SOUTHERN LIVING TO LAUNCH NEW LIFESTYLE HOTEL BRAND
BIRMINGHAM, AL – September X, 2019 – A new collection of hotels based on the iconic Southern Living media brand will soon begin development throughout the southern region of the U.S. Created by Lifestyle + Hotel Group in partnership with Southern Living. Each of the collection’s boutique hotels will embrace the Southern Living lifestyle – from unmatched hospitality to regionally inspired cuisine.
Southern Living® Hotels will offer a warm and inviting travel experience that is uniquely tailored to the needs and interests of Southern Living’s main follower base—women.
“Southern Living has a monthly audience of more than 16 million, 79% of which are women. Southern Living Hotels will be a physical embodiment of a beloved lifestyle brand that celebrates authentic southern hospitality, said Bill Shoaf, CEO of Lifestyle + Hotel Group. “Traditional hotel brands take a one-size-fits-all approach to travel. Each of our hotels are thoughtfully designed with women in mind.
“We are creating memorable experiences in some of our favorite places around the south that we hope she will remember forever and miss until she returns,” said Kristen Payne, Vice President of Brand Licensing for Southern Living.
Every detail of Southern Living Hotels will be carefully designed to build upon the Southern Living legacy. Guests will enter not through a lobby, but through a comfortably furnished living room. A signature of each hotel will be the commitment to exceptional southern fare including a Southern Bakery & Coffee House that will showcase over 50 years of classic Southern Living pastry and dessert recipes. The Southern Life Studio will host cooking demonstrations with notable chefs as well as a variety of interactive events that feature gardening, wine and bourbon tastings and classes on organic cooking, wellness and interior design. A Wellness Center will offer yoga classes, state of the art immersive cardio experience bikes and treadmills, massage treatments, destination boutique blow out hair bar and nail salon and more. The graciously sized hotel guest rooms will offer ultra-luxury pillows and bedding, towels and robes, HDTVs equipped with Apple TV, European showers with handheld shower wands and benches, sit-down vanities with lighted magnifying makeup mirrors, salon-style hair dryers and more.
Just as a southern home is centered around the kitchen table, the cornerstone for each hotel will be its restaurants. Each of the hotels will offer a variety of restaurants developed in partnership with a James Beard Award-winning chef Chris Hastings who will marry classic Southern recipes with new techniques and culinary influences and feature seasonal, locally-sourced ingredients “From the moment our guest walks in until the time she checks out, we want her to feel welcomed, comfortable and inspired,” said Shoaf.
The first Southern Living Hotels are expected to commence construction in early 2020 and open in the season of 2021. More details will be announced this fall.