Oh, “lifestyle” – the branding buzzword du jour. What, on earth, do you mean? And how can we, as hospitality strategists, learn your ethereal ways? 

Starting from the top: good branding makes you feel something – but a lifestyle brand makes you feel part of something. How? By appealing to shared values, interests, preferences, habits, styles, and point of views. By standing for something. Lifestyle brands forego traditional marketing tactics, and instead focus on representing the interests and attitudes held by the real people who use them. Think: Patagonia, Apple, Outdoor Voices, etc. 

Pulling this off requires focus. Pick a lane! We notice a few identities that lifestyle brands across all sectors commonly latch onto – things like sustainability/green living, or wellness & beauty, or arts & culture, or nostalgia, or community connectivity. It’s all about communicating a way of life, either real or aspirational.

Lifestyle brands don’t just sell a product or service. They sell an identity.

So what’s lifestyle hospitality? 

Lifestyle hotels and hospitality brands are increasingly popular, but they’re really difficult to define. The great Sharan Pasricha, Ennismore founder and CEO, has said on the topic:

“Lifestyle’ has become a bit of a buzzword, like ‘boutique hotels’ once was. To me, it means honing in on brand experiences and curating how brands make you feel… and crafting spaces that make you feel at home and welcomed – places you actually want to hang out in.”

To achieve that magical balance, lifestyle hospitality brands think, design, source, and work independently – using more local or boutique agency partners, materials vendors, and craftsmen compared to mainstream brands.

  • Le Barn

    WELLNESS VIBES

    Le Barn in France is a gorgeous countryside escape that is specifically positioned towards urbanites who want to escape the city and reconnect with nature. They offer a range of outdoor activities, from yoga to hiking to horseback riding, and even gardening workshops so guests can harvest their own dinner.

  • The Pig

    FOR THE FOODIES

    The Pig is so dedicated to its culinary and gardening program, it actually calls its locations “Restaurants with Rooms.” Throughout the experience, they communicate that everything on the property is driven by the gardener, forager and chef from the Kitchen Garden. Meaning — they’re a restaurant first, hotel second.

  • Eaton Worskhop

    ARTS & CULTURE

    Eaton Workshop in Hong Kong has four different dining venues rooted in local culture and cuisine, including Michelin-starred Cantonese restaurant Yat Tung Heen, award-winning buffet-style restaurant The Astor, a cocktail bar and music venue Terrible Baby, and a bespoke food hall with a range of international cuisines from 9 vendors.

  • Ett Hem Guesthouse

    ALL ABOUT COMMUNITY

    Ett Hem guesthouse in Stockholm takes the notion of “make yourself at home” to new heights. Guests are invited to participate in cooking their meal, help themselves to the fridge for a snack, and make their own cocktail at an honor bar. And when dinner or breakfast rolls around, staff inform you of the menu verbally (nothing printed), as if you were at a friend’s dinner party.

  • NoMad Hotels

    LIVING LUXE

    NoMad Hotels in Las Vegas, NYC and London have a distinctly old-world feel, with lush, intimate and moody interiors and timeless restaurant venues to match. Their esteemed restaurant and bar programs are all operated in-house with the help of Michelin-caliber chefs on staff

What’s next for lifestyle?

Hot take: we think there’s actually the most untapped opportunity to bring lifestyle branding into select service hotels. It’s “easier” to make an incredible lifestyle identity come to life across a sprawling luxury property, but much harder with limited space, ops capabilities, and budget. Moxy, Indigo, and similar brands are working hard to crack this code, and we love working with them to bring the next generation of lifestyle to life.  It’s a bit oxymoronic to try to design lifestyle at scale  – but we’re up for the challenge.