Marriott Courts Korean Travelers with Soju Martini and Asian Alliance
Creatrip Team
2 months ago
Marriott International unveiled an "Asian Alliance" strategy in Melbourne to strengthen travel links across Asia-Pacific, with Korea positioned as a key market. Targeting trend-sensitive, high‑spending Korean travelers, the group will expand tailored offerings—especially food & beverage—under its AC Hotels (a 4‑star, select‑service brand). In partnership with Australian mixologist Millie Tang, Marriott created city‑inspired signature cocktails including a soju‑based "Soju Martini" (soju: traditional Korean distilled liquor) and other local flavors like ube (purple sweet potato) and pandan. The revamped menu also includes 0% alcohol options and an Asia‑Pacific Gin & Tonic edition, while AC Lounge spaces will host cultural experiences such as soju cocktail classes and curated local tours. These changes roll out across AC Hotels in the region (excluding China) from early 2026 as part of Marriott’s plan to convert hotels into cultural platforms for visitors.
