Comfort level can make or break a hotel stay. Sleeping on the silkiest bedding, wearing the softest bathrobe and smelling the sweetest scent while cocooned in their hotel room ... guests will feel more inclined to return for future stays.
Besides that, they may also be enticed to emulate the exact atmosphere at home. Recognising the potential, hotels began making beddings, bathrobes, scented candles and the like, available for purchase.
The merchandising game progresses with tote bags, tumblers and shirts emblazoned with hotel logos.
These items weren’t hidden away in a bedroom; they’re proudly used out and about. Higher visibility. Stronger brand loyalty.
Then there are the keychains, pins and pens – small, light and convenient to bring home as souvenirs for friends and family. This gives the properties wider exposure.
Emulating then turns into collecting. Now guests look forward to discovering new things to bring home from the hotel – legally – especially ones that tell a story of their hotel stays.
Room fragrances evoking memories of a serene getaway, embroidered pyjamas or glassware bearing hotel insignias – such collectibles from upscale accommodations are popular for recreating their luxurious ambience.
In recent years, the term “resortcore” has emerged to describe the trend of travellers wearing and using branded merchandise from luxury hotels or resorts. A decade earlier this would be referred to as “hotel couture”.
The values of certain merchandise increase when it is presented as part of curated limited-edition collections. Even more so when they are a result of collaborations with other luxury brands. Hospitality meets high fashion.
Think One&Only Resorts’ accessories collection with designer Tyler Ellis, Le Bristol Paris’ sportswear line with Sporty & Rich, or The Ritz Paris’ capsule collection with Frame are examples of this.
No matter the purpose of collecting, be it as keepsakes or to signal status, the act has been done for decades. When it comes to deep brand loyalty as the driving force behind the reason for amassing hotel merchandise, however, there is one brand that “rocks” this extremely well.
More than memorabilia
Hard Rock is a ubiquitous brand. Conceptualised as a cafe in the 1970s, it expanded into hospitality with its first hotel opening in 1995. The year also marked the brand’s launch of its hotel merchandise, complementing the existing cafe merchandise.
From T-shirts bearing its iconic logo to pins shaped like guitars, Hard Rock Hotel collectibles remain highly coveted even three decades later.
One Malaysian who has been collecting the merchandise for almost as long as the first Hard Rock Hotel has been around in the country is Azri Abdullah, 50.
“I have been collecting Hard Rock merchandise for the past 29 years,” says the Johor-based finance manager.
Azri used to go to the Hard Rock Cafe in Kuala Lumpur, where his interest was piqued by the items sold there. But it was only when he went to further his studies at the University of Hartford in Connecticut, United States that he decided to start his collection.
In April 1997, four months after settling into life abroad, he went to the cafe in Boston, Massachusetts. “I purchased one T-shirt and two pins, which I still have now,” he says.
During the 18 months that he was in the US, he managed to go to seven Hard Rock locations.
Of all the pieces he has so far, his most prized possession is the complete set of Rockin’ Angels pins released in 2007; it consists of 70 pins.
They were not easy to find in Malaysia, but after making enquiries in an online group, a few collectors in Japan and the US slowly but surely helped him secure most of the pins. The final pin was the hardest to get; he waited three years to find a fellow collector willing to sell it to him.
After seven years, at a cost of more than RM6,000, he finally has the entire set.
“To me, the effort, the cost and the time it took for me to complete the set makes it my most prized merchandise in my collection,” he says.
This anecdote also illustrates the camaraderie that forms among the collectors around the world. It’s another reason why Azri enjoys collecting – it leads him to finding friends who share the same passion and interest.
“I regularly meet up with collectors from overseas, such as Germany, the US, Australia, Japan and Singapore, when they visit Malaysia,” he shares. He adds that when he goes abroad, he will meet up with the collectors at a Hard Rock property – for example, in London just last December.
Another way for him to meet with fellow collectors is by attending Hard Rock collectible events. For this, he usually travels abroad to Bangkok (Thailand) and Singapore, as well as locally in Melaka and Johor.
The Hard Rock Hotel Desaru Coast in Johor hosts the annual Hard Rock Collectibles Showcase, which celebrates the growing community surrounding the brand’s memorabilia and collector culture.
Hard Rock Collectibles Showcase 2026, to be held on Aug 16, will be open to the public.
Rare pins, vintage merchandise and limited-edition collectibles are among the memorabilia that will be exhibited here. Collectors will showcase pieces that they have accumulated over the years through international travels and hotel and cafe visits.
“What makes this event special is the passion and personal stories behind every collection. Some collectors have spent years travelling across different Hard Rock destinations around the world, and each item represents a memory, milestone or meaningful experience,” says Murray Aitken, general manager of Hard Rock Hotel Desaru Coast.
“Opening the showcase to the public allows more people to discover that Hard Rock merchandise goes far beyond souvenirs. It has evolved into a global collector culture connected through music, travel and shared experiences,” Aitken adds.
Something for everyone
There are plenty of other hotels across Malaysia with their own branded merchandise. Most are everyday items that add value to the guests’ lifestyle while doubling as mementos of their stays.
G Hotel Gurney in Penang, for example, offers merchandise ranging from tech-related (wireless speakers, wireless mouse and phone straps) to novelty options like the Rubik’s cube and stainless-steel ice cubes.
The hotel also partners with British skincare brand Elemis to provide wellness and travel amenities such as recovery gels, nourishing balms, pillow sprays and bath elixirs.
Some of the items are occasionally featured as part of seasonal room packages and corporate gifts. Popular among both local and foreign guests, the hotel often sees higher purchase volumes of its merchandise during festive periods, promotions and special campaigns.
At The KL Journal Hotel in Kuala Lumpur, repeat guests comprising international travellers from across Europe and Asia are often customers of its merchandise as well.
Some of the pieces are original creations by local artisans, reflecting the hotel’s commitment to supporting homegrown talents, and preserving the authenticity of Malaysian culture.
The latest additions to its offerings are lifestyle products that commemorate the hotel’s 10th anniversary, which it celebrated in 2025. These include flasks and tote bags displaying not only the hotel’s name but also its new tagline, “Beyond Stay” – reflecting its vision of creating experiences that go beyond just accommodation.
Another hotel in KL, namely Aloft by Marriott KL Sentral, has an adorable method for customer retention. As its merchandise consists of five quirky yet cute plush toys, guests tend to buy a different character upon each visit in order to complete their collection.
Aloft by Marriott Langkawi Pantai Tengah in Kedah, meanwhile, has a cute toy as its merchandise: A plush dinosaur that steals hearts with its softness and smiley face.
At St Regis KL, its signature Butler Bear is the cuteness that draws guests’ attention. It is sold in a blind box format, adhering to current trends. The hotel also offers a wide range of high-end products such as the Swarovski “blue trunk”, a ceramic collection (items change periodically), and Chinese teacup sets.
Selangor’s Moxy Putrajaya has its very own Molulu plush toy, which also comes in a night lamp version. Other items carried by the hotel include hand fan, stress ball, laptop sleeve, phone magnet, poker card and satin eye mask. Most are notably designed to elevate guests’ comfort during their stay.
Kedah’s The Westin Langkawi Resort and Spa carries its own branded polo T-shirt and cap, which guests love as they make for practical wear.
Guests at Johor’s The Westin Desaru Coast Resort similarly appreciate the practicality of its round-collared shirt, golf cap, woven bag and tumbler.
The Ritz-Carlton, Langkawi in Kedah has not only standard offerings like luggage tags, tote bags, caps, tumblers and umbrellas, but also the Spa Bubu Batik Painting Kit, which is created in collaboration with North Village Artisan Batik on the island.
In fact, the luxury resort’s gift shop has numerous items that were either produced by, or in collaboration with, Langkawi artisans.
Club Med – which operates Club Med Cherating (Pahang) and the soon-to-open Club Med Borneo (Sabah) – celebrated its 75th anniversary in 2025 by releasing a limited-edition collection. Four international artists were selected to redesign a capsule collection inspired by the iconic Club Med trident logo.
The all-inclusive resort also collaborates with both international and local brands to create co-branded products. Among its collaborators are 4ocean, Rossignol, Lacoste, Vilebrequin and Hydro Flask.
Many of its guests are repeat customers who enjoy collecting these products. Club Med T-shirts displaying either resort names or logos, as well as destination-specific T-shirts and bracelets, are some of the best-selling items.
Most guests value the fact that these items are unique to each destination and cannot be found elsewhere.
Collect and connect
Samuel Lee Chun Zhen, 32, has made it a personal goal to buy merchandise whenever he visits a Club Med resort. “As proof and reminder that I’ve been there,” he shares.
To date, the KL resident has amassed a collection from resorts in Cherating, Bintan (Indonesia), Phuket (Thailand), and Kiroro Peak, Kiroro Grand and Tomamu (all in Japan).
“I have been collecting Club Med merchandise for the last three years. Oddly enough, I have yet to come across any duplicates in my collection,” he muses.
Lee’s intention to collect was sparked by a simple occurrence: He needed something to wear for an in-resort evening event.
“At Club Med resorts, every evening presents a unique twist where GOs (gentle officers, or resort staff) and guests dress up according to a theme. This can be anything from all-white to floral to the resort’s iconic ‘45’ and ‘88’ shirts,” Lee explains.
Through this, it dawned on him that each shirt or collectible was something he could physically take home with him to remember his visits.
Lee also loves the practicality of the items like water bottles, laptop sleeves, luggage tags and picnic mats. He finds that they make travelling convenient and hassle-free.
His most prized possession thus far is the Club Med 2 pouch. He elaborates: “It isn’t an ordinary pouch made from typical materials like cotton or polyester. It’s made from the actual sails that were once a part of Club Med 2, a five-mast luxury yacht that cruises the Mediterranean and Caribbean seas.”
This makes the pouch a real part of the resort’s history, and only a limited number of them were produced.
Grace Chiam, 45, says one of her beloved collectibles is the first ever pin from Hard Rock Hotel Penang that somebody gifted her. “Many quote our first pin is always gifted, then we are forever ‘poisoned’,” she says with a laugh.
Her other prized collectible is the grand opening pin of Hard Rock Hotel Desaru Coast. That’s because she had a hand in the designing process.
Chiam is an employee-turned-collector. Her journey began one fateful day when her dance crew was hired to perform at the opening of Hard Rock Hotel Penang in 2009.
Chiam, who hails from Bukit Mertajam, was a lecturer at KDU College Penang at the time and moonlighted as a dance studio manager. She later accepted an offer to join the hotel as a marketing and communications manager.
“I became very good friends with the RockShop managers and met many passionate collectors who visited the property,” she says.
She got “hooked” after they showed her their collections. Since she worked at the hotel, she seized the opportunity to wear her pins – her “blings”, she calls them – on her lanyard at all times.
“My team designed many pins along the way commemorating different milestones and celebrations for the brand,” she adds.
From 2009 to 2026, she gradually expanded her collection to include other products, like T-shirts, bags and magnets, but pins continue to have a special place in her heart.
She has about 800 pins now, kept safely in several bags and a guitar case.
Pins with butterflies are her favourite. “I have over 120 of them from Hard Rocks all over the world,” she says.
Currently based at Desaru Coast, Chiam is already looking forward to this year’s collectibles showcase, where she will gather with her fellow collectors – like Azri.
“At first glance, the assumption is that such events are just about trading or purchasing pins but more so than that, it is about friendships and a sense of community,” says Azri.
He adds that collectors are always happy to “... share stories and experiences, exchange pointers and guide beginners on how and what to collect.”
Last year’s event impressed Azri. The highlights for him include the Collectors Showcase, which allowed collectors to display their personal collections; pin trading; photoshoot sessions; and a special tribute to a recently departed local collector, known as “Encik Akmal”.
Azri emphasises how, all in all, what most collectors look forward to is simply a well-planned event where they can meet up again and “... showcase our collection, do some trades and have a rockin’ good time.”
Collecting memories, one hotel at a time
Collectors gather annually at The Hard Rock Collectibles Showcase. — Photos: Handout
Among Azri’s collection is this Hard Rock 50th Anniversary set. — AZRI ABDULLAH
Azri has been collecting Hard Rock merchandise since 1997. — AZRI ABDULLAH
Azri keeps some of his Hard Rock merchandise at his office, too. — AZRI ABDULLAH
Lee with some of his Club Med merchandise collection. — SAMUEL LEE CHUN ZHEN
The different kinds of Club Med merchandise that Lee collects. — SAMUEL LEE CHUN ZHEN
Stainless steel ice cubes are among G Hotel Gurney’s unique merchandise.
— G Hotel Gurney
A car-shaped wireless mouse that you can buy from the G Hotel Gurney in Penang.
— G Hotel Gurney
Hard Rock pins with butterfly designs are Chiam’s favourite. — GRACE CHIAM
Chiam was involved in designing this special Hard Rock merchandise. — GRACE CHIAM
These plushies or soft toys are not just for kids, as adult guests can also take them home with them.
— Aloft By Marriott KL Sentral.
Plushies or soft toys make for cute souvenirs.
— Aloft by Marriott Langkawi Pantai Tengah
The St Regis KL mini butler bear is sold as a ‘blind box’.
— St Regis KL
A collection of pastel-coloured ceramic cups.
— St Regis KL
The Ritz-Carlton, Langkawi’s gift shop at the resort sells premium souvenirs like these coaster sets designed and made locally.
Some travellers collect practical souvenirs from their hotel, like these luggage tags.
— The Ritz-Carlton, Langkawi
When it comes to hotel merchandise, caps and T-shirts are very popular with guests.
— The Westin Desaru Coast Resort
Colourful T-shirts by the Westin Desaru Coast Resort.
— The Westin Desaru Coast Resort
Some island and beach resorts will have a woven bag like this one in every room for guests to use while staying at the property.
— The Westin Desaru Coast Resort
The Westin Langkawi’s shirt and cap come in black and white colours.
— The Westin Langkawi
Tote bags are trendy and handy, and brands like the KL Journal Hotel already know this.
The KL Journal Hotel tote bag in black.
Tote bags are trendy and handy, and brands like the KL Journal Hotel already know this.
