Shinsegae Duty Free is partnering with Marriott International to capture a larger share of South Korea’s growing individual tourist market, marking the first such alliance in the country’s duty-free sector.
The South Korean retailer will tap into Marriott’s loyalty program, Marriott Bonvoy, which boasts about 200 million members worldwide. The partnership allows Shinsegae to expand beyond its traditional customer base as tourism patterns shift in South Korea, where individual travelers now account for 85% of visitors, up from 77.1% in 2019.
The deal follows Shinsegae’s successful collaborations with airlines like Cathay Pacific and China Southern, which have driven higher per-customer spending compared to regular tourists. Under the new agreement, customers can expect benefits including membership tier matching and point accumulation across both companies’ platforms.
Shinsegae’s marketing head suggests the partnership will enhance shopping experiences by combining the retailer’s services with Marriott’s global network. Marriott operates more than 9,100 hotels across 142 countries and maintains partnerships with over 40 airlines and various U.S. travel companies.
The agreement was signed by Shinsegae Duty Free CEO Yoo Sin-yeol and Marriott International’s regional head Nam Ki-deok at the retailer’s Seoul headquarters.
