The Extreme Group, which is one of the 'fastest growing youth focus brands, has launched its first Extreme Hotel. The hotel, located in Capetown, is an ultra hip 130 bedroom hotel that features a 5 star climbing wall on the outside of the building. Everything about the hip hotel is aimed at adrenaline seeking youth.
Implications - As soon as the building comes into sight, extreme energy can be felt. Young adventurers will definitely want to spend a couple of days trying to conquer the facade of this hip hotel. For those set on seeing and experiencing the world, this hotel just might deserve a spot on your list of buildings to visit.
Key Themes Behind This Trend
- Adventure-luxe Hospitality
- Creating daring experiences and facilities within luxurious hotels, opening up a new market segment for adventure-hungry, high-end travelers.
- Extreme Sports Tourism
- Catering to the growing demand for combined adrenaline-rush and tourism, offering hotels, resorts and locations in extreme sports and adventure settings.
- Boutique-ification
- Creating highly differentiated, specialty hotels that offer unique experiences and features targeted to specific niches of travellers, such as extreme/adventure sports enthusiasts.
Where This Applies
- Hospitality
- Creating new growth opportunities for hospitality businesses by offering unconventional facilities and experiences that appeal to the extreme sports tourism sector.
- Sports and Adventure Tourism
- Attracting a higher-end and affluent segment of extreme sports and adventure-focused travellers through exclusive and high-end facilities and experiences.
- Architecture and Construction
- Capitalizing on the growing trend towards specialized, experiential architecture to offer a highly differentiated product that includes a wide variety of bespoke and unconventional features.
