After dipping in recent years, the hospitality market rebounded in 2018, accounting for 5.5% of distributor sales, according to Counselor State of the Industry data. What pushed this increase?

“Millennials are driving the hospitality market,” says Lindsey Schultz, marketing coordinator at Top 40 supplier IMAGEN Brands (asi/93990/47700). “It’s all about the value of creating experiences and making memories to last a lifetime, whether it’s through spontaneous travel, trying the hottest restaurants in town or entertainment.”

Traveling is a lifestyle trend that’s been an essential part of business gifting and recognition as well, and it continues to grow, says Esmeralda Anaya, marketing manager at Terry Town (asi/90913). Hospitality clients can get a lot of marketing mileage out of travel gear that’s both useful and brings a traveler comfort, such as branded blankets, neck pillows and eye masks, she suggests. Also, these items are unisex, and can fit into the recipient’s suitcase to be taken home easily.

POWER RANGER: This phone accessory kit (PWRPAK-PRO) has everything a connected traveler needs: a case, mobile charger with cord, USB car charger, USB wall charger and earbuds. From Gold Bond (asi/57653); goldbondinc.com

“We’re getting increased requests for high-value travel accessories with a longer life span at higher price points,” she adds.

Hospitality has always been a staple of Terry Town’s product line. “Bath robes, beach towels and blankets remain hot items for hotels, spas, airlines and pretty much any micro-industry that takes care of people,” says Anaya.

However, the sudden spike in growth has come from related industries such as event planning, online travel agencies, theme parks and Top Golf-like event venues, she notes. In response, Terry Town has diversified its product line to include multiple event-appropriate, travel-themed items.

“Sublimation is the hottest decorating trend currently on the market, allowing you to print unlimited colors in high definition and extreme clarity,” says Anaya. It provides for edge-to-edge imprints, incorporating photos of a resort location, or a skyline shot of the city where the event took place, she explains.

HALO Branded Solutions’ (asi/356000) Corporate Branding Director Laurie Amigo favors Terry Town’s sublimated Grab-n-Go travel blanket with embroidered bag . “You can co-brand the pillow and the blanket, and it can be enjoyed immediately on the plane, at the event and at home,” she says.

“We’re getting increased requests for high-value travel accessories with a longer life span at higher price points.” — Esmeralda Anaya, Terry Town

Another firm finding success in the hospitality sector is Sobe Promotions (asi/245603). Its Miami location certainly doesn’t hurt: “Miami is a major port, and as a result, we’re surrounded by hotels, cruise lines and tourism offices,” says Felipe Leighton, the distributor’s account manager.

Recently, hotels have been willing to pay up for a higher quality, more retail look with their promotional merchandise, he says. “They realize spending a little more and offering a product with a higher perceived value increases the likelihood that the end-user will take it home.”

It’s also important for promotional merchandise to have a “quality of convenience,” says Barb Herman, SanMar’s (asi/84863) director of channel sales. “An industry like hospitality is measured by its service rating, by selling-in-kind, with tremendous service and convenience,” she says. “Products that create an atmosphere of pampering, with suggestions like an umbrella for bad weather, a plush robe for a hint of luxury or last-minute accessories for sun protection (visors, hats, sunglasses) are all good ways to maintain a mindset of quality service.”

More Products

BALANCING ACT: The Great Plate Set (CKITS011) allows hungry guests to easily manage both their food and beverage with one hand. The set includes a matching colored plate and cup, and is stackable and microwave safe. From IMAGEN Brands (asi/93990/47700); imagenbrands.com

JUST FOR YOU: Custom kits like this one offer unique packages that work well as hotel room drops at events. This offering features a curated blend of sweet and savory treats, including flavored popcorn, a variety of nuts and candy and an 8-oz. water bottle in a branded box that has adhesive flaps. From Midnite Snax (asi/71685); midnitesnax.com

YOU’RE COVERED: Luggage covers (LUGCO1) offer an eye-catching way for travelers to quickly spot and grab their bags from carousels and protect their gear from wear and tear. These covers feature full-color edge-to-edge sublimation, as well as bottom hook-and-loop fasteners. From Terry Town (asi/90913); terrytown.com

HIGH PERFORMANCE: The Port Authority SuperPro Twill Shirt (S663 and L663) can stand up to the heavy demands of hospitality and food service. The cotton/polyester blend, with button-down collar, comes in a variety of colors for men and women, plus it’s stain and wrinkle resistant. From SanMar (asi/84863); sanmar.com