Boutique hotels hold retail opportunities.


New York (AirGuideBusiness - Business & Industry Features) - Mon, Nov 2, 2015 Hoteliers with boutique, luxury spaces can maximize revenue and enhance the guest experience by adding high-end retail options. Hoteliers arenat retailers, and retailers arenat hoteliers. But the two are positioned to give each other some key advantages. Peter Whitford, founder and CEO of Parker & Morgan Global, said the personalization possible at boutique hotels, and the loyalty that inspires, present hoteliers with unique opportunities if theyare willing to shift their mindset to retail. That includes even selling things straight from a guestroom. aPeople who stay in hotels have the opportunity to try something, experience it, see if they like it. If they do, they often go about making a purchase,a Whitford said during the aHow hoteliers are changing the way we shopa panel at the Boutique & Lifestyle Lodging Association Leadership Symposium. Whitford said a willingness to partner with retailers can open up hoteliers to new sources of revenue and their guests to new experiences at the hotel. Leveraging knowledge LeeAnn Sauter, founder and CEO of Seaside Luxe, which specializes in creating retail spaces on resort properties, said hoteliers, particularly in the boutique luxury space, are more knowledgeable about their guests than standalone retailers. aWeare the only retailers in the world who know who is walking through the doors,a Sauter said. aThatas a gift, but itas a gift that you need to use to exceed their expectations.a

Tara Gorman of law firm Greenberg Traurig agreed that hoteliers need to do a better job using that knowledge for retail properties, but thatas not something they should expect to accomplish on their own.

aHoteliers are typically not good retailers,a Gorman said. aSo that can be a nice partnership.a Gorman said hoteliers need to put serious thought into with whom they partner and how it fits in with what theyare trying to do on property. aYou have to make sure it fits your standards,a she said. aYou donat want to have a shop that doesnat fit your image.a

Sauter agreed, noting retailers who move onto a hotel...

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