THIS MONTH ’ S SECTION IS
ABOUT
TRENDING
POPPING
UP ALL OVER
SHORT-TERM PARTNERSHIPS ARE LAYERING AN EXPERIENTIAL ELEMENT TO A HOTEL STAY – EVEN IN THE GUESTROOM .
Contributed by MEGAN ROWE
Whether it ’ s whiskey tastings paired with men ’ s fashions , a guest suite given over to a legendary toy store or a rooftop transformed into a beach bar – complete with sand and tiki drinks – pop-ups have earned a regular spot in many hotel lobbies and guestrooms .
For some hotels , pop-ups are a trial marriage , a way to gauge whether a product line or retailer makes sense as a permanent lobby fixture . Still others like the idea of a revolving lineup as a way to ignite social media interest or activate a lobby with locals .
Media exposure and livelier spaces are obvious benefits , as is the potential for ancillary F & B and even room revenues . Yet , given the priorities of today ’ s travelers , “ the number one benefit for a hotel is the ability to add something experiential ,” says Melissa Gonzalez , CEO of New York-based Lionesque Group , a retail strategy firm .
That philosophy drives the Dream Hotels approach to pop-ups . “ We ’ re providing our guests with a travel and lifestyle experience that incorporates local art , fashion , music and culture ,” says Lauren Saxe , digital marketing manager for Dream ’ s two New York City properties . The hotels have hosted a number of fashion brands , along with tattoo and piercing artists , portraitists , chocolatiers and artisan beauty brands .
NEW APPROACHES The latest twist on pop-ups , Gonzalez says , is a holistic strategy that extends beyond the lobby and into the guest room space . During a pop-up by a men ’ s lifestyle brand at the Refinery Hotel in New York City , the company hosted nightly happy hours , provided a VIP suite for meetings with stylists , furnished guest rooms with look books and offered hotel guests an exclusive discount on purchases .
ANYTHING YOU LET INTO YOUR SPACE HAS TO HAVE THE RIGHT PRICE POINT , THE RIGHT AESTHETIC , THE RIGHT IMAGE .
MELISSA GONZALEZ , CEO , LIONESQUE GROUP
12 hotelsmag . com March 2020