GOING
B E YO N D
THE
H OT E L B I Z
How luxury hotel companies are extending brand loyalty and
strengthening their core business by becoming lifestyle brands
By Matthew Levison
As a growing landscape of luxury brands are more
accessible and available than ever before, companies
are looking for ways to cement brand loyalty in a
space filled with noise. For decades, luxury brands
turned to diffusion lines, a more affordable brand
106 ILHA
extension, to reach a broader, diverse audience
– think Emporio Armani, Marquis by Waterford,
Marc by Marc Jacobs, or Hunter for Target. While
diffusion lines have their place, industry analysts are
questioning this strategy more and more.