Marriott International's Asia-Pacific head Peter Gassner says he will transform one of Seoul's hottest nightlife districts with Korea's first Le Meridien hotel.

Le Meridien is one of the Washington, D.C.-based multinational hospitality company's 30 brands that has 100 hotels worldwide. The latest addition will be in Sinchon, a universities-clustered area in northwestern Seoul. The Austrian hotel developer said he chose the area because he has seen "a big transformation" there.

"For the past five years, I have visited the district including the great Hongdae University neighborhood day and night," Gassner told The Korea Times at JW Marriott Dongdaemun Square, Seoul, on May 17, where he inked a management deal with Sinchon Development for the hotel scheduled for completion in three years.

"If I was asked to build a five-star hotel here five years ago, I would have said ‘not yet.' The district is also close to the Digital Media City business district (five kilometers away in Sangam-dong) occupied by IT companies, media outlets and app developers."

Gassner, a Hong Kong resident who has lived in Asia for 12 years, believes Asia is the most exciting place for growth and innovation.

Le Meridien, striving to offer a "home away from home," values integration with the local culture, which it believes is necessary to vitalize the area. Gassner thinks the new hotel will inspire the upgrading of nearby buildings, increase tenants and make the area more vibrant.

"When you have hotels in central business districts, it is more difficult than other markets to distinguish yourself," he said. "For example, in New York, Hong Kong, Singapore, Tokyo and Seoul, you see the flagship stores of the same brands.

"When I built JW Marriott at Dongdaemun (an old commercial town in Seoul hinged around traditional markets) in 2014, people asked me why am I opening a five-star hotel there. Now, the hotel is one of the city's leaders in terms of rating."

Marriott's first hotel was established in Arlington, Virginia, in 1957. It now has more than 5,700 properties in over 110 countries.

Marriott has led its competitors in providing technology-based services and was the first company to offer online reservations in 1995 and to introduce a loyalty program ― Marriott Rewards. Its latest technology allows it to receive up to 8 percent of bookings from mobile device users.

Video Hall at JW Marriott Dongdaemun, a large meeting room with a video screen wall, was the first in Seoul when introduced three years ago.

But the global hotel chain is always mindful of not "overdoing" it.

"When you get into the hotel, you want a good night's sleep," Gassner said. "You don't want to overcomplicate it. It's a balance of innovating and embracing technology while keeping it simple."

Marriott also strives to be a better global citizen. It sources supplies locally to help the economy's development and create jobs. It was the first company to move into earthquake-ravaged Haiti to create jobs and open a hotel in Africa, in Kigali, Rwanda. Marriott was the first hotel company to ban shark fin from menus and to source sustainable seafood.

With NBA star Yao Ming from China, Marriott also runs three training centers across the nation to teach underprivileged children and orphans and to help them find jobs.

"We are trying to be more known in cities where we don't have a presence, which I think they deserve," Gassner said. "I hope Seoul also shifts some of its economic success and prosperity to other parts of the world. We will be excited to follow the ways."