By focusing on a quality robe, you
will improve guest retention, enhance
trust in your brand and increase
return on investment. Let’s take a
deeper dive into how the anticipated
savings of purchasing a less expensive
robe is an illusion.
Product quality is an intrinsic
differentiator, which should affect
purchasing decisions, along with the
true cost of the life of the product.
It is often said that the bitter taste
of poor-quality lasts much longer
than the sweet taste of a lower
purchased cost. The damage to your
brand, especially in the new reality of
social media is uncalculatable. The
enormous reach and speed of social
media are a force to be managed very
closely.
WHAT ARE THE PRIMARY
BENEFITS A PROPERTY CAN
ANTICIPATE BY BUYING
QUALITY?
1. You can expect to build trust with
your guests. Your brand is your
promise and your promise must
be aligned with your message.
Purchasing robes that keep your
promise of quality and luxury
strengthen your brand message.
It becomes a question of trust,
which you cannot afford to lose
over short-term savings. Building
loyalty and trust allows you to
charge higher rates since the
experience is commensurate with
your guest’s expectations.
2. It Increases positive word
of mouth and social media
recommendations. 92% of people
trust recommendations from
friends and family above all other
forms of advertising. It is the
ultimate influencer and the cost
is free. Increase positive reviews,
recommendations, and shares by
offering a quality robe your guests
will truly enjoy.
3. Customer complaints will be
dramatically reduced. Studies
confirm that ordering from brands
that are known for their quality
and service greatly reduce guest
complaints. In addition, when
your guest’s initial experience is
exceptional, the probability of
repeat stays, and enhanced brand
loyalty is increased. A quality
robe is an inexpensive investment
toward your objective of ensuring
a guest stay always exceeds their
expectations.
4. Aesthetics matter to your guests.
How the robe looks when hung,
feels when worn and fits are critical
components of the robes overall
quality. Quality robe specifications
will be more generous, and the
fabrics will be heavier and more
durable. That higher quality will be
apparent to the guest, at their first
touch of the robe.
34 ILHA
5. Purchasing quality robes will
result in higher (ROI). The
true cost of a garment cannot
be calculated only by the initial
cost. The life of the garment is
the true test of actual operational
costs. Robes manufactured from
quality fabrics can be expected
to remain in service longer than a
less expensive, lighter fabric. For
additional benefits, purchase a
polyester microfiber robe. It will
reduce wrinkling, which improves
the look of the robe in the room
or spa. In addition, you will lower
your laundering costs, due to faster
drying times and lower washing
temperatures. Those laundering
benefits will also contribute to your
sustainability efforts.
In conclusion, purchasing quality
robes has numerous benefits. The
trust, credibility, and loyalty that are
commensurate with happy guests
ultimately result in repeat stays and
positive recommendations. The
operational cost savings is an added
benefit. The decision appears to be
clear, purchasing quality robes should
be a priority within any properties
overall business strategy.
About the author
Mark DeLucca….President, Chadsworth
and Haig
40 years’ experience in apparel
product development, supply chain
management, and sales & marketing. At
Starter Sportswear, a licensed pro team
manufacturer, I worked as an activewear
product manager and then headwear
division manager. At Adams Fashion
Headwear, I was the COO and then CEO for
10 years. As President of Chadsworth and
Haig, I am focused on continually learning
more about the continuing evolution of
the hospitality business and how our team
and product line can add value for the
properties we are fortunate enough to
service.