Hotel pop-ups capitalize on the return of domestic travel, while international travel remains stagnant
When Elizabeth Preis, CMO of Philadelphia-based retailer Anthropologie, decided to open up a summer pop-up to run through Labor Day, she concluded that meeting customers where they are meant taking a new approach.
Previous Anthropologie pop-ups had been hosted in malls and art galleries, but never in a hotel. Mall traffic was down 18% from pre-pandemic levels in April, according to Placer.ai. In March, it was down 23%. So on Memorial Day, the brand opened its first hotel-based pop-up at The Reeds hotel in Stone Harbor, close to Anthropologie’s home base of Philadelphia. The goal, according to Preis, is