Luxury hotels and airlines raise travel with branded goods, sleep tech and new cabins

Luxury hotels and airlines are introducing new products and services, from branded merchandise to sleep technology, to attract affluent travellers.

Branded hotel merchandise is becoming a status symbol, allowing guests to signal they have accessed exclusive spaces.

"A piece of branded hotel merch is quickly becoming a status symbol among travellers, signalling to others that they’ve accessed exclusive spaces and allowing guests to relive their stay every time they put it on," the notes state.

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Hotel Byblos in Saint-Tropez launched a boutique with co-branded luggage, polo shirts and dishware. The Ritz-Carlton partnered with makeup brand Merit on travel kits at select North American hotels, including its Toronto property.

In Scotland, Glen Dye Cabins & Cottages opened an on-site luxury homeware store.

For hotels, these products are a way to foster loyalty. The key is to develop keepsakes that exude affluence, not an advertisement.

Capella Hotels and Resorts, a Singapore-based brand expanding into Saudi Arabia and Italy, differentiates itself with a focus on local cultural heritage.

Its Kyoto property features work from local artisans and offers experiences like a day learning the art of lacquerware.

Canadian luggage brand Monos is expanding into lifestyle products. It launched a wallet collection in 2024 and a sunglasses line called Mira this summer.

"Mira signals an intentional step for Monos as we evolve into a lifestyle brand," says Victor Tam, the company’s CEO and co-founder.

Air Canada is rolling out new Signature Class cabins on new aircraft, with a focus on user experience details like built-in tablet holders.

On its Boeing 787-10 Dreamliners, a new pod called Signature Plus features a guest seat, extended privacy doors and a two-metre lie-flat bed.

"We’re talking about an airplane where a six-foot-two-tall customer can lie out without touching either of the ends," says John Moody, managing director of onboard product for the airline.

The airline's senior creative director, Dzeneta Zunic, said the visual environment has been updated, moving away from cool tones to leather-grain surfaces and natural materials.

Hotels are also introducing new technology to improve guest sleep, addressing the "first night effect" where people struggle to sleep in new environments.

The Sofitel Paris Arc de Triomphe has installed AI-powered mattresses in select suites that can detect snoring and adjust firmness or temperature.

InterContinental Fiji Golf Resort and Spa launched a Sweet Dreams package that includes a pre-arrival consultation with a sleep educator.

Airlines have started addressing sleep as well. On select long-haul routes, Fiji Airways offers business-class passengers red-light therapy in its lounge and in-flight devices to help with leg circulation and light regulation.

Luxury cruising is trending toward smaller ships that can access ports unreachable by larger vessels, offering more focused itineraries.

With files from The Globe and Mail