In a constantly evolving world, especially in the retail sector, companies must adapt or risk being left behind. This universal truth takes on special relevance in the hotel industry, where competition is fierce and guest expectations are constantly changing. Therefore, I believe it is a good idea to explore a new way of conceiving hotels: why not turn them into points of sale?
Imagine a hotel that is not only a place to rest, but an ideal space for shopping. Following the example of the successful shopping experiences we find in commercial districts, why not apply this idea to our hotels, turning every corner and every floor into a unique opportunity to discover new brands (or enjoy those we already know)?
This concept goes beyond a simple boutique in the lobby. What I propose is that hotels begin to see, just as they have done with gastronomy, their facilities as points of sale, as shopping centers in themselves. This could include a John Cake cheesecake shop, a Prada Café, as well as an accessories store, creating a kind of commercial street within the hotel.
My approach transcends the typical idea of a lobby boutique so that guests can buy gifts. I suggest that, just as the hotel has a restaurant, we break with the schemes and transform rooms into shops on the 2nd and 3rd floors, or establish various shops in the lobby. Hotels can be true retailers, since, ultimately, it is about renting spaces.
Internationally, this trend is taking shape in some places in the United States. However, in Barcelona and throughout Spain, there is still ample room for innovation. Some hotels are already embracing this idea. An example is the new Hotel Zel, owned by Rafa Nadal and Meliá in the city of Palmanova, Mallorca. In addition to the Syra Coffee cafeteria and the Beso Beach restaurant, the hotel has a commercial island in the center, where products from various brands are offered. From a limited edition tableware from the local brand Cossiol, created specifically for the Zel, to the swimsuits from Crabs Company, the brand of Maribel Nadal, Rafa's sister. A proposal that goes beyond simple shopping and becomes a whole experience with each visit.
In Marbella, Hotel Puente Romano has organized this summer a beauty pop up by Christian Dior on its terrace and pool, offering guests the opportunity to experience exclusive products from the brand.
I suggest that, just as the hotel has a restaurant, we break with tradition and transform rooms into shops on the 2nd and 3rd floors, or establish various shops in the lobby.Here in Barcelona, we find some good examples in the Sir Victor and Casa Bonay hotels. On one hand, the lobby of Sir Victor, the hotel and restaurant located next to Paseo de Gràcia, has a shop in its lobby where you can find products from various brands, from sunglasses to designer cutlery and dishes. In the same lobby is the 360º bar, so characteristic of Mr Porter, where you can enjoy signature cocktails upon arrival and play a game of billiards.
On the other hand, the Barcelona hotel Casa Bonay partnered with Apartamento to present Store Apartamento, a shop curated by the iconic publisher, right at the hotel entrance, featuring authentic local brands, supporting emerging initiatives and talents from the city.
Furthermore, companies like Wundermart are making great strides. These small automated supermarkets are being integrated into hotel lobbies in many cities, offering a quick and easy shopping experience for both guests and local residents. Inspired by Amazon Go technology, it allows customers to take products and pay automatically with previously stored card details, providing a completely automated shopping experience.
Ultimately, hotels are not just places to rest your head, but also spaces to satisfy consumer appetite, so why not join this transformation?
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