SIGNIEL SEOUL — Hotel in Seoul

I would like to share my feedback on a recent stay at The Signiel Seoul Hotel. I booked a Deluxe One Bedroom Suite King River View, one of their most expensive options, for four nights, using my Visa Premium Credit Card. As a Visa Premium Card holder, I anticipated premium benefits, including:||||- Complimentary breakfast for two||- $25 USD food or beverage credit||- Automatic room upgrade upon arrival, when available||- Complimentary in-room Wi-Fi, when available||- Late check-out upon request, when available||- VIP guest status||- Best available rate guarantee||||My expectations were high for my stay at the world’s fifth-tallest skyscraper and the country’s first purported "seven-star hotel" (a concept that, in reality, no longer exists). Unfortunately, my disappointment began immediately upon arrival. The check-in process was marred by unfriendly staff and excessive delays. Despite no other guests being around and arriving during the early evening—an ostensibly less busy time—I had to wait nearly 30 minutes to check in. During this wait, I wasn’t even offered a glass of water, let alone the complimentary glass of champagne that was being served that time to suite guests right next door.||||The disappointment continued when I discovered that I had not received the promised “room upgrade upon arrival, when available.” Upon inquiring about an upgrade to the next category, I was informed that a Premium Suite was available for an additional $250 per night. As a Visa Premium Card holder, I am entitled to an automatic room upgrade upon arrival when available, and the very next category was available—the hotel did not seem particularly busy. When I asked why I had to pay for the upgrade, I was curtly told, “Because you reserved Deluxe, you are receiving Deluxe. If you would like to upgrade, there is no free upgrade, only for an additional charge.” I also inquired about the possibility of obtaining a suite on a higher floor but was not accommodated. I was assigned the lowest floor and the smallest suite at the hotel.||||To confirm, I asked, “So, I’m not receiving any room upgrades?” The response was, “Sorry, sir, you are not.” Further inquiries confirmed that I was indeed receiving the smallest suite, which did not match the photos on the hotel’s website—presumably because if it were shown, no one would book it for the price. I requested an alternative suite, not wanting to be forced into the only option in such a large hotel, but again I was told, “Sorry, sir, but this is the only suite we have in your category.” This is hardly the response and service one expects from a five-star hotel. ||||In hindsight, I regretted not booking Four Seasons Hotel, which I had initially chosen. I opted for this hotel anticipating better views and a superior experience, especially with my choice of a river view suite and the additional Visa Premium Card benefits. I never imagined I would regret my choice upon arrival.||||This experience has taught me not to experiment with unfamiliar brands, as it can be an expensive mistake both financially and in terms of experience. I would not have been disappointed if I had been politely informed, “We are very sorry, but we are fully booked and cannot offer you an upgrade at this time, even though you should receive one.” However, being told that other suites were available, including in the same category and the next category—Premium River View Suite—as long as I paid an additional $250 per night, felt like a low blow. I should have received an upgrade without having to ask, especially when the hotel was not heavily booked. I later confirmed with the staff at the lounge and pool/sauna that the hotel was not busy.||||The check-in experience is crucial in shaping a guest's impression of the hotel. Unfortunately, my experience fell short of expectations. The staff member at the check-in counter was unfriendly and did nothing to make me feel welcome. ||||In addition to the check-in experience, there are several other areas for improvement. For example, the breakfast options lacked variety, with the same dishes served daily without any changes. While it is common for five-star hotels to offer the same breakfast daily, they typically rotate a few dishes to provide variety for guests staying more than two or three days. The lounge was also disappointing. The beverages served, such as wine and champagne, were at room temperature. The pre-poured wine and champagne glasses were flat and worm from standing out too long. When I asked why they pre-poured so many glasses of champagne early and served them flat and warm, I was told that most guests are Asian and very impatient, not liking to wait for anything, including for wine or champagne to be poured. This explanation was quite shocking. The food offerings were basic, repetitive snacks like pretzels, nuts, and cookies.||||Another issue was the indoor pool/sauna. When I inquired about using the sauna, I was escorted to the locker/change room to prepare. However, upon entering the sauna room, I noticed a large bucket in front of the door and an “out of service” sign. Why was I not informed about this during check-in? I went back to the changing room, and on my way out, sarcastically thanked the desk staff for the “unforgettable sauna experience.”||||A week later, I stayed at another 5-star hotel—The Tokyo EDITION, Toranomon—what a contrast. If The Signiel Management needs help and direction to improve their five-star hospitality, they should learn from the leaders like The Tokyo EDITION, Toranomon. Personally, I do not believe they will ever come close, but they should try.||||In conclusion, this was a disappointing experience. The Signiel Seoul does not live up to the five-star standard it purports to be. The staff are untrained, lack knowledge, often have poor English communication skills, and the management's presence is not visible at the hotel. Apart from the hotel’s design and the fabulous views, this is not a five-star hotel. I would never stay there again and will not recommend it to anyone for more than one night if they desire a high floor with a beautiful room design and a nice view of Seoul. Next time, I will choose the Four Seasons, which never...

A Gimmick Hotel with Great Views, Not a True Luxury Experience

Stay: 5/10/25 - 5/11/25 Paid: $1,609.24 Type: Premier Suite Double

I booked Signiel Seoul expecting a flagship luxury stay—especially given how it presents itself: “an unparalleled experience that exceeds all expectations” in “Korea’s most prestigious building.” Unfortunately, what I experienced felt more like corporate branding dressed up in high-rise novelty, not true luxury.

While the hotel is perched atop the Lotte World Tower and offers impressive views, that alone does not make for a luxurious stay. The check-in process was particularly revealing. Although there is a separate seating area for guests, you still have to navigate through a chaotic crowd of tourists queued up for cakes and macarons—right on the same floor as reception. Guests are handed a queue number and asked to wait among dozens of others. I counted over 20 employees circulating in a compact space, yet only five active check-in desks, with no visible structure or purpose to the surrounding bustle.

The room design attempts elegance but falls short. The wood cabinetry and wall panels are clearly veneered, with noticeable wear and poor alignment. The marble surfaces, while used extensively, feel mass-deployed—not thoughtfully curated or installed with luxury in mind. Furnishings, flooring, and the overall layout come across as more functional than elevated. The wet bar and coffee station resemble what you’d expect at a Hilton or business-class Marriott—not what you'd associate with a true luxury brand. The inclusion of a 2017 LG TV and a remote control entirely in Korean with no English subtitles further added to the sense that this was form over function. Even the blackout curtains still let in a lot of light!

The Lotte website and booking process were equally clunky. It gave the impression that breakfast was included (it says so clearly on the reservation), but the front desk stated otherwise—unless it had been manually selected during booking, in which case an additional charge would apply. The reservation also listed a “double bed,” but that turned out to be a single king—again contradicting expectations, since many travelers would assume “double” implies two beds. On top of that, Signiel is not listed in AMEX Fine Hotels & Resorts, which usually guarantees a smoother booking experience and provides valuable benefits like complimentary breakfast, early check-in, and a $100 property credit.

There’s a major difference between a hotel that looks luxurious and one that feels luxurious. Signiel relies heavily on its location—the tallest building in Korea—its panoramic views, and its proximity to a mall (which, to be fair, many true luxury hotels share—such as Bulgari Tokyo, Ritz Bangkok, or Address Dubai). But the foundation here is a corporate, mixed-use tower of offices and residences with a hotel placed near the top. The result feels more like a polished Las Vegas-style display than an authentically luxurious experience.

This property doesn’t belong in the same league as Bulgari, Aman, Four Seasons, or even the newer Ritz-Carltons. The stay lacked the precision, tranquility, and intentionality that define genuine five-star properties. Bold on the outside, yes—but lacking soul and coherence inside. It felt like the hotel was trying to attract luxury travelers while also courting YouTubers and Instagrammers likely to spend $50 on a macaron.

This was a one-and-done for me. It was just an overnight stay—but I had been considering a weeklong visit this summer....

I have been coming to Korea quite often lately, due to family circumstances, but this time I got to celebrate my best friend's birthday together in Seoul which I have not been able to do for the last 17 years since I left. Since I need a hotel anyway, why not, try this FHR deal that gives me a complementary third night at Signiel Seoul with breakfast included? My best friend lives in Jamsil, literally five minutes away from the hotel, so it's easy for her to come visit and enjoy the hotel as much as she wants. I had high expectations for this stay, and my stay exceeded my expectations!|As a lot of us who fly from LA and get dropped off in Seoul early in the morning, I did not expect that I would be able to check in rightaway. However, I did ask if I can find a facility to shower, before starting on a grueling day of scheduled business I had to go through. The hotel let me use their shower facility at the pool, and took care of my luggage while I went about my day to take care of my business. |The room I had was very spacious, with separate seating area right at the foot of my bed, and the breathtaking views looking out the western direction overlooking the river, which was perfect for what I wanted. The breathtaking view continued into the spacious bathroom with double sinks and a separate vanity area, as well as the shower/bath area overlooking out to the same view. Unlimited Evian, folks. I needed to drink lots of water and this was definitely helpful.|I did put my friend on as one of the guests, and she did provide her ID to prove that it was indeed her birthday. They did bring us this gorgeous cake, perfect for 2 people to thoroughly enjoy. |The included breakfast was great! I even had my friend's mom as well as her little kiddo come and enjoy it together for one day. Her mom was so impressed with the view, she ended up coming later to hang out at the lounge. I really appreciated that the lounge was for everyone, but also wish they had a bit more variety of snacks. Their tea selection was amazing.|I did use the fitness facilities, but I preferred going outside and actually going for a run around the lake in front. The gym does not open until 6AM but even at 5AM, there were plenty of people run/walking around the lake so it felt safe.|On the last day of my stay, I had to be out all day to take care of business. I told my friend to enjoy the hotel stay for me while I was gone, and since I got a 4PM late checkout, she got to thoroughly enjoy the stay till 4. I was unable to make it back by 4PM, and I was hoping they will just take care of everything without me having to return to the hotel, but they were unable to process the credit card cancellation for incidentals without my AMEX physically being there. Therefore I had to return to the hotel to wrap up the actual checkout processing, which was the only one downside to my entire stay. |Once you get used to this luxurious hotel stay, no other hotels are going to be good enough! It took a while for me to get used to my second hotel... that was not fun!|It looks like the main draw to the hotel is, indeed, the folks who stay there for one night trying to get that once in a lifetime experience. Some with their parents also. I don't blame them. For someone who lived half of my life in Korea, I did not want to leave the hotel since it was so nice to just relax and zone out...