Hotel Magazine April 2025

Image courtesy of The Hari, Belgravia

The Countdown Is On 28th APRIL 2025

Verdi Hotels Extends its Footprint in North Africa

Verdi Hotels, a pioneering, modern lifestyle brand offering an upscale hotel experience, has ambitious expansion plans for 2025, and has commenced the year by entering North Africa for the first time, introducing Verdi Tunis, Beach Resort.

Verdi Tunis, Beach Resort is the first property in Verdi Hotels’ portfolio located in North Africa, and the brand’s debut resort hotel – located directly on the beach front in an excellent location, the property provides all year-round sun and features 300 rooms, 5 restaurants & bars, meeting rooms including 2 ballrooms, direct access to the beach, as well as indoor and outdoor pools.

The expansion marks a key milestone for the group as it ventures into a new region, underscoring its dedication to growing its presence in up-and-coming travel destinations.

Verdi Hotels’ locations are chosen for their distinctive ability to offer guests authentic cultural immersion. The properties are centred around the local culture, providing truly authentic stays and ensuring guests step away with an enriched experience.

The creation and expansion of Verdi Hotels is led by hospitality sector figures, Paul Pisani and Jonathon Liu.

Paul Pisani, President, Verdi Hotels said: “This expansion reflects our commitment to delivering unique and

unforgettable experiences tailored to the needs of today’s traveller. At the heart of this expansion is our commitment to embracing and celebrating local culture and we’ll continue to push the boundaries and bring our brand to even more destinations in 2025 and beyond.”

Each of Verdi Hotels’ properties are centred around accessible comfort, which are implemented using the latest in hospitality technology, including the option for frictionless experiences. The roll out of ‘The Hub’ will be featured in the hotel, a ‘Just Walk Out Technology’ including in-hotel amenities including local snacks and travel essentials. The technology detects when products are taken from or returned to shelves and enables selfcheckout without any human interaction.

New Head Chef Joins the Winter Garden Restaurant From The Ritz

Set beneath the eight-story glass atrium and surrounded by palm trees, the Winter Garden Restaurant at luxury five-star hotel, The Landmark London, elevating its menus with the arrival of new Head Chef, Brian Hennessy.

Formerly Sous Chef at the Michelin-starred Ritz London, Brian brings a refined modern European approach to the kitchen, introducing a menu that reflects the spectacular setting of one of London’s most distinctive culinary establishments.

Inspired by Brian’s travels across the globe, expect a menu of expertly crafted dishes which marry classical flavours with modern techniques. Showcasing his creative flair, starters spotlight seasonal ingredients at their finest, from Seared venison carpaccio with a Comté cheese and pecan praline; and Citrus cured Scottish salmon with Platinum caviar and a miso-buttermilk dressing; to Saltbaked beetroot within a lime beetroot gazpacho, topped with walnuts.

Mains marry European classics with quality, British produce. Glazed Merry-field duck breast is paired with cherries, blackberries, and caramelised walnuts, while Wild seabass is elevated with brown shrimps, mussels and a lobster sauce. Served tableside, the star of the show is the hand-crafted Beef Wellington for two, available FridaySunday, and served medium-rare with buttered mash and a rich red wine gravy. www.landmarklondon.co.uk/dining/winter-garden/.

HOTEL MAGAZINE AWARDS

DECISION TIME

As we approach the final weeks leading up to the esteemed Hotel Magazine Awards, we rewind and take a look at the recent Judging Day we held at the Private Members Club at Four Seasons Hotel London Tower Bridge to find out how our expert panel came to making their tricky decisions.

The prestigious Hotel Magazine Awards Judging Day recently took place, bringing together a distinguished panel of industry professionals to determine the winners across nine highly anticipated categories. The event was hosted at the historic Four Seasons Tower Bridge London Member’s Club, providing an elegant and inspiring backdrop for this significant occasion.

The panel of experts convened in the morning to meticulously review and deliberate over the applications submitted by the finalists. Each judge contributed their unique insights and expertise, ensuring a thorough and fair evaluation process. The categories under consideration included:

• The Environment Award – Recognising hotels that prioritise sustainability and eco-friendly initiatives.

• Marketing Innovation Award – Celebrating creative and impactful marketing campaigns within the hospitality sector.

• Best Spa and Wellness Venue – Honouring the most exceptional spa and wellness experiences.

• Food & Beverage Award – Showcasing excellence in culinary and dining experiences.

• Diversity, Equality, and Inclusion Award – Acknowledging efforts to foster an inclusive and equitable workplace.

• Unsung Hero – Recognising individuals who go above and beyond behind the scenes.

• Best Hotel Group – Celebrating outstanding hospitality brands.

• Hotel of the Year – Awarding the best individual hotel based on overall excellence.

• Hotelier of the Year – Recognising a visionary leader in the hotel industry.

The judging process was structured to ensure an open and engaging discussion, allowing all panel members to share their perspectives on each finalist’s achievements. The morning commenced with a delightful breakfast prepared by the Four Seasons team, setting a warm and welcoming tone for the day. The judges then immersed themselves in the meticulously designed judging packs, which provided comprehensive details on the finalists’ accomplishments.

After extensive deliberation, the panel reached a consensus, carefully selecting the winners who will be honoured at the upcoming Hotel Magazine Awards Ceremony on April 28. This year’s judging day not only celebrated innovation and excellence but also highlighted the passion and dedication that drive the hospitality industry forward.

Stay tuned for the official announcement of the winners and join us in celebrating the best in hospitality!

COMPANY PROFILE

Official partners of the Hotel Magazine Awards are L’Occitane en Provence Hospitality. As a brand that prides itself on elevating the guest experience with luxurious and sustainable amenities for premium hotels, we are thrilled to have them involved in the event. Below, we share more on L’Occitane en Provence and their stance on the respected awards ceremony that it just around the corner.

L’Occitane en Provence has long been a trusted name for premium hotels, seamlessly blending sustainable beauty with a touch of Provençal elegance. With over 25 years of expertise in the hospitality industry, the brand offers high quality ranges of amenities that enhance the guest experience while adhering to its steafast commitment to sustainability. The latest introductions, Jasmin Bergamote (Jasmine Bergamot) and Lavande Blanche (White Lavender) ranges, embody L’Occitane en Provence’s commitment to quality, innovation, and sustainability, making them perfect partners for luxury four and five-star hotels worldwide.

This April, L’Occitane en Provence Hospitality proudly supports the Hotel Magazine Awards in London, attending the event as one of the sponsors of its coveted gift bags. These awards celebrate innovation and excellence in the hospitality sector, aligning perfectly with the brand’s ethos. As Camille Vautier, Director of L’Occitane Hospitality, notes, ‘Our presence at the HMAs allows us to connect with leading hoteliers and showcase how our exclusive and deluxe amenities can transform the guest experience. Sponsoring the gift bags enables us to share a piece of Provence with key industry professionals, leaving a lasting impression.’

The HMAs are more than just an awards ceremonythey are a reflection of the evolving values and future direction of the hotel industry. By promoting sustainability, innovation, and outstanding service, the awards inspire the sector to strive for greater achievements.

L’Occitane en Provence Hospitality views its involvement

as an opportunity to underscore its role as a pioneer in sustainable hospitality, setting a benchmark for environmentally responsible practices.

As the hospitality sector moves toward a greener, guestcentric future, L’Occitane en Provence’s dedication to sustainability, illustrated through initiatives like its ecorefill packaging and high-natural-origin formulations, sets a new standard. Partnering with events like the HMAs not only amplifies this vision but also strengthens its position as a leader in luxury hospitality.

For more on L’Occitane en Provence Hospitality’s innovative offerings, visit spa.loccitane.com/pages/ hotel-amenities

“The awards inspire the sector to strive for greater achievements.”

COMPANY PROFILE

Providing our food at this year’s Hotel Magazine Awards is Bidfood and their team of expert chefs. In this interview with Natalie Bance, head of PR & External communications, we find out what it means to the team to have such significance presence at the event.

Please introduce Bidfood and what you strive to achieve within the hospitality sector.

At Bidfood, it’s our mission to deliver service excellence, make life easier for our customers and help them grow. With over 10,000 products in our range, including food, drink and catering supplies, our passion for great food is something we share with more than 40,000 customers.

As a leading supplier to the hospitality industry, we have a first-hand understanding of the industry’s challenges and how to overcome them. For us, it’s not just about making deliveries, it’s about going above and beyond by adding value. Whether it’s keeping up with the latest food and drink trends, navigating through the latest legislation or sharing key nutritional advice, our team of experts are there to keep our customers ahead of the curve, maximise profits and hit the mark with consumers.

Why was it important for Bidfood to be involved in the HMAs?

We are proud to be a part of the Hotel Magazine Awards and celebrate the success and dedication of the nominees. They perfectly reflect our businesses’ values to care, share and dare to provide exceptional service.

It’s a fantastic opportunity to meet some of the key players in the hotel industry and a great platform to showcase how we are able to be a key partner in the growth of our customers. This also provides us with the

ability to gain a deeper understanding of what consumers are looking for from the food and drink they’re having in hotels and how important elements such as technology and sustainability play a part in this.

bidfood.co.uk

“We are proud to be a part of the Hotel Magazine Awards and celebrate the success and dedication of the nominees.”

COMPANY PROFILE

PPL PRS are the official headline sponsor of the Food and Beverage award at this year’s Hotel Magazine Awards. As the event nears, we share a piece from Toni Hendry, Marketing & Content executive at PPL PRS.

We are proud to be the official headline sponsor of the HMA’s Food and Beverage Category!

PPL PRS Limited is a joint venture formed between PPL and PRS for Music, with the purpose of creating a more simplified music licensing process for business who play music for their customers and employees.

TheMusicLicence is issued in accordance with The Copyright, Designs and Patents Act 1988, to give permission for music to be played in public through the radio, TV, other digital devices and live performances. The monies collected via the licence fee, after our operating costs, are then distributed back to the talented artists and musicians who create and produce the music we all enjoy listening to, as royalties from PPL and PRS for Music.

TheMusicLicence allows businesses to play music by original artists from all over the world, from global chart superstars to emerging grassroots performers and songwriters.

Hospitality venues often use music in foyers, bars and hotel rooms to entertain guests as they relax and enjoy their surroundings. TheMusicLicence allows venues to play the most recognisable songs and artists, helping to enhance the experience whilst also keeping employees motivated and engaged throughout a busy shift.

A PPL PRS survey of people, who spent the majority of their time on their feet at work, found that 86% of those surveyed felt more energised and/or focused when music was played in their workplace.

We look forward to showcasing our brand further at the awards this April and can’t wait to see you all there.

To find out more about the benefits of music to your venue visit: pplprs.co.uk

“TheMusicLicence allows businesses to play music by original artists from all over the world.”

COMPANY PROFILE

As a sponsor of the esteemed Hotel Magazine Awards, Symphonie Pasquier are providing the delicious petit fours for the evening, aiming to leave a sweet taste in the mouths of our attendees. In the piece below, Matt Grenter, Sales Manager at Symphonie Pasquier shares more details on the brand and why being involved with industry events is essential to success.

Please introduce your company and what you strive to achieve within the hospitality sector It all started in 1936 in the heart of the French countryside, in Les Cerqueux; in their bakery, Gabriel and Louise Pasquier, the village’s bakers, produced bread, pâtisserie, and a Brioche Roll renowned throughout the region. In the early 70s, their five sons took over the business and today, they continue to perpetuate the family heritage by offering recipes that respect the traditional methods of bakers and pâtissiers.

The Symphonie Pasquier brand has been created exclusively for the foodservice market, supporting professionals by offering high-quality, ready-to-serve products. In today’s challenging environment, Pâtisserie can be seen as too costly, too demanding and too timeconsuming to make from scratch, and the solution is simple, our range of Tartes, Tartelettes, Choux pastries, Macarons, Entremets and Petits Fours freeze beautifully meaning that they can be brought into a venue frozen and thawed when ready to serve. Our French pâtisserie remains on trend, and frozen products are a practical solution for a hard-working catering team. Dessert items freeze beautifully and can help chefs manage stocks and minimise preparation time. The hotel benefits from a high-quality product that cuts both expenditure on ingredients and high levels of waste, and vitally, saves on time and expertise in the kitchen. With no kitchen skill required to make or serve, these desserts give chefs a wide range of options.

Why was it important for your brand to be involved in the HMAs?

Hotels are a key sector for Symphonie Pasquier and sponsoring the inaugural HMAs allows us to directly showcase to the hotel market our stunning and delicious range of French pâtisserie. We’re looking forward to networking on the night and getting everyone’s reactions to our Petits Fours when they’re served as part of dinner service.

How do you see the HMAs shaping the future of the hotel sector?

Offering a targeted awards evening that brings together the hotel industry in one room to celebrate its successes, will elevate the sector and drive awareness of the excellent work that is being done within hospitality. symphoniepasquier.com

COMPANY PROFILE

Sponsoring the Marketing Awards at the HMAs this April is none other than Agilysys! We share a piece from Alan Edwards, Senior Marketing Director EMEA, APAC, at Agilysys as he reveals why being a partner of the event was a no brainer.

Agilysys (AGYS) is a leading global provider of next-generation hospitality software solutions and services. With a comprehensive suite of innovative products designed to streamline operations, enhance guest experiences, and drive revenue, Agilysys serves a diverse range of customers, including hotels, resorts, casinos, and cruise lines. Our mission is to empower hospitality institutions with the tools they need to deliver exceptional service and achieve operational excellence.

We are proud to sponsor the Marketing Award at this year’s Hotel Magazine Awards event. This sponsorship underscores our commitment to recognising and celebrating the ingenuity and impact of outstanding marketing initiatives within the hospitality industry. Hotel marketing plays an integral role in shaping the guest experience, driving bookings, and maintaining brand loyalty—values that are deeply aligned with the Agilysys brand.

At Agilysys, we understand that exceptional marketing efforts are crucial for the success and growth of hospitality businesses. By participating in the Hotel Magazine Awards, we are not only supporting the recognition of stellar marketing achievements but also reinforcing our dedication to fostering innovation and excellence in the industry. Our involvement in this prestigious event highlights our belief in the power of effective marketing to transform the hospitality landscape and enhance guest satisfaction.

In conclusion, Agilysys’ sponsorship of the marketing award at the Hotel Magazine Awards is a testament to our ongoing commitment to excellence and innovation in the hospitality sector. We are excited to celebrate the visionaries who are setting new standards in hotel marketing and to contribute to the continued success of the industry. agilysys.com

“This sponsorship underscores our commitment to recognising and celebrating the ingenuity.”

COMPANY PROFILE

Sponsoring the Hotel of the Year category at this year’s Hotel Magazine Awards, is hospitality management system of the future, MEWS! Ahead of the event, we caught up with the brand’s very own Pippa Danzelman, Head of Field Marketing, Northern Europe to find why the HMAs are so important to the them.

Please introduce MEWS and what you strive to achieve within the hospitality sector.

MEWS is a next-generation hospitality cloud that transforms the way hotels operate. Our mission is to streamline operations, maximise revenue and enhance guest experiences. That means replacing outdated legacy systems with automation, flexibility and intelligent datadriven solutions.

MEWS is unique because we truly put the guest at the centre of the solution. We pursue a philosophy of user disengagement: the idea that both guests and hotel staff should interact with hotel technology as little as possible. This idea of invisible technology ultimately creates more remarkable experiences for guests and more rewarding jobs for hospitality teams.

Why are you sponsoring the Hotel of the Year Award?

The Hotel of the Year award celebrates innovation, guest service and operational excellence. MEWS was founded by hoteliers, so we know that great hotels don’t just manage reservations – they create experiences. This award is the distillation of this idea. It aligns with our belief that technology and hospitality go hand in hand to shape the future, and that our industry will only progress with the action of innovative hoteliers.

Why do the HMAs matter to MEWS?

The HMAs inspire innovation and bring together the best and brightest in hospitality.

As well as recognising industry leaders, events like this help drive the conversation around digital transformation and operational excellence. We’re here to champion hotels that embrace progress and redefine guest expectations.

How do you see the HMAs shaping the future of hospitality?

These awards set new standards for the industry, driving hotels to innovate and evolve. They highlight visionary leadership, sustainability and tech-driven advancements. By recognising excellence, the HMAs encourage continuous improvement and future-proofing, inspiring both this generation of hoteliers and our industry’s future. We’re proud to support this journey and celebrate hoteliers who aren’t just adapting to the future, but are creating it. Congratulations to all the nominees. mews.com

“The Hotel of the Year award celebrates innovation.”

BELUGA GOLD LINE VODKA

The rise of ultra-premium spirits: how luxury hotels are elevating their offerings with Beluga Gold Line.

“A martini made with Beluga Gold Line isn’t just a drink—it’s an elevated experience.”

Luxury hotels are defined by the details—the indulgent softness of the finest bed linens, the flawless precision of white-glove service, and the artistry behind every impeccably poured drink. In high-end hospitality, nothing is left to chance—especially not cocktails. The vodka martini has long been a benchmark of sophistication, but in five-star hotels, it is more than that—it is the foundation of any world-class bar program. A true test of a bartender’s skill and a staple of refined drinking, the vodka martini must not only meet expectations but also set the standard for elegance and precision.

The rise of ultra-premium spirits is reshaping luxury bars, with discerning guests seeking craftsmanship, provenance, and exclusivity in every pour.

This shift makes ultra-premium spirits an essential component of luxury beverage programs. That’s where Beluga Gold Line Vodka stands apart. Positioned above super-premium offerings, this ultra-premium vodka is redefining luxury martinis, elevating them to a higher tier of pricing and experience—while delivering increased profitability for venues.

A Natural Home in Luxury Hospitality

Beluga Gold Line belongs in bars where elegance, exclusivity, and craftsmanship are paramount. You’ll find it behind the counters of some of the UK’s most refined

Beluga Gold Martini & Caviar Pairing

The ultimate luxury serve

Ingredients:

• 60 ml Beluga Gold Line Vodka

• 30 ml Fino sherry (Dry sherry)

• 15 ml Maraschino Liqueur

• Olives for garnish

Method:

1. Chill a martini glass by filling it with ice water.

2. In a mixing glass, add Beluga Gold Line Vodka along with Fino sherry (Dry sherry) and Maraschino liqueur.

3. Fill the mixing glass with ice and stir gently until wellchilled.

4. Empty the ice water from the martini glass.

5. Strain the mixture into the chilled martini glass.

6. Garnish with a delicate lemon twist or a single olive.

The Pairing

To complement the smooth profile of Beluga Gold Line, serve alongside Oscietra or Beluga caviar, both known for their rich, buttery texture and delicate brine. The vodka’s purity enhances the caviar’s complexity, creating a pairing that lingers on the palate with a velvety mouthfeel and an elegant finish.

luxury hotels, including Corinthia, Four Seasons Park Lane, The Berkeley, Four Seasons Trinity Square, The Connaught, The Goring, The Stafford, The Lanesborough, Mandarin Oriental, Hotel Café Royal, Brown’s Hotel and The Kensington.

These venues curate their drinks lists meticulously, reflecting their clientele’s expectations for craftsmanship, rarity, and elevated experiences. Beluga Gold Line meets these standards, appealing to guests who demand more from their spirits and their cocktails.

The Beluga Gold Martini: The Ultimate Luxury Serve

A martini made with Beluga Gold Line isn’t just a drink—it’s an elevated experience. With its exceptional smoothness and delicate complexity, it transforms the classic serve into something truly distinctive. This is a martini designed for those who appreciate the finest things in life, where every detail is considered, and every sip is a moment to be savoured.

The Rise of Ultra-Premium Spirits in Luxury Hospitality

Market data confirms that ultra-premium spirits are experiencing significant growth in luxury hospitality. The ultra-premium spirits trend isn’t just growing in the U.S.— it’s taking hold in the UK, too. CGA Strategy reports that super-premium and ultra-premium spirits now account for 27% of total spirits sales in UK bars and restaurants, while market analysts forecast continued growth in high-end venues. With premiumisation driving doubledigit expansion in luxury hospitality, offering refined ultra-premium options like Beluga Gold Line presents a significant opportunity for venues to elevate their guest experience and profitability.

This shift is reshaping beverage programs in five-star hotels and private clubs, where bartenders are curating rare, handcrafted spirits to cater to high-net-worth guests. These guests seek more than just a recognizable brand name—they want a complete experience, a story, and a sense of rarity.

For luxury hotels, integrating ultra-premium spirits isn’t just an upgrade—it’s a strategic move to increase guest spend, elevate the brand’s positioning, and enhance profitability. The Beluga Gold Martini & Caviar pairing embodies this, offering guests something beyond the expected.

Elevate Your Customer Experience with Beluga Gold Line

For hoteliers and bar managers, featuring Beluga Gold Line provides an opportunity to introduce a new level of refinement that drives premium guest experiences and higher-margin serves.

To bring Beluga Gold Line Vodka to your venue, contact the team at sales.uk@noblewoodspirits.com.

Source. CGA spirits and cocktails trends for pubs in 2024,” The Morning Advertiser, February 1, 2024.

WORLD-CLASS BEER

As the demand for low-and-no shows no signs of slowing down, Athletic Brewing Company are working hard to remain innovative in the competitive hospitality market. In an insightful interview with Bill Shufelt, Co-Founder & CEO, Athletic Brewing Company, we find out the brand’s plans for the next 12 months as well as what sets them apart.

Athletic Brewing has seen impressive growth in the non-alcoholic beer market. What inspired the brand’s inception, and how has the journey evolved?

The idea for Athletic Brewing Company emerged authentically from my own lifestyle. When I quit drinking alcohol in 2013, I discovered just how much alcohol was holding me back from achieving all of my goals. At the time, I was a successful trader at one of the world’s largest hedge funds and never considered becoming an entrepreneur. However, after recognising just how little innovation had occurred in the non-alcoholic beer space, I fell in love with the idea of creating a delicious NA beer to pair with meals and to drink during social occasions. So, I conducted several years of market research, read numerous brewing textbooks, and began drafting a business plan. In 2017, I quit my job and embarked on my startup journey. I faced constant rejection, but eventually met a passionate co-

founder in John Walker and conducted 120 meetings before convincing 66 investors to join our angel round. At the same time, John and I determined that we needed to completely reimagine the brewing process if we wanted to create a superior NA beer. So, we developed a proprietary brewing method and positioned Athletic for more than just penalty box occasions by shifting away from outdated messages about sacrifice — instead emphasising aspirational lifestyles and limitless occasions for enjoyment. This combination of innovation and a fresh marketing perspective continues to fuel Athletic’s growth to this day, even as we’ve grown from one of the smallest breweries in America to the NA category leader.

The non-alcoholic beer category is expanding rapidly. What sets Athletic Brewing apart from competitors in this space?

While positive trends and category momentum will always

invite opportunists, Athletic differentiates itself from competitors as a pure-play non-alcoholic brewer with a strategic focus on long-term, high-quality production and marketing. Unlike many brands that rely on outsourced contract manufacturing, Athletic has developed its own unique and proprietary production methods and built its own brewing facilities. We’ve re-engineered nearly every step of the brewing process to make full-flavoured NA brews that rival alcoholic counterparts. As opposed to traditional methods that adjust a single part of the process, our approach includes 10 – 12 changes across all brewing stages. The result is a finished product with a distinct flavor profile from other NA brews made using a handful of traditional techniques.

At the same time, we’ve invested heavily in our own world-class breweries. We currently operate two facilities dedicated to the production of NA beer and will bring a third online in late 2025, pushing our eventual annual production capacity beyond 1.4 million hectoliters. This gives us complete control over quality, consistency, and innovation while allowing us to scale efficiently.

Beyond our unique and innovative approach to brewing, we’ve redefined how non-alcoholic beer is marketed, shifting from a responsibility-driven narrative to one of moderation with broad appeal. Rather than positioning NA beer for extremely narrow and limiting occasions, we promote enjoyment and refreshment because approximately 80% of our customers still enjoy alcoholic beverages, and our goal is to expand occasions, not replace them.

This approach has led to significant partnerships, including becoming Arsenal’s first Official Non-Alcoholic Beer Partner. It has also allowed Athletic to expand its retail presence with notable stockists such as Tesco, M&S, and Ocado, among many others.

How does Athletic Brewing see its range fitting into hotel bars, restaurants, and minibars?

With 38% of UK drinkers now consuming low and noalcohol alternatives semi-regularly, up from 29% in 2022, the modern hotel guest increasingly seeks premium, great-tasting, non-alcoholic options that enhance their experience, and Athletic is perfectly positioned to meet this demand. Guests expect high-quality NA choices across all hotel venues, whether they’re enjoying a meal, relaxing at the bar, or enjoying a minibar selection during their stay. Our range is designed to meet all occasions, and our award-winning NA brews deliver the same depth of flavour and quality as traditional full-strength options. Stocking Athletic allows hoteliers to meet the growing demand for mindful drinking options, ensuring every guest has a great experience.

How do you see the role of non-alcoholic beverages evolving in the hospitality industry over the next five years?

The non-alcoholic beverage category represents an exponential growth opportunity for hospitality businesses over the next five years, transitioning from a niche offering to a cornerstone of the consumer experience. Guests now demand premium, full-flavoured NA options that rival traditional alcoholic beverages. Athletic is a leader in the

worldwide moderation movement and is revolutionising the way modern adults drink. Venues that embrace this shift by offering inclusive options and fully integrating NA beer into the hospitality experience, will lead the industry and attract a younger and more diverse clientele.

Mindful drinking is not a passing trend, and guests are increasingly looking for ways to balance social drinking with moderation. Research shows that 75% of UK adults are actively moderating their alcohol consumption. Among 18-24-year-olds, 44% now consider themselves either occasional or regular drinkers of alcohol alternatives, up from 31% in 2022. The hospitality industry should respond by including NA beer in curated pairings at fine dining establishments and creating dedicated menu sections for adult non-alcoholic alternatives.

What advice would you give to hotel F&B managers looking to enhance their beverage offerings with non-alcoholic options?

Non-alcoholic drinks are now central to social experiences, and leading hospitality venues are recognising this shift. To enhance the guest experience, F&B managers should offer a curated range of non-alcoholic beers and prominently feature them on menus and point-of-sale materials. A single NA offering is no longer sufficient — guests expect great-tasting brews crafted with the same care as other premium full-strength beers. By offering a diverse selection of NA IPAs, Goldens, and Lagers, F&B managers can cater to multiple style preferences. Additionally, operators should invest in staff training to ensure their teams can confidently recommend NA options like Athletic. Presentation should also be prioritised, and whenever possible, NA beer should be served in proper glassware to enhance the overall guest experience. uk.athleticbrewing.com

ALCOHOL-FREE BEER MADE WITH REAL INGREDIENTS

PROUD SPONSORS OF THE

REVENUE MANAGEMENT

Section sponsored by Mews

MAKE MORE

Your hotel could be earning more. Mews is a cloud-native PMS that helps you make more from every space, reservation and interaction. Here are five ways to maximise hotel revenue.

1

OPTIMISATION

Modern revenue management demands sophisticated tools that can automate decisionmaking while maintaining human oversight. Our AI-powered revenue management system, Atomize, streamlines operations and leverages data-driven insights to optimise pricing dynamically. Your room rates automatically react in real time to changes in demand, with forecasting two years in advance. The proof is in the data. According to global research firm, IDC, Mews customers typically see a 7.3% increase in ADR with a 290% return on investment over three years. Atomize users experience a RevPAR boost of up to 35%.

2

DIVERSIFICATION

Think beyond traditional room revenue. Every square foot of your property holds revenue potential. Forward-thinking hoteliers are transforming underutilised spaces – from meeting rooms to coworking areas – into profitable revenue streams. By going beyond traditional overnight stays, properties can create new, repeatable revenue opportunities that adapt to changing market demands. Mews lets you easily manage and sell different space types for different time periods, be that a parking spot by the hour or a studio by the month. Customers that use Mews to sell additional spaces see an average 6% revenue uplift.

3

COLLECTION

Streamlined payments mean maximum efficiency. In an era where payment friction can make or break the guest experience, automated payment processes are crucial. Our integrated payment ecosystem eliminates manual errors, reduces chargebacks and ensures seamless transactions across currencies. This comprehensive approach to payment collection helps Mews properties improve cash flow while reducing administrative burden. Some Mews customers save up to ten hours every week through centralised, automated payment reconciliation.

5PROTECTION

4

ENHANCEMENT

Every guest interaction presents an opportunity to enhance both experience and revenue. Mews provides seamless upsell opportunities throughout the guest journey. Extras and upgrades can be booked in a single click during reservation, at online check-in or at a self-service kiosk. Meanwhile, AI-powered Smart Tips provide your team with instant insights about guests, so that they can provide tailored services based on previous stays and preferences. This not only increases revenue but also creates memorable experiences that drive guest loyalty.

Revenue protection goes beyond preventing fraud. It encompasses regulatory compliance, data security and maintaining guest trust. With features like automatic tokenization, PCI DSS compliance and fraud detection, Mews properties can focus on hospitality while knowing their revenue is secure. Customers enjoy chargeback levels well below the industry standard, while automation means no costly human error.

mews.com

THE POWER OF AUTOMATION

Why your hotel needs automated revenue management, as told by the team at Mews.

Every hotel can benefit from automated revenue management. Boutique or hostel, independent or chain, there are huge potential revenue uplifts that can’t be ignored.

However, despite the clear advantages, many hotels still rely on outdated, manual methods to set pricing strategies, leaving significant revenue on the table – and revenue managers at risk of burn out.

The real-time pricing revolution

A surprising number of hotels today either don’t adjust their pricing at all or base their decisions on spreadsheets and historical booking reports. This approach creates inefficiencies, as hoteliers spend excessive time gathering and analysing data instead of making long-term strategic decisions.

Without an automated revenue management system

(RMS), revenue managers must manually pull data from multiple sources – PMS, competitor pricing reports, market trends – before even beginning to set rates. As a result, hotels often find themselves reacting too late to changes in demand, missing out on potential revenue.

An automated RMS like Atomize, a Mews company, revolutionises this process by leveraging AI and machine learning to adjust pricing in real time. Instead of relying on outdated reports, it analyses live market conditions, booking trends and competitor pricing to determine the optimal rate at any given moment.

Automated revenue management is for everyone

Only around 20% of hotels now use an RMS – the majority still rely on spreadsheets and labour-intensive work. This slow uptake is surprising given the clear return on investment: hoteliers using Atomize report up to 35% higher RevPAR with 20 hours saved per month for every revenue manager.

While some hoteliers assume that RMS solutions are only for large hotel chains, the reality is quite different. All that’s necessary is sufficient booking volume to benefit from data-driven decision-making. The general rule of thumb is that properties with ten or more rooms can gain measurable advantages from implementing an RMS.

The benefits of automated revenue management may diminish slightly for long-stay accommodations, where pricing strategies tend to be more static. In contrast, dynamic environments such as city-centre hotels, where demand fluctuates frequently, stand to gain the most from real-time pricing adjustments.

Overcoming barriers to RMS adoption

One of the biggest reasons for slow adoption is awareness. Mindset is also a factor, with some hoteliers still hesitant to trust an algorithm with pricing decisions, particularly if they have relied on manual methods for decades.

There is also a misconception that RMS solutions are prohibitively expensive. However, when viewed in the context of potential revenue uplift, the cost of an RMS is relatively small. For a hotel generating £100,000 in monthly revenue, even a modest 15% increase through optimized pricing would add £15,000 per month, far outweighing the cost of implementing an RMS.

The benefits of real-time pricing

Revenue managers today have multiple pricing strategies at their disposal, ranging from traditional updates three times a day to fully real-time automation. It’s only the latter that lets hoteliers capture market nuances instantly. Whether that’s responding to sudden demand spikes or adjusting for specific room types months in advance, real-time pricing provides hotels with a competitive edge.

As a case in point, consider the ‘Taylor Swift effect’ – high-impact events where hotel demand surges immediately. Waiting four or five hours for a rate adjustment can mean lost revenue opportunities.

The advantages aren’t limited to large-scale events. Smaller hotels, too, benefit from automation. A boutique hotel with only 12 rooms might sell out overnight due to an unexpected surge in demand. Without real-time

adjustments, they risk missing revenue opportunities that a responsive system would have captured.

This new generation of revenue management has created a divide among revenue managers: those who fully trust algorithms and those who remain sceptical. Atomize accommodates both mindsets, with hesitant users able to view price recommendations before enabling full automation. Over time, nearly all users transition to autopilot mode, realising that the system often outperforms manual adjustments, even those based on years of experience with spreadsheets.

The future of revenue management

Hotels evaluating an RMS should start by identifying their core business objectives. Instead of asking, “Does the software have this feature?” they should ask, “Can this system help us achieve X revenue growth or Y operational efficiency?” This consultative approach fosters more meaningful discussions and ultimately leads to better software decisions.

The world of the modern RMS is only just beginning. As the interplay between technologies deepens, revenue management will impact every area of a hotel’s business, unlocking new revenue streams and untapped income.

To learn more about how Mews makes more for your property, go to mews.com

REEL THEM IN

In this piece from Francesca Barba, Director of Marketing & PR at Grand Hotel Villa Serbelloni, we delve into how hotel marketing teams can help to reinvigorate and amplify a venue’s social media presence in order to heighten engagement levels.

The Role of Social Media in Marketing Strategy

In today’s world, social media in luxury Hospitality is more than just a tool—it’s a gateway to dreams and experiences. Before setting foot in a destination, stylish travellers wander through Instagram grids, searching for places that captivate their imagination. They don’t just want to book a hotel; they want to feel it before they even arrive.

A meticulously curated social presence isn’t just a digital storefront, especially for Luxury Hote: it’s a story unfolding in real-time, a world where potential guests can already picture themselves sipping champagne on a sunlit terrace, gliding through grand hallways steeped in history, or diving into a shimmering pool that reflects the golden hues of Lake Como’s sunset. It’s about building a world they want to step into. A place that isn’t just seen, but felt.

Differentiating from Competitors

We are setting ourselves apart: with a Signature visual identity. In a world where luxury hotels often blend into a sea of polished perfection, we craft something different— our Signature visual story, mood, and feeling. Our visual identity is not just about showcasing beauty; it’s about evoking emotion, transporting guests into a world where time slows, elegance lingers, and every detail whispers of a bygone era reimagined for today’s stylish traveller though very unique Photography style.

I work with Theatre photographers, and Reportage photographers, Interior designer photographer, Food Photographers. All masters of light and shadow, who paint each frame with a sense of drama and nostalgia. The tones are soft, retro, poetic—a delicate dance between timeless grandeur and modern refinement. Every shot is curated, every collaboration intentional, ensuring that our presence isn’t just another luxury hotel account, but a distinct visual language that beckons stylish travellers seeking something beyond the ordinary.

Where History Meets the Present: A Timeless Balance

Balancing the rich heritage of a 152-year-old palace with the demands of modern digital marketing is indeed a nuanced endeavour, and I do it through what I call “Social Aesthetics”.

Through our lens, every image is a dialogue between what was and what is now, through historical settings and contemporary props. A guest may wake up in a room where history lingers in the ornate frescoes above, yet sip their morning espresso wrapped in the embrace of contemporary comfort.

Some places hold stories within their walls—whispers of another era, echoes of grand soirées, footsteps of legends who once passed through. In our social media, we bring it to life in a way that feels effortlessly modern with the usage of Flash and the Outfits.

The interplay between heritage and contemporary luxury is at the heart of our digital storytelling. We capture the golden glow of chandeliers reflecting off centuryold marble, the grandeur of hand-gilded details beside the sleek refinement of modern suites. The past is never overshadowed—it is elevated, woven seamlessly into the present.

Effective Content Types

Our swimming pools, shimmering under the golden light of Lake Como, are among our most captivating visuals— moments of serenity, indulgence, and escape. What truly engages our audience are the images that invite a pause, a moment of longing, a deep inhale of inspiration.

A quiet morning in the gardens before the world wakes up. A handwritten note left on crisp linen sheets. A glimpse into the craftsmanship that has shaped the hotel for over a century. Guest testimonials, intimate moments, and the poetry of everyday luxury—these are the narratives that draw people in.

We don’t just showcase a destination. We craft a world guests want to step into through a very carefully created Editorial Content Creation, based on themes, with props carefully selected and prepared.

Content Planning and Calendars

Our storytelling is never random—it’s intentional. We don’t just post content; we curate experiences, moments, and moods that unfold like the chapters of an exquisite novel for Stylish Travellers.

Our content calendar is a carefully composed grid of short carousels. Like the turn of a page, they return, drawn into a world where every image and every word feels like a glimpse into something timeless, rare, and unforgettable.

Leveraging User-Generated Content (UGC)

Aesthetic matters. Mood matters. The way light falls, the way a moment is captured—it all matters. We collaborate only with influencers and creators who seamlessly blend into our world of timeless beauty. For us, it’s never about numbers but about alignment.

When I agree on collaborations, it’s because I love their aesthetics, so that they have the freedom to showcase real memories unfolding through their lens. A sun-drenched breakfast on the terrace, a slow-motion dive into the infinity pool, the quiet poetry of a silk curtain swaying in the lake breeze.

Luxury social media isn’t loud. It’s intimate, cinematic, and deeply personal. And that’s exactly how we approach UGC.

Growing Social Media Following and Engagement

I spend time carefully selecting influencers, searching for those who embody our vision of social aesthetics— elegance, sophistication, a cinematic quality that aligns with the world we create at Grand Hotel Villa Serbelloni. Once identified, I begin the delicate process of outreach, negotiation, and scheduling, planning collaborations far in advance to ensure that every partnership feels intentional and seamless.

During the season, I always keep one room out of sale, a quiet luxury reserved for the right opportunity—a journalist, a content creator, a storyteller whose lens captures more than just beauty, but emotion, nostalgia, and desire.

Luxury is never rushed, and neither is our digital presence. We extend our reach through a deliberate mix of online and offline press, collaborations with creators who share our vision, and immersive events that exist beyond the screen. We are not just collecting followers. We are cultivating a world—one that people don’t just observe, but long to be part of.

Reaching the Right Audience

It’s about finding the right eyes, the right hearts, the right dreamers.

Through targeted digital marketing—SEO, PPC, and tailored ads across Instagram, Facebook, YouTube, and TikTok—we position ourselves where stylish travellers are already searching. Each platform serves a purpose: Instagram is our curated visual symphony, where guests fall in love at first sight and Google & SEO ensure that when travellers dream of Lake Como’s finest, they find us first. By understanding platform demographics and behaviour, we craft content that doesn’t just reach an audience—it resonates with them. After all, the true essence of luxury isn’t to be everywhere, but to be exactly where you’re meant to be.

Measuring Social Media Success

Success on Luxury social media isn’t about numbers—it’s about longing, resonance, and the quiet pull of a dream. I don’t track mere metrics; I measure the Unmeasurable: The Poetry of Social Media Success. We listen to the echoes our content leaves behind.

Instead of standard KPIs, we measure something deeper:

• The Whisper Effect – Every like, share, and comment is a ripple, a whisper of connection that tells us our world has touched someone.

• Kindred Spirits – Our audience isn’t just a demographic; it’s a gathering of dreamers who see beauty the way we do. The right eyes finding the right place.

• The Cinematic Pulse – Which moments captivate, which images transport, and which stories linger in the minds of those who see them?

• The Desire Index – Are we creating a longing—a wish to step into the frame, to feel the sun-drenched terraces, to wake up wrapped in history?

• The Storyline Effect – Each post is a thread in a grander tapestry. Are people following along, returning, waiting for the next scene to unfold?

Some things can’t be measured in graphs and charts—but we see them, feel them, and refine them every day. Because true luxury isn’t just about being seen. It’s about being remembered.

Future of Hotel Social Media Marketing: The Rise of Personal Branding

The future of luxury hospitality on social media won’t just belong to hotels—it will belong to the people within them.

A hotel is not just a place; it is a stage, a world inhabited by remarkable characters—the visionary Owner/CEO, the

impeccable GM, the Chef whose dishes tell stories, the Sommelier who uncovers hidden vintages. These are not just roles; they are personalities waiting to be shaped into something bigger.

In the evolving landscape of social media, Personal Branding Specialists within the Hotel Marketing teams will become essential. Their role? To craft a narrative around the actors of a hotel, transforming them into figures guests want to follow, engage with, and learn from.

Right now, this is being done badly or not at all. A strong personal presence is no longer just about the curated grid— it’s about the fleeting, intimate, behind-the-scenes stories that disappear in 24 hours but leave a lasting impact.

Stories are the new currency. Everyone has learned how to build a perfect feed, but who knows how to master the art of the ephemeral?

Luxury hotels must not only perfect their aesthetic, but also create digital characters, shaping key figures into hospitality celebrities—people that the world doesn’t just want to book with, but wants to follow. This is the next frontier.

FREE YOUR SPIRIT

OPTIMISING INVESTMENTS

In a piece from the team at Formula, we delve into the future of hotel marketing, specifically, the age of the messy middle.

The way guests search for and book hotels has changed forever. In a world where information is always at their fingertips, today’s travellers embark on a booking journey that’s anything but straightforward. For hotels, this shift presents both a challenge and an opportunity: adapt to evolving guest behaviours or risk being left behind.

The Complexity of Modern Booking Behaviour

Gone are the days of linear marketing funnels. Google’s Messy Middle study reveals that guests no longer move neatly from awareness to booking. Instead, they bounce between exploration and evaluation in a complex, nonlinear process. This “messy middle” is where decisions are made—or lost.

Expedia’s Path to Purchase Report underscores this complexity:

• 7 in 10 travellers begin their search on a search engine.

• Guests visit an average of 38 websites over 45 days before making a booking.

• They consult reviews, check OTA listings, compare prices, and browse social media—often revisiting platforms multiple times.

This journey isn’t just long - it’s unpredictable. Every touchpoint influences the final decision, and without a comprehensive strategy, potential bookings can easily be lost.

Why Traditional Marketing Strategies Fall Short

It’s tempting and a lot more convenient to approach marketing in silos - treating SEO, paid ads, content, and social media as separate initiatives. While these efforts can yield individual results, they often fail to connect the guest

journey from start to finish. This fragmented approach leaves gaps where potential bookings can slip through.

Another major challenge is attribution. How can you tell which marketing activity truly influenced the booking? Was it the SEO efforts, a retargeting campaign, or the Google Hotel Ads? Without clear connections between efforts and outcomes, it’s difficult to optimise marketing investments effectively.

Introducing The Hotel Growth Formula: One Connected Approach

Recognising these challenges, Formula developed The Hotel Growth Formula - a comprehensive solution that unifies all marketing efforts into a cohesive, non-siloed approach. The formula ensures hotels can connect with guests at every stage of their decision-making process while providing clear attribution for marketing activities.

Be present at every key moment: Ensure visibility during that crucial first search and maintain it throughout the guest’s 45-day consideration window.

Optimise content for modern search behaviour: From AI tools and voice search to social media platforms; ensure your hotel is found wherever guests are looking.

Personalise messaging: Use behavioural data to serve tailored messages that resonate with potential guests.

Achieve clear attribution: Integrated tracking reveals which marketing activities are driving bookings, allowing for smarter, data-driven decisions.

Stay top-of-mind through remarketing: Keep your brand visible with retargeting campaigns across key platforms during the entire decision journey.

The result? More direct bookings, less reliance on OTAs, and a stronger return on marketing spend.

Why This Matters for Your Hotel

Travellers aren’t just looking for the lowest price—they’re

searching for reassurance, value, and a seamless booking experience. By aligning your marketing efforts with the messy middle, you can guide potential guests through their complex decision-making process, resulting in higher conversions and stronger brand loyalty.

Hotels using The Hotel Growth Formula report:

• Improved visibility across search engines and digital platforms.

• Increased guest engagement through personalised messaging.

• Clearer attribution for marketing activities, leading to smarter investments.

• More direct bookings, reducing reliance on commissionheavy OTAs.

How Does Your Hotel Compare?

To help you understand where you stand, we’ve created the Hotel Growth Benchmark Report - a free, personalised assessment that measures your hotel’s performance against industry standards in occupancy, ADR, digital strategy, and more.

• Identify strengths and growth opportunities.

• Receive actionable insights tailored to your hotel.

• Discover high-impact areas to focus on for immediate improvements.

Download your free report today by visiting hotelgrowth.co.uk

A digital agency, like no other Formula is a brand new Digital Hotel Growth Agency. To find out more about how they get hotel brands the growth they deserve, visit thisisformula.com or email Adam@thisisformula.com

FIGURE IT OUT

The hidden revenue cost of not owning your hotel’s customer data, as told by Matthew Prosser, Senior Director EMEA, Agilysys.

When a guest books directly with a hotel, the property gains a valuable relationship. When they book through an Online Travel Agency, someone else owns that relationship. It’s that simple, and that profound.

The hospitality industry has witnessed its most valuable asset – guest data – steadily migrate to third-party platforms, with each reservation and touchpoint captured outside hotel ecosystems. With acquisition costs running five times higher than retention costs, this shift directly impacts the bottom line. While occupancy remains an essential focus, the real opportunity lies in maximising the value of guests who have already connected with a property – something that becomes increasingly difficult when external partners control substantial aspects of the guest relationship.

The numbers paint a stark picture across global markets. According to Phocuswright’s Europe Travel Market Report 2020-2024, OTAs captured roughly 64% of online hotel and lodging bookings in 2020, dominating the digital

marketplace. This trend continues in the Americas, where OTAs represent more than half (52%) of hotel online leisure sales as of 2021. The momentum is particularly strong with younger travellers, as over half of Millennials now book travel exclusively through these platforms.

Yet, most concerning for hoteliers, OTA hotel gross bookings surged 97% from 2020 to nearly $41 billion, showing rapid growth that challenges direct booking channels.

This trend extends beyond room reservations. Restaurant platforms like OpenTable own dining guest data, spa booking systems create another silo, and third-party event management platforms capture corporate client information. For a typical hotel, this means more than half of their guest data sits in external databases.

The OTA evolution

The OTA relationship has evolved dramatically. What began as a supplementary distribution channel has transformed into a dominant marketplace where hotels compete as commoditised inventory. OTAs have strategically expanded

their revenue streams by leveraging hotel guest data to sell air travel, car hire, and experiences, positioning themselves as the central platform for all travel services. London, as both a popular tourist destination and an important business hub, now accounts for over half of inbound tourist spending and hosts the highest concentration of OTA operations.

This mirrors trends in other industries adapting to digital marketplaces. Just as traditional transportation services have evolved their business models in response to ridesharing platforms, hotels face the opportunity to redefine their position in the value chain to ensure they maintain their direct guest relationships.

The challenge becomes even more pressing when we consider that only 27% of guests rebook the same property, according to the Agilysys Hospitality Survey research. With approximately 70% of bookings coming from first-time visitors, hotels must constantly attract new guests, and half will likely arrive through OTAs, continuing a troubling cycle.

The RevPAR to RevPAG transition

While OTAs remain valuable channels for acquiring firsttime guests, the relationship dynamic must shift after that initial booking. Hotels that fail to establish direct connections essentially concede to competing for return business on OTA platforms rather than leveraging their own service advantages and direct channels.

This data fragmentation creates a significant barrier as hotels attempt to evolve from traditional Revenue Per Available Room (RevPAR) metrics to the more comprehensive Revenue Per Available Guest (RevPAG) model. Without owning guest data, hotels struggle to track total guest spend across all touchpoints, personalise experiences that drive loyalty, implement effective upselling strategies, identify and target high-value guest segments, and calculate true customer lifetime value.

Unified data, enhanced revenue

The industry is approaching an important decision point. Hotels can either continue with current approaches or implement strategies to strengthen direct guest relationships. The opportunity lies in integrated technology that unifies guest data across all touchpoints – from prearrival to post-stay engagement.

Successful hotels are implementing unified guest profile management systems, centralised data warehouses, realtime analytics engines, and direct booking engines with CRM integration, that allows for a single guest itinerary to be curated. These tools enable them to capture complete guest spending patterns, develop personalised marketing strategies, and optimise revenue across all channels.

Reclaiming the guest relationship

The next-generation revenue strategy must focus on owning the entire guest journey. This means investing in platforms that connect every guest touchpoint while delivering personalised experiences that drive direct engagement. Hotels need to assess current data fragmentation across all systems, implement an integrated technology ecosystem, develop direct booking incentives that provide genuine value, create pre-stay, on-property, and post-stay engagement strategies, and measure RevPAG alongside traditional RevPAR metrics.

Addressing the data ownership question presents a significant opportunity. By investing in integrated technology solutions that create a single source of truth for guest data, hotels can develop effective strategies to encourage direct bookings and build meaningful relationships that transcend the transaction. This approach supports the successful shift from RevPAR to RevPAG and strengthens the hotel’s position in the evolving hospitality marketplace.

agilysys.com

THE BEDROOM

Image courtesy of Beaverbrook Townhouse

SPOILT FOR CHOICE

In the ever-evolving hospitality industry, hotels are constantly seeking innovative ways to enhance guest comfort and satisfaction. One such trend currently gaining momentum is the introduction of pillow menus. No longer just a luxury reserved for five-star resorts, pillow menus are becoming a staple in hotels worldwide. Here are five key reasons why hotels are embracing this offering.

1

ENHANCING GUEST COMFORT AND SLEEP QUALITY

A good night’s sleep is one of the most crucial factors in ensuring a positive hotel experience. However, not all guests have the same sleeping preferences. Some prefer a firm pillow for better neck support, while others opt for a soft, plush option. By providing a variety of pillows—such as memory foam, hypoallergenic, or orthopedic—hotels can cater to individual needs, ensuring guests wake up refreshed.

3

CATERING TO HEALTH AND WELLNESS TRENDS

With growing awareness about sleep health, many travellers prioritise wellness even when they are away from home. Hotels that offer pillow menus align with this trend by providing options designed to support better sleep posture and alleviate common issues such as neck pain or allergies. Options like anti-snore, cooling gel, and lavender-scented pillows promote relaxation, helping guests maintain their wellness routines while traveling.

5

2

PERSONALISATION AND LUXURY APPEAL

Modern travellers expect more than just a comfortable bed; they seek personalised experiences that make them feel valued. A pillow menu allows guests to choose the pillow that best suits their preferences, adding a sense of customisation to their stay. This extra touch not only enhances comfort but also elevates the overall perception of the hotel’s commitment to luxury and attention to detail.

4

DIFFERENTIATION IN A COMPETITIVE MARKET

The hospitality industry is highly competitive, with hotels constantly seeking ways to stand out. A pillow menu is a simple yet effective way to differentiate a hotel from its competitors. Whether a boutique hotel or a global chain, offering a curated selection of pillows demonstrates a commitment to guest comfort, setting the property apart and encouraging repeat business and positive reviews.

ADDRESSING DIVERSE GUEST DEMOGRAPHICS

Hotels welcome guests from all over the world, each with unique sleeping habits and cultural preferences. Some cultures prefer firmer pillows, while others favour softer ones. Additionally, business travellers may have different needs compared to leisure travellers. By offering a range of pillows, hotels ensure they cater to a diverse clientele, fostering inclusivity and ensuring that every guest feels at home.

Incorporating a pillow menu is a relatively simple yet impactful strategy for hotels to improve guest satisfaction and loyalty. As sleep quality becomes a growing priority for guests, providing this personalised touch not only enhances the guest experience but also strengthens a hotel’s reputation in an increasingly competitive industry. Hotels that invest in such thoughtful amenities are more likely to create lasting impressions, turning one-time visitors into loyal patrons.

STICK WITH THE TIMES

With experts on hand, we explore how hotel bedrooms are evolving and how to work in line with this.

As consumer preferences continue to evolve, hotel bedrooms are transforming to meet new demands for comfort, technology, and sustainability. Modern travellers seek personalized experiences, smart room features, and wellness-focused spaces that go beyond a place to sleep. This article explores the latest trends shaping hotel room design and how overnight stay venues can adapt to enhance guest satisfaction, stay competitive, and futureproof their offerings in an ever-changing hospitality landscape.

Hotel bedroom design is undergoing a transformation, moving away from standardised, impersonal spaces toward warmth, authenticity, and personalisation. Kimberley Cohen, Co-Founder and Artistic Director of Maisons Pariente, sees that guests today crave an experience

that blends the comfort of home with the excitement of discovery. “Luxury is about feeling at home while also experiencing something new,” said Kimberley. At Maisons Pariente’s properties—Crillon le Brave in Provence, Lou Pinet in Saint-Tropez, Le Coucou in Méribel, and Le Grand Mazarin in Paris—this philosophy is deeply embedded in the design. Each hotel embraces natural materials, bespoke furniture, and authentic decor, ensuring a space that feels both inviting and unique.

As guests become more conscious of their environmental impact, sustainability is at the forefront of hotel design. “We incorporate eco-friendly and locally sourced materials, along with energy-efficient technology, to align with our guests’ values,” Kimberley explained. The integration of these elements allows hotels to offer luxury while remaining environmentally responsible.

Feng Shui Suite at ZEM Wellness Clinic Altea

Hotel rooms today are more than just places to sleep; they serve as multifunctional spaces for work, relaxation, and entertainment. “At Le Grand Mazarin, we designed rooms that balance elegance with a sense of playfulness, making them as inviting for a business trip as for a weekend getaway,” Kimberley noted. The ability to seamlessly transition between functions is key to meeting the evolving demands of travellers.

The modern guest expects an experience tailored to their preferences. “Guests love small, thoughtful details that make their stay feel uniquely theirs, whether it’s a choice of pillows or personalized gifts,” said Kimberley. Wellness is also a top priority, with an emphasis on quality bedding, soundproofing, and spa-like bathrooms. At Le Coucou in Méribel, this translates into cosy alpine suites with deep soaking tubs and private balconies, providing the perfect retreat after a day on the slopes.

While seamless connectivity is essential, Kimberley stressed the importance of keeping technology intuitive and unobtrusive. “Guests expect high-speed Wi-Fi, smart TVs, and mobile key access, but they don’t want to be overwhelmed by complex systems.” At Maisons Pariente, the focus remains on effortless comfort rather than excessive tech features, allowing guests to disconnect and recharge in a soothing environment.

This emphasis on comfort and wellbeing extends beyond technology to other aspects of the guest experience, particularly in the realm of sleep. George Filippidis, Managing Director of Andronis in Greece, shares a similar philosophy, highlighting the significance of quality rest in hospitality. “Last summer, we introduced a Sleep Well

package at Andronis Concept Wellness Resort, offering our guests exclusive privileges designed to enhance rest and rejuvenation.”

George sees that sleep is critical for our health and wellbeing, memory processing, heart health and immune system yet so many struggle to get sufficient sleep. In line with this George wanted to provide guests with the perfect conditions for deep relaxation and a restful night’s sleep. “We did this through incorporating exclusive privileges into our bedroom design such as memory function-equipped mattresses, tailored pillow menus and aromatherapy.

“As hotel bedrooms continue to evolve to fulfill our guests’ preferences, we are likely to see further sleep innovations including more holistic approaches that combine mindful practices with modern sleep science techniques to address various sleep-related issues and promote overall wellbeing,” he finished.

Establishing that hotel bedrooms are developing towards seamless comfort, wellness, and smart technology, at ZEM Wellness Clinic Altea, all of their 95 Suites are fully equipped to guarantee this, but especially their Feng Shui Suite that is carefully designed for deep relaxation and balance, featuring rounded corners, natural and organic materials, and a clutter-free layout.

Tatiana Geue, Marketing & Communications Director of ZEM Wellness Clinic Altea, Spain, said, “By eliminating visual noise and removing the TV, the space fosters mental clarity and restful sleep. Guests now seek holistic wellbeing, demanding customisable sleep environments, mindful disconnection, and multifunctional spaces. At ZEM Wellness Clinic Altea we are absolutely aware that high-

The Barcelona EDITION

speed Wi-Fi and smart controls are essential, but following the principles that mark our distinction: true luxury lies in intuitive, calming design and caring every single detail.”

In terms of the key trends shaping hotel bedroom design today, Phoebe Hitchcox, Managing Director at The Lakes by YOO, said, “Luxury hospitality is evolving towards a blend of nature, comfort and personalisation and our rooms reflect a connection with nature with organic textures, earthy tones to create calming immersive spaces.”

Today’s travellers expect high-speed Wi-Fi, workspaces, and seamless tech integration. At The Lakes by Yoo, they ensure that every residence offers discreet, well-designed areas for focused work—with scenic views or a cosy lounge space perfect for creative thinking. Long hours in front of a screen demand spaces that support mental clarity and relaxation. “Features like outdoor terraces, in-room wellness amenities, and access to nature help remote workers recharge, ensuring they remain both productive and inspired”, added Phoebe.

On the importance of amenities, Naomi Rheinberger, Vice President Sales & Marketing at VANITY GROUP, believes that along with the linens, robes, and towels, “The amenities are the most intimate part of the hotel stay, being in contact with the guests’ skin.

“This level of connection, when harnessed correctly, can be a game changer for hotels with the brand partnership and scent becoming a signature part of the hotel stay. We remember more of what we smell than any other sense, and partnering with luxury brands can create a scent story that the guest remembers long after check-out.”

Working with a genuine retail brand can greatly enhance guest experience and support awareness of the hotel through their brand channels. Naomi added, “Working with progressive and established brands opens a world of opportunities for hotels to create valuable experiences that transcend the bathrooms and become a bigger part of the

hotel’s storytelling.” A great example of this is the global partnership by VANITY GROUP between Pan Pacific Hotels and Jo Loves. With the Mango Thai Lime hotel collection now in every Pan Pacific bathroom around the world, this has been the launchpad for global partnership marketing activations that have spanned from Singapore to London including bespoke installations, festive events, and food and beverage offerings.

In terms of exactly how hotel bedrooms will evolve in the next five to ten years, Phoebe believes that the future of hotel bedroom design will be driven by a deeper focus on wellbeing, sustainability, and seamless personalisation. She said, “We expect to see luxury spaces evolve into immersive, intuitive retreats that cater to the needs of modern travellers. With the rise of remote work and extended stays, hotel bedrooms will evolve into multifunctional havens that seamlessly transition between work, leisure, and relaxation.”

Looking at what are the most sought-after amenities in hotel bedrooms today, and how has this changed in recent years, Naomi explained that the biggest change that has happened in recent years is the shift from minis to large format, and a much bigger focus on sustainability that still provides a seamless and luxurious guest experience. “At VANITY GROUP, we’ve developed a new format that reflects this. It’ll officially be revealed in April, but I can share that it will achieve a 47% reduction in plastic compared to traditional refill methods. I can guarantee this game changing format delivers a beautiful, functional experience for both the guest and the teams,” she added.

Oliver-Milne-Watson, General Manager at The Newman, member of Preferred Hotels & Resorts prestigious Legend Collection, agrees with Phoebe by recognising that travellers today expect more than just a comfortable bedthey seek spaces that support their overall wellbeing.

Wellness in hotel design has evolved beyond having a

room2 Belfast

spa; it’s now about offering a holistic approach throughout the hotel that nurtures both the body and mind. At The Newman, they embrace this shift with a dedicated wellness floor, providing a sanctuary where guests can reconnect with themselves and feel their best.

Oliver added, “Beyond the wellness floor, we bring the spa experience to guests’ rooms by featuring wellness products in the minibar. We are looking to partner with a wellness app that allows guests to enjoy workout plans and access gym equipment directly in their rooms. For those seeking the ultimate wellness retreat, our Penthouse Suite offers a private sauna and ice bath, creating an exclusive space for relaxation and rejuvenation.”

Another key trend in hotel bedroom design is the rise of flexible, multi-functional spaces. As more travellers’ blend work and leisure, guests are seeking environments that let them transition seamlessly between work, relaxation, and social interaction.

At The Newman, they have designed rooms with this in mind. Through our values of Thoughtful Excellence, Oliver explained, “We have assessed every aspect of the room to ensure it enhances the guest experience.” Each guest room features a comfortable desk to cater to work needs, while maintaining a warm and inviting atmosphere for when it’s time to unwind.

Modern travellers crave authenticity and a sense of place, looking for hotels that reflect the character and heritage of their surroundings rather than generic, one-sizefits-all interiors. Guests now expect a more meaningful stay, where design tells a story and connects them to the destination. Every corner of The Newman is infused with the vibrant essence of Fitzrovia, inspired by the area’s creative legacy. The hotel’s design pays homage to iconic figures like Nancy Cunard, the bohemian queen whose bold bangles and playful polka dots subtly weave their way into the hotel’s design narrative with prints and sketches of her

adorning the walls, alongside photography of interesting characters from the local community.

In the coming years, Oliver believes that hotel bedrooms will continue to evolve, driven by the ever-changing preferences of modern travellers. He forecasts that sustainability will take centre stage, with eco-friendly materials, energy-efficient technologies, and wastereducing solutions becoming the new norm. “Green certifications and carbon-neutral initiatives will be a standard part of a hotel’s identity. Guests will expect these practices, and hotels will be held to higher sustainability standards than ever before.

“Smart technology in bedrooms will continue to improve guest convenience with features like voice-activated room controls and in-room automation for lighting, temperature, and entertainment. AI-driven services will allow hotels to cater to guests even before they arrive, pre-setting rooms to their preferred settings based on past stays.”

At The Newman, they pride themselves on being committed to staying ahead of these trends, blending technology and timeless design to create spaces that are both forward-thinking and deeply personal, whilst continuing to celebrate our neighbourhood.

As hotel bedrooms continue to evolve, the focus remains on personalisation, wellness, and seamless technology integration. Today’s travellers seek more than just a place to sleep—they desire immersive, multi-functional spaces that reflect their lifestyles, values, and need for comfort. From sustainable design choices and intuitive smart features to bespoke wellness experiences, hotels are redefining luxury by blending innovation with authenticity. Looking ahead, the future of hotel bedrooms will be shaped by a deeper commitment to sustainability, flexibility, and guest-centric experiences, ensuring that each stay feels both effortless and enriching.

Saltmoore

HOME SWEET PHONE

“Home sweet phone” isn’t just a clever play on words – it’s the future of hospitality where your devices data becomes the foundation of a truly personalised hotel experience. What will 2035 look like?

In an era where our phones and wearable devices track everything from heart rates to sleep patterns, these pocket-sized powerhouses are revolutionising how we interact with hotel rooms. By leveraging the intimate health and lifestyle data stored on our devices, hotels can instantly transform anonymous spaces into perfectly calibrated environments that match our exact preferences – adjusting everything from oxygen levels to lighting based on our circadian rhythms, stress levels, and daily routines. The result? A hotel room that knows you better than your own home, creating an unprecedented level of personalisation where your perfect sanctuary follows you wherever your phone goes. Imagine stepping into your hotel room, and it awakens just for you. The walls shimmer with a soft glow, shifting to your preferred colour scheme pulled from your digital profile. The air is crisp, the temperature and humidity adjusted to your biometric optimal conditions. Your favourite music begins to play, and as you move through the space, it subtly transforms to meet your needs. This is not a distant dream—it is the future of hotel bedrooms; a future already being built today.

The Hotel Room of the Future

The hotel room of 2035 is not just a place to rest—it is a responsive, intelligent ecosystem designed around the guest. Gone are the days of static furniture. Instead, programmable matter allows furniture to shift and morph throughout the day. Your desk seamlessly converts into a dining table for an evening meal and later reshapes itself into a yoga platform for your morning routine. Even your bed is dynamic, adjusting firmness throughout the night based on your sleep patterns and body position.

Interfaces of the Future: Touchless and Intuitive

Traditional interfaces become obsolete. Touchscreens and voice commands give way to invisible neural interfaces. A simple thought can draw the curtains, adjust the lighting,

or order room service. Holographic projections provide an intuitive way to interact with the room, offering a floating menu of dishes in lifelike 3D before you place your order.

Wellness and Personalisation

Wellness and personalisation take centre stage. The bathroom mirror scans for signs of jet lag, stress, or dehydration, offering real-time health insights. Showers adjust water pressure and temperature based on muscle tension, while aromatherapy diffusers release personalised scent combinations to energise or relax you. Even windows are no longer just panes of glass; they transform into immersive digital displays, allowing guests to wake up to the sights of the Maldives or the peaks of Mars.

Sustainability in the Future Hotel Room

While self-cleaning nanomaterials and gravity-adjustment zones may still be a few years away, their early foundations

are already being laid. Hotels implementing these technologies today are seeing reduced operational costs through predictive maintenance, improved energy efficiency via smart management systems, and enhanced staff productivity through automation. Guest satisfaction and loyalty are also rising because of these innovations.

The Future of Security and Personalisation

Beyond convenience, the future of hotel rooms enhances security and personalisation. Biometric authentication will evolve beyond fingerprints to include DNA-based room access and emotion recognition to monitor guest welfare. Predictive AI could alert hotel staff to potential health emergencies before they escalate. Quantum encryption will ensure guest privacy at an unprecedented level, making cyber threats a thing of the past.

Transforming Hospitality: Efficiency and Innovation

This technological shift will transform the hospitality industry. Predictive maintenance will slash operational costs, energy systems will generate more power than they consume, and automated inventory management powered by IoT will redefine efficiency. AI-driven assistance will maximise staff productivity, allowing hotels to operate smarter than ever before. Maybe we will be overtaken by robots that make beds.

From Science Fiction to Reality: A Glimpse of Tomorrow

Is this science fiction? Perhaps today. But with rapid advancements in AI, quantum computing, nanomaterials, and biotechnology, these concepts are inching closer to reality. The hotel room of 2035 won’t merely be a space to sleep—it will be a dynamic, living entity that learns, adapts, and evolves with each guest. The question isn’t whether these changes will come, but whether hotels will be ready to embrace them.

The Journey Begins Today: Will Your Hotel Be Ready?

The journey toward this future starts now. Hotels investing in future-ready infrastructure today will lead the industry tomorrow. As the technological revolution unfolds, those who take the first steps now will be best positioned to offer unparalleled guest experiences while achieving operational excellence. The future isn’t just coming—it’s already taking shape. The only question that remains is: will your hotel be ready?

Siemlus are always here to help with any pain points but also protecting and helping you for the future. Preventive planning to ensure all these wild technical evolutions can be delivered. The future is now, and we want to ensure this industry is leading not following. siemlus.com

COMFORT WITH INTEGRITY

Hypnos has launched a new range of contract beds so that all hotels can benefit from exceptional comfort and support.

Beds from British bedmaker, Hypnos, can be found in the world’s top hotels and resorts, hotel chains, boutique stays, serviced apartments and residences. Hypnos is recognised for providing guests with the ultimate in sleep and hoteliers with a reliable service proposition.

Hypnos has just launched a new range of contract beds designed to bring its expertise, quality, and comfort to meet the needs of all hospitality projects. Tailored to offer the best possible sleep experience, the new hospitality mattresses reflect the bedmaker’s reputation for sustainably made, high quality products that bring comfort with integrity.

Hypnos contract specification mattresses are structured into four distinct collections, each designed to cater to different levels of comfort and budget. The Eden Project, Signature Hotel, Boutique Hotel, and Essential collections offer a comprehensive, one-stop solution for every hospitality need.

Created in collaboration with educational charity and social enterprise, Eden Project, the Eden Project Harmony mattress is handmade and harnesses the power of plants and nature to provide guests with the ultimate in sustainable comfort. Using ReActivePro pocket springs and edge protection, it features fibres from banana, orange and pineapple plants, as well as cotton and RWS (Responsible Wool Standard) British wool.

Within the Signature Hotel Collection, specifiers will find a selection of premium luxury mattresses handmade with natural and sustainable fibres. Products feature RWS wool, responsibly sourced cotton, natural latex and Hypnos’ eOlusTM Precision and Protect layers and a layer of AdaptivTM comfort springs. With edge-to-edge support thanks to ReActiveProTM pocket springs, the Signature Hotel Collection brings a long lasting, premium mattress. The Boutique Hotel Collection offers considered sleep solutions with broad appeal and comfortable support in single-sided, turnable and zip & link options. Specifications combine sustainable layers of eOlusTM Precision, eOlusTM Comfort, and blended wool, matched with expertly

engineered ReActiveTM springs. Boutique Wool and Boutique Wool Deluxe models both feature RWS certified wool for natural temperature control.

Hotels providing affordable accommodation can take advantage of Hypnos’ impressive product quality with the Essentials Collection. Again, with single-sided and turnable options, Essentials use the support and longevity of Hypnos’ ReActiveTM spring technology, with layers of breathable eOlusTM Precision and eOlusTM Protect fibres. Every mattress in the new collections deliver Hypnos’ signature quality, responsibly sourced materials and craftmanship. With 14 different mattress specifications, including two pillow tops, hotels have the freedom to choose the right mattress to meet specification requirements while also supporting guests’ wellbeing by maximising sleep through comfort and support.

For more information, visit www.hypnoscontractbeds.com or call 01332 497111

LEADING THE WAY

As the UK’s most trusted sleep brand, Silentnight has long been synonymous with quality, innovation, and comfort. But in today’s world, delivering a great night’s sleep goes beyond luxurious mattresses and expert craftsmanship—it requires a steadfast commitment to sustainability, responsible sourcing, and ethical business practices.

At Silentnight Contract, our dedication to Environmental, Social, and Governance (ESG) principles is not just a responsibility; it’s a driving force behind our vision for the future of sleep in the hospitality industry.

Pioneering Sustainable Sleep

Hotel operators are increasingly seeking suppliers who align with their own sustainability goals. Silentnight stands at the forefront of this movement, ensuring that every aspect of our product lifecycle—from material sourcing to manufacturing and end-of-life recycling—meets the highest ESG standards.

One of our most significant achievements this year is the reduction of our carbon footprint, having cut gas, electricity, and fuel usage by approximately 36%. Our commitment to achieving net zero by 2040 is backed by

science-based targets, making us the first UK sleep brand to have validated goals aligned with the Paris Agreement. Furthermore, all our electricity now comes from 100% renewable sources, reinforcing our dedication to reducing our environmental impact.

In addition, we have introduced carbon passports for our products—an innovative transparency tool providing customers with a breakdown of each mattress’s environmental footprint, including recycled content, recyclable materials, and emissions data. This initiative empowers hoteliers to make informed, sustainable purchasing decisions and is being validated through our partnership with Oakdene Hollins, ensuring accuracy in assessing the carbon impact of our mattresses and beds. This allows us to continually review and refine our processes, helping hotels improve their own ESG credentials.

Designing for a Circular Economy

We believe (as do many other ESG experts) the future of sustainable sleep lies in the principles of the circular economy, by pioneering mattress design that prioritises longevity while ensuring that, at the end of their life, our products can be easily deconstructed and fully recycled. Our innovative approach allows us to separate components into their raw material parts, cleanse and reprocess them into ‘like new’ materials, and reintegrate them into future mattress production. This commitment to closing the loop ensures that valuable materials are continually repurposed rather than ending up in landfills.

Silentnight recognise the critical issue of mattress disposal, with an estimated 7 million mattresses discarded annually in the UK, the majority of which fail to be recycled. As part of our ongoing lobbying efforts, we are advocating for a mandatory Extended Producer Responsibility (EPR) scheme, which would ensure that manufacturers take full accountability for the post-consumer life of their products.

Additionally, our commitment to waste reduction extends beyond our products. We have increased polythene recycling by 50%, ensuring that packaging materials are repurposed wherever possible. Our responsible sourcing policy guarantees that all timber used is FSC-certified, and polyester fibres in our mattresses are sourced from recycled materials. We’re not just making beds; we’re creating a legacy of sustainability.

Enhancing Social Impact Through Sleep

Our partnerships with organisations such as The Sleep Charity and Zarach allow us to tackle bed poverty in the UK, ensuring that those in need have access to a good night’s rest. Over the past year, we have donated over 1,200 mattresses to charitable causes, reinforcing our mission to provide better sleep for all.

Internally, we continue to foster a culture of inclusivity and development. Silentnight is a leader in gender pay parity, with a median pay gap significantly lower than the national average, and we invest heavily in apprenticeship programmes to support skill development within our industry. We also champion mental health awareness, with trained first-aiders available across the business to support employee well-being.

Setting Industry Benchmarks for ESG

Sustainability is no longer a ‘nice-to-have’ but a core business imperative. Silentnight are setting new industry standards in responsible business management. Our governance approach is built on transparency, collaboration, and accountability, with ESG considerations now embedded into board-level decision-making.

We are also actively involved in shaping industry regulations, working with government bodies and organisations such as the National Bed Federation to influence policies on fire safety and sustainable furniture production. By taking a proactive stance on regulatory advancements, we aim to drive systemic change across the sector.

The Future of Sustainable Sleep

We’re much more than just a mattress provider; we are a partner to the hospitality industry in delivering sustainable sleep solutions. As we continue to innovate, our focus remains on creating beds that enhance guest comfort while minimising environmental impact. With hoteliers under increasing pressure to meet ESG targets, choosing a supplier committed to responsible practices is more important than ever.

By working together, we can transform the future of hospitality sleep—one sustainable mattress at a time. silentnight.co.uk

REST ASSURED

Catherine Morris, Managing Director at Tradelinens, discusses the changing requirements of a hotel bedroom and how guests’ needs are evolving.

A Sanctuary for Rest and Remote Work

As the world of travel and the world of work continue to shift, so too must luxury hotels. Gone are the days when hotel bedrooms were merely a place to sleep for the night. In today’s fast-paced, hybrid-working world, the modern hotel room must evolve into something far more significant. Modern hotel rooms are required to be both a restful haven and hub of productivity.

For business travellers, the hotel bedroom must serve as an extension of the office. With remote working becoming the norm for many professionals, hotel rooms must be designed with a thoughtful balance that allows guests to shift seamlessly from productivity to unwinding.

The Vital Role of Quality Bedding

As the line between business and leisure blurs, the need for a truly restful hotel experience is greater than ever. While thoughtful room design that enables productivity is crucial in the modern world, the bed remains the undisputed centrepiece of any luxury hotel room. Creating a high-quality sleep experience is paramount for creating a memorable stay for guests, but also one that provides a home-from-home level of comfort.

Soft, high-quality sheets, perfect pillows, and sumptuous duvets are a necessity for any luxury hotel. Choosing the right products enables hotels to create the necessary oasis, allowing guests the space to switch from a productive to restful state of mind. In turn, a good night’s sleep means guests will have a positive experience in the hotel but also maximise their productivity, which is crucial when working remotely. However, the perfect pillow is not the same for everyone, which is why a number of hotels choose to implement a pillow menu. From fill to firmness, offering a variety of pillows allows guests to choose the best pillow for them, giving them the most restful experience possible.

Sustainability Matters

Sustainability is a prevailing issue in many fields, and the hospitality industry is no exception. Hotel guests are increasingly looking for more eco-conscious options and take this into account when booking accommodation. Consequently, there has been a growing interest in sustainability and sustainably sourced materials among hotels in recent years. From towel reuse initiatives to reducing single use plastic toiletries, the ability to offer

guests a sustainable yet luxurious stay speaks to the growing trend within the hospitality industry, where comfort and sustainability go hand in hand. tradelinens.co.uk

DESIGN AND SUSTAINABILITY

The experts at the innovative ADA Cosmetics reveal how hotel amenities contribute to the “emotional bathroom” trend.

Making the right design and furnishing decisions for a hotel is not always an easy task. Every hotelier knows this well. Hotel guests increasingly expect a “wow” effect when they enter their hotel room. This is about taste, but also about societal norms that hotels must adapt to. Guests are looking for relaxation and a “home away from home” in their rooms. A modern interior design concept today, however, includes not only a well-thoughtout furnishing style but also attention to detail that brings the hotel’s character to life through many elements. A current example in interior design is the increasing integration of the hotel bathroom into the actual room: glass walls and doors that give a view into the bathroom, making it a more focal point. Accordingly, design elements within the bathroom are being elevated, for example, hotel cosmetic dispensers. Gerd von Podewils, CMO of ADA Cosmetics, a pioneer in sustainability, being Cradle to Cradle Certified® Silver, recognised by EcoVadis Gold, and a

Green Key Global Vendor, confirms the significance of this trend toward the “Emotional Bathroom.” A trend that not only considers colors, shapes, or materials but increasingly also non-visual elements, such as a carefully selected range of fragrances. Every day, approximately 900,000 people come into contact with products from the industry leader, whether through soaps, lotions, or shampoos, all provided in recyclable and hygienically safe dispenser systems that offer guests unforgettable experiences. “Our hotel clients report that even in the hotel bathroom, much more attention is paid to the right details,” tells von Podewils. “Therefore, we offer them dispensers and skincare products that match the individual character and ambiance of the property while appealing to all senses.”

The Power of Scents, The Impact of Form

It is increasingly recognised that shapes, designs and scents emphasise the hotel’s signature and enrich the guest experience. To take the scent experience to a whole new

level, ADA Cosmetics is the first company to collaborate with the renowned fragrance expert Symrise. Together, they introduce the innovative Actimood® technology to elevate hotel cosmetics: Actimood® enhances the company’s premium hotel cosmetics collections with fragrances that have been scientifically proven to improve well-being. Based on insights from modern neuroscience, as well as extensive research and testing, Actimood® fragrances positively influence the limbic system of the brain, promoting a better mood.

New innovations like Actimood® fragrances stimulate the trend of the “Emotional Bathroom”. Shapes and materials contribute to it as well. ADA Cosmetics’ latest premium dispenser designs are made from glas, ceramic, and aluminum – the latter a material that meets modern design expectations and is easily and infinitely recyclable without compromising on quality. For a particularly highend ambiance in the hotel bathroom, exuding elegance and nobility, ADA Cosmetics offers the Diamond Dispenser Collection: dispensers from various collections in a refined, diamond-inspired shape. The bestselling dispenser system SmartCare impresses with a sleek, minimalist design and modern, functional shapes that enhance the aesthetics of the bathroom. It includes a discreet wall mount in elegant white, black, or aluminum look, which integrates harmoniously into any bathroom design. For hotels, the desired design of the dispenser can be customised with the hotel’s logo, liquids, bottle colors, and labels, allowing it to authentically reflect the hotel’s identity or personal interior

style. Not only is the SmartCare the world’s most hygienic and sustainable cosmetics dispenser, as a study from the renowned hygiene institute Rhein-Waal in Germany confirmed. Due to its aesthetic design and easy handling, it is loved by guests and housekeeping alike.

Recycling – The Upgrade to an Eco-Friendly Bathroom

Where once many small cosmetic bottles adorned bathrooms, modern, fixed dispenser systems like SmartCare now take their place, being more aesthetic, more economical, and more environmentally friendly. With ADA Cosmetics Refillution, the market leader took a further step last year by developing a cutting-edge refill solution designed to transform the hospitality industry by offering safe and sustainable dispenser refilling. The innovative patented system contains a medical-grade pump that guarantees maximum hygienic safety and can refill a dispenser in seconds. Compared to small cosmetic bottles, the system also reduces plastic waste by 95 percent and is fully compatible with advanced dispenser systems like SmartCare, SHAPE, and mono-material pump dispensers, which have been scientifically proven to prevent healthhazardous contamination. This meets the growing demand from guests for resource-conserving measures in hotel bathrooms.

ADA Cosmetics offers further information on current hotel trends 2025 on ada-cosmetics.com.

INNOVATING GUEST COMFORT

Hotels must seek ways to constantly enhance their guests’ experience – even during the night… LINAK® have the perfect solution.

For travellers, traveling often comes with physical strains leading to disrupted sleep schedules, the stress of constant movement leading to weary mornings. Traditional hotel beds, with their onesize-fits-all approach, fail to address these issues.

The Solution: Unlock Premium Comfort

What if we told you, that you have the power to change this?

Imagine offering premium comfort in every room at no additional cost or workload for you and your staff. The solution is adjustable beds. With advanced adjustable bed solutions from LINAK, guests can independently unlock a premium experience via an app for a small fee. This allows them to enjoy the adjustable feature and personalised comfort, all while boosting your revenue.

We understand the importance of personal, adjustable comfort. We specialise in adjustable and ergonomic solutions for comfort beds and our technology is designed to enhance and support relaxation and a good night sleep.

Adjustable beds offer a personalised solution, allowing guests to tailor their relaxing and sleeping position to their specific comfort needs. This customisation not only promotes better sleep but also provides a versatile space

for various activities. Guests can for example elevate the head of the bed to create a comfortable position for reading or working on the computer, or they can raise the leg part and kick their feet up after a long day at a trade fair. The ability to adjust the bed’s position can relief common travel-related discomforts, making it easier to unwind.

Adapting to post COVID-19 Demands

Post COVID-19, the demand for modernised hotel experiences has increased. Guests now expect more than just a place to sleep; they seek unique, comfortable, and memorable stays. By embracing adjustable beds, hotels not only meet these heightened expectations but also position themselves as forward-thinking establishments ready to cater to the evolving needs of their guests.

In conclusion, adjustable beds represent a win-win scenario. Travellers gain a sanctuary of comfort while hotels enjoy enhanced guest satisfaction and a competitive edge in the hospitality industry. As the demand for premium comfort experiences grow, adjustable beds powered by LINAK may soon become a staple in modern hotel offerings.

linak.co.uk

In the Hot Seat

FERGUS STEWART

In this April edition, Fergus Stewart, CEO of The Lancaster Landmark Hotel Company and General Manager at The Landmark London, sits “In the Hot Seat” to reflect on his extraordinary journey in the hospitality industry. In this interview, he shares insights into his leadership philosophy, the challenges of post-COVID recovery and the importance of mentorship.

Fergus Stewart’s journey into hospitality began unexpectedly. As a teenager, he aspired to be a professional footballer but was unable to secure a contract. While figuring out his next steps, he worked various jobs in Harrogate hotels, which sparked his keen interest and passion in hospitality. He pursued hotel management in Leeds and later joined Grosvenor House in London as an Assistant Food and Beverage Manager at just 24 years old.

His global career took off when a friend convinced him, over the promise of a night out, to interview for a role at the luxury property Shangri-La in China. Three weeks later, having secured the sought after role, he was in Beijing - simple as that. This opportunity led to a 25-year journey travelling across the globe spanning Hong Kong, Singapore, Taiwan, Spain, Egypt, Thailand, Japan, Vietnam, Dubai, and London, holding leadership roles throughout and embracing a variety of diverse cultures.

Fergus credits his success to adaptability, hard work, and a willingness to take risks. Though the frequent relocations were challenging for his family, he believes the experiences enriched their lives and taught them all important lessons. He emphasised the importance of immersing himself in different cultures and bringing value to every role, a mindset that has shaped his remarkable hospitality career and that he carries forward to this day.

Fergus returned to the UK in 2000 as Hotel Manager at The Landmark London after 11 years abroad with ShangriLa. He said, “I wasn’t necessarily missing home, but I wanted to gain more experience.”

He continued, “The Managing Director at the time, someone I had worked with in Singapore, invited me back, and I agreed. During that time, I met the hotel’s Thai owners, and we’ve stayed in touch ever since.”

Fergus explained that while working in Dubai as Senior Vice President and acting COO for Jumeirah Hotels— “a dream role”—he commuted between there and the UK, as his family had decided to stay back. “I spent three weeks in Dubai and one in Europe, making it work with my children’s schooling. But, then COVID hit. Travel restrictions meant I only saw my family for one week in a year, and quarantining in a small hotel room for 10 days was brutal. Though Dubai’s hotels remained open, I realised I needed to be home for my children, who were at a critical stage in their education.”

When The Landmark London’s owners approached him with an opportunity, Fergus saw potential. Although it was a smaller role than his previous global position, he felt the hotel offered a great challenge. Fergus added, “Over the past three years, we’ve transformed the space—creating a Champagne Bar, a quintessentially British gastro pub, a cigar terrace, and brand-new public spaces and suites. The energy has changed dramatically, and we’ve introduced unique touches, including patented uniforms that guests now admire and try to replicate.”

Throughout his career, there have been many defining moments, such as his time in Egypt when a bomb exploded just 50 metres from him. A member of staff at the restaurant he was in urged him to stay put, but he insisted he left, knowing Western outlets were targets. Fergus said,

“That night, three bombs went off.” Fergus knew it was part of his role to make sure his hotel guests were safe,:“The next morning, we checked guest attendance at breakfast and identified six rooms where no one had returned. Those guests had lost their lives in the devastating attack.”

Fergus recalled that one of his most emotional experiences was accompanying the coffin of a chef who had died in the blast. “He had been under my mentorship, and his body was never fully recovered—only his name card was found from his possessions. I personally escorted his coffin across Egypt to his father in Alexandria, attending a funeral where 200 grieving family members and villagers honoured their loved one. Sitting there as the only person in a suit, I realised the deep impact our work has on people’s lives and how proud his family were that he’d worked for a company like ours.”

These moments—whether leading a global brand or transforming a single hotel— Fergus believes have shaped his career, “It’s about more than hospitality; it’s about people, experiences, and making a meaningful difference,” he said.

Speaking on his leadership style, Fergus believes in ‘managing upwards’. He said, “I like to be involved in every detail, from testing linens to tasting dishes, to truly understand, evolve and refine the guest experience.

“However, I’ve learned to delegate more over time. While I contribute to decisions, I no longer need to make them all myself. Early in my career, I felt the need to prove myself by taking on everything, but now I focus on guiding

rather than deciding. Our leadership meetings are long but inclusive—everyone has a voice, and we make decisions as a team. If mistakes happen, we own them together” Fergus commented.

Fergus revealed that his most valuable lesson in hospitality is humility, seeing himself as a guest in another country - learning rather than comparing or criticising.

Early on, he also realised the importance of mentorship, as he told us one of his own taught him a crucial exercise; giving him £100 to dine out to report back on five great things he observed, selecting three to implement in the hotel—without negativity or comparisons. This lesson shaped his approach to learning and leadership.

Over the years, he sought advice from trusted mentors including Brian Hladnik, whom he worked with 30 years prior and currently works with, and now pays it forward. One memorable example was spotting potential in a young man from Bolton, who has now become an assistant manager at The Landmark London. Fergus explained how when the employee’s proud mother visited, he insisted she enjoy afternoon tea—on the house. The moment became a cherished story, highlighting the power of kindness and support in career growth.

His key takeaways? Fergus said, “Stay humble, seek guidance, and mentor others when you can.”

In line with that, challenges, of course, still present themselves. Fergus explained, “One major challenge as CEO is finding the right people, especially after COVID. When I started, we decided to fully reopen the hotel—300

rooms, restaurants, banquet spaces, and amenities—while others stayed partially closed. This helped us attract business from competitors. However, staffing was difficult, so management, including myself, pitched in—serving breakfast, clearing linens, and supporting operations. This hands-on approach built a strong bond within our team.”

Retaining staff is another challenge Fergus has faced, but he prioritises being present, approachable, and rewarding employees, which has led The Landmark London to being named the UK’s top hospitality employer.

Fergus recognises that keeping up with trends is also key, he said, “sustainability is important, but we must balance it with luxury, as some guests prioritise eco-friendly practices while others expect premium experiences.

“Technology presents another challenge—some guests want mobile check-in, while others prefer personal interaction at the front desk. Striking the right balance between service, technology, and sustainability is an ongoing conversation. Ultimately, we overcome challenges by staying hands-on, adapting to guest expectations, and ensuring exceptional service.”

Moving on to what a typical day in the life looks like as the CEO of The Landmark London? Fergus explained that it starts at 7:30 AM with a walk around the hotel, checking in with staff and guests. From 8:30 to 9:15, he catches up on emails before leading a short morning meeting to review the past, present, and upcoming day. He then holds oneon-one meetings with senior managers, allowing them to discuss their concerns and plans.

His time is also spent meeting with GMs of other hotels within the group, entertaining key clients, and overseeing a new hotel project in Shepherd’s Bush. Despite long hours, he enjoys the work and said, “I create positive experiences in a happy, welcoming environment, so it doesn’t really feel like work to me.”

Moving on to advice, Fergus revealed that the best advice he received was to look for the positives in everything.”

Fergus added, “I was challenged to find five good things in any situation, which I’ve applied with others.

For example, before he sadly died in the explosion, I gave Mustafa, the pastry chef, 200 euros and asked him to find the best pastries in Paris. He came back with photos and recipes, which I loved. I later did the same with 12 interns here at The Landmark London, giving each £100 to spend and share what they learned. It became a competition to see who could have the best experience”

“My key lesson was to focus on what’s good in people, jobs, and situations, rather than the problems.”

To conclude the interview, we asked Fergus, if he could have any three guests, past or present, stay at The Landmark London and host them, who would they be? He said, “They are all sport related because I’m a keen sportsman. Two of the people I’m going to mention, I have met and sat at a table with but I’d like to sit longer with. It would be Tiger Woods because I think he’s just got so many stories. Graeme Souness because he is my sporting hero as he changed our club – and lastly Tyson Fury! Tyson Fury comes to the hotel a lot, and I just think he’s brilliant.”

AN ICONIC VENUE

Recognised as Hotel of the Month in this April issue is London’s The Mayfair Townhouse. This boutique retreat sets a new standard for sophistication, offering guests an unforgettable experience defined by charm, impeccable service, and a touch of playful extravagance. In this piece we explore what makes The Mayfair Townhouse a standout destination in the world of luxury hospitality.

Now a recognised address in London, since its inception in May 2021, The Mayfair Townhouse is the fifth British hotel from Iconic Luxury Hotels. Located on Half Moon Street alongside Piccadilly, The Mayfair Townhouse is a collection of 15 Georgian townhouses, seven of which are listed buildings. Home to 172 rooms and suites, each accommodation type offers a different narrative derived from the spirit of the ‘Dandy’ era.

Iconic Luxury Hotels was founded in December 2016 and is an expanding hotel company with an international focus. The collection of owned and managed hotels comprises an eclectic mix of properties each of which celebrates distinctive architectural style, cultural heritage, and natural surroundings.

The Townhouse offers a diverse selection of 172 guest rooms, including contemporary Suites—some featuring private patios—and three Signature Suites that embody Mayfair’s signature luxury while showcasing stunning views of London’s lively West End. At its core is The Dandy Bar, a stylish yet theatrical retreat from Mayfair’s bustling streets. On the Lower Ground, guests will find The Club Room, a unique dining destination, The Den, an intimate semi-private dining space designed to evoke the warmth of a private residence, and Oscar’s Study, a spacious private dining and meeting room available for exclusive use.

Offering something for everyone through their food and beverage repertoire, The Dandy Bar provides the essence of a private club, without the frills of a membership. Taking inspiration from the British Dandy actors of today, while serving the very best in classics, the bar tells imaginative stories through expressive cocktails. An extensive curated list of cocktails and spirits define the menu, and avantgarde takes on the classic Dandy cocktail once enjoyed by hedonists of the area.

The Club Room serves a bountiful breakfast buffet and an all-day menu and offers guests a place to relax, work and connect with different people in a convivial, warm setting.

The hotel reflects decadence in the 21st century with interior design that creates an entirely unique experience for each guest. Due to the historical nature of the fifteen townhouses that unite to create the hotel, no two rooms are the same and guests who stay multiple times will have a different experience on each occasion. Indoor/outdoor living is achieved in The Garden Suite and inspired by Cecil Beaton’s love of gardens while penthouse suites offer indulgent free-standing bathtubs.

The acclaimed interior design firm Goddard Littlefair led the transformation of the Grade II-listed hotel, seamlessly uniting its series of Georgian buildings with a refined residential townhouse aesthetic. Inspired by figures like Oscar Wilde—whose famous play The Importance of Being Earnest was set on Half Moon Street—and the exuberant aesthetic movement of the era, the hotel blends contemporary British style with bold, witty flourishes. Unexpected details, eclectic curiosities, and a playful yet sophisticated design aim to create an atmosphere that feels both charmingly whimsical and unmistakably Mayfair for its guests.

Art plays a central part throughout the hotel with Minda Dowling, a leading art specialist, curating unique and unusual pieces for The Mayfair Townhouse to further bring the spaces to life. The carefully considered collection includes both well-known names and emerging artists. Standout artwork includes Clarita Brinkerhoff’s peacock sculpture, sitting at 67 inches high and made from 25,000 Swarovski crystals. The fox, the hotel’s mischievous motif, is woven throughout the hotel. Not missing a trick, for those wanting to learn more about the artwork, the team have developed QR codes so guests can scan them in order to find out more information on the piece.

As our Hotel of the Month this April, The Mayfair Townhouse continues to define a new era of refined, playful indulgence in London’s hospitality scene.

themayfairtownhouse.com

TRIBE LONDON CANARY WHARF

In this exclusive Venue Profile, we got to sit down with Filipe Avillez, General Manager at TRIBE Canary Wharf, as he shared insights into the hotel’s unique approach to hospitality, its dynamic atmosphere, and the ways in which it caters to the evolving needs of today’s guests.

Could you tell us about the origins of TRIBE London Canary Wharf? What inspired its creation?

The first TRIBE was born in Perth, Australia, in 2017, founded by Mark and Melissa Peters. The brand was created to meet the needs of modern travellers, those who crave beautifully designed hotels at an accessible price point. Designed for the way people want to live and travel today, TRIBE focuses on what truly matters: intelligent, functional, and design-led spaces that provide everything guests need and nothing they don’t.

Our TRIBE is the Flagship for the brand. We opened in August 2022 as the first in the UK. The hotel was conceptualised with Ennismore in conjunction with Canary Wharf.

What distinguishes TRIBE London Canary Wharf from other hotels?

TRIBE London Canary Wharf is designed as a dynamic hub for both travellers and locals. It’s a place to live, work, and play in style. Our bold and unapologetically modern interiors create an atmosphere that is as inviting as it is

inspiring. The vibrant social spaces blend functionality with curated design, offering guests a place to connect, unwind, and focus in total comfort. Whether it’s our 24-hour Grab & Go counter, our stylish co-working areas, or our all-day eatery, Feels Like June, everything is crafted to ensure a seamless experience from morning to night.

TRIBE properties are known for their unique charm. What influenced the design of the Canary Wharf hotel?

It’s all about the mix, modern design meeting playful individuality. TRIBE London Canary Wharf confidently pairs contemporary, mainstream style with bespoke statement pieces, creating a space that is both aspirational and effortlessly liveable. Every detail is considered, from the sleek, functional furniture to the eye-catching art installations. The result is a bold, energetic environment where guests can immerse themselves in a high-end experience at a fair price.

How do you ensure consistency across all TRIBE locations while maintaining a sense of individuality?

At TRIBE London Canary Wharf, we balance global influences with a deep connection to our surroundings. Strategically located in the heart of Canary Wharf, we attract business travellers during the week and leisure guests on weekends, ensuring an experience tailored to both work and play. We also champion local partnerships, such as working with a local roaster to serve exceptional specialty coffee.

Could you tell us more about the food and beverage experience? What makes it special?

Feels Like June is our all-day dining concept, inspired by the warmth of Californian hospitality. Open from sunrise

to late evening, it seamlessly transitions through breakfast, brunch, lunch, afternoon snacks, dinner, and cocktails. Whether guest are grabbing a quick bite, settling in for a leisurely meal, or meeting friends for drinks, Feels Like June offers a relaxed yet vibrant retreat in the heart of Canary Wharf. Our menu is fresh, seasonal, and packed with flavours designed to be as energising as the space itself.

How do you plan to continue innovating while staying true to the brand’s roots?

Innovation at TRIBE is about attention to detail—keeping things fresh while staying true to our bold, minimal-yetstylish aesthetic. We’re always tuned into global trends, adapting and evolving in ways that enhance the guest experience. For instance, last year, we transformed our lobby for MCM Comic Con at ExCeL London, decorating the space with superhero figures, displaying vintage comic books, and introducing themed cocktails at Feels Like June along with superhero-inspired cookies at Grab & Go. The response was fantastic—our guests loved the experience, reinforcing TRIBE as more than just a place to stay; it’s a place to be.

What advice would you give to other hoteliers aiming to create a distinctive brand identity?

Never stop evolving. The hospitality industry is filled with limitless opportunities to surprise and delight guests, but standing out requires thinking beyond tradition. Every touchpoint matters—from design to service to the smallest details that create memorable experiences. A strong brand identity isn’t just about aesthetics; it’s about understanding your guests and constantly finding ways to exceed their expectations.

@tribe_canarywharf

BUILDING ON INCLUSIVITY

Embracing neurodiversity in the workplace is the key to success for hospitality in 2025 as The LTC (Licensed Trade Charity) launch support guide.

The LTC (Licensed Trade Charity) has launched a new employment guide to help managers recruit, onboard and retain more neurodiverse teams in hospitality.

Free to access on the LTC website, the new ‘Empowering Neurodiversity in the Workplace’ Guide has been developed in response to feedback from operators and LTC beneficiaries that more resources are essential for the sector to better support neurodiverse colleagues.

The new Guide champions the benefits of building a team with different preferences and skill sets, and unlike generic resources, this Guide is tailored to the unique needs of the hospitality sector, making it an indispensable tool for those working in licensed hospitality. It provides managers with practical step-by-step sections to work through, and an outline of things to think about at each stage of the employee journey.

With research from Deloitte showing teams with neurodivergent professionals in some roles can be 30 per cent more productive than those without[i], and McKinsey reporting companies with more diverse workforces can be 19 per cent more profitable, Chris Welham, CEO, LTC, is confident that building neurodiverse teams is good for business:

“The LTC is on a mission to help the licensed trade embrace difference, positively address the barriers that exclude many candidates from entering the workplace –and support performance.”

He continued: “Licensed Trade customers come from all walks of life. Having a diverse team reflects the rich variety of individuals in a locality and means employees can connect with customers in unique ways. Understanding individual strengths and skill sets also creates efficiencies.”

With different perspectives, the Guide highlights the benefits of identifying which team members are better at problem-solving, spotting new opportunities or finding innovative solutions, and those who may prefer more structured and predictable tasks, such as the routine of a successful service. By investing time in tailoring roles,

offering flexible work patterns, and fostering an inclusive culture, LTC believes businesses can attract and retain a diverse talent pool – and drive performance.

In compiling the Guide, LTC worked with some of its beneficiaries and supporters including Stuart Green, manager of the Cabbage Patch, Twickenham:

“We’ve worked with more than 300 people with neurodivergent thinking in the Cabbage Patch. With the right in-work support, we grow team members who are passionate about being in-work and are fully engaged in whatever task you ask them to do.

In turn, we fill vacancies and create a diverse and inclusive workforce that represents the communities we serve.”

Chris concluded: “By being inclusive and working together, we can create the memorable, customer-centric experiences that our sector is known for – and that is good for business.”

The new digital guide is available at: www.licensedtradecharity.org.uk/neurodiversitysupport-guide/

PROTECTING YOUR BUSINESS

Superintendent Mandy King runs the UK’s National Counter Terrorism Security Office; it’s Counter Terrorism Policing’s home for preventative advice and guidance. In this interview with Hotel Magazine, she explains that anticipating attacks can sometimes be relatively simple and can bring wider crime prevention benefits.

Hoteliers have always been aware of the risk of terrorism; has the nature of the risk changed in recent years?

In the UK, the hotel sector and Policing have always been partners in the fight against terrorism. That’s probably because, sadly, in living memory we have seen hotels targeted by terrorists around the UK and in Northern Ireland and so the industry has done a lot to reduce risks and make attackers look elsewhere for targets.

Yet, things have changed over the years.

When I started my career in policing in Central London in the 1990s, we were mostly worrying about well organised, almost military style groups who might often issue warnings before setting off a bomb. Today’s terrorists have less defined ideologies, often operate alone, looking for a space or a crowd, not necessarily in a high profile or iconic location, where a knife or a homemade explosive can do damage. And they also often don’t care about their own safety or getting away.

Because it feels far less predictable, our approach has had to focus even more on denying those spaces to potential attackers. On top of that, the suddenness of attacks mean we need partnership between police and businesses to make sure that there’s the right and rapid response if the worst happens.

How can hotel managers plan for something that feels less predictable?

The advice we give is very much around looking for the opportunities and shutting them down, very much like businesses do with general crime prevention or guest safety. We may not have a crystal ball to tell us which location might be next, but we know a lot about how terrorists think and the techniques they are using.

My team, working with the intelligence services and drawing on a lot of policing and security experience, have built a number of tools which businesses can use to understand their situation and plan accordingly.

For example, on our website ProtectUK [Risk Management Process | ProtectUK], there’s a downloadable risk toolkit which anyone can use to think through their specific vulnerabilities and how to deal with them. It might

be that you are exposed to the possibility of someone driving a vehicle into your foyer or your staff don’t know what to do during a live incident; the toolkit will help you identify where you need to act and suggest ways to plug any gaps.

And, the strength of our website is its practicality. We’re tried to make our free advice relevant to the realities of running a business or working with the public and we’re always interested in hearing how it can be improved.

What sort of advice can hoteliers tap into?

A lot of the support that’s out there comes in a human form; you don’t have to do everything online!

We have a network of Counter Terrorism Security Advisors (CTSA) around the country who are on hand to signpost advice and guidance. Whist there is a limit to how much individual attention they can give specific business, they have a wealth of security and policing experience and know the current threat picture for different locations.

CTSAs will get even the most inexperienced business manager started down the right path.

And then there’s the ProtectUK website. It has links to current guidance for everything from technical building specifications to staff awareness training packages and lot more in between.

Crucially, we spend a lot of time thinking about how our advice can be implemented at little or no cost.

Hoteliers have lots of security concerns – is counter terrorism another burden on top?

In my years in policing, I haven’t met an hotelier who doesn’t want to look after guests and staff alike; caring about people is in the DNA of the business after all!

A lot of the things we suggest to combat terrorism are also vital in tackling wider crime, safety or just good management. Staff awareness about behaviours that don’t seem right, making sure everyone knows what to do when there’s an incident, watching who is coming and going from your hotel, or asking event organisers about the people attending their function - all make sense whether you’re looking out for terrorists, thieves or trouble-makers or just being a great host.

You mentioned staff awareness – how can hoteliers boost that?

Looking back at incidents, it’s always staff spotting issues and knowing what to do that makes the difference. So it’s vital that they are aware of things like the power of saying ‘hello’ to someone looking nervous and where the best places of safety are in your hotel.

It might be that you want to regularly feed small pointers into morning briefings or you might ask team members to take the e-learning courses we have on our website as part of their regular training. On the ProtectUK website there are also links to a great programme called See, Check and Notify (SCaN) [https://www.protectuk.police.uk/adviceand-guidance/security/see-check-and-notify-scan] which has modules for managers, teams and individuals. Crucially, it’s designed to tackle crime by promoting greater customer awareness – hospitality professionals will be surprised how much they are already a counter terrorism expert!

Mandy King has been a police officer for 30 years, working in London and Glasgow across a number of specialisms. One of her personal career highlights was being responsible for the security coordination of Queen Elizabeth’s Lying in State, as well as playing a key role in the King’s Coronation. She leads a team of around 100 police officers and staff at Counter Terrorism’s NaCTSO developing guidance, providing hands on advice to high profile individuals and organisations and engaging with the business community to keep people and places safe.

Where to get free advice

Check out the ProtectUK website protectuk.police.uk where you can access free resources covering everything from risk assessments to staff e-learning.

There are also useful links to a number of other resources produced by Government. And if you are looking for your local Counter Terrorism Security Advisor – you find a list of contact details.

The resources which Mandy has mentioned can be accessed via ProtectUK protectuk.police.uk

A PREMIUM CHOICE

In the world of luxury hospitality, every detail matters—including the waters. S.Pellegrino and Acqua Panna are renowned for their heritage, quality, and role in elevating experiences. In this exclusive interview, Alex Lambert, Sanpellegrino HoReCa Sales Lead, shares insights on what makes these iconic waters unique.

S.Pellegrino and Acqua Panna are two hugely recognised premium water brands. Can you share a bit about their history and what makes each unique?

S.Pellegrino and Acqua Panna are two iconic waters deeply tied to Italian culture and hospitality. S.Pellegrino, from the Italian Alps, has been a symbol of refinement for over 125 years. Its gentle bubbles and crisp taste make it a premium choice for guests seeking a refreshing, highquality beverage. Acqua Panna, sourced from Tuscany, offers a smooth, velvety taste with a balanced mineral profile, perfect for effortless hydration. Together, they bring Italian elegance to every moment, making them ideal for hotel mini-bars, in-room dining, and premium guest experiences.

What makes S.Pellegrino and Acqua Panna ideal choices for luxury hotels and high-end restaurants?

S.Pellegrino and Acqua Panna offer a versatile portfolio with the right formats to meet the needs of luxury hotels and high-end restaurants.

Exclusive In-Room & Mini-Bar Offering – The 25cl glass bottle delivers a premium experience for guests.

Versatile On-the-Go Option – The 50cl plastic bottle offers a refined choice for luxury spas, lounges, and inroom convenience.

Fine Dining Excellence – The 75cl glass bottle provides an elegant table presence, aligning with fine wine service.

Still & Sparkling Harmony – S.Pellegrino’s refined bubbles and Acqua Panna’s smooth texture enhance the dining experience with perfect pairings. With the ideal formats for every occasion, S.Pellegrino and Acqua Panna help hospitality venues deliver exceptional service and elevate guest experiences.

S. Pellegrino and Acqua Panna are available in different formats for different occasions

A FRESH TAKE

With help from industry experts, we look into how hotels can reinvent their minibars in line with consumer demands, and why this is a necessity.

The traditional hotel minibar, once a staple of convenience, is in need of a refresh. Today’s travellers seek more than overpriced snacks and generic drinks—they crave personalisation, wellness-focused options and unique local flavours.

Hotels that rethink their minibar offerings can elevate the guest experience, boost revenue and align with changing consumer preferences. This article explores innovative ways hotels can reinvent the minibar to better serve the modern traveller.

While the in-room minibar of old often left guests underwhelmed with uninspired, overpriced options suited only for emergencies, Jan Roberts, Commercial Director at BELU Water, recognises that it is now undergoing a quiet revolution. The modern traveller expects their hotel room to be both a sanctuary and a productive space, depending on whether they’re in work or relaxation mode - and the

minibar plays a key role in that experience.

Jan explained, “I have definitely seen a shift, with hoteliers curating a more thoughtful selection of offerings, even integrating smart technology to create a truly personalised experience. By selecting brands that not only meet guest expectations, but also reflect the hotel’s values and ethos, the minibar can become a meaningful and memorable part of the stay.”

As travellers become more conscious of their environmental impact, their expectations of the hotel experience are changing. Just as guests are increasingly mindful of reusing towels rather than requesting fresh ones daily, they are also paying closer attention to the waste generated by in-room amenities - including the minibar. “Single-use plastics and excessive packaging no longer go unnoticed,” added Jan.

She continued, “That’s why forward-thinking hotels are reimagining their offerings in the minibar, spa, and

many other areas by choosing brands that prioritise sustainability, ethical sourcing and social impact - brands like ours.” By offering sustainably packaged and socially responsible products, hotels can not only meet guest expectations, but also reinforce their own values, creating a more meaningful and responsible hospitality experience.

Keen to find out why BELU Water is a great fit for modern minibars in premium hotels, we asked Jan the burning question, to which she said, “Stocking BELU in your hotel is more than picking any old water brand. It means choosing crisp-tasting water with a premium look and feel, backed by industry-leading sustainability credentials. Bottled at source in the UK, our glass bottles contain a minimum of 40% recycled content. They are lightweight yet elegant, fully recyclable, and the perfect fit for premium hospitality settings.”

BELU’s lightweight, crushable RPET bottles are made from 100% recycled plastic (excluding the cap and label which the brand is actively working on) and are also fully recyclable. Every product BELU create is designed to help hotels meet their ESG goals, while exceeding guest expectations and bringing a truly impactful sustainability story to life.

Looking at successful collaborations where BELU Water has been integrated into minibars, there is one standout example - Firmdale Hotels, a valued member of the BELU Collective since 2019. Jan said, “By integrating BELU into their in-room minibars, they make a clear statement about their commitment to supporting social enterprises while delivering on their ESG strategy. Our bottles can be found across several of their London properties, such as Ham Yard Hotel, alongside other purpose-led brands that reflect Firmdale’s values - providing exceptional service, an outstanding guest experience, and a commitment to

sustainable business practices.”

Chris Dyke, Group Beverage Purchasing Manager at Firmdale Hotels, also recognises that guest preferences for minibars have evolved over the years, with many now seeking unique and locally sourced products. He said, “Consumers enjoy discovering food and drink items that aren’t typically found in your everyday supermarkets.

“As a result, our minibars feature a variety of premium British products, including English sparkling wine, Portobello Minis, London Essence Co. mixers and Darling Spuds crisps. Convenience is also a key factor, with guests looking for ready-to-enjoy options. Pre-mixed beverages like CBD drinks, kombucha, and Bloody Mary cans have become increasingly popular choices.”

At Firmdale properties, they have opted for a ‘honesty bar’ initiative where guests can choose from a selection of drinks and snacks, from wine and artisan spirits to chocolate and ice cream. Chris said, “Like our minibars, they showcase local and independent brands, but differ in terms of format and scale. Unlike the space limitations of a typical in-room minibar, our honesty bars are fully fledged, allowing us to offer a wider variety of products in larger quantities and sizes.”

Firmdale’s approach to minibars and the introduction of the honesty bar came from wanting to provide guests with a ‘home away from home’. Those staying can enjoy the comfort of making their own drinks or grabbing a snack in cosy libraries and drawing rooms within Firmdale venues, creating a relaxing, home-like atmosphere. They are unstaffed and operate on an ‘honour system,’ providing complete freedom, without any unnecessary disturbances.

In terms of guest feedback, Chris said, “Our honesty bars receive fantastic feedback, as guests love the freedom to make their own drinks or grab a snack, especially when

shops or bars are closed. For our guests who enjoy a nightcap, they love how convenient it is to have a wellstocked bar at their fingertips.”

Pablo Dafonte, Operations Manager at The Wellesley Knightsbridge, agrees with Jan and Chris, explaining how he has also seen a growing demand for premium products, including artisanal and locally sourced items, as well as a preference for reduced sugar, organic and dietary-friendly options.

Pablo said, “Luxury travellers today expect a thoughtfully curated selection that goes beyond standard minibar offerings.” In line with this, at The Wellesley Knightsbridge, they have refined their minibar selection to align with evolving guest preferences while maintaining a sense of exclusivity and sophistication. Partnering with esteemed British suppliers, The Wellesley Knightsbridge offers a premium range that includes artisanal nuts, halal-friendly confectionery, organic vegan chocolate and cold-pressed juices. “These additions complement our existing selection, ensuring that every guest enjoys a minibar experience that is both indulgent and tailored to meet diverse dietary needs,” added Pablo.

In Pablo’s opinion, a well-balanced minibar selection should offer both indulgence and wellbeing, ensuring that every guest can enjoy a tailored experience. “By incorporating organic, gluten-free and vegan alternatives, as well as options such as halal-friendly sweets, we cater to a sophisticated clientele that values quality and inclusivity,” he added.

Looking at how hotels can balance automation with the personalised touch that luxury travellers expect, Pablo said, “While automation brings efficiency, the essence of luxury hospitality lies in bespoke service.” At The Wellesley Knightsbridge, they strike a careful balance by using

technology to enhance convenience, while ensuring that each minibar experience remains highly personalised. “Guests can make requests via digital platforms, but our team remains at the heart of the experience, offering tailored selections—whether it’s a favourite drink or a specially curated treat for a memorable occasion,” Pablo said.

In terms of how the minibar offering at The Wellesley Knightsbridge stands out from the crowd, the experience for guests reflects the elegance and exclusivity of the venue. “We have meticulously curated our selection to ensure it remains luxurious and inclusive, featuring premium British-sourced products, such as artisanal nuts, halal-friendly confectionery and organic vegan chocolates.

“In addition to offering high-quality, locally crafted items, we are committed to sustainability by incorporating eco-friendly packaging and ethically sourced ingredients. This dedication to quality, combined with our bespoke approach to guest preferences, ensures that every minibar experience is as sophisticated and memorable as the stay itself,” Pablo finished.

It’s clear that the traditional hotel minibar is undergoing a much-needed transformation, shifting from overpriced, generic offerings to a more personalised, sustainable and locally inspired experience. By curating thoughtful selections that align with guest preferences—whether through eco-conscious packaging, premium local products, or innovative honesty bars—hotels can enhance guest satisfaction while reinforcing their brand values. As industry leaders like Firmdale Hotels and The Wellesley Knightsbridge demonstrate, the modern minibar is no longer just a convenience; it is an extension of the hotel’s commitment to quality, sustainability and an elevated guest experience.

OVERCOMING CHALLENGES

In an exclusive interview with Emma Persey from The Stair Climbing Company, we discover how their innovative stair climbing solution helped Claridge’s London address an accessibility challenge as part of their Mayfair mega build three storeys below ground.

Tell us about the challenge Claridge’s faced and the solution you provided.

Claridge’s, the world-renowned luxury hotel in London, faced a significant accessibility issue with their newly expanded Mayfair mega build. As part of the hotel’s commitment to delivering an exceptional guest experience, they needed a seamless solution for guests who could not use the stairs. However, after completing the project, Claridge’s identified a major issue—there was no way to evacuate guests in the event of a lift failure or evacuate in an emergency.

After a thorough assessment we introduced the Skyline Stair Climber, a wheelchair carrier solution designed to provide safe, efficient access for guests with mobility challenges. Our team conducted on-site training with key staff, demonstrating how simple the device is to operate and ensuring it could be used effectively in real-time situations.

Why was the Skyline Stair Climber the best solution for Claridge’s?

The Skyline Stair Climber was the perfect choice for several reasons:

• Discreet and compact – The Stair Climber can be easily stored away when not in use, ensuring no impact on Claridge’s aesthetics, no need for permanent fixtures or adaptations required

• Customisable design – The Stair Climber could be tailored to align with the hotel’s branding, maintaining the luxurious surroundings while addressing accessibility needs.

• Accommodate all wheelchair users and disability needs –The Stair Climber can fix to any wheelchair, meaning that our guests do not need to transfer from their wheelchair

• Innovative Engineering – The Stair Climber glides up and down the stairs with minimal effort and is very quiet due to its super technology, making it a great customer experience

• Transportable – We can transfer the Stair Climber to

other stair cases in the event of lift failure if required

• Cost effective – The Stair Climber was the only solution but it was very cost effective and only requires a service cost bi-annually and refresher training

What impact do you think this partnership has on Claridge’s guest experience?

By prioritizing guest comfort and accessibility without compromising design, the Skyline Stair Climber enhances the overall guest experience and makes our space inclusive for all. Guests with mobility challenges can now enjoy all areas of the hotel, while maintaining the exclusive, seamless luxurious design Claridge’s is known for.

Beyond convenience, the Skyline Stair Climber provides a crucial safety solution. In the event of an emergency or the lift fails below ground level, there would otherwise be no way to evacuate wheelchair users. In an emergency, the Skyline Stair Climber is the only viable solution, ensuring that all guests can be safely evacuated if needed.

This collaboration not only solves a practical issue but also reflects Claridge’s dedication to delivering a world-class experience for every guest, reinforcing its commitment to accessibility and safety at the highest level. thestairclimbingcompany.com

BRINGING SIMPLICITY

An Interview with Christian Paynton, CEO of United Fresh.

United Fresh has been working with hotels for nearly two decades. Can you tell us about your first client and how that shaped the business?

Absolutely. Our journey began 18 years ago when we partnered with a major UK hotel chain, which remains one of our most valued clients today. From the start, they saw the potential in what we offer—a streamlined, reliable supply chain that delivers fresh, high-quality ingredients without the complexities of managing multiple local suppliers.

That partnership was a turning point. It proved that hotels don’t have to sacrifice quality for efficiency or sustainability for convenience. The fact that they have stayed with us for nearly two decades speaks volumes. We don’t just supply ingredients; we become an extension of their team, ensuring their kitchens run smoothly every day.

How does United Fresh simplify procurement for hotel kitchens?

Running a hotel kitchen means juggling multiple food categories, tight schedules, changing menus, and guest preferences—all while maintaining efficiency. Traditionally, that meant dealing with multiple suppliers, invoices, and points of contact, adding hours of admin to an already demanding workload.

With United Fresh, we streamline the entire process. Hotels receive one invoice and one dedicated account manager, eliminating unnecessary admin. Whether it’s fresh produce, meat, seafood, dairy, baked goods, or dry ingredients, our trusted network of local suppliers ensures everything is delivered with consistency and care. This allows our clients to focus on what truly matters—their guests.

Sustainability is a big focus for the hospitality industry. How does United Fresh help hotels meet their environmental goals?

We’re committed to responsible, local sourcing, ensuring ingredients travel shorter distances. Across the UK, our suppliers are, on average, just 29 miles from depot to kitchen, reducing food miles and emissions while keeping ingredients fresher for longer.

But sustainability isn’t a one-sizefits-all approach. That’s why we work in partnership with our clients, helping them find practical ways to meet their sustainability targets without compromising on quality or efficiency. Whether it’s sourcing more seasonal produce, reducing food waste, or supporting local producers, we tailor our approach to align with each hotel’s unique objectives.

What’s next for United Fresh and its partnership with hotels?

Our goal remains the same, helping hotels run smoother, smarter, and more sustainably. We’re constantly evolving, expanding our supplier network, and introducing new ways to support our clients.

One thing that won’t change is our commitment to longterm relationships. Our first client believed in us 18 years ago, and they still do today. That loyalty drives us to keep delivering the very best, ensuring every hotel we work with receives the same trust, reliability, and quality that have been our foundation from the start.

For nearly two decades, we’ve helped hotels streamline procurement, source the best local ingredients, and achieve their sustainability goals.

Let’s see how we can do the same for you.

Visit www.unitedfresh.co.uk to learn more.

The Boars Head Hotel and Birchwood House Annexe

Ripley, Near Harrogate, North Yorkshire

A superb hotel and public house situated in the heart of the village and forming part of the sale of The Ripley Castle Estate. Bar, lounge, restaurant and 23 en suite bedrooms, split between The Boars Head and Birchwood House Annexe, a separate period property within a short walk of the hotel. Cobbled seating area and car park to the front. Additional car parking to the rear and at Birchwood House Annexe.

Tony Wright 01423 523423 | tony.wright@carterjonas.co.uk Offers over £2.25 million

- Harrogate 5 miles

-

- Leeds 19 miles

22 miles

- Leeds/Bradford International Airport 15 miles

A PRACTICAL SOLUTION

Kinedo Modulo and Modulo XL – a stylish, plug in bathroom solution.

Facilitating the addition of extra facilities to homes and buildings is what Saniflo has been successfully doing for over 60 years with its range of pumps and macerators. And now the company has made it possible to create a whole bathroom in a bedroom with two all-in-one solutions from its sister brand, Kinedo. Modulo is a pod-style solution with shower and basin, whilst Modulo XL features shower, basin and wall hung WC.

With a choice of profile and glass options, including white profiles with white glass, black profiles with black glass and black profiles with white glass, a new en-suite can be installed in just 2 or 3 days and no major work is required as long as there is electric and small-bore pipework to hand. As you would expect, where the waste discharge is problematic, a Saniflo pump can be specified as part of the package.

Each of the Modulo units features a luxe version consisting of a sliding door shower, stylish vanity unit with basis and and a modern towel rail. The standard model has a curtain rail in the shower and a washbasin with mixer tap.

Both feature a contemporary mechanical shower valve and handset.

The bathroom pods can be installed in a recess or corner situation and feature a pivot door to access the facilities. In the shower area, there is a self-supporting platform in Biocryl on height-adjustable feet, with finishing plinths and opaque white glass back panels. The white honeycomb polypropylene ceiling features 2 integrated LED spotlights and the unit is finished with mirror, glass shelves, towel hook, ventilation grill, 220 V socket and a floor mat. All glass is anti-limescale for ease of cleaning after installation.

Amanda Mills, Marketing Manager, believes the Modulo models will appeal to many sectors;

“The new Modulo and Modulo XL make it easy to add a practical, yet attractive en-suite to an existing bedroom. This will be particularly appealing to the owners of small boutique hotels and bed & breakfast accommodation, particularly those that have shared bathroom facilities for guests. They are also a great solution for modular building manufacturers.”

www.kinedo.co.uk

The complete self-contained bathroom solution

Fit our Modulo bathroom easily without major work, considerably reducing installation time and costs

The Modulo is an all-in-one bathroom solution that can transform a room, adding value to your property. If you need the model with an integrated Saniflo to pump waste when gravity can’t, then as long as there is small bore pipework and electricity, the Modulo is still an optoin. With different profile and glass options, you can tailor the Modulo to your needs. Its black or white design create a modern space that fits in with any decor. Visit a Kinedo showroom or see our website to find out more.

RETAINING TALENT

Hospitality recruitment in 2025: navigating diversity, technology, and talent expectations.

As the hospitality industry progresses through 2025, recruitment challenges remain a key concern, with employers still facing issues like attracting talent, addressing skills shortages, and improving employee engagement. According to Caterer.com’s “Future of Hospitality Recruitment” report, these challenges will continue to shape the industry, but there are also new opportunities for employers willing to adapt.

A significant finding from the report is the changing expectations of the hospitality workforce. A substantial 77% of workers are open to changing jobs if the right opportunity arises, with 24% of 18-34-year-olds particularly likely to seek new roles. Salary is the primary motivator for 66% of candidates, with younger workers (72%) placing even greater importance on pay. However, other factors are also becoming crucial, such as work-life balance (40%), flexible working (31%), and enhanced benefits (27%). Feeling valued at work is another key consideration, with 23% of workers citing it as an important factor. Employers must adjust to these shifting priorities to attract and retain talent.

While attracting top talent is important, retention will become an even bigger concern in 2025. To stay competitive, businesses must offer a combination of competitive pay, flexibility, career development opportunities, and a supportive workplace culture to keep employees engaged and reduce turnover.

Diversity, equity, and inclusion (DE&I) is increasingly important to candidates. 41% of candidates say DE&I influences their decision to apply for a job, rising to 48% among 18-34-year-olds. While 90% of employers recognise its importance, only 49% have DE&I policies in place. Barriers such as outdated hiring practices and limited resources are slowing progress. For businesses looking to improve their DE&I efforts, the report suggests clear policies, inclusive hiring training, and tools to ensure fair, unbiased recruitment.

Technology, especially AI, is transforming hospitality recruitment. Over half of employers (51%) use AI, but only 18% fully leverage its potential. Larger businesses

are ahead, with 66% using AI compared to 38% of small businesses. AI is helping employers streamline CV screening, improve candidate selection, and enhance communication. For businesses still behind in AI adoption, this gap could result in losing talent to more tech-savvy competitors.

Candidates have already embraced AI, with 66% using it for job searches, particularly for improving CVs, researching companies, and preparing for interviews. Employers can use AI to optimise hiring processes, from crafting inclusive job descriptions to automating candidate communication.

To stay competitive, employers should invest in AI now, using it to streamline recruitment and improve the candidate experience.

For those looking to improve their recruitment strategy, the full report offers actionable tips, insights, and strategies to help attract and retain talent, optimise employer branding, and embrace flexible recruitment methods in 2025. Download the full report to learn how to stay ahead in a competitive landscape. caterer.com

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PEACHES AND CREAM

Clubclass and Uniforms by John Marks are defined by design.

From the high street to a hotel near you, both Nikki (from Clubclass) and Carolyne (from Uniforms by John Marks) are in total agreement when it comes to the “ins and outs” of the latest trends.

Uniforms by John Marks draws on its extensive design expertise, having started as a fashion design company 30 years ago. Allied with the technical know-how of Clubclass, they combine to offer an amazing selection of beautifully created and designed collections for all sectors of the hospitality and leisure industries.

Together they supply everything for one off single boutique hotels, to restaurants, bars and large hotel chains - front to back of house – basement to top floor.

A collaboration between the two companies is like peaches and cream.

Carolyne said, “Modern hotels opt for minimalist less formal concepts. Often hotels demand gender inclusive designs, and require suiting to be mixed with informal pieces, using contemporary ethically sourced and sustainable fabrics which are durable but nevertheless sharp and fresh.”

“Fashion is cyclical, and hotel uniforms are no exception” said Nikki. “Clubclass collections not only include the latest trends but also incorporates perpetual pieces – classic tailored suits – in a large choice of timeless fabrics that look professional and evoke a sense of luxury – without a luxury price tag.”

Both Nikki and Carolyne agree, that whatever uniform is required, quality should, and in the case of Clubclass, is an over-riding factor. All collections have been trialled, tested and crafted with precision.

Carolyne added, “Perfection and craftsmanship never go out of style. Uniforms by John Marks knows they can rely on Clubclass to offer service, quality, choice and value. We add the icing to the cake by supplying ties scarves, embroidery, printing, accessories and trims in order to ensure each property has their own identity reflecting individual brand values and individuality.

Tailoring is the bones of a uniform, but it’s the styling and brand identity that bring it to life.”

As Nikki said, “Whether incorporating the latest trends

or staying true to classic styles, uniforms balance timeless elegance with modern functionality, reflecting a company’s story, values and commitment to excellence.”

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HOTELS AND THE PANDEMIC

Five years on, by

Jane Pendlebury, CEO of HOSPA.

Five years have passed since COVID-19 turned the hotel industry upside down. Looking back, it’s remarkable how a crisis that threatened to destroy our sector instead became a powerful catalyst for change.

Remember the panic when hotels first shuttered? Those desperate months taught us resilience, but they also sparked innovations that have permanently altered how we operate. Digital check-ins, mobile room keys and ordering drinks and bar food from the table – once considered niceto-have extras – are now almost standard expectations. Guests who initially accepted these technologies out of necessity now actively prefer them.

Our workforce has undergone perhaps the most profound transformation. The combined impact of Brexit and the pandemic drained our talent pool as skilled professionals sought stability elsewhere. Many travelled back to their overseas family homes before lockdowns became too severe, and never came back to the UK. This exodus still haunts us – particularly for specialised roles. Meanwhile, attitudes toward work have fundamentally shifted in a positive way. Staff now expect flexibility where possible, and mental wellbeing has moved from corporate buzzword to genuine priority.

The economic recovery has followed an unexpected path. Rather than the prolonged downturn many feared, we witnessed ‘revenge travel’ as guests flocked back to hotels throughout 2022, helping recoup earlier losses. Business travel patterns have permanently changed with many extending overseas business trips to incorporate some leisure time. In cities around the UK, Thursdays are emerging as the new Friday as remote workers extend their weekends. The Meeting and Events sector has rebounded strongly, with companies using hotel spaces for team gatherings now that traditional offices play a diminished role.

Technology adoption has accelerated dramatically, though not without challenges. While larger chains implement sophisticated AI systems for everything from revenue management to personalised guest experiences, independent hotels often struggle to keep pace. The crucial and fundamental question remains: where does technology

enhance service, and where does human interaction remain essential?

Sustainability has evolved from optional extra to business imperative. Today’s guests increasingly choose hotels based on environmental credentials, making green practices both ethically sound and commercially savvy. Forward-thinking properties now recognise that reducing their carbon footprint attracts environmentally conscious travellers while simultaneously cutting operational costs.

What lies ahead? The next five years will likely bring continued technological innovation, with AI offering increasingly sophisticated personalisation. Economic pressures will persist, forcing hotels to find new efficiencies without compromising on quality. The most successful properties will be those that embrace change while remembering that genuine hospitality, the kind that creates lasting memories.

www.hospa.org

A HELPING HAND

Ready for some good news amid all the economic doom and gloom? We share another guest column from Kate Nicholls, Chief Executive, UKHospitality.

The Government is rolling out UKHospitality’s hospitality-specific training schemes across the country, aimed at providing the likes of hotels with thousands of work-ready recruits.

From April, the Department for Work and Pensions will work with us to rollout hospitality Sectorbased Work Academy Programmes (SWAPs) in parts of the country where jobs are needed.

The 2024 SWAPs pilots we ran proved hugely successful, delivering high quality, entry-level training for new starters and people looking to get back into work, with 80% completing the course and 85% of successful participants securing jobs in our industry.

On the back of that success, the Government will introduce the scheme to 26 areas, including 13 hotel hotspots such as Scarborough and Blackpool, as part of plans to deliver at least 100,000 SWAP participants in 2026.

The rollout will allow us to continue the development of our own Hospitality Skills Passport, a transferrable tool that holders can use to demonstrate their competence and qualifications, avoiding duplication of training when switching roles.

The SWAPs are a 20-day programme that includes 10

days in a hospitality setting or classroom, plus five days’ work experience at an employer with apprenticeship or entry level vacancies. Successful participants leave the programme with the knowledge, skills and behaviours (KSBs) that align with KSBs in level 2 apprenticeships.

And it’s an approach that we hope will attract new funding, coinciding as it does with the government reforms that will see the Apprenticeship Levy become the Growth and Skills Levy.

So what’s next? SWAPs sets in motion a partnership bringing together employers, jobseekers and Jobcentres to train more people ready to work in hotels and the wider hospitality sector.

Any interested business can register their details on the SWAP page on our website.

This is an incredibly significant development for our industry, and one we’ve been working on for some time. It’s very pleasing to see that work coming to fruition and achieving government endorsement.

SWAPs has the potential to bring tangible benefits to thousands of hospitality businesses. And that’s good news.

Kate Nicholls, Chief Executive, UKHospitality

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