Lotte Hotels Launches New 'BREEV' Brand with First Property in Gwangju
Creatrip Team
3 months ago
Lotte Hotels will open 'BREEV Gwangju by Lotte Hotel' next month, a rebrand of the former Ramada Plaza Gwangju (Ramada Plaza Gwangju Hotel). BREEV is Lotte's first new brand in 10 years since L7 and aims to refresh the company's business-hotel lineup by replacing some Lotte City Hotel locations over time. Positioned as a 4-star chain, BREEV adds leisure-focused features—such as in-room yoga options—to traditional business-hotel services so guests can both work and recharge. The move responds to weakening demand for generic 4-star hotels; industry data show 4-star RevPAR growth lagging behind 5-star and budget segments. Lotte also plans to expand asset-light franchise/management (contracted operation) deals domestically and abroad using the new brand, growing its portfolio to six brands alongside Signiel, Lotte Hotel, L7, Lotte City Hotel and its resort offerings.
