An amenity set-up at The Oberoi Dubai, which opened in June 2013 in Dubai's Business Bay. An amenity set-up at The Oberoi Dubai, which opened in June 2013 in Dubai's Business Bay.

Q:WHAT ARE SOME OF THE CURRENT TRENDS IN IN-ROOM AMENITIES?
HELLFRITZ: The guestroom has emerged from a ‘utilitarian needs-only space’ into an area where the celebration of essentials and the luxuries they bestow becomes not only the centre piece of the guestroom experience but also a key selling point for the hotel.

MAHTANI: We have some clients who are now offering their customers amenity menus, where their guests can choose the amenity they want. We help our customers by offering to hold the stocks for them.

ASLAM: Mass market, off-the-shelf brands are passé and guests are looking for something that has personality and will create a unique experience for them.

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Having a branded product is not enough, it must be taken to the next level in terms of fragrances, designs, and packaging. Luxury hotel brands such as the Four Seasons Hotels and Rosewood Hotels have set the trend for other hotels to follow.

Though they are true to the ‘corporate decision’ and agreements for guest amenities, each individual property is allowed to select a brand/packaging/concept that is unique for their property.

TR: During the past couple of years, we have seen a massive shift towards major retail brands. Ten years back or so, major independent properties or chains wanted their logoed, bespoke amenities.

But things have changed a lot since then. Individuals are increasingly brand conscious and they will use only the cosmetic brands they know or trust. Experienced hoteliers have understood this shift of trend and they have moved towards branded amenities.

SWEETING: More and more luxury hospitality companies are moving toward offering guests one amenity brand across the portfolio. Four Seasons is moving in the opposite direction, focusing instead on tailoring the amenity experience for each property, extending the brand’s commitment to highly customised services and experiences. Ultimately, the goal of the custom amenity programme is to enhance the guest experience, and evoke vivid memories when the amenities are used again in the future.

VICTORIA LEE: No matter what the trend is, hoteliers need to think very carefully when choosing an amenity programme. The guest is paying for their view, the 100% Egyptian cotton sheets, the flat screen TV, but the only thing they get to take away with them are the amenities. It is a gift from the hotel to their guest to thank them for staying with them.
ALANA CROSSAN: The international market trends are towards more masculine fragrances, nature inspired and beauty brand products. In the UAE specifically, brand recognition is ever-important and some hotels like to incorporate local inspired fragrances such as Oud. We have most recently launched an amenities line in conjunction with Italian fashion house Missoni, offering a range that is colourful, eccentric and chic.

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