5 minute read
Shaping guest experiences through thoughtful amenities
Complimentary products in hotel rooms provide more than just convenience – they add a personal touch and significantly shape the guest experience. Highquality amenities and accessories can elevate an ordinary stay into a wellness retreat or luxury escape, conveying care, elegance, and a sense of pampering. These details often influence guests’ decisions when choosing accommodation.
The selection of amenities also reflects a hotel’s overall quality and style. Stocking rooms with generic, basic amenities may be convenient and offer shortterm cost savings but can leave guests with a less favourable impression and conflict with sustainability goals. In contrast, investing in thoughtful highquality amenities can elevate the guest experience and leave a lasting, positive memory. Wellcurated amenities that appeal to all also serve as an indirect form of marketing, reinforcing brand loyalty and setting properties apart in a competitive market. Despite global inflation, recent studies show that 64 percent of travellers plan to prioritise leisure travel in 2024, even if it means reducing spending in other areas. This reinforces the importance of providing high-quality in-room amenities for guests looking to indulge.
Research from the Journal of Hospitality and Tourism Insights shows that generic bathroom amenities in dispensers can degrade the image of economy hotels, while luxury toiletries enhance guest impressions.
For hoteliers, this underscores the value of selecting premium products. Not only do they provide a memorable experience, but they also strengthen the hotel’s image, helping attract and retain loyal customers in an increasingly discerning travel market.
To explore what guests are currently seeking, AccomNews spoke with two industry experts about what amenities and accessories hoteliers should consider offering.
Swisstrade Director Peter Weingartner told us:
“Environmental responsibility is key in today’s competitive environment and delivering a clear message is paramount for every accommodation provider.
“Additionally, personalised amenities are making a comeback, and guests are loving offerings that encourage acts of self-care, such as bath salts or pillow mists.”
Tobias Lord, Head of Brand at Weatherdon, agreed that sustainability is a priority for both hoteliers and guests. “Guests are increasingly aware of the environmental impact of their stay and are looking to hotels to reflect their values,” he said.
Weatherdon has also seen a growing demand for children's amenities. Mr Lord revealed: “Items like mini soaps, gels, dental kits, slippers, and colouring books have become popular among younger guests."
Refinements that add a ‘touch of class’
Swisstrade has observed a significant shift in demand for inroom accessories as hotels move beyond the practices adopted during the pandemic. “After guest rooms were stripped of most touchpoints during and after COVID-19, we’re finally seeing the return of refinements that add a touch of class and generosity to the in-room experience,” Mr Weingartner explained.
He added that hotels are now opting for unique inclusions like bamboo combs, biodegradable loofahs, mouthwash, and nail care sets – thoughtful touches that guests don’t typically expect.
Mr Lord pointed out that, with smartphones and tablets becoming essential travel companions, hotels are increasingly providing convenient charging solutions, such as USB and USBC ports directly in walls or wireless charging on clock radios. “Weatherdon has noted that the clock radio option is very popular in hotels across the country,” he said.
The power of branding
Branding has made a comeback in hotel accessories, helping properties strengthen their image. “Like former fashion trends and bygone music styles, all things old seem to be making a comeback, including branded accessories,” said Mr Weingartner. While wet amenities branded with hotel names may not return soon, there’s a growing trend toward branding boxed accessories, driving brand awareness and creating memorable keepsakes for guests.
Mr Lord added that hotels often leverage premium, recognisable international brands and fragrances as an extension of their own brand. “Offering well-known, high-quality brands heightens the guest experience through association. Quality and fragrance remain top priorities, regardless of the brand name.”
Sustainability and hygiene considerations
Sustainability is a top concern for both hoteliers and guests, but Mr Weingartner cautioned against making misleading environmental claims. “Demand for eco-friendly accessories isn’t new, but it’s definitely on the rise. However, avoiding ‘greenwashing’ – the promotion of false environmental claims – is more important than ever. Misleading messaging can lead to negative repercussions if guests discover it,” he said.
Partnering with companies that provide genuinely sustainable solutions helps hotels align their efforts with the values of modern travellers.
Mr Lord says that it’s now easier than ever for hotels to meet the demand for sustainable amenities. “By eliminating single-use bottles, Weatherdon has seen its hotel partners reduce plastic waste by up to 86 percent and save money, while also streamlining housekeeping tasks,” he said.
In a post-pandemic world, hygiene is another key concern. Many accommodation operators have moved away from singleuse toiletries, opting instead for refillable pump dispensers for shower gel, hand wash, shampoo, and conditioner.
However, a recent study from Germany found that 67 percent of refillable pump dispensers (38 out of 57) harboured harmful germs, despite the product inside being uncontaminated. This highlights the importance of using high-quality dispensers that meet hygiene standards.
“After the shift towards retailstyle pump dispensers, we’re now seeing high demand for commercially viable dispensers that meet stringent international hygiene and safety standards,” Mr Weingartner added.
Personalisation and wellness trends
Personalisation and wellness are also key trends shaping today’s guest experiences. While creating custombranded amenities might seem challenging, Mr Weingartner reassured that it’s achievable with the right support. “With an expert team, you can create unique amenities that elevate your property’s brand.”
Wellness has become a defining feature of hotel stays, and even small touches can enhance the guest experience. “Wellness is a major trend in delivering exceptional hotel stays. A few simple touches can make a significant difference,” said Mr Weingartner. “An unexpected turndown treat, such as a pillow mist, soothing bath elixir, or natural loofah, can surprise and delight guests.”
By embracing wellness trends and offering personalised, sustainable amenities, hotels can create more meaningful and memorable experiences that stand out in today’s competitive market.
