SUPPLIER ROUNDTABLE: In-room amenities
Meet the experts
Tatjana Drief, sales director GCC, ADA Cosmetics International. ADA Cosmetics International is a leading supplier and producer of hotel cosmetics. It develops top quality, modern body care products that meet the needs of the hotel guest as well as the demands of the hotel industry.
Laurent Marchand, CEO Groupe GM. With a robust international network of exclusive distributors and manufacturers, Groupe GM has been providing guest amenities to hotels around the world for more than 35 years.
Robert Dupree, Middle East general manager, Pacific Direct. Pacific Direct is a global company with manufacturing plants and offices in eight countries. Established in 1991, it delivers quality products to customers in 110 countries.
Sue Harmsworth MBE, founder and CEO of ESPA. Creator of some of the world’s finest spas, ESPA has pioneered the science of natural beauty in its collection of radically effective formulations.
Andrew Keating, managing director Sysco Guest Supply. As a global company Sysco supplies toiletries and hotel amenities to 45 of the top 50 major hotel companies around the world. At present it supplies products to around 32,000 hotels in more than 90 countries.
Supodge Sanamsorn, executive housekeeper Dusit Thani Dubai. Dusit Thani Dubai hotel combines the latest in luxury amenities with traditional Thai hospitality in all 321 rooms and suites providing the comforts expected of a luxurious international five-star hotel.
Vinayak C Mahtani, CEO, Unique Precise International. Unique Precise was established in 2005 by a group of like-minded professionals from diverse industries; with the vision to set up a one-stop solution company to tackle clients’ design, development and procurement needs.
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In-room amenities are big business: with guests more discerning than ever, toiletries are more than just treats to add to the bathroom. Instead, they are products able to reflect your entire brand promise, worthy of serious investment.
Q: WHAT TRENDS ARE YOU SEEING with IN-ROOM AMENITIES?
TATJANA DRIEF: Whether it is a budget hotel or a five-star residence, the one big issue is quality. Quality means premium ingredients, highly-effective formulations and the utmost in skin-friendliness. At the same time, the awareness for green amenities is increasing.
However, much education is still required to improve the know-how about environmentally friendly/natural cosmetics.
LAURENT MARCHAND: The retail market for green cosmetics is growing rapidly and as a result hotels are also looking for eco-friendly amenities to match their guests’ expectations.
The Ecocert certification of organic products is highly important for us because it guarantees the quality of the products we offer.
ROBERT DUPREE: Spa products are becoming increasingly popular, with those that replicate the products in the in-house spa being the most sought after.
These types of products allow guests to indulge themselves and for the hotel they increase revenues on spa-related products and services.
SUE HARMSWORTH: The trend is for greener, higher-quality products — the formula used in ESPA amenities is natural and free from all ‘nasties’ including parabens, silicones and skin-irritating ingredients such as SLS and SLES.
ANDREW KEATING: The environment, sustainable sourcing and carbon footprint are high on the agenda followed closely by formulations, plus cutting-edge design.
We have taken this on board and not only are we offering recyclable plastic, we have added a bio-degradable enzyme into our bottles, so if they go to a recycling plant they are recycled or if they end up in landfill they will break down.
SUPODGE SANAMSORN: In-room amenities are moving towards the herbal and branded products, which are environmentally friendly. There is a drive towards amenities traditionally associated with spas also.
VINAYAK C MAHTANI: The budget and cost-conscience hotels are moving towards products which market themselves as being environmentally friendly. Another trend we’re seeing is luxury hotels are looking for unique brands, names with a story behind them.
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Q: HOW HAS THE AMENITY BUSINESS EVOLVED?
ANDREW KEATING: Many years ago the choice and range of products would have been far less than that of today and it would be true to say that there is now a greater emphasis on retail brand recognition appropriate to the identity of the hotelier and their brand standards.
TATJANA DRIEF: Not too long ago, there was a strong focus on the price, and less emphasis on the quality and safety of products. This trend was strongly supported by the crisis in 2008/09, when cost cutting was the order of the day.
With markets picking up again and business returning, gradually hotels came to understand the need to improve the quality of amenities.
LAURENT MARCHAND: One of the big changes concerns cosmetic regulations; these have changed significantly since the 70s. Hoteliers are now very careful about the products they offer to their guests, they don’t want to risk jeopardising their guests’ health by working with unscrupulous manufacturers and they now require guarantees for the safety of their guests.
The most striking recent change is the spa brand development in luxury hotels, with a spa branded guest amenity line. The number of branded products increased tremendously over the years; branded amenities now represent over one third of our activity.
ROBERT DUPREE: We have noticed a sea change from customised products towards branded products, such as Acqua di Parma, Asprey, Elemis etc. Guests want to relax on holiday and indulge themselves with high quality brands that they are familiar with. Customers expect value for money and a branded product range that they recognise and maybe even use already makes them feel pampered and valued.
SUE HARMSWORTH: Guests are now demanding better quality products ‘in room’ and that demand will only increase. Hoteliers now see that if guests ‘steal’ their amenities it’s a compliment not a cost as it adds value to the whole luxury guest experience.
SUPODGE SANAMSORN: The amenities are changing from regular to branded and to herbal products. There are a lot more branded in-room amenities on the market and guests expect this from a five star hotel.
VINAYAK C MAHTANI: We are seeing hotels being far more cost conscious. In the past they were ready to spend that extra couple of fils. As we see the industry coming back to stable levels hotels will start to realise that the cheapest option for amenities may not suit hotel image.
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Q: WHAT DO HOTELIERS NEED FROM THEIR IN-ROOM AMENITIES?
LAURENT MARCHAND: First of all they need quality. Hoteliers must be able to offer a first-class product to their guests. Ensuring customer safety is a priority, which is why it is essential for them to use products conforming to cosmetic laws and strictly adhering to all legal requirements. Hoteliers also need great designs and a large variety of fragrance.
TATJANA DRIEF: A product that is aligned with the hotel concept, becoming part of the hotel’s identity and the guest experience. It is a small detail that attracts a lot of attention from guests.
Hence, the product has to be of a standard that represents the best of the hotel, a product that is not just body care, but also a marketing tool and brand ambassador, a souvenir to be taken home, and provides a positive experience.
ROBERT DUPREE: Ultimately the hotelier needs to trust the product. Customers are used to seeing globally-recognised, high-quality brands in the hotels and so expectations have increased accordingly. High-quality products, in easy-to-use packaging adds the finishing touch to the guest experience, but also ensures the housekeeper’s job is simple.
SUE HARMSWORTH: Hoteliers are looking for quality products that perform well and look good to give guests a more luxury experience according to room type. They understand that guests want brands they can trust and often don’t trust own label. They also want to see innovation.
ANDREW KEATING: Essentially the right amenity brand match to enhance the hotelier’s message and perceived value to their guests. Guest amenities are a tool for the hotelier, not only adding to the guest experience, but a true marketing implement as a permanent reminder of their stay when they invariably take some of the items home.
Q: WHAT ARE THE CHALLENGES YOU HAVE TO OVERCOME AS SUPPLIERS?
VINAYAK C MAHTANI: Because of the services we offer, the biggest challenge is forecasting what stock the hotels are going to consume.
TATJANA DRIEF: Import regulations in the GCC can change without prior notice. Certain countries do not allow fast and flexible delivery due to time and cost-intensive import requirements.
LAURENT MARCHAND: Asian suppliers offer products at very low prices and we experience high pressure from our clients to lower prices. They want to have branded products but are not always willing to pay the price for them. We often have to explain that we offer a higher-quality product and guarantee safety which is why our prices cannot go below a certain point.
ROBERT DUPREE: The hotel business is notoriously fast paced, so one of the biggest challenges we face is to keep up to date with current trends. The look and feel of the amenities needs to be kept fresh, up to date and in line with the luxury market place that we work within.
ANDREW KEATING: Like all businesses in to today’s global economic climate, maintaining costs without sacrificing quality and service levels is key to maintaining and exceeding our clients’ expectations.
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Q:HOW IMPORTANT IS BRANDING WITH AMENITIES?
TATJANA DRIEF: On this topic, opinions vary. The five-star market is aiming for brands, associating their hotel with the identity of a renowned and reputable retail product. This is very much the case with international hotel chains.
But some of the leading hotels, including some in the Middle East, have taken the innovative step of letting their own identity speak for itself: with an exclusive creation to perfectly represent the hotel.
LAURENT MARCHAND: The hotel that chooses a branded amenity range demonstrates a guarantee of quality and consideration for its guests.
SUE HARMSWORTH: Branding is really important not only to increase the luxury experience but also leads to secondary spend. The ESPA amenities also have a new line of retail products that share the fragrance of the range, allowing guests the opportunity to buy the product in the spa and also in retail sites.
ANDREW KEATING: Brand is paramount in the guest amenity market, providing a particular luxury brand identifies the hotel with the virtues of that brand, and strongly indicates its core values.
International travellers are highly sophisticated in their choice and knowledge of the world’s leading brands and they identify with and trust them to deliver the luxury and quality they expect.
SUPODGE SANAMSORN: Branded amenities are important in terms of guest loyalty. Guests like to feel at home when staying with us and by stocking branded amenities they know the value and quality and feel comfortable using them. This keeps us ahead of our competitors.
VINAYAK C MAHTANI: Over the past three to four years hotels have opted for the high street luxury brand, but now they want that new name – a brand which no one else has and is unique to them. They don't want a product which is available in every other five-star hotel anymore. I think this is because GMs of five-star hotels, although part of a chain, want to have their property stand out from the rest, and Dubai and the UAE as a market encourages that.
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Q: WHAT ARE THE DIFFERENT DEMANDS FROM LUXURY AND BUDGET HOTELS?
ROBERT DUPREE: In our experience both demand fast and precise delivery, service, quality and a good price. Differences are reflected in which products chosen, but the demands are very similar.
SUE HARMSWORTH: In luxury hotels the importance is smell, feel and brand - the guest amenities experience should be the same quality as that of champagne and chocolate. ANDREW KEATING: Whilst products and brand obviously vary from budget to luxury hotels the expectations of quality and service are the same.
VINAYAK C MAHTANI: From a service angle the demands are the same, both luxury and budget hotels need to ensure they have amenities to fill the rooms when there is an unexpected large increase in occupancy levels. The difference really comes to the price they are ready to pay for the product.
TATJANA DRIEF: Guest expectations increase with rising hotel standards. Functional dispensers are accepted in budget hotels, but guests staying in a four-star hotel and higher expect individual portions.
Furthermore, the designs, sizes and packaging of amenities, of course, represent the standard and style of the hotel.
LAURENT MARCHAND: Luxury hotels are very interested in branded amenities as offering a branded line shows a guarantee of quality. Budget hotels tend to look for inexpensive lines and for cosmetic dispensers.
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BESTSELLING AMENITIES
ADA cosmetics international
“In the luxury segment, it is the brand Chopard, bringing a note of luxury and prestige. In the four- and five-star segment, our spa-line Hydro Basics, based on seaweed, has proven to be ideal. 30% of ADA’s overall turnover is achieved with press and wash.” Tatjana Drief.
Groupe GM
“Our Damana range is probably one of our best-selling lines. Since its creation in 2003, over 30 million products in the Damana range have been sold to hotels across the world.” Laurent Marchand.
PACIFIC DIRECT
“Our largest orders occur when we are able to supply a full product range. Pacific Direct is able to provide a full service that adds the finishing touch to the hotel guests’ experience, offering the high standard of products and service that the luxury hotelier expects.” Robert Dupree.
ESPA
“Our two best-selling amenities currently are Awakening Shampoo and Revitalising Body Wash. ESPA Amenities are available in Shampoo, Conditioner, Body Wash, Body Lotion – 30 & 75ml sizes. Plus a Refreshing Cleansing Bar – available in 30 & 50ml. We also have a full line up of spa products which can be adapted in order to add value.” Sue Harmsworth MBE.
SYSCO guest supply
“We have a large portfolio of Brands enabling the hoteliers' brand criteria to be met and the best-selling products are always shampoo / body wash and soap.” Andrew Keating.
UNIQUE PRECISE international
“Our current range BeeKind from Gilchrist and Soames is one of our bestselling amenities in the Middle East. We are personally very happy with this as a part of the revenue is contributed to preserving the bumble bee, which if not rehabilitated will soon be extinct.” Vinayak C Mahtani.