Category
World
Layered Getaways
3.1
Trend score
Trend
What is the HoteLeisure trend?
HoteLeisure: As the desire for travel and the appeal of escapism continues to rise, fashion brands react with hotel-themed apparel. Whether creating cozy pieces that encourage staycations or presenting luxe lines to reflect 5-star resorts, this new fashion wave targets individuals and families alike.
Insight
The consumer insight behind the HoteLeisure trend
Over the last ten years or so, travel has increasingly become an activity that consumers express themselves through and identify with, especially with regard to the luxurious elements of travel. With this has come a desire to bring in those elements of escapism and relaxation into one's daily life as a means of practicing wellness.
Trend themes
Themes within the HoteLeisure trend
Three behaviours holding the trend together01
Travel-inspired clothing lines
Fashion is taking cues from the hospitality industry, with hotel and resort-inspired clothing lines aimed to cater to consumers' desires for escapism and luxury-themed experiences.
02
Staycation-focused product lines
In the era of busy schedules and work burn out, there is a growing need for staycations, leading to the rise of staycation-focused product lines that revolve around the theme of relaxation and comfort.
03
Celebrity-endorsed, affordable comfort items
Celebrity-branded comfort items, such as Justin Bieber's $5 slippers, offer a new low-cost pricing model for celebrity-endorsed merchandise, targeting young consumers who want to engage with celebrities without breaking the bank.
Industry implications
What the HoteLeisure trend means for industry
Where the trend changes the playbookFor
Hospitality industry
Hospitality industries can partner with fashion and lifestyle brands to offer branded clothing and products that embody the brand's theme, such as resort-inspired clothing or vacation-ready accessories and products.
For
Fashion industry
Fashion industry insiders can leverage the trend and partner with hospitality brands or develop their own lines of travel-inspired clothing, accessories, and other products to target consumers seeking to embody a luxurious lifestyle.
For
Crossover brand partnerships
Collaboration is key, as evidenced by successful brand crossovers, such as Gucci and Chateau Marmont, which offer consumers luxury-focused clothing and other items that reflect the sophistication of both the fashion and hospitality industries.
Workshop question
What adjacent industries could your brand incorporate into a new product or service?
Trend signals
Trend signals for HoteLeisure
Trend score 3.1 out of 10, from popularity 34%, activity 50%, freshness 8%.
Popularity34%
Activity50%
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
Europe
Asia-Pacific
Evidence
Examples of the HoteLeisure trend
4 featured examples from Mar 22 to Dec 28, 2018CategoryPop Culture
Hotel-Branded Luxe Fashion Collaborations
Chateau Marmont LA Partners with Gucci for a New Range
Luxury hospitality businesses can leverage their guest experience and brand to partner with luxury fashion brands, and expand their reach to other sectors in the luxury market.
CategoryPop Culture
Celebrity-Designed House Slippers
Justin Bieber's Slippers Were Released by His Brand, Drewhouse
Fashion brands can collaborate with celebrities to develop affordably priced clothing and accessories lines, capitalizing on the demand for celebrity-branded products.
CategoryLife-Stages
Nautically Themed Kids Clothes
tinycottons' New Hotel Bonheur Line is Perfect for the Summer
Brands can disrupt the children's clothing industry by creating new lines that prioritize function, comfort and fun summer designs.
CategoryFashion
Staycation-Inspired Clothing Lines
Kakao Friends' Hotel Collection Encourages You to Stay Indoors
Fashion brands can capitalize on the staycation trend and create clothing lines that prioritize comfort and relaxation.
