West Elm, a chain retailer under the William-Sonoma umbrella, is introducing the West Elm Hotel -- a chic hotel which hopes to turn its loyal home decor-buying consumer base into overnight guests.
Unsurprisingly, the hotel will be furnished exclusively by the West Elm brand, as the individual suites aim to double as West Elm showrooms. Although no sales will occur at the hotel itself, all furnishings will be available for purchase online, through the hotel's website. This interesting industry blend aims to appeal to its higher-end guests by offering loyalty programs that result in discounted furniture.
In addition to its furnishings and services, the West Elm Hotel aims to sell a lifestyle, as it hopes a positive vacation experience will result in the sale of a new stove, without having salespeople as middlemen.
Branded Boutique Hotels
The West Elm Hotel Will Double as a Furniture Showroom
Trend Themes
1. Branded Boutique Hotels - The trend of blending hotel and retail experiences by offering exclusive branded furnishings and loyalty programs for guests.
2. Furnishings as Showrooms - The trend of using hotel suites as showrooms, allowing guests to experience and purchase exclusive furniture collections.
3. Selling a Lifestyle - The trend of hotels aiming to create a positive vacation experience that encourages guests to purchase related products without salespeople as intermediaries.
Industry Implications
1. Home Decor Retail - The home decor retail industry can take advantage of the trend by partnering with boutique hotels to showcase and sell their exclusive furniture collections.
2. Hospitality - The hospitality industry can incorporate the trend by creating branded boutique hotels that offer loyalty programs and memorable experiences that drive guest's purchasing decisions.
3. E-commerce - The e-commerce industry can benefit from the trend by providing an easy online purchasing platform for guests to buy the furnishings they experienced during their hotel stay.