L7 West Lake Hanoi by Lotte. (Lotte Hotels & Resorts)

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Lotte Hotels & Resorts, South Korea’s leading hotel group, is rebranding its 4.5-star hotel brand, L7, by appending “by LOTTE” to its name.

The decision aims to solidify Lotte’s identity across the global market and enhance brand recognition.

According to industry sources on Tuesday, Lotte Hotel decided earlier this month to rebrand all of its L7 properties under the new L7 by LOTTE label.

“We believe that clearly associating L7 with the Lotte brand will boost recognition in international markets,” said a Lotte Hotel official.

With the change, the rebranding will apply to all six L7 properties, including four locations in Korea –Myeong-dong, Gangnam, Hongdae, and Haeundae – and two overseas, in Hanoi, Vietnam, and Chicago, United States.

Lotte is planning to open another L7 hotel in Westfield, Indiana.

The focus on L7 branding aligns with Lotte’s strategy to expand its footprint through management contracts with international hotel operators.

Lotte is currently accelerating its global expansion by outsourcing management, a model where it licenses the hotel brand to overseas investors and earns a percentage of sales or net profit as a fee.