From Whisky Lounges to Designer Suites: The Rise of Curated Hotel Experiences
How properties are gaining attention and profits through partnerships with luxury brands
The Reserve Room at The Vanderbilt, Newport, Rhode Newport, Rhode / Photo: Courtesy of Auberge Resorts Collection
Last Summer, Scotland’s landmark hotel the Rusacks St Andrews converted one of its most sought-after guest suites into a whisky lounge in partnership with luxury Scotch brand The Glendronach. Room 116 had already been popular for its signature “best view in golf,” with a private terrace overlooking the first and 18th holes of the Old Course at St Andrews. Despite its high bookings, general manager Seamus Coen said the property wanted to open the suite (and its view) to more people—and subsequently Room 116 became even more profitable than it already was.
“Collaborating with like-minded brands offers hotels a chance to reach a new audience that aligns with the hotel’s ethos,” says Coen about the suite, where guests are greeted by a bureau bedecked with premium whisky and indigo walls adorned with golf memorabilia. Room 116’s whisky-tasting experiences delight leisure travelers seeking exclusive experiences to connect them to a destination, but it has also attracted corporate clients. “Events are a huge driver for bookings, so private event spaces add value for this branch of the business,” says Coen.
Hotels around the world are increasingly partnering with fashion and beverage brands. “It’s kind of like hanging out with the cool kids in school,” says Greg Fourticq, co-owner of Red Antler Bungalows, a creekside resort in Round Top, Texas, which collaborated with Dallas-based designers Meredith and Hunter Ellis to create The James Cabana, a multifunctional poolside venue.
André Fu Suite at The Upper House, Hong Kong / Photo: Courtesy of The Upper House
Other curated spaces finding success include the André Fu Suite at The Upper House in Hong Kong. Despite Fu’s contemporary influence on premium hospitality brands such as the Waldorf Astoria in Bangkok and Villa La Coste in Provence, this marks his only namesake suite in the world. In San Diego, Rancho Valencia Resort & Spa transformed one of the property’s 49 private casitas into a bespoke shopping and styling club in partnership with Saks Fifth Avenue. “Saks does not have a flagship in San Diego so it is a win-win partnership, as it provides yet another luxury amenity for our resort guests and local members, in addition to bringing a new affluent clientele to our resort,” says Kate Woods, marketing director at Rancho Valencia.
Fifth Avenue Club at Rancho Valencia Resort & Spa / Photo: Courtesy of Saks Fifth Ave
Meanwhile, Gurney’s Montauk Resort & Seawater Spa collaborated with Dolce & Gabbana to upgrade its beach club with the brand’s signature Mediterranean print. And L’Ermitage Beverly Hills curated its rooftop terrace in collaboration with luxury handcrafted home-furnishings retailer Arhaus. “The key is making sure you partner with a designer who has an aesthetic that authentically complements your property and gives it a new dimension,” says Fourticq.
Gurney’s Montauk, New York / Photo: courtesy of Gurney’s Montauk
Some venues employ wine and spirits brands to create a unique experience for guests. In Cape Cod, Wequassett Resort and Golf Club features the Veuve Verandah in partnership with Veuve Clicquot champagne. “It’s attracted a new clientele, introducing the property to a younger demographic,” says Kara Lachance, director of marketing at Wequassett.
In Newport, Rhode Island, The Vanderbilt tapped luxury Scotch brand The Macallan to debut a billiards social club called The Reserve Room. The scarlet nook offers a lineup of special experiences, including whisky tastings, mixology classes and a secret phone to use for ordering bespoke cocktails. “The Reserve Room has become a sought-after venue for private tastings, dinners and group experiences,” says general manager Raphael Pazzini, emphasizing that clients value its intimate setting, which makes it ideal for a memorable event. “It enhances the guest experience while elevating perception of the brand.” So, whether a hotel chooses a design or spirits partnership, there’s no denying the win for both the brand and its customers—new and returning.
