I am writing this review from a room in the 20th floor of the main tower. The room is more or less flawless and clean. You can control everything (room dimmer, TV, alarm, etc) from the phone/pc device. Great shower pressure, good bathroom accessories, totally quiet, etc.

However, a few vital things to watch out for. The restaurants are very expensive (for me). The buffet, for instance, was £50 or $80. Try to look for equally good offerings around the hotel. Also, please keep in mind that this is a massive hotel with it's own shopping centre and even a museum!

Finally, I think having to pay $12 a day for wifi is a bit stingy. You can get it for free in the hotel if you try! Good luck!

I liked this hotel, but I found it a little soulless. It is nicely furnished in modern style and has all the mod cons, but lacks character. The restaurants and lobby area look gorgeous but.. yeah. It just felt like it was missing something for me. Service was just okay, too.. a little insincere. Also I think it is quite expensive for what it is, and by Korean standards. Food and drink are very expensive at the hotel outlets, and also in the mini bar (above and beyond the usual pricey mini bar).
Anyway, this is just my feeling.. I'm sure others will like it and there's nothing wrong with it; there's just nothing that I remember particularly fondly, or that would make me want to go back there.

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.