Amenity Mix Shifts With Economy’s Ups, Downs

NATIONAL REPORT— Despite the economic slump of the past few years, many hoteliers proudly tout the fact that they have not appreciably scaled back on guestroom amenities with some saying they have actually been enhancing their offerings to guests instead. “After 9/11 a lot of brands loosened requirements for guestroom amenities. We have elected not to,” said Robert Habeeb, president/COO of the Des Plaines, IL-based First Hospitality Group. “It doesn’t seem like a good practice to nickel and dime our guests, especially during tough times. We need to work harder to remain competitive.” The Hampton brand “has a huge new initiative to upgrade amenities,” according to Habeeb. In fact, in late January, the brand unveiled its “Make It Hampton” program that covers more than 60 new products and service standards. These include things such as complimentary high-speed Internet access; a lap desk to make it more convenient for a guest to work, read or write while in bed or in a chair; and an easy-to-use alarm clock radio. Additionally, Hampton is upgrading its bedding; adding new contemporary artwork; and in the guest bathroom, there will be plusher towels, a curved shower rod for more elbow room, a six-setting WaterPik showerhead and a new line of bath amenities. Called Purity Basics, the bath amenities include soaps, shampoo, conditioner, moisturizer, shower gel, mouthwash, a shoe mitt, a vanity kit, shower cap and a tin of mints. The amenities are positioned in a new amenity tray to save on counter space. In the past few years, Larkspur Hospitality has made some adjustments in the mix of amenities its offers guests, according to Karl Hoagland, president, chairman and CEO of the Corte Madera, CA-based firm. “We have reduced our Welcome Baskets to only include certain items upon arrival whereas in the past they were replenished daily,” Hoagland said. The baskets now include bottled water, popcorn and granola bars. “In addition, we have changed our hand towels from all logoed towels to only one Larkspur Landing logoed towel per room,” Hoagland said. However, with the economy showing signs of recovery, “we think now is a great time to add amenities and take more market share,” he said. For Larkspur that means “a better bedding package, a pillow menu, healthier choices for breakfast, and a wider newspaper selection to deliver to rooms” with three choices available, he said. Additionally, Hoagland said technological amenities will be offered such as DVD players, a selection of Oscar-winning movies available for complimentary check-out at the front desk, expanded cable TV channels, and wireless high-speed Internet access in public spaces and meeting rooms. The most popular amenities at the 19 hotels owned and operated by Larkspur Hospitality include in-room Starbucks coffee; 24-hour Starbucks coffee in the lobby, and warm cookies in the evening. High-speed Internet access is the most requested amenity these days, according to Habeeb. “It is the big one now and it will drive future technological amenities. We’re going to have to deliver a wireless signal where we are not already,” he said. For its part, First Hospitality Group has been experimenting with some new amenities at its Indian Lakes Resort in Bloomingdale, IL, Habeeb added. “Little goodies” have been added to the minibar selection “to make the guestroom more fun. We’ve put in hats, a tee shirt in a canister and Pez dispensers which have been amazing” in terms of the number sold, he said. “Amenity creep” has been evident in recent years, according to Gerald Chase, president/COO of the Shelton, CT-based New Castle Hotels. “It’s a very competitive environment and that is always challenging for owners. There has been amenity creep where you have a situation if one flag does it, the others feel they have to,” Chase said. “In the past five years, we’ve seen more amenities added than in all of the previous 15 years.” Chase said New Castle frequently offers amenities abov