This week, we take a look at some of the ways brands are embracing travel and hospitality, showing up in unexpected places like your hotel room closet, room service menus and airport newsstands.Visitors to the St. Regis hotel in Chicago this summer can expect luxurious rooms, a view of Lake Michigan and, depending on their booking, a new wardrobe.
The hotel is partnering with the British menswear brand Drake’s for a capsule collection of four accessories that’s exclusive to the hotel. But instead of being sold in the lobby, the products come as part of the room. Selecting the Drake’s Suite Package when you book a room means a necktie, pocket square, baseball cap and silk-blend bandana from Drake’s — a value of over $650 — will all be waiting for you in your room, yours to take home.
As traditional retail channels get glutted with competition, fashion brands are increasingly looking for interesting and unique venues to show up in customers’ lives. And as Americans increase their travel habits, both domestically and abroad, showing up in hotels, airports and other travel locations has become an appealing strategy.
St. Regis has been particularly active with this strategy. In the last three months, in addition to Drake’s, it has also partnered with brands like Mira Couture and Merit Beauty. The latter partnership includes making select Merit Beauty makeup and skin-care products available to order through room service.
