A concept that started as a differentiator for the in-room experience has made the full transition to retail presence. Starting on March 1st, Starwood enthusiasts and healthy people across the board will be able to purchase a curated product selection slated to include Westin proprietary items like calming candles and bedding products in addition to items from brands that Westin has identified as being like minded. At this point, it seems that Westin is selecting brands that may well known in niche markets but certainly don't have the broad consumer recognition that they enjoy.
While the move to a creating a broad based online storefront is new and unique, this isn't the first time a hotelier has enhanced its offering and overall customer experience by selling an edited group of products that aligns with the brand sentiment. Westin's sister brand, W, normally has a small retail outlet in the lobby that sells trend forward clothing and knickknacks. Most resorts sell 'resort ware'. And Vegas giants have entire malls that distribute products they have deemed on-brand.
To drive awareness and trial for the new store, Westin will be targeting their core customer (mid-week business travelers) with a promotion that awards a $100 Amazon gift card. A nice touch to ensure this experiment gets off on the right foot.
This new take on a proven strategy is definitely something to watch.
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