The hotel's biggest disadvantage is its huge size. It is more like a premium train station than a hotel. And because of this you don't feel a personal service.
so:
location = good, quite central
food = good
room = mine was large, spacious and bright
service = average

Next time I would prefer not to stay there

Lotte is across MyeongDong (shopping district) & it's linked to Lotte shopping mall. The room was clean & comfortable. Airport limo is available & subway is 2 stops from Seoul Station.

Stay in lotte during chinese : room is newly renovated, modern and comfortable. This hotel is very centrally located and limosine station is just outside the door of the hotel. The breakfast is very good, but very pricy. Had dinner buffet here and impressed by the quality of food. Service is good. Staff are polite and eager to assist. Not cheap. The hotel has two wings : new wing is more expensive, but older, although room is larger. The main wing is cheaper, but their rooms are newly renovated. I think main wing, where i stayed, is better.

We stayed here as a couple after moving out of the Ibis hotel across the road in Myungdong (please refer to my review of the Ibis Myungdon for why we moved). We didn't have much choice with hotels as we were changing last minute and this was high-tourist season so most other hotels were fully booked out around this area.The hotel is in an excellent location for shopping (right next to the mega Lotte Department Store) and subway/bus transport. The room was spacious and clean but the furnishings clearly hadn't changed for 10 years. There was no free wifi and food and all other extra amenities were very expensive (typical for a 5 star hotel in Seoul). We had the buffet dinner at one of the hotel restaurants one night (can't recall what it's called but there is only one that does buffet dinner) and found it wasn't worth the $90 per person we paid. Good food is relatively cheap in Seoul so we were disappointed with this. Our room had views of the Namsan Tower but unfortunately it rained during our whole stay so we didn't really get to appreciate the view. There is a airport shuttle bus stop in front of the hotel which was convenient. I don't have any major complaints about this hotel but it didn't wow us either (which we expected for what we were paying). We probably won't stay here again unless there was a super cheap deal as there are many other 5 star hotels around Seoul which have a more trendy modern atmosphere. The subway in Seoul is super efficient and clean so we won't mind staying somewhere else next time.