To put it simply, lifestyle trends are driven by the patterns and behaviours of consumer groups. Within these trends, there are natural links between sectors, from entertainment and tech to travel and wellness.
For consumer groups, these cross-sector elements act as puzzle pieces – pieces that, individually, underscore lifestyle ambitions and intent from which lifestyle trends are made.
Together, they present as part of lifestyle foundations. And food & drink is very much a puzzle piece.
Within this space, it’s all about brand alignment and the ability to resonate with your target audience.
Coffee shop preference is a good and old school F&B example. You also have the milk type consumer groups gravitate towards within those coffee shops.
Nowadays, you might find that certain consumer groups resonate with coffee shops that embrace hot desking norms, providing spaces and environments that hit the mark for hybrid working scenarios.
Lifestyle links, effectively. And it’s the agile linking of lifestyle elements to create a ‘more-than’ concept that leads to the term ‘lifestyle hospitality’.
I briefly touched on Bubba Oasis, the London-based neighbourhood clubhouse brand, in last month’s column on Gen Z.
And the dynamic ‘do-it-all’ Bubba, which launched in 2021 and now has Soho in its sights as part of bold and imminent expansion plans, is an ideal starting point for discussing the burgeoning lifestyle hospitality concept in the UK.
Bubba is described by co-founder Rob Huysinga as a “lifestyle brand” – that’s to say a blend of various concepts and considerations that takes it far from what’s expected.
It’s a casual dining operation is at its heart. But beyond that, we see hot desking, club and live music nights, rotating art exhibitions, fashion shows, live podcasts, rooftop parties, community event hosting, and supper clubs.
Bubba Oasis is rewriting the rulebook on what might be described as hospitality day parts. And, within that, it’s pushing its target audience to view it as much more than just a place to eat.
For that audience, considering the different elements of entertainment, community, work and traditional hospitality acting in unison, Bubba Oasis is almost a bricks-and-mortar lifestyle provider. Multiple puzzle pieces under one roof.
Looking more broadly, the multi-concept blueprint driven by hospitality has been applied large scale of late, what with the rise of ‘new neighbourhood’ concepts such as Diecast in Manchester, the planned Wheat Quarter in Welwyn Garden City, and Battersea Power Station 2.0.
Then, of course, we have member’s clubs and hotels. Providing a diverse array of amenities is fairly a given for the majority.
But while the blending of lifestyle and luxury has long been a north star for the latter, you’ll find that many major hotel groups are now redefining their own landscape with the term ‘lifestyle hospitality’, namely with the relaxed, the accessible, and the hybridised.
So, what are the lessons here for traditional hospitality operators looking a little closer at lifestyle hospitality?
First off, it’s clear that connection, togetherness and community are all touchpoints, with memory-making and immersion easily aligned.
To dig deeper, both ‘local’ and ‘neighbourhood’ are common terms, both among those making waves in hospitality and in the evolving hotel space.
For example, Selina, a hostel, co-working and F&B brand, emphasises ‘local’ connections, unique to each of its locations across the UK and abroad.
With food a cornerstone proposition, Selina builds beyond with myriad activities and events linked to each locale, with yoga and other wellness opportunities on the list.
And the consumer group in the crosshairs? Gen Z, with a helping of Millennial. Yes, the boundary-breaking, game-changing cohort. Figures.
The providing of lifestyle ‘solutions’ within spaces for younger generations will undoubtedly be a key part of what will make lifestyle hospitality trends not only diversify, but last.
But for those considering opportunities within this space, these solutions don’t necessarily have to mean an entire reimagining.
Take Sunday Girl, the newly opened café and co-working spot in Philadelphia.
Positioned as a home-away-from-home, the locally-focused, neighbourhood cafe pushes a simple, fresh, ‘nostalgic’ menu.
It operates a dedicated working space for creatives, artists and hybrid workers.
It has retail elements, hosts events, and it has a ‘cheese program’ to showcase local producers, both via cheeseboard and take home.
Even at this small a scale, hospitality-powered rings true. But the lifestyle puzzle pieces are there to be had.
