BRANDING INSIGHTS
1 December 2023
By Fabrice Burtin
IS “LIFESTYLE” A HOSPITALITY MACRO TREND, OR A PRODUCT SEGMENT?
In the dynamic landscape of the hospitality industry, the surge of the lifestyle segment over the past 5 years and proliferation of brands that break every code or conventional norms, does not mark an isolated trend for a happy few but a formidable global macro shift. Lifestyle, once limited to niche audiences, has now transcended segments, exerting its influence across a spectrum going from luxury hotels to economy brands. This evolution signals a pivotal moment where lifestyle and mainstream brands are converging, reshaping the industry's future.
High-end brands, often seen as bastions of tradition, are recognizing the need to adapt to the new demographics. The lifestyle trend, far from being just a product segment, is becoming a guiding principle influencing even the most opulent establishments that are integrating elements of lifestyle in their own way – be it wellness programmes, locally inspired designs, service behaviour, food and beverage concepts or immersive cultural experiences – to cater to the evolving expectations of a younger clientele.
Simultaneously, the influence of the lifestyle trend is evident in economy brands. No longer synonymous with basic amenities and standardized blocks, budget-friendly accommodations are embracing this trend with cool dining concepts to appeal to a broader audience. This democratization of lifestyle is breaking down barriers, making unique and memorable experiences accessible to a wider spectrum of travelers. Moving from what was a functional commodity, to experiences. On this front, we can see remarkable initiatives from the once known as most traditional European economy brands, for instance.
The key to understanding this transformation is in recognizing lifestyle not as a segmented product category but as a macro trend shaping the industry at large. It's not merely about offering themed accommodations, trendy staff uniforms with white sneakers or cool amenities but a fundamental shift in how hospitality is perceived and delivered, making it everyday harder for the lifestyle brands to be original, truly differentiating and knowing their purpose.
What is emerging is a hospitality landscape where the distinction between lifestyle and mainstream blurs that signifies a new era where the essence of lifestyle becomes synonymous with the very fabric of the hospitality industry.
In this context, do “lifestyle brands” verticals have a sustainable future in the large hotel corporations portfolio or are they only a laboratory showing the way forward to an entire industry?
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