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THE VALUE OF
GOOD AMENITIES AGAINST
COST OF ROOM RATES
BY MURRAY ROBERTS, SALES & MARKETING DIRECTOR, ASLOTEL
S
omeone once said to me that good
quality toiletries left for guests to
enjoy is one of the cheapest and
most impactful upgrades a hotel
can provide.
Guests will evaluate their stay based on
every aspect of their accommodation, which
means that each function and offering
will be scrutinised closely and not always
overtly as a lot of what they experience has a
subtle but profound impact. Guest amenities
and in particular toiletries are one of the
most discussed topics of any hotel stay as
toiletries will be one of the first things a
guest will mention when recommending or
discussing their stay either in person or
on social media. So, although most hotels
provide toiletries for their guests, hotel
owners do not always use this as a selling
point, which is something that has always
surprised me, as a luxury brand of toiletries
is, surely, an enticing prospect for any
guest? Also, it helps to differentiate a hotel
from its competitors.
A luxury brand of toiletries, especially
if it is a recognised retail name, adds
an intrinsic value and can boost the ROI
expectation of hotel owners. To find a brand
such as – for example – Clarins - provided
in guest bathrooms will impress guests
and add the WOW factor which means that
for the guest from that early impression
of their stay it can only get better. It is true
to say, of course, that this will impress
the first time guest perhaps more so than
returning guests who will already be aware
of what is provided which is, perhaps, one
of the reasons they choose to come back.
Many of you will be aware, through my
monthly column, that I talk a lot about the
value of good quality products, whether
toiletries or equipment, as I believe very
firmly that you cannot put a price on trust.
Price is a factor, of course, as all hotel
owners have to consider RevPar, hotel
operating costs and cost containment to
help improve profitability however I cannot
stress enough the importance of providing
toiletry products with reliable ingredients,
from trusted brands and trusted suppliers
which might be slightly over budget but
well worth it in the long run.
A great brand of toiletries will enhance
the guest experience – you only have to
search online to read reviews and to see
what guests actually do with the products
they take home. Some keep them for their
own use or give them as a gift; others
perhaps donate them to charity and there
are those that will sell them meaning that
the value of the products you have provided
increases even after they have gone home!
And that can’t be bad for business surely?