Haute hotels and runway resorts
Forget your standard mini-bar and bathrobe, the worlds of fashion and hospitality are colliding in unexpected ways. Let’s take a Deep Dive.
🛎️ Brands like Bulgari, Armani, Dior and Versace are going beyond the runway fashion to creating entire environments that embody their design ethos.
👅 From cafes and signature dining experiences to hotels and resorts, brands are offering a literal taste of luxury.
🌟 But is this about branding and extending the lifestyle, or are brands looking to build a deeper connection with their clients?
💬 Most likely, as consumers, especially the younger generations, crave immersive branded experiences that go beyond material possessions.
QUOTABLE
“These are absolute luxury experiences. They deserve more thought than just putting a logo on some chocolates.”
— Erik Torstensson, co-founder of Frame and creator of Mr Porter
BY THE NUMBERS
US$106 billion The luxury hotel market is valued at US$106 billion in 2024 and growing.
55% Asia is poised to be the dominant force in luxury and projected to account for over 55 per cent of the global market by 2030.
35% Before the pandemic, Chinese consumers were the largest contributors to global luxury sales. By 2030, they are expected to account for 35 to 40 per cent of the market.
QUIZ
Of the fashion-branded hotels, which chain has the largest number of properties?
A. Armani
B. Bulgari
C. Versace
Scroll to the bottom for the answer.
DID YOU KNOW?
Fashion and hospitality collaborations are creating next-level bespoke experiences, from curated spa retreats to stylish beach clubs in unique, boutique locations.
THE EDIT
👕 Uniform makeover. Hotels are giving their staff a glow up with stylish uniforms that challenge the conventional notion of hospitality uniforms.
🌴 Hot summer. More than just bland and cheesy souvenirs, resort core is making hotel swag actually desirable.
🍸 At your service. Some luxury collaborations skip gift shop merchandise entirely, focusing on experiential engagement like a hotel bar pop-up.
WATCH
Ever wondered what it is like to stay at the Armani Hotel Dubai in the Burj Khalifa? YouTube filmmaker Tim Lindon takes us on a tour of the world’s tallest building.
THE FULL PICTURE
The luxury hotel market is expanding and expected to be valued at US$287.6 billion in 2030—up from US$140.3 billion in 2023.
KEY PLAYER
Giorgio Armani
Italian designer Giorgio Armani has influenced the fashion hotel sector by personally designing the Armani Hotel Dubai in the Burj Khalifa to reflect his signature style of elegance, simplicity and sophisticated comfort.
HONOUREE TO KNOW
Bart Tai
Bart Tai co-founded Dunqian, Taiwan’s largest intelligent chain hotel company, which leverages smart devices and systems to help traditional hotels overcome operational challenges. He is also behind the mid-range design hotel collection Check Inn, which has expanded into Japan.
ONE FINAL THING
Le Chocolat Maxime Frédéric by Louis Vuitton in Singapore offers air-flown chocolates for sale. Despite a bar of chocolate costing US$26 (or SG$35), the confections are usually sold out by the early afternoon.
