HOTEL SPA RETAIL
Is Evolving
From Simple Sales to Immersive Experiences
BY ANNA MOINE
“ Guests don’ t just want products— they want stories, moments and meaning.”
TODAY’ S RETAIL ENVIRONMENT is more complex than ever. Guests are no longer limited to brick-and-mortar options, and the rise of online shopping has permanently shifted expectations. Traditional retailers that once thrived on creating excitement— like Barneys or Jeffrey New York— are gone, yet they left behind lessons in how to build desire through design, curation and a sense of discovery.
One standout in the current landscape is Printemps New York, which deliberately brands itself as“ not a department store.” With beverage stations throughout, curated music and whimsical displays, it redefines shopping as entertainment. For hospitality operators, this disruption carries valuable insight: Guests don’ t just want products— they want experiences.
WHY HOSPITALITY RETAIL MATTERS Retail is one of the highest-margin revenue streams in hospitality. When done well, it not only drives profit but also deepens the guest journey. A thoughtfully designed shop— whether a lobby boutique, spa retail area or golf pro shop— extends the brand narrative beyond the room stay.
Yet too often, retail is an afterthought. Without a dedicated buyer, responsibility usually falls to spa directors or other department heads already managing multiple demands. The result? A safe but uninspired assortment that fails to capture guest imagination. The biggest missed opportunity lies in pricing strategy. Hoteliers frequently focus on what they themselves are comfortable paying rather than what the guest values.
“ A guest spending $ 1,000 per night does not have sticker shock.”
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