This idea is nothing new, of course. Brands have been placing themselves in hotel rooms for ages: Aesop likely owes some of its initial rise to being placed in the rooms at Park Hyatt Tokyo before anyone knew the brand. The taste-making audience who stays there helped with global pollination at an early stage. It was old-school seeding. Right people, right context, new-feeling product. Magic can happen from that.

This idea of brand-building through distribution is powerful. A luxury hotel delights in the details, and the best ones aren’t selling a bed and a room, but rather a complete world view. Hospitality brands are well-placed to introduce the right products in an inspirational context, where an audience is much more likely to be open to receiving them.