You may soon be able to flick through the latest Elle while lounging in one of the fashion brand’s hotels.
Elle International is launching Elle Hospitality, a branch of the fashion magazine dedicated to hotels and resorts, Business of Fashion reported. Elle Hospitality is set to open its first property, Maison Elle, in Paris in October.
It is far from the only one. Bulgari, Armani and Fila are also planning to start new properties, while LVMH has hired a new hospitality chief, suggesting he could follow in their footsteps.
The four-star boutique hotel Elle will be located near the Arc de Triomphe. It will include 25 rooms decorated with French furniture and designs, a bar, a spa and a library complete with Elle archives. The company is also expected to open an eco-friendly beachfront property in Jalisco, Mexico in 2023, with others in Brazil, China and Europe later.
“As travels progress [picks up] more and more, travelers want to come and have a hotel experience and we…believe we can appeal to Elle readers and fashion lovers,” said Constance Benqué, Managing Director of Elle International.
Embracing hospitality doesn’t just mean seeking more revenue from hotel bookings. It is also an opportunity for brands to market themselves and their various products.
Bulgari opened its first hotel in Milan in 2004. It plans to nearly double its presence, opening in Moscow, Rome, Tokyo and Los Angeles and aims to open its first US accommodation, a 100 Key Hotel at 100 21st Street in Miami Beach. , by 2024.
LVMH already owns more than 50 luxury hotels. Armani has two, in Milan and Dubai, and hopes to open a third in Saudi Arabia in 2025.
The push comes as the hospitality industry tries to emerge from the pandemic. Hotel occupancy in the United States hit 65% last month, down slightly from 67% in April 2019. Hotels in Paris hit their highest profit level in three years.
[BoF] — HoldenWalter Warner