When Hospitality and Retail Collide

Since the launch of Maison Flâneur, I have had the chance to collaborate with some of the most exceptional hoteliers and explore the various ways in which retail can enhance the hospitality industry. Over those years, I have seen how the industry has transformed, with hoteliers realizing the significance of incorporating retail into their brand and services. Together, we have explored and grown, and I am excited to share some of the insights we have gained.

TIME FOR RETAIL

Hospitality retail was once little more than a lobby corner shop and some display windows. But in recent years, hotels have started to see the marketing and revenue potential that retail presents. When it launched in 2006, the Hoxton Hotel London’s front desk, which doubles as a retail counter, was a pioneer. Since then, brands like W Hotels, Sofitel, Sir Hotels, Ace and Firmdale have gone to great lengths to integrate retail into their value proposition.

Many retail companies have also ventured into the hotel business in an effort to contextualize their products and engage their customers in a less transactional, more meaningful way. Within the past two decades, fashion and jewelry brands Armani, Fendi and Bulgari have all opened hotels, as have home decor companies Muji and Maisons du Monde.

Independent hoteliers however, have been slow to recognise the opportunity. Hotels and travel brands around the world are missing an opportunity to assert who they are and create a full brand universe that engages with guests beyond their night’s stay and core business.

POSITION YOUR BRAND INTO YOUR GUESTS’ HOME

Every aspect of a hotel’s design is carefully considered during its conception. Passion and considerable resources go into building a narrative for the space through the curation of  brands, designers and artists that illustrate the ethos of the people, culture and local community behind each hotel project. By adding retail to their mix, hotels can translate that narrative for their guests by presenting a curated collection of the objects they admire. Through this new avenue, hotels can connect with their guests in a unique manner, positioning their brands into guests’ homes. No matter how worldly or well-traveled the guest, introduce them to something new and compelling - the relationship deepens.

AN AUDIENCE YOU DID NOT KNOW YOU HAD

The online market for homeware and the hospitality industry share a common audience. With the online audience for homeware growing at an unprecedented rate, hotels can leverage retail to create a new channel to market. Allowing them to foster interest and loyalty among a new and hyper qualified audience of travelers. With retail, a hotel’s relevance is no longer transient; mountaintop chalets matter in the summer, Greek beach resorts in winter.

TELL ME WHAT YOU SHOP - I’LL TELL YOU WHERE TO STAY

Interior design has always been a unique selling point for hotels around the world. We’ve all selected hotels and destinations based solely on beautiful pictures of amazingly curated interiors.  The very same shopper intent on finding the perfect handmade vase will inevitably be searching for a chic, design-forward hotel for that long weekend.  By targeting a community with a demonstrated interest in fine and unique homewares, hotels will be able to transform shoppers into travelers but also travelers into shoppers!

FOSTER LOYALTY

As they engage with visitors more dynamically through retail, great hotels can establish more fruitful relationships. Think loyalty programs, gifting for VIP customers and incentives to continue interacting with the brand.  Travelers of the future crave new experiences – as well as tangible memories to bring home with them.

Retail is a unique opportunity for hotels to create a new and meaningful connection with their audience. I am excited to continue working alongside unique hotels and hoteliers and helping them incorporate successful retail strategies that bring their brand to life in new and exciting ways.

We handpick every member of our Maison Flâneur community, working with some of the best hotels & homeware brands around the world, who share our love of travel and design!