Business travelers are shortening their stays at hotels across the country. Rising airline costs are being passed onto the consumer. In these insecure times, the average family taking once a year summer vacations is at an all time low.  

There’s no denying the travel industry has taken a hit as a result of the slumping economy.  In response to all of these factors, hotels are stepping up their amenities and value-added services in an attempt to inject some growth back into their slumping occupancy rates.  Hotels have to do more in less time if they want to attract and maintain loyal customers.  That means doing whatever possible to turn the hotel room itself into a destination event, rather than just being a dumping ground for luggage and a comfortable bed.  The shorter the trip, the less hoteliers can rely on surrounding destinations to sell the room; there’s simply less time to see any of it. 

In response, hotels are providing more interesting services to appeal to a variety of customers. A popular trend in revitalized turn-down service includes what some hotels are calling a “bath sommelier” or “bath master”.  This new approach to guest services appeals to those road weary business travelers who have survived a brutal flight, a hectic meeting with clients and a rushed dinner in yet another city far from home.  But it also adds a spark of luxurious romance for the couple on a long weekend away from the children, when revitalizing and rejuvinating the mind, body and spirit is a high priority.  Having someone draw your bath, complete with aromatherapy oils, candles, plush towels and wine may seem a ridiculous indulgence to some - but in an economy becoming more and more defined in terms of scarcity and sacrifice, these guilty pleasures are likely to become more popular as long as they aren’t an overpriced extravagance.

Both business and pleasure travelers want good value for their money, knowing that they will be treated to extra special services that they can’t find at home.  No longer is it enough to simply pay top dollar: customers in today’s market want the experience of a lifetime while still keeping an eye on the bottom line.  While empty rooms require no daily room services or additional expenditures to the hotel, maintaining occupancy rates are the lifeline for successful hotels.  By providing additional amenities such as spa treatments, free meals at hotel restaurants and longer stay incentives, hotels improve their chances of long term survival in these highly uncertain times.

It’s vital to remember that one man’s extravagance is another’s reason for booking a third night’s stay.  Hospitality venues - not just hotels, but anyone in the travel industry - need to look at what they’re doing with fresh eyes.  Every little unique detail can constitute an additional incentive, and travel vendors may be already providing special amenities and not advertising it to potential guests.  To keep a competitive message in this tight market, they can’t afford to keep hiding the unique details that make them special.