Skift Take
An experience that only has a temporary shelf life is more valuable to certain consumers – especially those with plenty of money to spend. We can expect to see more hospitality brands experimenting with pop-ups in the future.
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.
A temporary hotel doesn’t sound like the most desirable place for a high-end traveler to stay. For many, the idea of luxury is entwined with the historic. And historic, by its very definition, means something being in a place for a very, very long time.
But as you’ve heard us say before, that’s the old way of thinking about things. Luxury is more and more about exclusivity, and what could be more exclusive than a property that only has a fleeting existence?
This desire to do something that not many other people can is behind the rise of pop-up hospitality: either brands embedding themselves in hotels for a brief experience or hotels stripping back the bricks and mortar and moving to different types of locations.
The concept also ties in to another idea we’ve been writing about a lot: hyper personalization. And both offer up a glimpse of the future.
For feedback or news tips, reach out via email at [email protected] or tweet me @paddywhyte.
— Patrick Whyte, Europe Editor
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Skift Europe Editor Patrick Whyte [[email protected]] curates the New Luxury newsletter. Skift emails the newsletter every Tuesday.
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Photo credit: The Contained Riva St Kidla Pop up. More luxury brands are embracing temporary accommodation. Daniel John Bilsborough / Contained