Marriott International has launched Series by Marriott in South Korea with the opening of Anook Signature Seoul Guro, Series by Marriott, a 104-room hotel in Seoul’s southwestern business district. The opening marks the latest step in the brand’s expansion across the Asia Pacific region, following its global debut in India in 2025 and entry into Japan in April 2026. Marriott expects to add three more Series by Marriott properties in South Korea by the end of 2026, with planned openings in Insadong in Seoul, Guwol in Incheon and Haeundae in Busan.
First Series by Marriott Hotel in South Korea
The 17-story Anook Signature Seoul Guro is located near Guro Digital Complex, an area where technology companies, businesses and residential communities converge. The location provides access to business and leisure destinations across Guro, Gasan, Yeouido and other parts of western Seoul.
The hotel is approximately 16 kilometers from Gimpo International Airport and 57 kilometers from Incheon International Airport. The property is positioned to serve both short business trips and longer stays, while also providing access to Seoul’s wider attractions and commercial districts.
Cristiano Rinaldi, Chief Lodging Product & Services Officer, Asia Pacific excluding China, Marriott International, said the launch reflects Series by Marriott’s strategy of bringing regionally recognized hotel groups into Marriott’s global portfolio while retaining their local identity. “Through Series by Marriott, we are bringing regionally recognized hotel groups into our portfolio while preserving the character and familiarity that have earned the trust of local travelers,” Rinaldi said.
Hotel Inspired by Korean Culture of Rest
The hotel’s concept is centered on the idea of comfort and recovery. The name Anook is derived from a Korean word associated with coziness and comfort. The property’s guest experience follows a continuous “Recovery Ritual”, connecting sauna, dining and sleep. The concept is designed to help guests relax after traveling or working in the city.
The hotel’s interiors follow a “Layered Urban Retreat” concept, combining clean lines, warm wood tones and indirect lighting to create a calm environment within the urban setting. The approach draws on Korea’s traditional culture of rest, particularly the role of warm water, nourishing food and restorative sleep.
104 Rooms and Suites
Anook Signature Seoul Guro offers 104 guestrooms and suites, ranging from standard rooms to larger Junior Suites and Penthouse Suites. The rooms are designed for both business and leisure travelers and feature individual climate control, 43-inch LED televisions and dedicated work areas.
Selected suites include separate living spaces or in-room whirlpools, while accessible accommodation options are also available. The combination of room categories and facilities is designed to accommodate both short-term corporate travelers and guests seeking longer stays in Seoul.
Korean Dining and Wellness Facilities
The hotel’s dining offering includes Anook Restaurant, which serves Korean cuisine. Wellness facilities include a sauna and a complimentary fitness center, supporting the property’s focus on rest and recovery. Guests can also use a range of social and business facilities, including meeting space for intimate groups, a business center, rooftop lounge and outdoor terrace. These facilities allow the hotel to serve as a base for business meetings as well as informal gatherings and leisure activities.
Three More South Korea Properties Planned
The opening in Seoul is part of Series by Marriott’s broader expansion in South Korea. Three additional properties are expected to join the portfolio by the end of 2026. They are planned for Insadong in Seoul, Guwol in Incheon and Haeundae in Busan. The planned expansion will extend the brand beyond Seoul’s southwestern business corridor into other major urban and tourism destinations in South Korea.
Local Partnership with The Hyusik
The hotel has been developed through Marriott International’s partnership with The Hyusik, with Co-CEOs Shin Hyun-wook and Kim Jun-ha highlighting changing travel patterns in South Korea. They said demand is increasingly extending beyond traditional city-center locations toward districts where business and everyday life intersect. The company said Anook Signature Seoul Guro is intended to provide travelers with a dependable hospitality option while maintaining a locally rooted identity and accessible value proposition.
Connected to Marriott Bonvoy
Anook Signature Seoul Guro, Series by Marriott participates in Marriott Bonvoy, allowing members to earn points from stays at the property and access benefits available across Marriott International’s portfolio. Members can also use the Marriott Bonvoy app for personalized services and contactless features during their stay.
Series by Marriott is part of Marriott Bonvoy’s portfolio of more than 30 hotel brands, connecting locally distinctive properties with Marriott’s global distribution, loyalty platform and hospitality network. With the launch of Anook Signature Seoul Guro and three further properties planned in South Korea, Marriott is continuing to expand Series by Marriott across Asia Pacific while combining locally developed hotel concepts with the reach of its global hospitality platform.
