“Make an inventory of your pockets, of your bag. Ask yourself about the provenance, the use, what will become of each of the objects you take out. Question your teaspoons.”
– Georges Perec
Dear guest,
You may or may not know that I’m not a huge fan of listing (the format of writing also rampant on this platform), whether that’s hotels or restaurants to visit or new openings, in hospitality writing.
Perhaps I feel this way because it’s almost what most of hospitality media is comprised of. The Philosophy of Hospitality was, in a way, born out of my attempt at being contrarian – be fun, GenZ 🤪, thoughtful, and make more unexpected connections and observations about the industry and its role in culture.
However now I find myself thinking that I’ve had beef with the listicle format for no reason, and that even this format could be fun and intentional.
So without further ado, please enjoy the continuation of the conversation on hotel merch that begun last week.
Welcome to Turndown Service, where we immerse ourselves in an experiential detail or sentiment.
In this letter: some really good pieces of hotel merch from chic to whimsical to outrageous plus tPH readers share some of their favorites!
But first, what makes hotel merch good?
The criteria to end up on this list are not groundbreaking. However, now that everyone is doing merch, the simple things can make the greatest of difference.
Originality (put some intention into the objects please)
Functionality (usability of the object always grants bonus points)
Locality (if it’s somehow nodding to the surroundings, the uniqueness of the property… we love it)
Wacky (surprise me!)
To note: all of these examples, save one (point 16), are things you can purchase, so I have left out the items that hotels gift to guests. However, I want to hear about those too; drop your favorite in the comment
20 pieces of hotel merch that make me go ahhh
The following list is non-exhaustive and not in an order of superiority. If I missed something, call me out in the comments.
The Bowery Hotel’s sold out Privacy door sign: it’s sold out, and no wonder. It’s so quintessentially hôtel.
Bowery duvets: inspired by the hotel’s iconic red-accented bedding for when you want to bring Lower Manhattan dreams home.
The Chateau Marmont keychain tassel: the Chateau still uses physical keys and guests infamously pocket them as talismans of Hollywood glamour, and this is the tassel (made in Italy) hanging off of them.
Grand Hotel Tremezzo’s fibra di legno bed linen: tariro makoni just shared in her newsletter’s chat that her astrologist advised her to sleep in percale sheets; but have you heard of wood fibre satin? Grand Hotel Tremezzo is run by the De Santis family (who also own and operate Passalacqua) have made merch a core business pillar, which makes sense considering that their hotels are world-renowned for the collections of objects they host. And, they do bedding very well.
The Airelles mattress: French luxury hotel group Airelles does opulence like no other, and this mattress collaboration with Tréca is a testament to the extravaganza. Best sleep of your life?
Grand Hotel Tremezzo's coral-striped pool parasol: what’s the best part about being poolside on Lake Como? The parasol hanging over you.
The Beverly Hills Hotel wallpaper: nothing more iconic than the banana leaf (by CW Stockwell specifically) that designer Don Loper plastered on the walls of the hotel for its redesign.
Passalacqua and Grand Hotel Tremezzo signature scents: named 1910 and 1787 after the respective birth dates of the two properties.
The Rosewood candles: with a base of dried patchouli, created by the founder of L’Objet, Elad Yifrach. These can be bought but are also frequently gifted to guests.
Claridge’s Christmas bauble: few items are more sentimental than those attached to Holidays, which is why I weep at the thought of collecting Claridge’s annual Christmas baubles, that are naturally featured on their lobby Christmas tree.
Clothing-wise, anything that Le Sirenuse does: like these mulberry silk boxers and shirt that are the incarnation of la dolce vita.
The most beautiful jacket by Airelles: another signifier of good merch is the if you know you know -feeling, which is at its peak with objects sans logo. For instance, I would gladly introduce this piece into my closet even if it had nothing to do with Airelles.
The Setai Miami Beach slippers: if you know me personally, you know I have huge beef with hotel slippers. Most of the time, they suck, and if we think some are good, they’re still usually objectively bad, because the bar is in hell. So when a brand decides to do slippers well (here in collaboration with the American slipper brand Brunch), I bow down.
Le Bristol Paris Cluedo: the classic, but instead of someone being murdered in the kitchen of the manor, the hotel’s cat goes missing! Michelin-starred restaurant Epicure is featured, obviously.
Hôtel Costes CD collection: to still see a CD the lord’s year of 2026 just does it for me. Mixed by Stéphane Pompougnac, it’s like being translated to an early 2000s Parisian hotel atmosphere. Having a CD player is a flex (and I’m biased, I probably grew up around the largest CD collection in Northern Europe thanks to my dad).
Mont Cervin Palace bookmark: earlier this year, during ski season, I was staying at the Mont Cervin Palace in Zermatt, where they placed a magnetic leather bookmark (technically Michel Reybier -branded, which is the company that owns the hotel) between my book during turndown service. The gesture was small but I remember being so delighted, and I still am, to the point where I’m sharing it with you.
Le bookmark in question This entire physical shop by Trunk Hotel Tokyo: their Harajuku concept store is inspired by a konbini (convenience store) and it’s filled entirely with locally made things in food, fashion, bath, beauty… and I think this still counts, even if the items are not Trunk branded. The in-store experience becomes the brand extension, and the products you buy become part of the Trunk universe by association.
Aman monogram swimsuits: see, functional and beautiful, nods at Aman without being like in your face AMAAANNNN if you know what I mean.
Fogo Island Inn furniture: this regenerative hospitality property in Canada is so drool-worthy in general, and like everything else, they take their brand extension seriously. The furniture that adorns the hotel is also available for purchase, all pieces sustainably made by artisans of the island (there are also these insane quilts).
Hotel Byblos Porsche: I’m sending you off with a banger. This Saint-Tropez hospitality gem takes the cake with a restored Porsche 911 Targa in full-grain beige leather and a sound system inspired by Les Caves du Roy which is the nightclub in the hotel’s basement.
And there we have it
My current picks from the hotel world that I would adorn myself, my home, and my life with.
I want to hear what you think I missed. I already got some great notes from you last week:
“Hotel Pacai in Vilinus gave me some wooden scent spheres in its signature scent that made my luggage evoke some nice memories next time I traveled (and smelled great too!) Scent is totally one of those small, but overlooked ways of remembering a place.”
“I love hotel merch that reminds me of being in a place. My velvet smoking slippers from FS Hampshire are something I wear on leisurely mornings with a cup of coffee. The mornings in the British countryside are so peaceful. I also like brand-adjacent merch, like Estelle Manor’s Lingua Franca sweaters. They don’t say “Estelle Manor” on them, but rather “Lady of the Manor.” You can only get them on property, they are sold out online. It’s a kind of if you know, you know nod to a stay without feeling like I’m a walking advertisement.”
“I appreciate when hotels sell pieces of their decor that happen to be lightly branded. For example the little shop at São Lourenço do Barrocal … sells little leather goods (catch-all trays for personal items, keychains etc) that you would have been using during your stay, or some of the linens used in the room etc. It’s all very on-brand (artisanal, local, farm chic) and very lightly branded (just their crest, IYKYK). It can be a conversation starter - ‘oh, where did you get those lovely cushion covers?’ ‘Barrocal, where else’”
– Eva Ducruezet (read Eva’s piece on the hotel here)
Please share your favorites in the comments!
I hope you enjoyed this week’s letter, I had so much fun writing it.
Until next week,
🔑 Emma
Love it, Emma. And thanks for quoting me!
Color me intrigued by the Airelles mattress! And thanks for the quote ☺️