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: HOW ARE AMENITIES LINKED TO HOTEL SPAS AND WHAT ARE THE ADVANTAGES OF HAVING THEM IN-ROOM?
TR: This is a sub trend evident in the market where the spa products extend to the in room amenities as well. So there is a continuity in the fragrance used during a stay.

KONIG: Spa capture ratios are generally low in comparison with guest turnover, therefore having spa-related amenities in the hotel room could become an effective teaser by allowing the customer to experience the spa’s products.

HELLFRITZ: In many respects, the trend towards a ‘spa experience’ has transformed the guestroom; the barriers between the bedroom and bathroom are rapidly beginning to dissolve. A hybrid spatial and visual makeover has embraced a new generation of guest expectations where the bath area has evolved into a personal sanctuary for relaxation and well-being and is now an integral part of the hotel’s brand identity.

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CROSSAN: Having the same brand in-room is the perfect marketing tool for the brand and the hotel spa. Spa Business magazine reported that a trial at a Florida resort showed in-room amenity brand interaction increased enquiries at its spa by 83%, ‘lending support to the idea of amenities’ business benefits’.

For brand visibility, thousands of hotel guests a year are seeing and using their brand. We have seen evidence of this first hand by developing an exclusive range of Anne Semonin amenities for Radisson Blu hotels worldwide.

HADLER: Wellness hotels and resorts pay great attention to the link between the body care products in the hotel bathroom and those that guests expect to see in the hotel’s spa or pool area.

A case in point: the Travel Charme Hotel & Resorts in Europe, for whom this is the main objective. For this client, ADA developed the PURIA series, which is offered in both areas, thus already initiating the wellness idea in the bathroom. The bathroom products practically invite guests to enjoy the hotel’s wellness offerings and have a guiding function.