When Landis Smithers became creative director for The Standard, a collection of boutique hotels, he sent members of his team to each location – New York, Los Angeles, Miami -- to learn what products customers asked for most often.

The top answer? Logoed T-Shirts, The Wall Street Journal reports.

Merch, fancy toothbrushes and "art" skateboards. On the strange evolution of the hotel gift shop https://t.co/SKJ1ke6coi @WSJLife

— Jacob Gallagher (@jacobwgallagher) December 10, 2018

Acting on the intel, Smithers developed a line of clothing and accessories for The Standard. Launched in November, the collection includes hip tees, pajama tops, bathrobes, hoodies, socks, dad hats, five-panel hats, sleeping masks, and more. Taking inspiration from the hotel’s “sexy” image, phrases like “Privacy Please” are printed on hoodies.

“Privacy Please” hooded sweatshirt for The Standard. See the whole collection.

This T-Shirt featuring The Standard logo (the upside down is intentional branding) is part of the hotel’s line of tees. Buy here.

The anecdote about The Standard appeared in a fascinating article from The Wall Street Journal. Writer Jacob Gallagher makes the point that, to stay relevant to today’s traveler, hotel lobby stores are transforming from pedestrian places to buy deodorant and soda into trendy boutiques that are increasingly being populated, in part, with fashion-forward branded merchandise that captures the hotel’s brand image. Some hotels are also retailing the merch online.

What awesome news for promotional products distributors.

Gallagher’s excellent article suggests that part of the impetus for the hotel merch push is a desire from travelers – particularly Millennials – to don logoed swag that shows they’ve been to certain cool locales. It’s kind of like showing off all the stamps in your passport to convey that you’re a globe-trotter.

“A McKinsey study released last year found that millennials are spending more money on experiences than products, and hotels have found a way to offer both,” writes Gallagher. “A T-shirt from Hotel San José in Austin, a ball cap from the El Rey Inn in Santa Fe, or a sweatshirt from Chicago Athletic Hotel show off that you’re a worldly traveler.” Of course, you could also just be a savvy poser who purchased the hotel swag in an online shop – but no one has to know that, do they?

More saliently for promo pros, the fundamental point is that consumers want hotel merch – and hotels are keen to provide it. Promo distributors who do business – or want to do business – in the hospitality sector should be hustling to capitalize on the demand while it remains hot.

Here’s a little additional “merch-spiration” to motivate you, featuring items from hotel apparel collections.

The Ace Hotel Chicago Shirt is part of the The Ace Hotel’s merchandise collection.

W Hotels has an upscale line of merchandise that includes this Oud Bergamot Candle.

Apolis reusable market bag from The Beverly Hills Hotel collection.