As the travel industry experiences a surge, beauty and hospitality brands are finding innovative ways to cater to consumers, whether they're jet-setting or enjoying their homes. Beauty brands are venturing into the hospitality sector to tap into the travel trend, while hospitality brands are bringing their experiences to consumers' homes.
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GLOIn response to the upswing in the travel industry, beauty and hospitality brands are employing innovative strategies to cater to consumers, whether they are exploring the globe or relishing the comforts of home. Beauty brands are venturing into the hospitality sector to tap into the travel trend, while hospitality brands are reciprocating by bringing their signature experiences to consumers’ living spaces.
A notable example of this transformation can be observed with the Four Seasons Hotel, which has extended its brand into the retail sphere, unveiling a range of mattresses, bedding, and home furnishings. This strategic move allows the hotel chain to leverage its well-established brand equity and expand its product offerings. When consumers come across the Four Seasons logo on these items, it immediately evokes associations with the opulence and comfort they have come to anticipate during their stays.
As Julie Bourgeois, Senior Vice President of Retail at Four Seasons Hotels and Resorts, pointed out, “Our signature sleep experience is based on a 60-year legacy of innovation in partnership with sleep experts and feedback from the world’s most discerning travelers.”
The Four Seasons’ retail campaign, under the banner of “Dreams Belong Everywhere,” spotlights their Signature Sleep collection, emphasizing the brand’s 60-year history of pioneering innovations in sleep products.
In addition, other brands are also capitalizing on the opportunity to align themselves with luxury hotels. Vivrelle, a distinguished service offering high-end handbags and accessories for rent, has forged a partnership with the Four Seasons Hotel Houston. This collaboration provides guests with complimentary access to esteemed brands like Prada, Gucci, and Dior.
Meanwhile, Equinox Hotel is taking a unique approach by enhancing its minibar offerings to include items related to sleep, skincare, and sexual wellness, in addition to the customary offerings.
Partnering with hotels provides brands with a crucial conduit to a diverse and captive audience of travelers. These guests, whether on business trips, leisurely vacations, or celebratory getaways, constitute a broad spectrum of potential consumers. Collaborating with hotels empowers brands to showcase their products or services directly to this pre-existing customer base. Furthermore, it offers brands a platform to amplify their visibility and bolster brand recognition.
Furthermore, these collaborations enable brands to craft indelible experiences for guests. For instance, Vivrelle’s partnership with the Four Seasons Hotel Houston enriches the overall guest experience, heightening the sense of luxury and enjoyment during their stay. Such positive experiences often lead to enthusiastic word-of-mouth referrals, favorable reviews, and increased exposure on social media platforms, ultimately benefiting both the hotel and the partnered brand.
Source: PYMNTS
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