v1/object/public/blog-images/webflow/6316f3f75130788ec2d762dd/65a407f1fc7fdb5d37a61817_62e7681872181e4d88bd5a92_5e942e6973fd9d3f7c8994d1_12.jpeg) The performance hall (**A House**) stands out for its distinctive exterior and acoustically tuned interior. Music concerts, magic shows — all intimate, members-only affairs. No crowds. Just relaxed viewing. ![](https://zqcfqfqgiyckyhazcfrk.supabase.co/storage/v1/object/public/blog-images/webflow/6316f3f75130788ec2d762dd/65a407f1fc7fdb5d37a6181f_62e7681872181eadcdbd5a98_5e942e6b6390006f84d8c4f8_13.jpeg) The bell — A House's signature piece ![](https://zqcfqfqgiyckyhazcfrk.supabase.co/storage/v1/object/public/blog-images/webflow/6316f3f75130788ec2d762dd/65a407f1fc7fdb5d37a6181c_62e7681872181e8211bd5a88_5e942e6b6390001da0d8c501_14.jpeg) Inside A House The **Kids Academy** combines a play zone with a small library. Scheduled activities run throughout the day. At night, the library becomes a mini theater. Resident tutors supervise, so parents can unwind guilt-free. ![15.jpg](https://zqcfqfqgiyckyhazcfrk.supabase.co/storage/v1/object/public/blog-images/webflow/6316f3f75130788ec2d762dd/65a407f1fc7fdb5d37a61808_62e7681872181e2127bd5a89_5e942e6b06600f9193dc9739_15.jpeg) These three services make you feel genuinely looked after. That's how luxury resorts build their cachet — through differentiated service. The price stings upfront. But after the experience, you walk away thinking it was worth every won. **Now, a quick look at luxury resort economics.** Upfront investment is recovered through membership sales. Operating costs are covered by room rates and F&B revenue. But here's the rub: luxury resorts must deliver differentiated, high-touch service — which means **labor-intensive operations** and **high payroll costs**. Unlike mass-market resorts, they target a small membership base, so **ancillary revenue is limited**. (Even wealthy guests don't spend exponentially more per visit than the general public.) Korea's four distinct seasons mean **winter is a low-demand period**, hurting profitability. Add to that: the affluent market is small and picky. Membership sales can easily flop. That's why luxury resorts cluster in **Southeast Asian resort destinations** — where labor is cheap, the weather is warm year-round, and wealthy travelers flock in droves. Against these odds, Emerson Pacific cracked Korea's challenging luxury resort market. They deserve applause. ![16.jpg](https://zqcfqfqgiyckyhazcfrk.supabase.co/storage/v1/object/public/blog-images/webflow/6316f3f75130788ec2d762dd/65a407f1fc7fdb5d37a6182b_62e7681872181ece90bd5a8e_5e942e6bf70fbb3ee60fe7e1_16.jpeg) Ananti Cove (Haeundae) In July 2017, they opened **Ananti Cove** in Haeundae under the same brand. It's thriving. With their development know-how and operational chops, it'll be interesting to see what Emerson Pacific does next in Korea's luxury resort space. That wraps today's story. Next time: an international case study — **Chiva-Som Resort** in Hua Hin, Thailand. Thanks for reading. _ps) Most photos are from Emerson Pacific and Ananti Penthouse Seoul's websites, except where noted._ **\[Series Index\]** [2018.03 The Origin and History of Hotels](https://onda.me/magazine/15/post/1018) [2018.04 Evolution of Korea's Accommodation Industry](https://onda.me/magazine/16/post/1107) [2018.05 Characteristics of the Hotel Industry](https://onda.me/magazine/17/post/1197) [2018.06 Hotel Terminology Crash Course](https://onda.me/magazine/18/post/1334) [2018.07 Key Hotel Functions and Facilities](https://onda.me/magazine/19/post/1395) [2018.08 Hotel Operating Models](https://onda.me/magazine/20/post/1549) [2018.09 All About Hotel Brands](https://onda.me/magazine/21/post/1642) [2018.10 Hospitality Development Success Stories (1)](https://onda.me/magazine/22/post/1756) **2018.11 Hospitality Development Success Stories (2)** 2018.12 Hospitality Development Success Stories (3) 2019.01 Hospitality Development Success Stories (4) ## [**View the full magazine <<**](http://bit.ly/magazineon23) --- ⚠️ All rights reserved. Cite this piece as 'ONDA (온다)' when quoting.