Gift Retail Strategies
Retail operations within the lodging industry vary greatly. Hotel gift shops may consist of little more than a small area near the front desk that sells magazines and snacks, to thousands of square feet of retail space in convention hotels and resorts. Regardless of size, most hotel gift shops offer products based on convenience – adding souvenirs, apparel, gifts and accessories with the hotel’s location and clientele in mind.
“Hotel retail is different from the stand-alone retail store because the items purchased help to prolong the experience even after the visitors check out.” notes Christina Daniels, PR Representative for The Standard Shop at The Standard High Line in New York City.
At the Madonna Inn in San Luis Obispo California, guests can take home a piece of the place. The inn uses exclusive jewel-toned goblets that come in almost every color imaginable. These goblets, designed to match the floral-patterned carpet in the hotel’s famous Gold Rush Steak House, have become a signature item for the hotel and both on-site restaurants. A local artist turns broken goblets into glass jewelry that is sold in the hotel’s boutique gift shop.
Sales are brisk at hotel gift shops during the holidays as many travelers do their shopping upon arrival. Airline fees for additional checked bags and the “no wrapped gifts” security policy have made it more difficult to travel with presents, thus increasing last-minute sales at hotel gift shops. Holidays provide additional revenue sources for resorts that cater to children. On Easter morning at the Loews Don CeSar Hotel in St. Petersburg Beach Florida, the Easter Bunny delivers a basket of goodies to those who pre-arranged the service through the gift shop.Continue Reading »