The Latest Hotel Craze? Getting a Tattoo

Forget a souvenir mug, keychain, or snow globe; get a tattoo instead.

The last time you traveled, what did you bring back as a souvenir? Maybe it was a tiny keychain of the Eiffel Tower, perhaps it was a porcelain mug of the Big Ben or maybe it was a Bondi Beach towel? All of these souvenirs and mementos are great, but keychains do get dirty, cups break, and towels fluff out. Are there better options out there now for people who need physical mementos to remember their time abroad? Could there be a souvenir that never seems to get tired or old and stays with you forever—how about getting a tattoo instead?

What many people are calling “tattourism,” travelers are seeing a rise in tattoo bars–a trend fueled by Gen Z and millennials who want to forge memorable connections to a destination without visiting a bazaar, night market, or farmers market whilst on vacation.

While tattoos in the Western world were once seen as something enjoyed by bikies, sailors, and people of lower social status, tattoos have had somewhat of a renaissance, with more people getting “inked up” during their time abroad. According to research by Hostel World, more than 40% of travelers between the ages of 18 to 35 admit to getting a tattoo on a trip while traveling. While one in three admitted that their body art was spontaneous, more than 50% of them confirmed that they traveled abroad specifically for the tattoo–welcome tattourism.

Jasmine Romero started Baddie Tattoos, a woman-owned private studio in Jersey City, three years ago, and Instagram is her main source of exposure.

“What draws people to my work is my spiritual approach. Sigils are custom ‘seals’ created between me and the client based on their manifestations, and for my clients, I emphasize the magical and intentional aspects of tattooing and love to create a safe ritual space for them,” says Romero.

The popularity of tattoo art doesn’t seem to be surprising, with tattoo sleeves incredibly popular for both men and women, young and old, these days, but social media definitely has something to do with the rise in interest by the general public. Sebastian Harbaruk, a publisher of a popular tattoo magazine, says social media has helped him reach a larger audience. After starting the magazine more than 20 years ago in South America, Harbaruk has readers across all five continents.

“Our policy has always been to prioritize artistic quality over printing quality. We are part of the contemporary history of tattooing. Believe it or not, even in super-developed countries like Korea, tattoos are still prohibited, so you can get an idea of ​​what our beginnings were like 20 years ago with prohibition, obstacles of all kinds, and censorship restricting the growth of the industry,” says Harbaruk.

The growth of the tattoo industry has spread beyond tattoo parlors and industry magazines to tourism, and even hotels, hostels, and cruises are stepping in on the tatt-tourism trend. From mid-tier to boutique and even luxury hotels, tattoos are taking over the lobby, and hoteliers are offering in-house tattoo sessions for guests who are not afraid of the prick of a needle.

Hotel Amenities Get Creative

In 2002, The New Museum teamed up with Ace Hotel New York and Ace Hotel Brooklyn for an eight-part series with popular tattoo artists like Jess Chen, Frances Segismundo, and Amanda Wachob, which included curated pop-ups, artist conversations, and screenings. However, one of the pioneers in having a tattoo in-house in their tattoo was the W Hotel group, which brought over tattoo artists to their hotel, like Tuki Carter, Christ Garver, and Jack Rudy—offering W Hotel guests direct access to highly-rated tatt artists who garner long waitlists with a Tequila cocktail in hand as they get inked up in the Extreme Wow Suites for a small fee ranging between $500 to $1,600. Generator Hostel in Stockholm and the White Rabbit in Cambodia also have their own bespoke tattoo parlors, too.

Not limited to just chains and hostels, luxury hotels have added roving tattoo artists to their amenity list. Taking their artist in residence to a whole new level, tattoo artist to Adele and David Beckham, Mark Mahoney has made regular appearances at the Mandrake Hotel in London, and Hobo Hotel in Helsinki, Finland. 

“We at Hobo want to support local underground artists of Helsinki. We want to give them a platform and space to showcase their work to an international audience, local visitors, and just anyone who is interested in our creative arts scene,” says Jasmina Puumala, house curator at Hobo Hotel Helsinki.

While hotel tattoo parlors and collaborations seem rather niche, if you have visited the city of Helsinki, you will know it matches the cool city vibe where young creatives are reinventing the culinary scene with eateries like Nolla, 305, and the transformation of industrial neighborhoods like Kallio and Kluuvikatu, where Hobo Hotel is located.

The most recent hotel to host a tattoo artist in the United States is Untitled Hotel in NYC, which opened in 2023. A nod to the gritty nature of the Lower East Side, it makes sense to have Unscripted Ink complement their rooftop bar and bespoke goods shop. Tattoo artist Liv Novotny and Co. are in charge of the artwork and focus on both illustrated and colored tattoos, as well as fine lines—something many loyal tattoo lovers search universally for.

(Body) Art Is Culture

While tattoos can be seen as fun, entertaining, and pure aesthetics, body art has a strong link to religious beliefs and celebrating cultures rooted in tradition. In Japan, the birthplace of Irezumi, tattoos are printed on the body depicting folklore, myths, and tales, and in New Zealand, symbolic Maori tattoos called “Ta Moko” offer an in-depth cultural tattoo experience which many wear as a badge of pride and honor with the artwork being the identity of Indigenous people of New Zealand.

In Thailand, the ancient practice of tattoo art is called “sak yang,” and it dates back centuries, so only a licensed and credible sak yang master artist can practice it. Believed to hold magical powers to ward off evil and offer protection, sak yang is one of the most popular forms of tattoo art travelers are willing to travel for, with celebrities Brook Shields and Angelina Jolie all having theirs on display on the red carpet. At the Anantara Siam Bangkok Hotel, guests are able to choose from sak yang master Ajarrn Neng Onnut’s artwork during their wellness retreat in southeast Asia, and at The Siam and Andaz London, pop-up tattoo sessions are available too.

So, if you’re not afraid of needles, why not get yourself a memorable tattoo on your next vacation?