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.
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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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