Late Checkouts | April
Luxury fashion expanding into hospitality, an ode to the first day of the trip, and where the hordes are heading this summer.
We’re back with another edition of Late Checkouts—a quick round-up of retrospectives on travel-related happenings from the last month.
It’s patently absurd that we’re already in May. Everyone knows where the year goes as soon as we hit the summer months, and we’re just about there. But we’ve got some good news in our rears with Q1 data for the travel industry looking strong—air travel saw sustained growth (despite those Boeing woes), hospitality saw increases in average daily rates and occupancy (particularly in the luxury segment), and overall leisure travel growth buoyed both. Despite economic uncertainties, travel demand has been sturdy.
Here’s what else is on the First Class mind…
Luxury fashion houses expanding into hospitality…
Over the past few years, we’ve observed renowned hospitality brands delving into the luxury goods space—none more obvious than Aman’s offerings from handbags to fragrances (and more). This is beyond the low-budget, hotel souvenir merchandise that’s been ubiquitous in the hotel industry for years. This is a growing trend among luxury hotels to put real strategy and real dollars behind extending their brand experience to sell a lifestyle outside the walls of their properties. And our interest is piqued. There are the Ritz Carlton’s of the space that have capitalized on this for years by doing it right in a lean way—and now we see the level of investment from luxury hotel peers growing considerably. Let us know how you think this shakes out over the next few years. We see acceleration.
But while we’re here, let’s also talk about the inverse! Which is more pure? More believable? The inverse, of course, in this case: luxury fashion houses expanding into hospitality—from Bulgari to Gucci to Audemars Piguet [AP]. While this seems, at first glance, to be a bit more of a deviation from the core business model, one must remember that these brands have already mounted success in selling their brand experience as part of the day-to-day. Extending the experience into a controlled environment, a meticulously crafted property, is a clear pursuit to cement the loyalty of their patrons to an even higher degree. While it may raise questions about these brands’ purity of purpose, it’s ambitious and it’s something we can get behind.
And so we recently covered Audemars Piguet’s newly opened property, Hôtel des Horlogers, a re-developed hotel that opened in the Vallée de Joux just steps from the watchmaker’s headquarters and museum. What stands out most about this execution? AP’s venture into hospitality is the most concise and easy to understand in the category. While other luxury fashion houses have opened strings of hotels in large markets from Paris to Milan with boutiques in the adjoined retail spaces, AP’s hotel is an invitation into its home. Long-time customers, fanatics, and collaborators can now stay at a property under the AP banner when visiting the brand’s birthplace—significantly extending the brand experience. What’s more? The hotel will draw new guests that likely have the pocketbooks to be future customers. Smart.
An ode to the first day of the trip…
Before First Class Jerk was a creative project turned business, we talked incessantly about travel. Now I suppose that should be obvious, or maybe it’s just a good sign that there was passion before concept. But I often think fondly about the way we spoke amongst ourselves—even dreamt—about what travel meant and what parts of our lives we intended to give to understand more. To chase. These things are emotional. Travel should be.
One of the central thoughts that we’ll always come back to is the greatness of the first day of the trip. There's something definitively sweet about the convergence of anticipation and optimism. The things we know we'll see. The discovery of what we haven’t considered. The uncertainty of it all. And even the issues that can't be avoided. Travel is at its most beautiful on the first day and yet somehow remains impervious to the law of diminishing returns. It is the sincerest promise of enrichment to the human experience.
And an early arrival: where the hordes are headed this summer…
At the turn to the year 2024, we discussed the “ins and outs” for the upcoming year in travel, and just briefly previewed some trigger-warning sentiments on trending destinations. Now that we’re in the border month to summer, it feels as though the question of where the crowds are headed this summer is so much more meaningful. Travel is a good thing no matter the time of year—but in the summer, all of our senses are heightened. Summer travel has a particular romance to it. Like the sound of rain on an old tin roof. Or the boom of crashing waves in the dark. But that romanticism can quickly sour when you find yourself jammed in a heavy travel destination that makes a gorgeous city street more akin to a suburban mall. Fortunately, we’re here to help.
A few weeks back, Google Flights revealed the Top 10 destinations that have been searched on its platform by travelers in the U.S. who are looking to fly between June and August. While it’s important to remember that this list doesn’t account for the ultimate booking data, it’s curious to observe where people are looking to go—which is also where we’re now certain to avoid (maybe with an exception or two). So here’s a listicle in a non-traditional format with all the destinations.
London takes the top spot because people apparently like to shop more than they enjoy good food. Paris will never not be on the list, especially while hosting the Olympics. Tokyo and Rome round out the top four—with Japan edging Italy due to Shogun fanaticism (it’s good). New York is another mainstay. It’s our home. Enough said. Cancun is here though there are far better destinations in Mexico. Then we get to Orlando. If you’re a Disney maniac, go for it—but Florida in the summer is brutally hot and being inland will be downright boiling. Vegas pools are always a draw but it’s rare to leave up on the house (we’re bitter). Seattle deserves a higher spot than #9, but we’re glad to see it make the list. And lastly? Athens. Not Georgia, Greece! If we’re booking a flight to any of these destinations, give us the souvlaki.
But we’re not. And you shouldn’t either. Shake things up. Go somewhere rarified. It will make you more interesting and your decision to travel somewhere unique will do a lot more for the local economy. Next up for the FCJ team? The Ozarks. [One of us, anyway.]
Wherever you’re heading…don’t forget to throw down a #traycheck and tag us on Instagram. Smooth skies for May!
