How Boutique Hotel Brands Build an Opening Buzz
Photo Credit: The spiral staircase at The Edition Barcelona throughout opening week. Opening events are a way to make a big mark. Marriott International
Skift Take
Luxury lifestyle brands are popping up all over the place. In order to distinguish themselves against more traditional competitors, the new kids on the block are taking great pains to integrate themselves into their neighborhoods. One strategy is inviting neighbors to play a role in grand openings.
Luxury Travel News
The Skift New Luxury column is our weekly column focused on the business of selling luxury travel, the people and companies creating and selling experiences, emerging trends, and the changing consumer habits around the sector.
Hotels at the very highest end of the market don't always have to do much to draw attention to their openings.
But once you move down the luxury ladder, the competition for consideration is far more fierce. That's because nearly every week, a hip, new lifestyle hotel is opening somewhere around the world.
With so many boutique brands battling it out for eyeballs, some have decided to focus on making a major first impression. As Skift contributor Samantha Shankman reports, throwing highly Instagrammable opening events can b
