DEVELOPMENT
Meanwhile , the property remains open while various sections are enhanced . When the upgrade is completed , there will be 215 rooms , including 23 decked-out suites , 35,000 square feet of meeting space and a 12,000-square-foot spa . Five of the suites will be revamped with products from the Tommy Bahama Home line .
Bocce ball at the Tommy Bahama Miramonte .
WHY RETAILERS ? “ Consumers have been increasingly interested in staying in hotels that are brand extensions from outside the hotel industry ,” said Walker . “ We feel there is an even greater cachet to stay in the first hotel under a new brand .”
But the injection of fashion brands , restaurants and other retail businesses into the hotel space isn ’ t new . Fashion house Versace entered the market two decades ago when it opened the Palazzo Versace hotel in Australia .
Armani has a hotel a piece in Italy and Dubai , while upscale Japanese restaurant Nobu has been in hotels since 1993 and is in 15 destinations , with more coming soon .
The trend resurged in 2019 when Equinox , the fitness company , debuted a hotel in New York , and home decor empire Restoration Hardware followed suit in the Big Apple last year .
Partnering with retail brands new to hotels is the next evolution for many properties , particularly in the wake of the last three years , said Emanuel Schreiner , founder of RVS Hospitality , in a HOTELS magazine guest column last January .
“ Due to COVID-19 , the hospitality sector has been challenged … [ Now ], hotel
operators need to adapt by developing new , engaging , innovative concepts and experiences to create love beyond reason so guests come back . Collaborating with like-minded brands provides customers with value-added services and enhances a property ’ s positioning in the market and overall identity .”
A rendering of what the façade will look like of the Tommy Bahama Miramonte Resort & Spa once the renovation is completed .
56 hotelsmag . com Mar / Apr 2023