Chic Icon proudly presents an exclusive interview with Mr. Hee Young Park, the newly appointed General Manager of Lotte Hotel St. Petersburg. Part of the prestigious Lotte Hotels & Resorts group — South Korea’s largest luxury hotel brand with an impressive international presence — the St. Petersburg property is regarded as one of the jewels in its global portfolio.
Located in the very heart of the city, overlooking the majestic St. Isaac’s Square, Lotte Hotel St. Petersburg occupies a former 19th-century mansion that has been masterfully restored. The hotel represents a harmonious blend of imperial Russian grandeur and contemporary design, offering guests a refined balance of history and modern comfort. Its award-winning architecture, impeccable service, and breathtaking rooftop views make it one of the city’s most distinguished hospitality landmarks.
In this exclusive conversation, Mr. Park shares his vision for the hotel’s future, insights on luxury hospitality, and thoughts on St. Petersburg’s role as a global cultural destination.
You’ve managed luxury hotels across Russia – in Moscow, Vladivostok, and now St. Petersburg. What do you find unique about managing a hotel in this city compared to other destinations?
I have spent nearly ten years working in the Russian hospitality industry, with experience in Moscow, Vladivostok, and currently in Saint Petersburg. Each of these cities offers distinct advantages, but Saint Petersburg stands out for its unique blend of cultural tourism and business demand. The city’s rich heritage, iconic landmarks such as the Hermitage Museum, and its historical architecture continue to attract global visitors.
In such a dynamic environment, it is essential for hotels to appeal to both luxury tourists seeking cultural experiences and business travelers attending high-profile international forums like SPIEF. Our challenge lies in balancing these two demands while maintaining high service standards.
Also, a key aspect to ensure sustainable growth is managing seasonal fluctuations. The ability to respond effectively requires close collaboration with the city to promote off-season activities, alongside strategic marketing efforts that bring people to the city. These initiatives are critical for achieving long-term growth in the highly competitive hospitality market of Saint Petersburg.
How has your South Korean background and experience with Lotte Hotels internationally influenced your management style here in Russia?
The success of Lotte Hotel in the Russian market can largely be attributed to the distinctive service philosophy rooted in Korean management practices and customer-centric operations.
One of the key aspects emphasized in Korean hotel service is empathy. As you know, empathy is the fundamental mindset behind service — thinking from the guest’s perspective and acting accordingly.
From a young age, Koreans learn and internalize this service spirit even through the traditional story. For example, there is a story about a guest who has traveled a long distance and asks for a glass of water. Instead of simply providing plain water, we learn to gently float a leaf on the water as a sign of thoughtful care. This represents a genuine understanding of the guest’s situation and a sincere act of consideration, recognizing that offering cold water immediately might cause discomfort or harm if the guest is in a hurry.
This kind of service — rooted in empathy and true care — is what differentiates us and what makes our hotel truly special and sets us apart from others.
Lotte St. Petersburg is known for its elegance and prime location. Under your leadership, what new updates, services, or concepts can guests expect in the coming year?
In the hospitality industry, the most important element is service. Therefore, the primary focus during my time here has been to maintain and continuously improve the high level of service we provide. At Lotte hotel, we often emphasize the phrase ‘Beyond the expectation’ when training our staff. Providing services that simply meet customer expectations is not enough to truly impress and delight guests. To stand out and create memorable experiences, we must offer services that go beyond what customers anticipate. I truly believe that service that exceeds customer expectations leads to genuine guest satisfaction, and ultimately reflects the overall quality of the hotel.
Additionally, I am committed to enhancing our brand value and increasing brand awareness. While we are a relatively new player compared to other established hotel chains, and as a company based in Asia, we understand that we need to put in extra effort to raise recognition and gain customer trust. Several projects are already underway, and we are planning collaborations with many luxury brands to strengthen our presence in the market.
How do you see the balance between preserving the hotel’s historic character and introducing modern luxury innovations?
Balancing the preservation of a hotel’s historical features with the pursuit of modern luxury innovations is both a challenging and critical issue. However, at Lotte hotel, we place more value on the integration of the hotel’s historical characteristics with the local culture. A good example of this can be seen in our signage. While it might not be as prominent or eye-catching, which could lead some guests to miss it, we chose to prioritize cultural value and harmony with the local environment over flashy visibility.
Our building holds significant historical meaning, and we have not overlooked this aspect in our design. I firmly believe that this decision is the right one. Luxury innovation can always be pursued when necessary, but the value of historical features, once lost, is extremely difficult to restore. We are mindful of this and aim to preserve the uniqueness that defines our property.
Lotte is a global brand, yet each property reflects its city. What makes Lotte St. Petersburg stand out within the Lotte portfolio?
Lotte hotel St. Petersburg stands as one of the most valuable assets in the entire Lotte Hotel chain. It’s already renowned for its luxurious service, and its stunning beauty was recognized this year with the Best Architecture and Design award at the HORECA Awards.
The interiors and design beautifully reflect the local history, art, and architectural styles, allowing guests to truly feel the city’s identity. Its location is impeccable—right near the city’s key landmarks—and the rooftop views of the urban landscape are simply breathtaking. Because of these unique qualities, Lotte Hotel’s HQ views this hotel as a strategic asset for showcasing Lotte hotel’s premium brand, and HQ provide it with significant attention and support.
What trends do you see among international travelers coming to St. Petersburg today? Has the profile of your guests changed in recent years?
It’s true that the hospitality industry in St. Petersburg has undergone significant changes recently. Since 2020, starting with the impact of COVID-19, we’ve seen many shifts globally, and changes in our customer base as well.
Thankfully, many guests who truly appreciate the value of Lotte hotel continue to choose us. We’ve welcomed a growing number of Russian customers, as well as many from the Middle East. Since last year, influenced by the BRICS alliance, we’ve also seen an increase in guests from BRICS countries. These evolving demographics reflect the dynamic nature of the market and encourage us to continuously adapt and improve.
How do you think St. Petersburg is positioning itself as a luxury tourism destination compared to Moscow and other Russian cities?
Generally speaking, Saint Petersburg seems to adopt a strategy of differentiating itself as an elegant and sophisticated luxury destination rooted in history, art, and culture.
The city offers a unique and refined cultural experience with its European-style historic architecture, renowned palaces and art museums, and world-class cultural events. With internationally acclaimed venues and festivals such as the Mariinsky Theatre, Saint Petersburg emphasizes its artistic appeal to attract tourists seeking premium cultural experiences.
Also, natural features such as the Neva River and the White Nights, along with seasonally changing landscapes, enhance the luxurious atmosphere and the city distinguishes itself through premium offerings like personalized tours, private tours that ensure privacy, and immersive cultural experiences.
In this way, Saint Petersburg occupies a unique position by emphasizing sophisticated culture and artistic charm, offering luxury cultural experiences and elegance.
What role do you think hotels like Lotte play in shaping the cultural and hospitality image of St. Petersburg for international visitors?
I believe hotels like Lotte play a significant role in building the cultural and hospitality image for international visitors to Saint Petersburg. They go beyond mere accommodation, serving as key mediators that deliver unique and immersive experiences.
Hotels offer high-level, personalized services that build trust and a strong image for international guests visiting Saint Petersburg, ultimately elevating the city’s overall hospitality standards. And even hotels act as a ‘Hub’ for cultural exchange and networking. The hotels serve as a venue for local art events, cultural festivals, and international gatherings, boosting the city’s global stature and fostering diverse cultural interactions.
In short, hotels like Lotte hotel are not just lodging facilities, we are pivotal in shaping the city’s cultural prominence and hospitality identity, offering international tourists special and profound experiences.
Looking ahead, what is your personal vision for Lotte Hotel St. Petersburg over the next five years?
As the General Manager of this esteemed hotel, I’m thrilled to share my focus as we approach our 10th anniversary in two years. This milestone is a historic moment, so I’ll prioritize my responsibilities around celebrating and honoring that achievement.
The hotel industry is highly dependent on human-centric services, meaning the value of our employees is greater and more critical than in many other sectors. Therefore, I’m placing even more emphasis on our team. To create an environment where staff can enjoy their work, I’ll listen closely to their input on what’s needed and what changes would make a positive difference, then incorporate as much as possible into our operations.
Another key area is our repeat customers. I’ll do my utmost to maintain the hotel’s reputation as a trusted choice. Lotte hotel’s vision, ‘Engraving iconic experiences in the guest’s heart’ drives us to always deliver unforgettable experiences and satisfaction. Sustaining this reputation aligns perfectly with my personal vision and goals.
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