Kim Se-han, head of Web3 strategy at Walkerhill Hotels & Resorts, speaks to The Korea Times at Grand Walkerhill Seoul, Oct. 8. Korea Times photo by Choi Won-suk

Hotel guests usually don't seek out active experiences. They arrive, enjoy the amenities and then head back to their daily lives. However, as Walkerhill celebrates its 61st anniversary in Korea this year, the hotel is rethinking its concept by embracing Web3 technology.

"Walkerhill is often recognized as a hotel associated with our parents' generation. With this perception in mind, we wanted to refresh its image through innovative initiatives, giving it a younger and more forward-thinking appeal," Kim Se-han, head of Web3 strategy at Walkerhill Hotels & Resorts, told The Korea Times in a recent interview.

"One of our goals, for instance, is to create a 'hotel within a hotel,' where only those with a Web3 membership can reserve specific floors. Requiring non-fungible tokens (NFTs) for bookings, we want to evoke the feeling of entering an entirely new world."

This marks the first time a legacy hotel has enthusiastically adopted the spirit of Web3 into its system. Web3 is a third-generation internet environment based on blockchain technology that personalizes data ownership for individuals.

One of the most notable initiatives is W.XYZ. Moving away from traditional hotel operations, members propose, review and vote on whether to implement new ideas for the hotel through a decentralized autonomous organization (DAO) — an online community where individuals with a common purpose make decisions through voting. Contributions and rewards are also discussed on an individual basis, with perks including front-door parking, late checkout and a breakfast fast track.

Currently, 48 selected members are participating in the first-stage program, which runs until October 2025. A popular offering at Walkerhill is the chance for guests to drive a classic Harrington car through the resort's picturesque grounds, a unique experience that originated here.

A classic Harrington car is parked in front of a Walkerhill building in Seoul in this undated photo. Courtesy of Walkerhill Hotels & Resorts

To foster regional revitalization, the hotel also partners with 20 food and beverage establishments in Seoul's Gwangjin District. Hotel guests and visitors can download an NFT by scanning QR codes on posters located throughout the hotel, and enjoy discounts and perks by presenting the NFTs.

Despite various ongoing projects, Kim has only taken leadership of the team since the end of December 2022. Having worked at the hotel since 2006, he proudly calls himself a "hotelier to the bone."

"Initially, I didn't know much about the technology, but I started learning through meeting people, reading books and even YouTube, with the help of some consultants along the way," Kim said.

Although the process is tough, Kim said he is giving it his all.

"Sometimes it feels isolating because no other hotels are doing anything like this. Also, given that the hotel's foremost goal is to gain revenue, we need to show that this community is generating revenue or creating new business opportunities, which doesn't happen overnight. It's only possible because management has been very supportive," he said.

There has definitely been trial and error, Kim recalled. "At first, we asked our 48 members to come up with ideas and make proposals to use a space on the second floor. We left it completely open-ended. The plan is to implement the winning idea for a competition and gain contributions. But since most of our members are busy with their jobs, we may have been overly optimistic, thinking that they would be able to put in a lot of effort."

Yet, Kim likens the period to building assets, learning a lot about what does and doesn't work. He is taking a cautious approach to broaden its scope, taking the market environment into account, such as the recently released Virtual Asset User Protection Law.

Even while working in Web3, Kim still considers himself a hotelier and is eager to expand his ventures. "I am on a unique path, so I try to align the work with my growth as a hotelier," he said.