Lifestyle, fashion, fitness, culinary and design brands – from Equinox and Nobu to west elm and Restoration Hardware – are latching onto the growing demand of customized travel, breaking new ground in the travel and hospitality space to offer innovative ways to further engage their customer base in an age of bespoke travel. At the latest American Express Travel Salon, a series of ongoing conversations of trending topics with industry experts, American Express Travel uncovered the answers to two key questions: “Why now and what’s next?”
“Lifestyle trends have been on our radar for a while and it’s exciting to see how the lodging industry continues to evolve, focusing on the design and experiential elements that travelers crave. We’re honing in on boutique and design-focused brands within our own hotel programs, FINE HOTELS & RESORTS and The Hotel Collection, to respond to this new wave of hotel products while hand-selecting properties that integrate both lifestyle and design elements into the experience,” says Claire Bennett, EVP and GM, American Express Travel.
The Salon, which was moderated by American Express Travel EVP Claire Bennett, featured a panel of experts in the industry including Andrew Benioff, Founder & Chairman Independent Lodging Congress; David Bowd, Principal west elm Hotels; Annbeth Eschbach, Founder and CEO Exhale; and Greg Keffer, Principal at Rockwell Group. Following, a summary of key takeaways:
Timing is Everything: Why Now? The panel pointed to the rise of the shared economy trend in lodging and the impact of the millennial generation as key reasons behind the proliferation of lifestyle hoteliers. Benioff also pointed to the demand for authenticity, with travelers “wanting to connect with brands that they know.” According to Benioff, a desire for authentic experiences amongst travelers is age agnostic. “[The boom of lifestyle and independent hotels] is not just for millennials, but all groups craving discovery.” Eschbach also cited a shift in lifestyle trends outside the hotel space, noting “there is a mindfulness evolution and hospitality brands are charging into that.”
Chicken or the Egg: Does Design Define the Brand? Design was noted as a major force behind a hotel’s personality, particularly in the lifestyle sector, throughout the panel discussion. According to American Express Travel’s proprietary research, design remains a key factor for consumers when selecting lodging, but what comes first: design or brand? According to Keffer, it’s the trust in the brand that is the key component, “people trust a brand and their quality of service […]. If you design only based on the brand it won't be fresh,” says Keffer. “The idea is to design to a narrative – the city, culture and programmatic elements. Everything is fresh because it's always relevant to that space and time.”
How does Lifestyle Translate to Service? Excellent hotel service is consistently rated high on consumers’ list – whether through personal touch points or technological advancements. In fact, internal data from Amex Travel finds that 40% say “Exceptional Customer Service” is the No. 1 Hotel Must-Have. Bowd noted the importance of ambitious, enthusiastic employees in delivering the brand promise. “We can train the skill but we can't train the attitude.” According to Bowd, west elm Hotels will even go as far to rename traditional roles in lodging, turning a General Manager into the “Inn Keeper,” further lifting the veil between the traveler and the hotel to create a more lasting, intimate connection. Keffer also believes that “little gestures can make a big difference,” citing Nobu’s bath salts, which are curated daily to enhance the guest experience.
Beyond the Bed A link to the home-city was cited amongst nearly all panelists in discussing the differentiators of the independent lifestyle hotel space. “A hotel property needs to connect to the community and should vary each hotel experience by engaging local tastemakers,” says Bowd, who noted west elm Hotel’s pursuit of interesting hotel locations cities turning a corner. Benioff, who recommended potential partnerships with local walking tours, artspaces and attractions, says, “it takes effort for the hotel to [connect with the community] but it pays off in the end. Guests want to be comfortable in the hotel but also want to venture out to see what's going on.” Bringing the local community inside the hotel is just as important as creating opportunities to explore beyond the walls, with Keffer noting the creation of artist in residence programs established at his previous designs. Partnerships are also key according to Eschbach, but only if they make sense and elevate the experience – “it's important to be philosophically aligned with our partners, they have to be a good brand fit,” says Eschbach.
Blurred Lines: A Snapshot of What’s Next When asked what was next in the lifestyle space, all panelists kept coming back to the same word: convergence. Bowd and Benioff both cited the merging of personal and business time and its impact on the hotel space. “More blurred lines between business and leisure travel – more and more people are arriving on a Saturday for a business meeting on Monday,” says Bowd. Keffer also noted a shift in design that captures this spirit, with the merging of traditional hotel space with a residential, home-like sensibility.
“Across the board, it was evident that design is a major force behind a hotel’s personality, and, according to our own research, a key factor for consumers when selecting lodging,” says Bennett. “Perhaps one of the most interesting themes throughout the night’s discussion is the idea of convergence, merging residential style with traditional spaces in hotel design, with the integration of personalized, authentic service and smart, user-friendly technology. It's an exciting time to be in the lodging space and we're closely connected to the evolving trends of the industry.”
