Category
World
Layered Getaways
Trend cluster
Category
Branded
Hotel
Brands create custom overnight experiences for their consumers.
5.9
Trend score
Trend
What is the Branded Hotel trend?
Branded Hotel: Brands are not simply collaborating with those in the hospitality industry, but rather, they’re creating completely branded overnight experiences of their own. These branded hotels allow retailers to showcase their products and services while creating interactive environments.
Insight
The consumer insight behind the Branded Hotel trend
As the ever-growing experience economy accelerates, many consumers—especially Millennials—place a premium on interactive experiences that are memorable, engaging, and immersive. This stems from a desire for more unique activations where individuals can socially interact with the brand and one another, facilitating a type of culture around experience and allowing consumers to feel more comfortable.
Trend themes
Themes within the Branded Hotel trend
Three behaviours holding the trend together01
Branded Hotels
Brands are creating completely branded overnight experiences of their own
02
Immersive Experiences
Consumers place a premium on interactive experiences that are memorable, engaging, and immersive
03
Multi-sensory Hotels
Hotels that stimulate guests' senses, such as sight, sound, smell and touch are becoming popular
Industry implications
What the Branded Hotel trend means for industry
Where the trend changes the playbookFor
Hospitality Industry
Brands are utilizing the hospitality industry to create immersive experiences for consumers
For
Gaming Industry
The gaming industry is partnering with the hospitality industry to provide immersive experiences for gamers
For
Beauty Industry
The beauty industry is expanding their high-end aesthetics to the world of hospitality
Workshop question
How could you create a story or social experience around your products and services? How can you make it more of an event than merely a point of purchase?
Trend signals
Trend signals for Branded Hotel
Trend score 5.9 out of 10, from popularity 86%, activity 82%, freshness 8%.
Popularity86%
Activity82%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Branded Hotel trend
4 featured examples from Oct 26, 2017 to Oct 24, 2018CategoryMarketing
Branded Multi-Sensory Hotels
The Dove Hotel Helps Guests Discover Their Unique "Pleasure Profile"
Hotels and resorts can leverage multi-sensory experiences to differentiate themselves and provide guests with memorable and personalized stays.
CategoryMarketing
Immersive Sneaker Hotel Activations
The Converse One Star Hotel Features Celebrity-Curated Spaces
Fashion brands can create immersive and exclusive experiences to promote their products and celebrate their brand identity.
CategoryMarketing
Gamer Pop-Up Hotels
Xbox's 'Stay N' Play' Provides Gamer-Specific Hotel Suites
Hotels can capitalize on the popularity of gaming by creating gamer-specific rooms or collaborating with gaming brands for immersive experiences.
CategoryMarketing
Expansive Beauty-Based Hotels
The YSL Beauty Hotel is Opening in New York City
The beauty and cosmetics industry can explore opportunities to create immersive brand experiences through hospitality ventures, like beauty-focused hotels.
