In today's Buzzword Mix, our buzzword is Resort Core.

If you've been listening to other buzzwords or you have been following new trends, you probably have heard of all sorts of “core” relating to the fashion world.

如果你平時比較關注潮流, 或者聽過我們原來有一集buzzword的話, 你就知道只要講到 “core”, 大概率都是一個時尚新風潮.

Starting with things like Normcore, 酒店上我們說的性冷淡風的 Normcore; and you have Barbiecore, obviously all pink;

Cottagecore, which is more like countryside; and we talked about Tenniscore, 我們之前還講過一個網球老錢風;

and in recent years it even included something like Bimbocore. 還有相當于中國的笨蛋美女風的Bimbocore.

1 So what is "Resort Core"?

這個到底是什么“風潮”？

So in the ever-evolving worlds of fashion and branding, a new trend is making waves, changing how we think about travel and style.

This is the buzzword today“Resort Core”, a term coined by Sara Rappaport in Bloomberg, describing a phenomenon where hotels are stepping into the spotlight, turning humble merchandise into coveted lifestyle statements.

First of all the word “resort”, you hear about holiday resort一般是那種度假村, usually luxury hotel next to nature sites like seaside, beaches, mountain, lakes, they're called resort.

So“resort core”can probably be translated into “酒店周邊時尚風”.

To talk about “resort core”, we have to understand the idea of merchandise or merch.

For short in brand strategy, when you are trying to promote your brand, you can usually make products, clothes, accessories, little gifts with your logo on it. This is not exclusively for hotels, it can be for anything, including influencers nowadays.

在品牌推廣戰略里面, 甚至包括當今的網紅, 也經常會做這種merch, merchandise周邊.

In luxury hospitality, the "Resort Core" trend is reshaping the way hotels engage with guests. Wearing hotel merchandise after your stay allows you to carry a piece of that luxury with you, signalling status and taste.

Because where you choose to stay speaks volumes, especially these luxury hotels that you stay in shows financial status and your taste.

And these curated pieces are more than just souvenirs—they are conversation starters, showcasing your association with the elite.

So luxury travelers they wear resort-branded merchandise to“tell others who they are and where they have been”.

Wearing hotel merch is part of broader personal narratives about belonging and taste.

其實這也是一個圈層文化, 你別看這些周邊產品不見得有多值錢, 值錢的是 luxury hotel brand and the fact that you stayed there.

What was once the domain of uninspired postcards and generic T-shirts has transformed into an industry of designer-level collaborations and premium keepsakes.

So before, hotel merch were just really silly postcards and just really ugly T-shirts with the hotel brands on them.

But now you see a lot of collaboration at designer level.

Today's hotel merchandise is about storytelling, exclusivity and style.

According to a recent report by Allied Market Research, the global luxury lifestyle market is projected to reach $352 billion by 2031, with branded merchandise playing a key role in its growth.

Hospitality or hotel rents are capitalizing on this trend, leveraging their aesthetic identities to create desirable pieces that double as emotional souvenirs and walking advertisements.

Think of it as the“luxury version of the souvenir T-shirt,” 基本上這些高奢酒店周邊就相當于紀念品文化衫兒的高奢版, a cult status symbol.

Specific Collection

For instance, Ritz, the famous luxury hotel brand, Ritz Paris launched its fourth hotel-specific collection—a 35-piece assortment of baseball caps, sweatshirts, cashmere sweaters and more that blend American ease and Parisian sophistication — with fashion brand FRAME, and launched a new collection with their logo. This is a collection that contains 35 different items ranging from baseball caps to sweaters.

The idea is where someone stays on vacation, most definitely tells you something about who they are, the person wearing Ritz Paris merchandise is signaling an interest in the classics and a love for tradition.

這個Resort Core顯示的不光是你的圈層消費能力, 同時也是你的品位. 比如穿Ritzs的人可能更喜歡經典傳統;

but if you're wearing merchandise from Aman, 但如果你穿的是另外一個高奢酒店安縵的logo, for example, then you are all about exclusivity. The products are more minimal and understated.

Unless you're really in the know, you might not even notice. This is very interesting, in English when you say when someone is in the know, that means they're in that circle and they know all of this.

英語里說in the know其實就是你是懂行的. Resort Core基本上就是主打一個懂的都懂.

And if you don't know it, you're definitely not part of that circle.

2 More Than Just Souvenirs

不止紀念品

The appeal of Resort Core isn't just aesthetic, isn't just about looking good.

It's financial genius. Luxury hotel brands have discovered that thoughtfully curated merch lines can serve as both lucrative income streams and potent marketing tools.

So on one hand, they're making money from selling these merchandise; but at the same time, people wearing these merchandise are helping the hotel brands market their brands.

The merchandise doesn't just represent a logo;

it encapsulates an experience. Each item acts as a "memory carrier", turning consumers into brand ambassadors.

3 Why Consumers Love Resort Core

酒店周邊時尚風為何惹人愛？

If we have to sum up what's behind the allure of hotel-branded pieces?

It boils down to three key factors:

1. Tangible Connection: These items provide a physical link to cherished travel memories, like we said, they are carriers of memory.

2. Status and Sophistication: Hotel merch signals discerning taste and worldly experience, appealing to the Instagram generation obsessed with curating their personal brands.

3. Storytelling Power: Nowadays consumers don’t just buy products—they buy narratives, so they buy stories. And these carefully selected luxury hotel merchandise tells the story of elegance, luxury and belonging.

And if this trend continues, it's not just gonna be the big players, the top luxury brands that are going to be getting in on the action.

Boutique properties and independent hotels also find innovative ways to tap into this demand, proving that good storytelling transcends scale.

So don't be surprised. If in the future whatever small boutique hotel you're staying in are starting to sell their own merchandise.

Now let's move on to the sample sentence.

例句示范

Sample Sentence：

-The rise of Resort Core signals a broader cultural shift in how we perceive travel, fashion, and personal branding.