Rethinking the Hotel Shop
A hotel shop can be much more than a shelf of branded T shirts, mugs and keychains.
For hotels with a retail area, lobby shop or online store, it can become another way to introduce guests to the property and give them something to take home from their stay.
The key is choosing products that feel connected to the hotel.
Start With The Property.
A hotel shop should have a point of view.
A coastal resort might carry beach towels, resort wear, travel accessories and locally made products. A city hotel might focus on stationery, coffee, books, neighbourhood products and items inspired by the destination.
A spa hotel can build its shop around wellness, robes, candles, skincare, journals and branded spa merchandise.
The merchandise should make sense for the property rather than looking like a collection of products selected simply because a logo can be added.
Give Guests Something They Will Use.
A good travel bag can be used on the next trip. A robe can become part of the morning routine. A notebook can travel to the office. A coffee mug can become part of someone's kitchen.
Useful merchandise gives guests a reason to purchase something rather than simply taking home a souvenir.
Bring Local Products Into The Shop.
Local coffee, food products, books, artwork, stationery and other regional products can give a hotel shop a stronger connection to its destination.
These products can also introduce guests to businesses they may not have discovered during their stay.
For hotels with a strong local identity, this can become one of the most interesting parts of the shop.
Create A Seasonal Collection.
The hotel shop can change with the calendar.
Christmas can bring gift boxes, ornaments, candles, stationery, branded apparel, festive logo cookies and seasonal treats.
Summer can bring beach bags, towels, hats, travel pieces and resort merchandise.
A new collection gives returning guests another reason to look at the shop and gives the property something new to feature in its guest communications.
Look Beyond The Logo.
A hotel brand does not have to appear in the same way on every product.
A subtle monogram, custom pattern, signature color, destination reference or property phrase can create merchandise that feels specific to the hotel.
Packaging can also become part of the experience, with custom boxes, tissue, cards, stickers, bags and gift wrapping available for purchases.
For hotels developing a more distinctive retail collection, these details can make the difference between promotional merchandise and a true hotel shop.
The Shop Can Extend The Stay.
A guest may arrive for two nights, but the hotel brand does not have to disappear when they leave.
A book from the lobby shop.
A candle from the spa.
A coffee blend from the destination.
A branded travel bag packed for the next trip.
A Christmas mug purchased for someone at home.
These purchases give guests a way to bring part of the hotel experience home with them.
The House of COCOLILY creates branded merchandise, printed pieces and guest programs for hotels, resorts and hospitality properties.
From individual products to complete hotel shop collections, we help properties create merchandise that belongs to the brand and the guest experience.