I clearly have the wrong attitude towards hotels. When I notice a hotel offering robes, beds and other items for sale, I assume that they’re just trying to wring a bit more profit out of my stay. “As if it wasn’t expensive enough already,” I mutter. However, this article in today’s New York Times suggests that many people actually appreciate the fact that these days pretty much everything in a hotel is for sale. In fact, some travelers, not content simply to buy the items pitched by the hotel, also make bids on the paintings, chairs and light fittings.
In my last post, Fresh-baked or half-baked, which discussed sensory branding, I mentioned that Westin’s signature scent, White Tea, was used in all of Westin’s hotel lobbies. According to the New York Times, Westin now sells the White Tea scent as an oil, candle and stick (priced from $25 to $65 online at the Westin at Home site), along with the Heavenly Bed, robes, towels and other bathroom accessories.
Quoted in the article, Alan J. Fuerstman, founder and chief executive of Montage Hotels and Resorts, says that the concept of hotels offering items for sale “makes great sense for both the seller and the buyer. The guest takes home an emotional reminder of a memorable stay and the hotel plants a marketing seed where he or she lives, literally.” And that, of course, is the whole idea of sensory branding—to extend the brand’s footprint in different ways in order to build a stronger relationship with consumers.
But I wonder … does Fuerstman believe that this strategy works for every hotel and every traveler? It might work for the luxury Montage in Laguna Beach, but what about the Marriot Courtyard in Warwick, England?
Personally, I’m not sure his rationale applies to the frequent business traveler. As a frequent traveler myself, I believe you can definitely have too much of a good thing. When I get home from a road trip, the last thing I want is to be reminded of the hotels I stayed in. All too often, I’d be reminded of late night arrivals, noisy neighbors and poor Internet connections.
But maybe I am alone in this opinion. Peter Greenberg, the travel editor of NBC’s Today show and author of Hotel Secrets From the Travel Detective, must travel more than I do, and, according to the New York Times, he’s an ardent collector of hotel memorabilia. His purchases, which include a bathtub from the Hong Kong Peninsula and a 300-pound hand-carved teak parlor door from the Four Seasons Bangkok, make my large bottle of Westin’s Chamomile and Tea Tree Oil Moisturizer seem tiny after all.
So what do you think? Does it somehow detract from the hotel experience when everything is for sale? Do you think the sensory strategy makes sense for all hotels to pursue? And, why, oh why, is Westin selling specially-designed products for your dog? Maybe theterrier can enlighten us.
(20 votes, average: 3.6 out of 5)
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December 12th, 2006 at 10:46 pm
I think, Nigel, that by selling dog beds, collars, and leashers, Westin is advertising that they’re a dog friendly chain. Most of their hotels accept dogs up to a 30 or 40 pound limit.
You know, for people who don’t like shopping, or just don’t have the time for it, the idea of buying some hotel furnishings may be appealing. You get to give the items a decent tryout, after all.
And now that I think about it - if someone told me I could buy the picture over the bed, that would probably cause me to take some interest in it. I’d probably take a good look at it, even if I had no intention of buying it. It would suddenly take on some additional value - more than it had as generic hotel room decor. And the hotel could certainly manipulate my reaction to it, depending on how they priced it!
Would it work for different types of hotels? Sure, provided they’ve already established some type of personality with their advertising. For example, I could see some real cult appeal developing around Motel 6 bed and bath accessories. But Days Inn? Maybe not.
December 13th, 2006 at 12:34 pm
Thanks for the comment.
I can certainly see the argument that hotels allow people to test before they buy. This is probably why the beds have been so popular since most outlets do not allow you to return a mattress without charge. It raises an interesting question in my mind. Should hotels adopt this as a strategy to develop their bond with frequent stayers further by varying the goods on offer on a more regular basis? Can they leverage the “try before you buy” strategy with a wider variety of suppliers?
December 19th, 2006 at 10:08 am
Now this is an interesting one, from lots of angles - not that your posts aren’t all interesting, obviously!
The idea that the furniture or artwork in a hotel might be for sale would raise my level of interest in it - because I might think there’s a chance of it actually being of good quality.
The obvious brand spin-off for hotels seems to be about selling the sense of luxury and indulgence that a good hotel room evokes. Now this fits much better with the snowy-white bath robe or the complimentary shampoo than the smell of the lobby. And after all, which of us hasn’t pilfered a few bottles of toileteries for our overnight bag?!
I wonder if the hotels see this as an opportunity to generate additional revenue, or a change to extend the consumer’s engagement with the brand. Low value items that make a big sensory impact might be just what they need for to help evoke the spirit of the brand.
But for me, I’d much rather find a way to make the hotel remind me of home that the other way around. Now that would be a challenge!
December 20th, 2006 at 1:12 pm
Sadly, I must admit to bit of a soft spot for the “W” hotel store concept…
http://www.whotelsthestore.com
Like the Westin, the “W” hotels are part of the Starwood chain. Unlike the Westin though the W store feels like a great fit with the overall hotel concept.
If you buy into the premise of the hotel you will probably be happy to spend 10 minutes in the store whilst waiting for a tardy colleague.
Their offer extends well beyond the idea of “taking the room home with you” to fashion, gifts and toys, most of which is not branded with the hotel logo.
December 20th, 2006 at 2:18 pm
Hi Lee,
I have to admit that I was blissfully unaware of the “W” store until now (sorry, could not resist the pun). Now you have pointed it out I agree that it is way more than “take the room home” and better for it. It is definitely more a lifestyle pitch and - scary - I have already seen a couple of things I would like.
Thanks for pointing this out.
Nigel