Today's marketplace is continuously threatened by a number of variables, including the evolving consumer, financial crises and political issues. And some hotel operators are finding that the "pop-up" hotel segment is the way to go in an unstable environment.
Pop-up hotels can be defined myriad ways-from setting up temporary accommodations for events and festivals to converting existing buildings into seasonal hotels.
"I think the current banking crisis around the world is the fundamental reason for why you see so many pop-ups," said Claus Sendlinger, founder and CEO of Berlin-based Design Hotels, which operates both temporary and permanent establishments.
In major cities such as New York and London, where real estate changes hands from one owner to another, if the new owner does not have the financing available to fulfill the vision they'd like to create, they bring in luxury, alternative brands on a temporary basis to gauge demand for that particular product and give consumers an idea of what can be done with that space, Sendlinger said.
The demand for pop-up hotels has been really high, said Mark Sorrill, founder and managing director of U.K.-based The Pop-Up Hotel, which blends a luxury element with camping.
"There's an increasing sector of the market that's looking for a (unique) experience and something that's really different from the norm," Sorrill said.
Big, branded hotels often can be generic, he said, making it difficult for a guest seeking an authentic Caribbean experience and staying in a branded hotel to distinguish any features from a property of the same brand in Miami.