Non-hospitality brands open boutique hotels

Modern travelers have access to an infinite amount of tips and suggestions online. While this is exciting for some, it can be overwhelming for others, presenting an opportunity for brands to be the travel guide they want and need. The following non-travel/hospitality brands opened boutique hotels that distill the best elements of their brand into the curated spaces and experiences that young consumers crave.


Popular direct-to-consumer mattress brand Simba partnered with Cuckooz, creator of design-led apartments, to bring The Zed Rooms to the Shoreditch neighborhood of London. As experts on quality sleep, Simba wanted to create a hotel space that prioritized rest, wellness, and relaxation. The state-of-the-art rooms at The Zed Rooms in Shoreditch feature Simba beds that have been designed to mimic the shape, hue, and comfort of the womb. Along with the bed, the rooms are designed specifically with sleep in mind—from relaxing scents to a built-in meditation app to serotonin- and melatonin-rich foods.


Lovers of CBD beverage brand DRAM Apothecary can immerse themselves in the brand’s ethos and lifestyle with a stay at Poor Farm. Founder Shae Whitney and her work-life partner Brady Becker purchased the former Chaffee County Poor Farm in Salida, CO, converting the five acres of land into a farm for growing ingredients for their bitters, teas, and syrups and the historic farmhouse into a hip boutique hotel that guests can book through Airbnb. The rustic rooms have 12-foot ceilings, private bathrooms, and spectacular views of the Sawatch mountain range and Arkansas River.


Fans of BrewDog craft beer can get a closer look into beer culture with a stay at the new 32-room DogHouse Hotel and Brewery. Located 20 minutes outside of Columbus in Canal Winchester, OH, the DogHouse sits within BrewDog’s 42-acre complex that also features a beer production facility, a brewpub, and a beer museum. Visitors can get a behind-the-scenes look at the beer-making process with a tour of the facilities, sample a wide variety of beers at the brewpub, and learn about the history of the brand at the in-house museum.