The luxury boutique hotel The Plaza Seoul, an Autograph Collection, celebrated its 40-year anniversary Oct. 1. In celebration, the hotel launched a new motto and introduced a commemorative logo to signify its anniversary. The motto embodies the effort to boost its brand and to advance its service to perfection. The logo reads, “Global No. 1 Luxury Boutique Hotel.”

The hotel is highly favored by businesses as it is located within walking distance of many major city attractions, from palaces and the Seoul station to international financial institutions and business headquarters.

The Plaza Seoul is the first hotel in Korea to partner with Marriott International’s luxury hotel brand, Autograph Collection. The hotel provides an upgraded service standard that combines the strength of boutique hotels and franchise hotels.

“With its location at the center of downtown Seoul, The Plaza Seoul has become a leading local hotel brand in Korea with the growth of Korea’s hotel and leisure industry for the last 40 years,” said Youngchul Kim, CEO, Hanwha Hotels and Resorts. “As our new motto ‘Global No. 1 Luxury Boutique Hotel’ suggests, we will strive to strengthen our brand power to be recognized internationally beyond the domestic market.”

The new logo is to emphasize the brand identity of the hotel and embody the conscious effort to become a global hotel brand. The motto reflects the hotel’s three goals: strengthening the brand competitiveness through partnership with Marriott International’s Autograph Collection, emphasizing the attractiveness of in-hotel facilities with the recent opening of the Grand Ballroom as a convention center and going beyond being a local hotel brand and achieving international status with service competitiveness, reinforcement and customer-oriented products.