Unlock Exclusive Luxury: How Shinsegae’s ‘Via Shinsegae’ Joins Belmond’s Elite Bellini Club

Translation result

Shinsegae Department Store’s premium travel platform, VIA Shinsegae, has teamed up with one of the world’s top luxury hotel groups to stake its claim in the global luxury travel scene.

Less than a year after launching, the platform is already expanding its VIP offerings thanks to strong demand for ultra-luxe trips.

On the 19th, VIA Shinsegae announced a formal partnership with Belmond, the luxury hotel and travel brand within the LVMH family, and confirmed its membership in Belmond’s VIP program, the Bellini Club.

The Bellini Club is an ultra-exclusive network—only a handful of premium travel companies worldwide are invited to join. Membership requires a direct invitation from Belmond’s headquarters and a rigorous screening process.

Fewer than 100 companies globally are part of the network, and only a tiny number hail from South Korea.

Book a Belmond stay through VIA Shinsegae and you’ll unlock perks ordinary travelers rarely see.

Members enjoy benefits like room upgrades, complimentary breakfast, on-property credits, personalized welcome notes from hotel managers, and bespoke amenities crafted just for them.

Industry insiders say VIA Shinsegae’s Bellini Club acceptance came down to one thing: proven demand for true ultra-luxury travel from day one.

While preparing services for 2024, VIA Shinsegae rolled out a 15-day South America package featuring Belmond properties. Priced above 50,000,000 KRW per person (about $37,500), the trip sold out in two days and even produced a waiting list.

The private waterfall-viewing experience at Belmond Cataratas, inside Brazil’s Iguaçu National Park, drew particular buzz.

With general access restricted, the intimate viewing gave guests an exclusive, unforgettable moment with the falls—and travelers loved it.

The travel industry is watching VIA Shinsegae’s swift Bellini Club entry closely. Since membership typically reflects years of sales performance and client management, analysts say Shinsegae’s wealthy VIP customer base and strong network were decisive.

VIA Shinsegae’s focus on experience-led trips that weave together culture, art and nature also aligns neatly with Belmond’s brand values—a synergy that clearly worked in its favor.

Alongside the South America package, VIA Shinsegae now offers itineraries in Mallorca and parts of Italy that pair Belmond hotel stays with luxurious train journeys.

Lee Seong-hwan, Shinsegae Department Store’s executive director of sales strategy, said VIA Shinsegae’s Bellini Club membership is more than platform validation—it’s recognition within a global luxury travel network. He added that the company will keep crafting journeys that blend culture, nature and immersive experiences while reflecting Shinsegae’s signature touch.