What does being an “in-house” florist mean

In the world of hotel floral partnerships, the term "in-house florist" often pops up, but what does it really mean? In our latest podcast episode, we delve into this concept and explore how it can transform your floral business. Whether you're a seasoned florist or new to the hotel scene, understanding the nuances of being an in-house florist can open doors to exciting opportunities.

What is an "In-House" Florist?

Being an in-house florist typically means you are the preferred floral provider for a hotel. This status can be achieved through an exclusivity clause in your contract, ensuring that when a prestigious client—like Apple, for example—asks for a floral recommendation, the hotel recommends you. However, the term is flexible. It doesn't always mean you have a physical presence in the hotel. For example, during my residency at the Fairmont Hotel, I was referred to as an "artist in residence," living in the hotel and running a shop there. This arrangement allowed me to save costs and streamline services by utilizing the hotel's space instead of transporting flowers from an external shop.

How to Propose an "In-House" Arrangement

When approaching a hotel, it's crucial to present not just a problem but a turnkey solution. For example, you can highlight how having an in-house florist can save the hotel money on transportation costs, labor hours, and rental expenses for vases and other supplies. Hotels love saving money, and showing them how you can provide a cost-effective, high-quality service can be a compelling selling point.

In Asia for example, many hotels have adopted this model, and it's proving to be an effective strategy. You can propose utilizing underused spaces within the hotel, offering a more streamlined and efficient service. This proposal can be part of your initial pitch or introduced later as your relationship with the hotel develops.

Flexibility and Long-Term Strategy

Some hotels may hesitate to commit to an in-house arrangement initially. That's okay! Just because you don't secure an in-house position right away doesn't mean it's off the table forever. As you build your relationship with the hotel, there may be opportunities to revisit the conversation during contract renewals. Remember, the key is flexibility and adapting to what works best for both you and the hotel.

Conclusion

Becoming an in-house florist can be a game-changer for your business, providing consistent work and strengthening your brand's association with luxury hotels. It's about more than just being a preferred florist—it's about finding innovative ways to integrate your services seamlessly into the hotel's operations. For more insights and strategies, listen to our full podcast episode and explore the possibilities that being an in-house florist can offer.

Already a florist but wanting to learn more about working with luxury hotels and creating consistent income? Check out our free masterclass!

Keep blooming, Franceska

PS: Did you know I have a book on how to work with hotels? It’s a bestseller, and you can buy it here on Amazon.