As part of the Ralph Lauren internship program, I pitched Ralph Lauren Ecotels to senior management — including executive vice-president of menswear, Jerry Lauren — where I suggested a move into the hospitality sector, where RL does not have a strong presence. I began by analyzing current RL hospitality ventures and comparing them to that of their luxury retail counterparts — as well as travel trends concerning demographics that encompass RL consumers. As part of an overarching trend to provide more immersive brand experiences to consumers, I noticed that more and more luxury retail competitors were moving into hotel/lodging while Ralph Lauren had only created a restaurant, bar and coffee shop. Many competitors have made similar food-industry-related endeavors and are already pursuing concepts of a larger scale. This pitch suggests that it is in RL’s best interest to follow suit, using their unique brand aesthetic and sustainability to appeal to big-spending, eco-conscious travelers looking for an authentic, never-before-experienced vacation.