Lifestyle hotel brands are experiencing a resurgence as the global economy continues to repair itself. Generally known as brands which target a specific demographic with design, amenities, and services, lifestyle hotels are now wildly popular. For decades most leisure travelers in the US expected their hotel to have a bed, telephone, clean bathroom, and television. Maybe a view if it was next to the ocean. Now? Themed fitness programs, high-end toiletries, bathrooms having glass walls, 400 thread count cotton bed linens, and the list goes on.
One of the first lifestyle brand hotels was Ian Schrager’s Morgans Hotel in New York City. It debuted in 1984 with the concept of low lighting, modern design, and a lobby bar that doubled as a party lounge in the evenings. At that time hotel rooms were about as exciting as your basic blue shirt. Fast forward to 2011. Now, large and well established brands such as Marriott and Starwood have created their own line of lifestyle brands.
Ian Schrager recently teamed up with Marriott International to develop a new brand known as EDITION Hotels. With funky design and modern art, the Waikiki EDITION offers unique luxury such as thire Honolulu Surf and Bikini Boot Camp and an outdoor movie theater showing first-run films under the stars. What makes this and all lifestyle brands attractive are the features that set them apart from the competition. They form an environment and experience the guest is looking for in each location.