World-famous accommodations brand Hyatt Hotels is offering a new soft brand line of hotels geared towards social media consumers looking to experience unique design, luxury stay and a realistic paying point in their travels. The sister line, entitled The Unbound Collection, will feature properties with room rentals more so than chain style accommodations geared at appeasing younger demographics in search of one-of-a-kind experiences.
The Unbound Collection will offer consumers the ability to stay at luxe properties that go beyond consistency in design and stay to provide unique storylines and experiences. The locations vary from historical sites to spas, gearing to a wide range of tastes for the social-media savvy consumer.
The Unbound Collection currently features several hip properties located in Paris, Austin, Kauai and Uruguay with more to open in the coming years.
Soft Brand Hotel Chains
Hyatt Hotels' The Unbound Collection is Geared to Social Media Consumers
Trend Themes
1. Soft Brand Hotel Chains - Opportunity for other hotel brands to create soft brand lines targeting social media consumers seeking unique experiences and realistic price points.
2. Social Media Consumer-driven Experiences - Opportunity for industries beyond hotels, such as tours and attractions, to cater to social media consumers looking for unique and adventure-filled experiences to share online.
3. Expanding Soft Brand Line Market - Opportunity for the hospitality industry to further expand the soft brand hotel market by offering diverse and unconventional properties targeted towards different demographics and tastes.
Industry Implications
1. Hospitality - The hospitality industry can capitalize on the soft brand hotel trend by developing their own unique and experiential hotel lines to appeal to social media consumers.
2. Tours and Attractions - The tours and attractions industry can seize the opportunity to create social media-friendly experiences that align with the demands of social media consumers seeking unique and shareable adventures.
3. Real Estate Development - Real estate developers can explore opportunities to partner with hotel brands to repurpose historical sites or unconventional properties into soft brand hotels, capitalizing on the trend of unique and experiential accommodations.