Daemyung Sono Group rebrands as Sono Trinity Group as it seeks to 'comprehensively link' travel, lifestyles

Korea’s largest hotel operator, Daemyung Sono Group, has rebranded as Sono Trinity Group as it seeks to reposition itself as a global hospitality firm spanning travel, accommodation and aviation, according to a company press release on Monday.

The rebranding marks the group’s departure from the Daemyung label, which it used for more than four decades. “Sono Trinity” combines the name of the group’s flagship hospitality brand, Sono, with that of the new branding for T’way Air, which became part of the group last year.

The move reflects the group’s ambition to create greater synergy between its hospitality and airline businesses, according to the company.

Sono Trinity Group also unveiled a new corporate slogan, “Bringing Families Closer Through Every Journey,” which it said signals its broader push to evolve from a provider of lodging and transportation services into a company that “comprehensively links customers’ travel experiences and lifestyles.”

The group aims to more seamlessly integrate the entire customer experience — from departure and accommodation to subsequent travel — while setting a new benchmark for convenience and customer value.

The rebranding also coincides with the group’s relocation to its newly integrated headquarters, Sono Trinity Commons, in Magok-dong, western Seoul. According to the company, consolidating previously dispersed business units into a single office is expected to strengthen communication across the organization.

“This name change marks the starting point for organically connecting the strengths of each business area to create greater synergies and linking one future under one name,” said Sono Trinity CEO Seo Jun-hyuk. “By turning our differences into strengths and fostering a culture of trust, respect and open communication, we are confident we can build a greater future together.”

BY MICHAEL LEE [lee.junhyuk@joongang.co.kr]