In a world where everything has to be documented on social media, customers are increasingly looking for experience-related services. It is not enough anymore to wear luxury products such as a purse or shoes, customers now want to pair their products to an overall experience.
Luxury travelers are craving luxury experiences
As fashion brands are reinventing themselves, what better way to do so while at the same time facilitating the expansion of their empire? Luxury hotels are increasingly appealing to travelers, especially at a time when luxury becomes more accessible and diverse.
Luxury travelers are craving experiences that go beyond simple products, and this is why fashion brands have found the perfect combination to satisfy both their growth and customers' demand by projecting a whole lifestyle. Many of them now own their own hotels which are located in either strategic locations, i.e. big cities such as Tokyo, Dubai, or London… or in exotic locations, attracting luxury guests. These expansion approaches are key to the success of luxury brands. In fact, the former allows them to be closer to their target segment whereas the latter helps them to elevate their brand even further.
Turning towards hotels has enabled luxury companies to further promote their brands and expand the visibility of their products. In many hotels owned by luxury brands, guests have the opportunity to experience a private shopping session with the concierge directly or in the brand’s nearby boutique.
Luxury brands have invested in hotels for over 20 years, with the first one being Palazzo Versace in Australia. Today we can also see pop-up accommodations that allow guests to experience a once in a lifetime stay that can never be reproduced, which perfectly defines luxury.
Here are some of the hotels owned by a fashion brand
Situated on the Gold Coast – Australia’s premier leisure destination – Palazzo Versace is the first fashion brand hotel. This hotel offers you a unique experience with its 3 award-winning restaurants, a spa retreat together with a fitness center, a Versace boutique and meeting space and wedding venues for up to 500 guests.
There are however two offers that make the hotel stand out. The first one is the “Rolls Royce experience”, tailored to your needs, whether it is transit from the airport or to go to a specific place you wish to visit. The interior of the car is all decorated with Versace’s signature elements, including perfume. The second offer is the private marina, where guests can moor their boats while enjoying a nice dinner in one of the restaurants.
Situated in Knightsbridge, the hotel is located in the city center. The hotel opened in 2012 and includes rooms and suites that reflect the elegance of the brand. The hotel distinguishes itself by the additional features such as the fitness center with personalized coaching workshops, a private in-suite spa, a theatre hosting 47 people, a cigar lounge offering tastings and a ballroom.
Located in Burj Khalifa, with a dedicated entrance, the Armani hotel has 160 rooms over 10 floors in the world’s tallest tower. Within each part of the hotel, you can find all the signature details of the fashion brand, such as custom-made furnishing or zebrawood panels, as well as award-winning restaurants, a deluxe spa and Armani goods. However, what makes the hotel unique is the attribution, to each guest, of a personal lifestyle manager, that will help you arrange your stay from childcare to city center events’ booking.
This hotel has 33 rooms inspired from neoclassical and “bohemian chic” style. The designer wanted to display 7 different “universes” (Patchwork, Avengers, Saint-Germain, Tuileries, Musketeers, Jeu de Paume and Quai d’Orsay) across all the rooms in order for the guests to experience a “journey within the journey”. The hotel is situated in a strategic location, near the Jardin des Tuileries, the Louvre museum and the Invalides. One key element is that the hotel makes available smartphones throughout the whole stay. This means the guests can call all around the world for free, and stay connected with the hotel 24/7.
Situated in the middle of a 110 acre private enclave of luxury villas, these villas offer ocean-front rooms both on the patio level with a secluded balcony or a more “top-of-the-tower” view. All the rooms are decorated with the designer’s Home Collection. The guests can enjoy award-winning dining paired with a wine list which received the “award of excellence”. The resort also has a wellness center with a spa along a private bay of crystal clear waters in an 18th century plantation house. Guests also have the possibility to try different activities such as open air yoga, snorkeling, a glass bottom boat, tennis or golf…
The designer has not yet chosen a name for the 21-room boutique hotel but construction is starting in Spring 2019 and opening planned for the summer season of 2020. The hotel's interior will reflect the shoe designer's lavish flair while the building's design has been thought through to perfectly blend with the local architecture.
Fashion luxury brands and hotels collaboration
However, owning a hotel is not the only option for fashion brands: they can also do a collaboration with already existing hotels to design rooms and suites or to build their own signature spa. This option allows the brands to showcase their own philosophy with minimal investment. A collaboration also allows hotels to offer something unique by taking advantage of their brand reputation.
Defined as a “feast for the senses” due to its marble fireplace, grand piano and Murano glass lighting, the suite has been entirely developed, from the fabrics to the photographs, by the designer herself. The room offers a private bar together with a 24h butler service. In addition to that, the guests can find Burberry trench coats for them to use throughout their whole stay!
This suite showcases the elegance of the brand, with a marble foyer separating the bedroom from the living room. To make the stay even more personalized, the hotel makes available a 24h butler service. This includes service of a cup of tea or coffee upon arrival as well as after the wakeup call every morning. You can also find a refreshing fruit basket upon your arrival at the hotel. One stand-out point of the hotel is the digital library: the entire original book collection of John Jacob Astor IV’s is now kept behind a glass and all the books are available to guests on Kindle devices.
This 106 sq.mt suite includes a spacious living room, Art Deco bathroom (with handmade tiles) together with a private balcony overlooking the hotel’s garden. Guests in the suite can enjoy a variety of advantages such as the limousine transfer from and to the airport, access to the spa or welcome drinks. In addition to that, the hotel offers several other services such as a cigar lounge, a personalized city tour, outdoor sports like horse riding or golf and finally a business center open 24/7.
Defined to provide the guests with a “journey of tranquility”, the spa offers customized treatments to meet each specific need. The services provided range from spa essentials to Shiseido’s signature treatment such as the Indian Ceremony or the Thai Quartz Crystal Healing Massage.