How brands are blurring the lines of hospitality
In an age when businesses are integrating into the lives of consumers more creatively than ever before, we've seen a fascinating pattern emerge in the hospitality landscape: Over the last several years, brands have begun to test the waters of the hotel business.
More than just a trend, this phenomenon adds weight to a growing consumer desire for experiential travel, with travelers expecting more from their hotel than just a place to stay (and brands looking for ways to connect to meaningful consumer experiences).
Ahead, we'll examine the first brands to ignite this movement, how they fared in their ventures and how you can apply their lessons to benefit your own business.
A trend is born
The earliest brand-to-hotel trailblazers already bore the foundational facets of hospitality, giving them a natural springboard into the industry. Back in 2013, one of the first to lead the charge was Nobu.
It's no surprise that a sushi establishment of international renown would feature its signature restaurants in its hotels, but the idea goes beyond simply putting its fine-dining establishments adjacent to the lobby. Nobu crafted its experiential stays entirely around its gastronomical laurels. Extending the sophisticated ethos of its culinary concept, elevated service and cultural ambiance into its accommodations, Nobu created an immersive, Japanese-inspired travel experience.
