Partnership with Phoenix Hotels & Resorts supports the growing culture of vacationing with pets
TrustyFood, the freeze-dried pet food brand operated by LIMPID, said on September 9 that it has been selected as the amenity supplier for pet-friendly rooms at Phoenix Hotels & Resorts.
Under the partnership, guests staying in pet-friendly rooms such as the Sky Royal Room at Phoenix Park will receive TrustyFood freeze-dried food and treats at no charge.
According to the Ministry of Agriculture, Food and Rural Affairs, the Korean companion animal market was worth KRW 8.5 trillion as of 2022 and is projected to reach KRW 21 trillion by 2032. Mordor Intelligence expects the global pet hotel market to grow from USD 6 billion in 2025 to USD 8.93 billion in 2030, an average of 8.29 percent a year. As traveling with pets becomes more common, major Korean hotels and resorts are adding premium pet services.
Freeze-dried food has drawn attention in the premium pet food market, led by the United States. Ingredients are freeze-dried as they are, keeping the food close to a natural diet while remaining shelf stable, which suits hotel amenity use. Because it avoids high-temperature processing, it loses fewer nutrients than conventional dry food and is highly palatable.
Industry observers see an amenity partnership as more than a supply arrangement, noting that it helps establish a premium brand image. It puts the brand in front of guests at luxury resorts and carries the implicit endorsement of a resort's choice.
Since May, TrustyFood has raised its profile through the Step by Step, Connected by Love donation relay campaign at Puppy Forest and K-Pet Fair. The Phoenix Park partnership is read as a further step in consolidating its premium positioning.
A TrustyFood representative said, “Many animals refuse their food in unfamiliar surroundings while traveling, which worries owners. With the palatability and convenience of freeze-dried food, we want to help build a better culture of vacationing with pets.”
LIMPID plans to keep introducing the merits of freeze-dried food, still unfamiliar in Korea, and to strengthen its position as a specialist pet food company. Beginning with Phoenix Hotels & Resorts, it will expand partnerships with premium hotels and resorts to raise brand awareness.