Lifestyle hotels place emphasis on community-building

European hoteliers are emphasizing building communities to boost the lifestyle segment

Feb 1, 2024

Gabriela Basovska, consultant at business advisory PKF, said that since the formation of the W Hotels brand in 1998, lifestyle hotels have put on the party that stops hotel guests from going to bed, the same one that “when you arrived back home, you thought, I want to go back to that.” Started by Starwood Hotels & Resorts, W Hotels is now part of Marriott's brand stable.

Key takeaways

  • That notion is multiplied in Europe, where the excitement that comes from multiple countries with many cultural differences and stimuli drives heightened innovation among hoteliers;
  • Hotels generally have functional, emotional and social benefits, but lifestyle hotels must provide more than that;
  • The big buzzword now is community marketing. Ace, The Standard and Hoxton have communities, as only community can keep a lifestyle brand strong.

Get the full story at HNN

Related must-reads


Get our Daily Brief in your inbox

Consumers are changing the face of hospitality - from online shopping to personalized guest journeys and digitalized guest experiences ...
we've got you covered.

By submitting this form, you agree to receive email communication from and its partners.