Lotte Hotels & Resorts marks first anniversary of 'The Morning' breakfast membership

Lotte Hotels & Resorts is marking the first anniversary of its hotel breakfast membership, The Morning, with a promotional event that expands dining voucher benefits and offers rewards points to members.

The Morning, launched last year, is a membership package designed to bundle hotel breakfast with a range of perks. The program has proven particularly popular with customers in their 50s and older, who account for roughly 50 percent of all sign-ups since its launch.

The membership includes 40 single-person breakfast buffet vouchers, one afternoon tea voucher for two, 10 valet parking passes and one 50 percent discount voucher for a two-person restaurant meal. It is available at major Lotte Hotels & Resorts properties nationwide — The Grand Lotte Seoul, Lotte Hotel World, Busan, Jeju and Ulsan.

To mark the anniversary, Lotte Hotels & Resorts is expanding the breakfast voucher benefits starting Tuesday. Of the 40 single-person breakfast buffet vouchers included in the membership, 10 will now be valid on weekends and public holidays at The Grand Lotte Seoul and Lotte Hotel World — properties where those vouchers had previously been restricted to weekdays only. Existing members will receive the same expanded access for 10 of their unused vouchers.

From Tuesday through Nov. 30, customers who newly join or renew The Morning membership through the official website will also receive a first-anniversary gift of 15,000 Lotte Hotels Rewards points, equivalent to $150, redeemable at hotel rooms, restaurants and other outlets. The points will be credited automatically one month after purchase.