Yanolja, a South Korean motel booking app operator, on Tuesday said it will lead the way in transforming public perceptions of local motels from unclean, shabby spaces for sex to high-quality, affordable lodging options for locals and foreigners.

While Westerns perceive motels as simplistic, cheap lodging facilities, Koreans have long considered motels -- often referred to as “love motels” here -- as private spaces rented usually for the objective of sex, rather than for accommodation.

Yanolja, however, is working to change this stereotype by expanding and improving its motel franchise Hotel Yaja -- the first-ever motel brand to be established in the country -- which just opened its 101th branch last month.

There are currently some 5,000 rooms available at Hotel Yaja branches across the country, but Yanolja aims to drive this number up to 10,000 rooms within a year, according to Yanolja founder and CEO Lee Su-jin.

Hotel Yaja will also take the lead in eliminating the concept of “love motels” by not placing condoms inside motel rooms, getting rid of adult TV channels and removing curtain-like barriers that often cover the entrance to motel parking lots -- common features of motels here that have set them apart from higher-end hotels.

“Now is the time to set a new standard for the local small and mid-sized lodging industry,” Lee said during a press conference in Seoul, reiterating the company’s future vision to set a new example for local motels.

In doing so, Yanolja aims to continue improving the exclusive convenience and quality services offered by Hotel Yaja franchises. For one, Yanolja has standardized all of its bed linens and toiletries as well as cleaning services to ensure consistent quality. It also runs a special academy program for its franchise owners.

Yanolja has moreover deployed a new booking and room management system utilizing Internet of Things technology to enhance efficiency for owners and convenience for customers.

Looking ahead, the Korean start-up seeks to become a popular lodging option for not only domestic travelers, but also foreign visitors to Korea, particularly Chinese tourists. Its recent acquisition of Hotel Now, a local app for cheap, last-minute hotel bookings that already offers services in Chinese, is part of such efforts to expand its presence among Chinese travelers, Yanolja said.

By Sohn Ji-young (jys@heraldcorp.com)