If one goes through the mission statements of several companies, it seems many want to identify themselves as lifestyle brands. Chipotle, Blue Apron and Godiva are cases in point. All three and others have taken steps to fulfill this promise of theirs, but few have convinced. Instead, one thing all lifestyle brand aspirants could do is to open hotels. Spanish footwear giant Casa Camper started out with their hotels in Barcelona and Berlin, to much success. The style-minded home furnishings company West Elm has likewise set up boutique hotels across US cities such as- Indianapolis, Minneapolis, Portland and Savannah. Through this hotel, obviously outfitted with West Elm furnishings, marketers are able to show their entire customer base how any place would look when using furnishings from the company. This business innovation can work wonders as it creates enduring and emotional connections with their customers.

Source:https://hbr.org/2018/09/lifestyle-brands-are-building-hotels-now-heres-why-that-actually-makes-sense

Uploaded Date:16 October 2018