Can Pop Society-Themed Rooms Raise Resort Bookings?

2020 was a dud for the hotel marketplace, as the pandemic cancelled a lot of vacation and vacation plans. Judging by the skyrocketing range of streaming service subscriptions, quite a few took the chance to Netflix (NASDAQ: NFLX) and chill safely and securely at house. One artistic hotelier leveraged fervor for the compact monitor to get friends examining in yet again. Really should others comply with fit?

Can themed rooms enable revive lodges?

Netflix is on a roll with its hit sequence, notably 2020’s The Queen’s Gambit. The show follows Beth Harmon, a troubled orphan who grows up to be a chess prodigy in the 1960s. The 21C Museum Resort in Lexington, Kentucky — the town Harmon lives in on the display — attempted to capitalize on the show’s fame with The Harmon Area.

The chess-themed area functions period furniture and accessories from nearby antique sellers, a vacation information highlighting the town’s landmarks pointed out in the exhibit, and, of course, a chess established. But the true focal position of the room is the ceiling, in which a substantial chess board has been installed as a nod to the games Harmon performs in her head as she drifts off to sleep.

Are chess boards the new area service or spa remedy? There is purpose to consider that common exhibits fuel buyer shelling out: The demand for chess sets greater previous year all through the early component of lockdown, but toy retailer revenue positively soared when the present began streaming on Netflix.

Of course, themed resorts and Airbnb (NASDAQ: ABNB) rentals are not a new thought. A speedy online research will convey up at least a dozen Lord of the Rings-themed houses or rooms in the course of the country to fulfill even the most finicky of Tolkien fans. But let us be apparent: The Queen’s Gambit is not The Hobbit. The previous snagged the consideration of viewers trapped at home throughout a pandemic the latter proceeds to appeal to legions of supporters from many generations.

As this kind of, The Harmon Area is a minimal-time offer at 21C, and it failed to get far too significantly to get it prepared for reserving. According to, the 21C and VisitLex, the city’s tourism board, was in a position to build the themed home with the support of local designers and suppliers in much less than two weeks — something for buyers to hold in mind.

Often a little something new to stream

Capitalizing on the zeitgeist is a innovative advertising system, but you will find a slight challenge with hitching your wagon to a streaming star: There is constantly a new well known show to take its spot. Indeed, Gambit caught the focus of 62 million Netflix subscribers, but now Bridgerton is burning up people’s queues, reaching a whopping 82 million households. It may possibly not have taken extended to produce The Harmon Place, but a lodge will surely require a even bigger price range to pull off 19th century British large culture for a themed Bridgerton space.

One more difficult element about themed rooms is that they’re developed to continue to keep people on internet site to appreciate the characteristics and features. But men and women have had far more than their fair share of indoor time throughout the pandemic. When they are last but not least no cost to roam about the country, they’ll also want to do issues in that component of the state, not remain in a hotel area with a pumped-up price. Situation in issue: The Harmon Space fees about 50{b530a9af8ec2f2e0d4045baab79c5cfb9bfdc23e498df4d376766a0b44d3f146} far more than the regular rooms at 21C Museum Hotel.

The base line

Right until more individuals get the vaccine, comprehensive travel ideas will be delayed. But resorts will pull out all the stops to get extra regional and even neighborhood guests to guide getaways. If inns can uncover a way to rapidly — and cheaply — create encounters in line with preferred Tv displays and motion pictures, bookings could boost. But unless of course the series genuinely has an enduring top quality to it, visitors will look at in elsewhere after travel commences and they can put their streaming on pause for a real trip.