Shop the suite

Shoppable rooms and retail collaborations are often associated with the hotel sector; it's a win-win e-commerce strategy designed to unlock additional revenue and foster loyalty. In the serviced apartment space, Frasers was an early leader with select apartments designed by Mercedes-Benz Style available to book in London and Singapore between 2015-16. The aim was to attract business travellers, alongside new and existing customers of Mercedes-Benz, to experience the apartments without having to "compromise on style and comfort".

Aparthotel brand Locke and its collaboration with lifestyle retailer Anthropologie is a notable step forwards. By transforming one of its suites in Lisbon into an experiential pop-up showroom during the summer, Locke is offering guests a tangible, immersive way to interact with Anthropologie's products before purchasing. A selection of items from Anthropologie’s summer collection are used throughout the suite which are available to buy on its website.

It's a clear strategy to target leisure travellers which are typically more difficult to convert into loyal customers than business travellers. By offering a unique experience Locke differentiates itself from competitors, going beyond transactional loyalty and leaning into its identity as a "design-led" brand with the aim of "bringing together a culturally-curious community, united by mindset". It's a forward-thinking move that highlights the evolving preferences of the extended stay demographic.

Editorial commentary first published on Serviced Apartment News.