“How Boutique Hotels such as The Standard Achieve Success with Retail: An Insight into Hotel Retail Experiences and Curated Items”

Brands are increasingly recognizing the potential of hotels as a platform for retail experiences. According to Jeena Sharma, Luxury Reporter for Morning Brew, boutique and luxury hotels with on-site or online shops can play a crucial role in creating a memorable luxury experience.

Sharma believes that the small touches such as luxurious bathrobes, comfortable bedding, unique artwork, and the scent in the lobby make a hotel stay unique and memorable. If guests have the opportunity to take a piece of this experience home, it can help the hotel build a long-lasting relationship with them.

Boutique hotel groups like The Standard were early adopters of this trend, launching The Standard Shop, their on-site and e-commerce retail arm, in 2008. Often referred to as “The Shop”, it was created in response to guest requests to purchase in-room products such as bedding, bath items, and robes. The Shop offers a mix of basic items as well as unique products made by local artisans and emerging international brands.

The retail experiences at The Standard have expanded since 2008, offering hotel guests and visitors a selection of curated items that reflect the experiences and products offered by The Standard Hotels’ various locations. The Standard Shops also focus on offering exclusive, limited edition branded merchandise.

The latest strategy includes the Jet Set collection, inspired by The Standard’s 25th anniversary. This collection celebrates the brand’s globetrotting patrons with travel essentials like branded clothing and travel bags.

Each location of The Standard also offers location-specific items. For example, at the Miami Beach location, guests can find a range of products designed for outdoor activities. This has proven beneficial for direct-to-consumer (DTC) brands like Vacation®, who have partnered with The Standard to feature their sunscreen products both in-store and in-room.

This partnership has not only boosted product sales but also led to tastemakers and celebrities creating valuable social content featuring Vacation® products during their stay at the Miami Beach hotel.

Other DTC brand partnerships found in The Shop include items like the Private Hours candle, created in collaboration with fragrance brand Snif. The two brands worked together to create a custom scent that encapsulates the spirit of The Standard, High Line location.

These collaborations benefit both the hotel and the brands it partners with in a retail capacity, and it is likely that we will see more of these partnerships within the hospitality space in the future.

Source: forbes.com

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