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Pop-up services have been dominating for a while now. Whether it’s a restaurant, shop or art installment, these services gain public attention quickly. Unsurprisingly, this trend has recently hit the hotel industry.

The most recent pop-up? A Nutella hotel!

If you’ve ever dreamed of sleeping in a hazelnut spread-themed hotel, this experience is for you. Hotella Nutella will open in Napa for three days this January. To vie for a slot, Nutella aficionados must submit a video submission that explains how Nutella makes their mornings special.

Everything in this hotel is adorned with the Nutella logo. They have everything from a Nutella chandelier to Nutella duvet-covers and even croissant-shaped pillows. Needless to say, your Nutella cravings will be fixed in this immersive experience.

This isn’t a new concept. This year, Hilton Mexico City Santa Fe began offering a Barbie-inspired suite that includes an exclusive dining menu. Last August, Taco Bell opened a pop-up hotel in Palm Springs that sold out in two minutes. One of the oldest pop-ups is the IceHotel in Sweden, which originated in the late 1980s.

This brings up the question, is this phenomenon here to say? Should hoteliers start investing in mobile and/or temporary accommodations catered to millennials? Or should hoteliers avoid this type of guest experience? After all, trends are fleeting.

Studies have shown that 72% of American millennials (our largest generation) would prefer to spend money on experiences rather than material objects. Executives are realizing that establishing a personalized customer experience is critical in differentiating their brand. Because of this, services like Airbnb are prospering (which arguably is a pop-up hotel in someone’s house).

Hotels can get in on this phenomenon by hosting pop-ups or developing their own spaces. Marriott has done this by partnering with Coachella and offering “glamping” in the form of tents with working electricity, air conditioning and a Marriott layout.

Even if you’re hesitant with the temporary nature of this trend, you must admit that it’s an excellent way to foster community relationships. You’ll gain publicity for the hotel, while simultaneously building partnerships with local businesses. These services are often offered as temporary accommodation with events and provide an immersive experience for guests to showcase your brand on social media.

So maybe your dream isn’t sleeping on a croissant pillow in a hazelnut room. That doesn’t mean you shouldn’t capitalize on this trend! It may be a fad, but it won’t be going away anytime soon.