Locale's spaces feature products from brands including Art of Tea.
DALLAS—Some established hotel groups have long been offering in-room amenities for purchase. Most recently, Austin-based aparthotel start-up Locale has joined the fray, launching "Shop My Stay," an in-room shopping experience that is exclusively in its 50-plus luxury apartments in the DFW market.
The program enables guests to discover, use and later purchase the products found in each room, bringing a piece of the Locale experience home with them. Locale's spaces feature products from brands including Public Goods, Fellow, Art of Tea and Parachute.
"Since launching Locale in 2016, our guests have consistently praised and appreciated our highly curated spaces and our thoughtful selection of in-room products," Nitesh Gandhi, CEO of Locale, tells GlobeSt.com. "From the choice of mattresses and bedding to the kitchen appliances and in-room technology, each product has been intentionally selected to help foster meaningful experiences at every touchpoint. And as retail trends have evolved, Shop My Stay is a seamless way for us to meld the online and offline worlds, and elevate guest experiences through collaborations with like-minded brands. With Shop My Stay by Locale, guests are now able to trial these incredible products throughout their stay, with the option to purchase their favorites for at-home use, extending the Locale experience beyond their stay with us."
This is Locale's first Shop My Stay concept in the country, GlobeSt.com learns. However, a couple of other hospitality brands offer shoppable experiences on property. For example, in September, Four Seasons launched an online store, Four Seasons at Home, providing guests with the ability to re-create high-end comfort within their homes. The store allows guests to shop the Four Seasons signature mattresses, bedding and robes all online.
Marriott also offers shoppable rooms where guests can trial before purchasing beds, bistro machines and dishware. Guests at Westin properties (a Marriott International brand since the group's Starwood acquisition in 2016) have for years had the ability to recreate an entire night's sleep at home by purchasing the brand's exclusive Heavenly Bed mattresses, pillows and sets of sheets. Today, 13 of Marriott International's 30 brands offer everything from mattresses to vanity mirrors for sale online. And, the company has responded to concierge inquiries about in-room products by expanding its inventory. Customers at Courtyard hotels can take the brand's bistro experience home by way of wine glasses and dishware, for example. And at the Marriott proper, a good experience with the in-room alarm clock, shower curtain or bedside lamp is completely reproducible at home.
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Lisa Brown
Lisa Brown is an editor for the south and west regions of GlobeSt.com. She has 25-plus years of real estate experience, with a regional PR role at Grubb & Ellis and a national communications position at MMI. Brown also spent 10 years as executive director at NAIOP San Francisco Bay Area chapter, where she led the organization to achieving its first national award honors and recognition on Capitol Hill. She has written extensively on commercial real estate topics and edited numerous pieces on the subject.
