Dual-Concept Hotels Will Be the Hottest Hospitality Trend in 2024
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Hotel branding is big business. At many properties across the globe, you can now invest in everything from bath products and candles to robes, slippers and pillows that allow you to bring the scents and sensations of vacation home with you.
Especially with brands that have multiple locations, such as Auberge Resorts and Four Seasons, you’ll find certain signature touches at every property, whether it’s in Bogotá or Boston.
That being said, certain hotels are going their own way and adding one-of-a-kind layers that mean the property is so much more than meets the eye. In fact, hotels with “split personalities" are one of the biggest travel trends predicted for the year ahead, according to Carbonate and af&co's16th annual 2024 Hospitality Trends Report.
Andrew Freeman, the San Francisco-based founder of the boutique marketing and public relations firms af&Co. and the co-founder of the creative services agency Carbonate, believes that the splashiest seed for this growing movement was planted in Las Vegas at Resorts World, which is Hilton’s largest multi-brand deal in company history.
After opening in 2021, Resorts World has welcomed guests to book at one of three properties that share the same street address: Las Vegas Hilton at Resorts World which Hilton describes as elevated yet comfortable), Conrad Las Vegas at Resorts World (luxe and artistic) or Crockfords Las Vegas, LXR Hotels & Resorts (upscale and personalized).
That being said, other hotels have embraced their own version of diversity under the same roof a bit earlier. Take Angad Arts Hotel in St. Louis, Missouri, for one. Since it debuted in 2018, visitors can rest their heads in rooms designed with a specific color scheme selected to evoke a specific emotion. Make your home away from home on the red floor to feel empowered, feel free on the blue floor, recharge and rejuvenate on the green level, or channel your curious side surrounded by yellow.
Regardless of when or where this split personality concept started, it’s destined to become a growing slice of the hospitality industry, according to Freeman and his trend-watching team.
“Hotel operators are really able to economize; spreading the construction costs over different hotel brands that serve very different markets. This minimizes the property footprint, reduces construction costs greatly, and reduces labor costs thanks to shared amenities,” Freeman explains “It appeals to different target audiences, too.”
Within a single property, hotel operators and restaurateurs can take advantage of underutilized space to introduce a different “personality” to the hotel. Think: A floor with a famous designer collaborator, a lounge with live music that locals also love to frequent, a library or a wine cellar, or even a whole separate hotel at a different price point.
Freeman’s personally a fan of an Austin, Texas-based set of siblings as an example of that latter idea.
“I love the Thompson and the tommie. The Tommie is really cool and hip, they offer self check-in in a coffee shop. When you exit the shared elevators, you’ll find the sleek, more luxe Thompson to the right and the gorgeous, minimalist and more affordable Tommie to the left,” Freeman says. “The carpeting and the wall coverings change depending on which way you go. No matter where you're staying, you can use the beautiful rooftop pool on the third floor which has amazing views of downtown Austin.”
At split personality properties, guests can “get a ‘taste’ of multiple experiences in one,” Freeman says, without having to leave the building. Plus, you can customize your stay to be as luxurious and tailored as you like.
You’d never know it if you’re staying on one of the other levels of the five-star luxury resort, but tucked away amidst Four Seasons Resort Maui at Wailea, you’ll find what their team calls “one of the island’s best kept secrets:” the Club Floor that’s designed for upscale travelers seeking privacy and high-class service. A dedicated team of personal Club Concierge see to it that guests in the 26 exclusive rooms can enjoy all-day refreshments (including ice cream sundae bars and a premium bar), can outsource booking for all activities and appointments and can soak up the ocean views from the private balconies (which all Club Floor suites offer).
If you’d like to take it up another fancy notch, stay at the Lokelani Presidential Suite, also known as the “Pineapple Suite” in season 1 HBO’s The White Lotus.
Club 91 at the oceanfront JW Marriott Cancun Resort & Spa offers similar lavish levels on the 12th and 14th floor, which is accessible only to guests with rooms in the club. Lavish themed dinners, complimentary spa amenities and private chef breakfasts are few of the many perks.
Speaking of privacy, if you’re traveling with loved ones you’d rather not share a room with (we can’t be the only one with snoring siblings!), The Boutique Retreat Tiny House Hotel in McMinnville, Oregon is an excellent option. Each of the nine cottages, bungalows and lofts showcase different styles ranging from glam to mid-century modern to rustic, and each can be booked on its own. All are situated around a courtyard that features a fire pit and a fountain that all guests are invited to share.
If you’re craving a bit of history, Nashville’s Germantown Inn is overflowing with it. The property is a two-story, Federal-style 1865 home that was refreshed into an inn back in 2016. The Main House has six guestrooms, each named after a different U.S. president with a connection to Tennessee. The four rooms within The Carriage House, a 2,000-square-foot addition that opened in November 2018, center notable women in American history.
Now that we’ve looked back, looking ahead, Freeman tells VERANDA, “I think we'll see more and more split personality properties. It's beneficial for both operators and guests. It really gives guests more options to choose from, and it's also a great ‘on ramp’ to attract long-term loyal customers. One might stay at a more affordable brand in their youth, and then move on to the more luxury brand as they earn more disposable income.”
With the rise of collaborations in other industries such as clothing, supermarket products, music and more, Freeman also sees more hotel-based partnerships in his crystal ball.
“Fashion-designed floors, celebrity chef and winemaker salons and rooms or spaces for local artists will really allow a place to come to life,” Freeman says.
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