Lotte Tour launches premium travel brand High&

Lotte Tour Development Co. announced on Tuesday that it launched the brand High& for high-quality premium package travel products.

High& is a brand created to further strengthen the premium travel product category, such as business class packages, with a strategy to lead the premium travel market.

Derived from high-end, which signifies luxury, High& intuitively encapsulates the meaning of delivering experiences beyond just travel.

Following the launch of business class products after COVID-19, the company achieved sales of over 35 billion won ($25.8 million) from 3,000 passengers last year.

Lotte Tour’s European business class products are currently being promoted with a target of securing deposits totaling 40 billion won from 4,000 passengers this year.

Products such as a Nordic air tour package worth 10 million won have attracted over 1,000 participants, while a full tour package in Switzerland has garnered interest with over 800 participants.

In April, the company sent a group to the PGA Masters Golf Tournament, with each participant paying over 47 million won ($34,600).

The premium business-class products continue to gain popularity, with confirmation of the departure of the 2024 LPGA Evian Golf Tournament package worth 22.7 million won for July, marking two consecutive years of high demand.

Write to Ji-Yoon Yang at yang@hankyung.com