Taco Bell Is Opening a Boutique, Branded Hotel Called The Bell

Rooms will be available for a limited time this summer

The Bell promises to be 'a destination inspired by tacos and fueled by fans." Taco Bell
Headshot of David Griner

Have you ever been in a Taco Bell and looked around wistfully, thinking, “Man, if only I could SLEEP here”?

If the answer is yes, then you might want to be the first to book a room at The Bell: a Taco Bell Hotel and Resort.

The Palm Springs destination, described as a “Tacoasis in the desert” opening Aug. 9 for a limited time, is an official and ambitious celebration of the Taco Bell aesthetic. The brand’s announcement of the hotel says it “reimagines what a hotel stay can be, unveiling a destination inspired by tacos and fueled by fans. Everything from guest rooms to breakfast and poolside cocktails will be infused with a Taco Bell twist, making this the flavor-filled getaway of 2019.”

“The Bell stands to be the biggest expression of the Taco Bell lifestyle to date."
Marisa Thalberg, Global Chief Brand Officer, Taco Bell

While you try to imagine exactly what a poolside Taco Bell cocktail might taste like, you can also be thinking about what personal style you’ll request at the on-site salon, offering “Taco Bell-inspired nail art, fades and a braid bar.”

“The Bell stands to be the biggest expression of the Taco Bell lifestyle to date. It will be fun, colorful, flavorful and filled with more than what our fans might expect,” says Taco Bell Global Chief Brand Officer Marisa Thalberg. “Also, just like some of our most sought-after food innovation, this hotel brings something entirely new for lucky fans to experience and enjoy.”

Few details, including exact location and pricing, have been announced about the hotel so far. Reservations will open in June for “Taco Bell super-fans” ages 18 and up. Here’s a brief announcement video:

Branded hotels seem to be shaping up to become one of the more random marketing trends of 2019.

In March, Leo Burnett Moscow announced the Trivial Pursuit Hotel, where you can pay for everything by answering questions.

Here’s a look at how the Trivial Pursuit Hotel, open through June 14, supposedly works:


@griner david.griner@adweek.com David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."
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