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The art of the pop-up trend

The hospitality world is made up of innovators, trendsetters and business leaders — and not just from an accommodations standpoint. Taking a closer look at our business, we have the opportunity to influence various industries. From spa and culinary to transportation services, the hotel industry encompasses so many exciting trades and allows us to help transform or modernize that particular area of focus based on our experience.  

The pop-up trend is a great example of ingenuity and how hoteliers play a vital role influencing the marketplace. Pop-up restaurants were one of the hottest trends in the last year; hoteliers now embrace the model and deliver a new spin fitting for guests and local markets, thus perfecting best practices and broadening the interest.

On Lana’i, Four Seasons took the pop-up idea a step further with a luxury pop-up retail experience, Adore. Built a mere three weeks before the resort’s busy festive season, Four Seasons Resorts Lana’i debuted a luxurious lifestyle boutique just steps away from the ocean. In partnership with premier luxury retail operator Seaside Luxe, we envisioned an opportunity to offer the discerning holiday guests one more shopping option during their tropical getaway. The boutique was swiftly and sturdily built on the Luau Grounds at Manele Bay to mirror a beachside boutique synonymous with sun, sand and surf — but above all, luxury. The boutique featured designer brands such as Michael Kors, Badgley Mischka and Tory Burch as well as fine jewelry by Jordan Alexander, Mattia Cielo and Jemma Sands. There was even an art and home décor section.

The pop-up boutique allowed Four Seasons Lana’i to not only offer guests an incredible new experience, but it also allowed us an invaluable opportunity to test a new luxury retail concept. Most guests come to Lana’i for the tropical setting, endless views and incredible service — not for shopping. However, the pop-up boutique was one of the most successful revenue generators of the year. The feedback has been incredible, and the concept of a test launch, or pop-up, allows our team to take a closer look at what our guests want and truly tailor the business to meet their needs moving forward.

As hoteliers, we have a responsibility to be innovative, bold and revenue-minded. Pop-ups are a way of the industry today; however, this is your opportunity to make it work for you as a business concept. Whether it’s a pop-up restaurant, spa or retail boutique, be on trend, but also lead it.

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