Gucci, Louis Vuitton, and Louboutin have been taking over hotels in 2024,
it’s one of the biggest trends we’re not talking about enough:
– Louis Vuitton revamped the restaurant at the iconic White 1921 in Saint-Tropez, seamlessly blending high fashion with high-end dining.
– Gucci partnered with the Maidstone Hotel in the Hamptons, dropping a sea-blue Airstream where guests can browse their Lido Collection while sipping curated Gucci-branded coffee.
– Christian Louboutin went all in, transforming a 5-star hotel in Melides, Portugal, into a design-forward, brand-infused experience.
These collaborations are happening everywhere, but I’m hoping to see more full hotel takeovers such as the Louis Vuitton Hotel in Paris and the Elle Magazine Hotel in Amsterdam.
And it makes so much sense. Hotels with a great location but no strong brand could tap into a new audience. Consumer brands get a real-world space to bring their fans and products to life.
Both win—higher rates, built-in marketing, and a fresh guest experience.
Right now, it’s mostly luxury. But it won’t stay that way —why wouldn’t Nike, Patagonia, or Mercedes be next?
This is one of the biggest untapped opportunities in hospitality. Who’s next.
