(Lotte Hotel)

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Lotte Hotels & Resorts said Tuesday that its free membership program, Lotte Hotel Rewards, has surpassed 3 million members — the first among Korean hotel brands to reach the milestone. The achievement reflects the group’s continued success in expanding its customer loyalty base through exclusive promotions and digital marketing.

According to the hotel chain, new memberships between January and September surged 87.4 percent from a year earlier, bringing the program’s total members to an average annual growth rate of 38 percent over the past five years.

The hotel chain said the increase was driven by a series of member-only campaigns, including giveaways of professional baseball tickets and double-point accumulation events. This month, the company is running another promotion across 30 restaurants in seven hotel chains, offering up to five times the reward points based on the number of visits.