Brands Will Appeal To Travelers’ Values

When the Eaton Workshop opens in Washington early next year, it will be the world’s first hotel for liberals. The company may be onto something. “Luxury customers are drawn to brands that communicate a sense of purpose—beyond just existing to sell something,” says Marriott’s Edmundson, pointing to “sky-high” engagement at two W hotel speaker series, “What She Said" and “Queer Me Out,” showcasing powerful women and lesbian, gay, bisexual, and transgender (LGBTQ) thought leaders, respectively.

But it’s not in every brand’s DNA to plant such politically charged flags, so in 2018, top-tier brands will find softer ways to appeal to consumers’ values—being careful not to alienate any potential guests.

“Forty percent of guests will fall on one political extreme, and 40 will fall on the other,” says NYU’s Hanson. “Few are in the middle. But there are causes that nobody could disagree with, like human trafficking, 40 percent of which occurs in hotels,” he adds. “Nobody would be offended by a company taking a stand on that.”

Wellness Will Be More Important Than Ever

“Wellness is going to be the next trillion-dollar industry,” predicts Deloitte’s Langford. “Everyone wants to capitalize on the huge swell, but every brand is making a different play. Nobody has figured it out yet.”

Already, Hyatt has bought legendary wellness brand Miraval for $375 million, while JW Marriott has partnered with the Joffrey Ballet for on-demand barre classes. Meanwhile, Four Seasons has developed wellness rooms with de-chlorinating showers and Deepak Chopra meditation videos.

“At the bleeding edge, wellness resorts are changing their talent strategies, hiring more doctors, more NPs, more nutritionists—and that’s really expensive,” says Delotte’s Gasdia. “But they’re doing really well with revenue and gross bookings.” Hanson agrees: “With even select-service brands upgrading their fitness centers, this is a place where luxury brands have the physical space to stay ahead of the curve.”

Based on a recent survey of 5,000 Marriott guests, Edmundson says that “about 80 percent of respondents agreed that improving their physical and emotional well-being is more of a focus for them today than it was three years ago—sleep improvement, new diets, and meditation all scored high in terms of what travelers had participated in over the past 12 months.” Not coincidentally, her eight brands will “lean into this space” in 2018, with JW Marriott taking the leading role.