Lifestyle hotels place emphasis on community-building
European hoteliers are emphasizing building communities to boost the lifestyle segment
Gabriela Basovska, consultant at business advisory PKF, said that since the formation of the W Hotels brand in 1998, lifestyle hotels have put on the party that stops hotel guests from going to bed, the same one that “when you arrived back home, you thought, I want to go back to that.” Started by Starwood Hotels & Resorts, W Hotels is now part of Marriott's brand stable.
Key takeaways
- That notion is multiplied in Europe, where the excitement that comes from multiple countries with many cultural differences and stimuli drives heightened innovation among hoteliers;
- Hotels generally have functional, emotional and social benefits, but lifestyle hotels must provide more than that;
- The big buzzword now is community marketing. Ace, The Standard and Hoxton have communities, as only community can keep a lifestyle brand strong.
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