A fourth Asian milestone for the collection brand
Marriott International has confirmed the entry of Series by Marriott into the South Korean market with the opening of Anook Signature Seoul Guro, Series by Marriott. The 104-room-and-suite hotel is the brand’s first address in the country.
The opening forms part of the roll-out of Series by Marriott across Asia Pacific, which began with the brand’s global launch in India in 2025 and continued in Japan with the opening of Sugata Hotel Osaka Shinsaibashi in April 2026. The brand has since also established a presence in the South Pacific, with three resorts from the SHN group in New Caledonia.
Three further hotels are due to join the South Korean portfolio by the end of 2026: in Insadong, in Seoul’s historic centre, in Guwol, in Incheon, and in Haeundae, in Busan.
“The debut of Series by Marriott in South Korea marks another important milestone in the brand’s development across Asia Pacific,” said Cristiano Rinaldi, Chief Lodging Product & Services Officer, Asia Pacific excluding China, at Marriott International. “With Series by Marriott, we are bringing regionally recognised hotel groups into our portfolio while preserving the character and familiarity that have earned them the trust of local travellers. Anook Signature Seoul Guro embodies this vision, combining a distinctly local hotel experience with the quality, care and global connectivity that guests expect from Marriott.”
A partnership with The Hyusik
The hotel is backed by The Hyusik, Marriott International’s partner for this first Korean property. Its co-CEOs, Shin Hyun-wook and Kim Jun-ha, see it as a response to shifting demand in the domestic market.
“We are delighted to introduce Series by Marriott to South Korea for the first time through our partnership with Marriott International,” they said. “Travel demand in Korea is extending beyond the city centre into neighbourhoods where everyday life and business activity meet. Anook Signature Hotel Seoul Guro, Series by Marriott, will offer a new option for travellers seeking reliable, well-executed stays at a reasonable price.”
Our analysis – The Series by Marriott model is built on integrating established regional brands, which retain their identity while gaining access to Marriott’s distribution and the Marriott Bonvoy loyalty programme. For Marriott, it provides a lever for rapid growth in the midscale and upper-midscale segments, in markets where the hotel stock remains largely structured around local players.
Seoul’s southwest business corridor
Rising 17 storeys, the property is located in Seoul’s southwest business corridor, close to Guro Digital Complex, a hub where technology, business activity and neighbourhood life converge. It serves the districts of Guro, Gasan and Yeouido, as well as other destinations in the west of the capital.
The hotel lies around 16 km from Gimpo International Airport and 57 km from Incheon International Airport. This positioning targets both short business trips and extended stays.
The choice of location comes as office-to-hotel conversion establishes itself as an asset class in its own right in Seoul, in a market where new supply remains constrained.
A concept built around rest
The name Anook draws on the Korean word evoking the comfort and warmth of home, a reference to a culture of rest founded on hot water, comforting food and restorative sleep. The guest experience is organised around a continuous “Recovery Ritual”, leading from the sauna to the table and then to sleep.
The interiors, conceived as a “Layered Urban Retreat”, combine clean lines, warm wood tones and indirect lighting as a counterpoint to the urban surroundings. The whole is intended as a contemporary interpretation of the Korean culture of rest and recovery.
Rooms, dining and meeting spaces
The 104 rooms and suites range from Standard rooms to Junior Suites and Penthouse Suites. They feature individual air-conditioning, a 109 cm LED television and a dedicated work area. Some suites offer a separate living room or a whirlpool bath, and accessible rooms are also available.
The food and beverage offer centres on Anook Restaurant, dedicated to Korean cuisine, complemented by a sauna and a fitness room. The hotel also has meeting spaces for small groups, a business centre, a rooftop lounge and an outdoor terrace.
The property is part of the Marriott Bonvoy loyalty programme, which brings together more than 30 brands and 10,000 destinations worldwide.
At a glance by The Hospitality Tribune
Series by Marriott debuts in South Korea with Anook Signature Seoul Guro
Milestone: first Series by Marriott hotel in South Korea, after India (2025) and Japan (April 2026)
Property: 104 rooms and suites across 17 floors, near Guro Digital Complex in southwest Seoul
Partner: The Hyusik, led by co-CEOs Shin Hyun-wook and Kim Jun-ha
Concept: Korean “Recovery Ritual” linking sauna, Korean dining and restorative sleep
Pipeline: three more South Korea openings by end-2026 in Insadong (Seoul), Guwol (Incheon) and Haeundae (Busan)
