Luxury Hotel Merchandise is becoming highly sought after by well heeled guests as they look for nostalgia filled status pieces to take home.
Luxury hotel merchandise, branded apparel is being transformed into must-have fashion items. This is the ultimate IYKYK fashion flex. Some of the world’s most luxurious hotels and hotel brands including The Dorchester Collection, Le Bristol in Paris, The Carlyle New York , The Ritz and Aman Hotels are experiencing a huge surge in demand for their branded merch.
Luxury hotels have long been synonymous with exclusivity, status, and opulence. But in recent years, they have also been making waves in the fashion industry with their own branded merchandise.
In 2024, high-end, branded apparel and accessories from luxury hotels became one of the hottest new trends in fashion, signaling a shift in consumer behavior and the evolving definition of luxury.
The rise of high-end hotel merchandise is about more than just branding—it represents a shift in how luxury is consumed and experienced.
As consumers seek out exclusive, meaningful purchases, luxury hotels are redefining their role not just as destinations, but as lifestyle brands.
The days of kitschy souvenir shops are over. In their place stands a new era of luxury, where a hotel-branded sweatshirt is as coveted as a designer handbag, and where the scent of a five-star retreat lingers long after check-out.
The evolution of hotel merchandise is a trend to watch. And for luxury hotels, this isn’t just a fad; it’s a lucrative, fashion-forward future.
The Big Picture: A Status Symbol Beyond Travel
The rise of luxury hotel merchandise underscores a broader cultural shift: consumers continue to prioritise experiences over material possessions. Owning a piece of hotel-branded apparel isn’t just about having a sweatshirt or a candle—it’s about commemorating an exclusive travel experience, something not everyone gets to have.
Forget the generic airport souvenirs like mugs and magnets. The ultimate travel keepsake—and a true fashion statement—is hotel merch. From plush crewnecks to signature fragrances that bring the scent of a five-star retreat into the home, these items are as much about status as they are about nostalgia.
This trend also highlights how luxury hotels are speaking to a new generation of travelers. While past generations may have defined luxury by formality and exclusivity, today’s high-end consumers seek something more personal, experiential, and immersive. They want to integrate the essence of their travels into their everyday lives, and luxury hotels are capitalising on this demand through exclusive, fashion-forward merchandise.
Behind the Curtain: The Birth of “Resortcore”
This movement “resortcore,” a term that encapsulates the intersection of high-end hospitality and fashion. Top-tier resorts and hotels worldwide, from LA’s iconic Beverly Hills Hotel to the legendary Le Bristol in Paris, have witnessed an unprecedented surge in demand for their branded merchandise. These items, once considered simple souvenirs, have evolved into coveted fashion statements that rival designer apparel.
Luxury hotels are embracing this momentum by collaborating with esteemed fashion brands to create exclusive collections. For instance, Aman, known for its serene and ultra-luxurious properties, has doubled its e-commerce business over the past year.
Hotels are no longer just selling plush bathrobes and monogrammed slippers; they are producing high-end capsule collections that align with global fashion trends. Collaborations with brands like Olivia von Halle and FRAME elevate hotel merch from simple branding to a serious fashion moment.
More Than Just Marketing—A New Revenue Stream
The surge in luxury hotel merchandise isn’t merely a branding exercise; it’s also a lucrative revenue stream. Hotels initially pivoted towards e-commerce during the COVID-19 pandemic as a means to recoup lost revenue, but the success of these initiatives has led to their continued expansion post-pandemic.
With the world well and truly reopened, luxury travelers are still eager to bring a slice of their hotel experience home with them, whether through limited-edition loungewear, bed sheets, or bespoke home fragrances that encapsulate the scent of their favorite suite.
Moreover, the rise of hotel-branded merchandise dovetails with the increasing popularity of fashion collaborations. Limited-edition drops and influencer partnerships generate hype, attracting fashion-conscious consumers who may not even have stayed at the hotels themselves.
A hoodie from The Ritz Paris or a silk robe from Aman becomes a statement piece—one that signals taste, worldliness, and an appreciation for the finer things in life.
The Future of Hotel Merchandise: The Luxury Drop Model
As this trend gains momentum, expect luxury hotels to take their merchandise strategies even further. The next phase will likely see an expansion into exclusive, seasonal fashion drops, much like those seen in high fashion and streetwear.
Limited-run collections, timed releases, and pop-up collaborations will add an element of exclusivity, making hotel merch even more desirable.
In addition, hotels may begin integrating their merchandise more seamlessly into the guest experience. Imagine checking into a hotel and receiving a curated fashion edit as part of your stay, or being given access to exclusive, guests-only drops upon checkout.
Personalised, limited-run collections tied to specific events, such as fashion weeks, film festivals, or global sporting events, could transform hotel fashion into a cultural phenomenon rather than just a travel souvenir.
