MIAMI — Hotel guests here are picking up more than magazines, sunscreen and souvenirs at the lobby gift shop, and their well of choices runs fashionably deep, including Prada Sport cargos, Creed fragrances and Blumarine floral knits with ribbons.

The transition comes as hotels look to conquer the next frontier — better fashion retail, with more than a shop for souvenir T-shirts and mugs or forgotten toiletries — after incorporating the spa, nightlife and dining industries into their on-site operations. The level of involvement varies from stores that are owned and operated by the hotel chain itself, outsourced to a proven specialty retailer, or niched with an exclusive vendor or two, and it’s not limited to hip boutique hotels.

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