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In the ever-evolving worlds of fashion and branding, a new trend is making waves, reshaping how we think about travel and style. Enter Resort Core—a term coined by Sara Rappaport in Bloomberg this past summer, describing a phenomenon where hotels are stepping into the spotlight as unexpected of cultural cool, turning humble merchandise into coveted lifestyle statements.
The Evolution of Hotel Merch: From Forgettable to Fashionable
What was once the domain of uninspired postcards and generic T-shirts has transformed into an industry of designer-level collaborations and premium keepsakes. Forget the kitschy trinkets of yesteryear. Today’s hotel merchandise is about storytelling, exclusivity, and style.
The numbers back up this shift. According to a recent report by Allied Market Research, the global luxury lifestyle market is projected to reach $352 billion by 2031, with branded merchandise playing a key role in this growth. Hospitality brands are capitalizing on this trend, leveraging their aesthetic identities to create desirable pieces that double as emotional souvenirs and walking advertisements.
A logo on a baseball cap or a sweatshirt is no longer just about showing allegiance to a brand—it’s a passport to belonging. For instance, wearing a Hotel du Cap-Eden-Roc cap says more than “I’ve stayed there.” It whispers, “I’m in the know about where tastemakers spend their summers.”
Trailblazers of the Resort Core Movement
Several brands have been leading this stylish hospitality revolution, merging high fashion with travel nostalgia:
Ritz-Carlton x Late Checkout: This game-changing collaboration between a luxury hospitality icon and a streetwear pioneer redefined hotel merch. With its bold, urban aesthetic, it proved that hospitality brands could create genuinely covetable pieces.
Sporty & Rich x Hotels: Few have blurred the line between luxury and lifestyle like Sporty & Rich. Their collaborations with iconic properties—Hotel du Cap-Eden-Roc, Le Bristol Paris, and Sunset Tower Hotel, to name a few—produce pieces that evoke the chic essence of each location. A sweater from these collections isn’t just clothing; it’s a badge of elevated taste.
Valentina De Santis x Lake Como: Valentina De Santis, the creative force behind Lake Como’s Grand Hotel Tremezzo and Passalacqua, has elevated branded merchandise into an art form. Her platform, Sense of Lake, offers pieces like carry-on luggage adorned with nostalgic hotel illustrations. These products go beyond souvenirs—they’re an elegant extension of the Lake Como experience.
Aman Essentials: Known for its minimalist luxury, Aman has turned its serene aesthetic into a wearable lifestyle. From monogrammed totes to understated clothing, their merchandise encapsulates the brand’s ethos, offering guests an opportunity to carry a piece of Aman’s tranquility into their daily lives.
The Business Model: More Than Just Souvenirs
The appeal of Resort Core isn’t just aesthetic—it’s financial genius. Luxury hospitality brands have discovered that thoughtfully curated merchandise lines can serve as both lucrative income streams and potent marketing tools. The merchandise doesn’t just represent a logo; it encapsulates an experience. Each item acts as a “memory carrier,” turning consumers into brand ambassadors.
For example, a tote from the Grand Hotel Tremezzo isn’t merely a bag—it’s a conversation starter, a piece of nostalgia, and a tangible link to an unforgettable Lake Como afternoon. In a world increasingly driven by experience-based consumption, this emotional connection is priceless.
According to Statista, global consumer spending on branded merchandise is expected to exceed $40 billion annually by 2025, with travel and hospitality merchandise occupying a growing share of the pie. Guests don’t just want to stay somewhere—they want to take it with them.
Why Consumers Love Resort Core
So, what’s behind the allure of hotel-branded pieces? It boils down to three key factors:
Tangible Connection: These items provide a physical link to cherished travel memories, offering a piece of paradise long after the trip ends.
Status and Sophistication: Hotel merchandise signals discerning taste and worldly experience, appealing to the Instagram generation obsessed with curating their personal brands.
Storytelling Power: Modern consumers don’t just buy products—they buy narratives. A Peninsula London pajama set or a Sporty & Rich x Le Bristol sweater tells a story of luxury, elegance, and belonging.
The Future of Resort Core
The rise of Resort Core signals a broader cultural shift in how we perceive travel, fashion, and personal branding. As luxury hotels continue to embrace collaborations and redefine merchandise, we’re entering an era where hotels are more than destinations—they’re cultural tastemakers.
Imagine a future where gift shops rival luxury boutiques, offering limited-edition collections crafted by iconic designers. In this world, every item is more than a product—it’s a portal to a memory, a statement of taste, and a symbol of belonging.
And as this trend gains momentum, it’s not just the big players getting in on the action. Boutique properties and independent hotels are finding innovative ways to tap into this demand, proving that good storytelling transcends scale. Whether it’s a handcrafted silk scarf from a family-run inn in Tuscany or a sleek athleisure piece from a trendy downtown boutique hotel, Resort Core is democratizing fashion’s reach within the hospitality industry.
Resort Core: A Trend That’s Here to Stay
The confluence of travel, fashion, and personal branding marks the beginning of an exciting era for hospitality. Resort Core isn’t just a fleeting trend—it’s a revolution in how we think about connection, commerce, and creativity. For travelers, it’s an invitation to wear their wanderlust on their sleeves. For hotels, it’s a call to reimagine their role as not just hosts but tastemakers.
This is just the beginning. So next time you check into a luxury property, don’t just look for room service—check out their merch.
Yaminah Mayta is the co-founder of olive: The AI-powered booking engine your guests deserve. Forget anonymous website visitors, olive identifies your high-intent bookers and turns them into guests.