In the 2010s, large hotel chains noticed the growing popularity of boutique hotels: chic urban properties that seduced younger guests with impeccable design and quirky charm. “We can do that too,” the big chains said… and thus began an explosion of millennial-focused lifestyle hotel brands.
How have these brands fared since? And what can hoteliers learn from the new generation of lifestyle hotels?
Lifestyle hotel brands: How it started
A lifestyle hotel combines the design and vibe of a boutique hotel with the service standards of a large chain. The pioneer brands targeted a wide array of audiences. Some, such as Tru by Hilton and Moxy Hotels by Marriott, offered a fun, stylish experience to budget-conscious guests. Some, like Best Western’s Vīb and GLō, targeted the midscale and upper midscale market with contemporary designs and in-room comforts. And upscale brands Centric by Hyatt and Canopy by Hilton sought boutique-hotel credibility by featuring local art and music, mixing craft cocktails, and offering expert recommendations on what to do and see.
These varied brands had a few things in common, however:
- A distinctive personality
- Smaller, streamlined guestrooms
- Multifunctional lobbies with a market, cocktail bars, coffee bar, social and work spaces.
- An emphasis on food and beverage
Lifestyle hotel brands: How it’s going
In general, this proved to be a successful model. Leading hospitality group Accor announced in 2021 its intention to triple its number of lifestyle hotels by 2023.
Newer lifestyle hotel brands, however, look a little different from the originals. What are the latest lifestyle hotel trends?
Hybrid hospitality concepts, such as Ennismore’s Working From_, are adapted specifically for the needs of digital nomads, with inviting work and social spaces. As hospitality lawyer Robert Asher of Brodies LLP points out, “they have evolved considerably from the early lifestyle hotels which marketed themselves to millennials in need of good wifi and a funky coffee bar.”
Lifestyle meets select service — that’s how Hyatt describes its new Caption by Hyatt brand. Caption is pursuing “conscious subscribers” with an intentional focus on diversity, equity and inclusion; inviting social spaces; and digital self-service, from mobile check-in to QR-code menus, Hospitality Design explains.
Consumer brand partnerships are a growing hospitality trend. Defined by more than décor, these properties seek to express the ethos of a brand. Hyatt is collaborating with athletic brand Fila to open Fila House in Shanghai in 2024: a hotel inspired by Fila’s “free-spirited attitude and legacy of style,” Vogue Business reports. RH Guesthouse, Restoration Hardware’s first hotel, recently opened in New York City. RH Guesthouse promises “privacy, exclusivity, and luxury,” CEO Gary Friedman says: social media posting is frowned upon, and there’s no public lobby or events. “This is our house, and you are our guest,” the property states.
Incorporating lifestyle-hotel trends into your guest experience
Reinvest in food and beverage. Increasingly, F&B amenities are influencing guests’ decisions about where to stay, Hotel Management finds: “Having adequate F&B is not a guaranteed competitive advantage but lacking sufficient F&B has become a disadvantage.” Is it time to spiff up your hotel bar? Or bring back a full breakfast buffet?
Polish your photography. For upscale hotels, Horwath HTL research shows, photos that show ambiance and amenities are a more powerful driver of online bookings than brand name, rating/reviews or discounts. It may be time to refresh your image portfolio to show off F&B offerings and the hotel’s most striking interior features.
Refresh guestroom amenities. The smaller, simpler guestrooms heralded by lifestyle hotels aren’t always beloved by guests. Modern minimalism is appealing, but guests still want creature comforts such as a high-quality coffeemaker and electric kettle; an effective air purifier; and extended-stay amenities that make a hotel room feel like home.
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