The motivation for retailer and brands when it comes to hotels? The potential to showcase their retail goods and services. As well, according to the report, those retail-hotel partnerships serve to break what one industry expert called the “uniformity” found across the hotel industry.

The trick? Finding a balance for those retail parts of the hotel experience, to make sure the actual stay remains the prime appeal for hotel guests.

Related: Equinox Hotels represents the next generation of lifestyle hotel branding