Goldfish, bottomless tequila decanters, feathered slippers and pillows that promise to reduce stress while you sleep are part of a growing array of perks hotels now offer business and luxury travelers. In an industry where properties are increasingly marketed as six- or seven-star — from Dubai’s Burj Al Arab with full-sized Hermès toiletries to Milan’s Town House 8 featuring Nespresso machines and internationally themed tea corners — hoteliers are pushing creativity and service to new heights.
It’s the Little Things
Competition and elevated guest expectations have driven hotels to create experiences that feel like a true home away from home. Kimpton, for example, adds playful, personal touches by offering giraffe-print robes for taller guests or goldfish on request to comfort solo travelers. Such gestures aim to make guests feel seen and cared for.
At the Westin La Cantera Resort in San Antonio, Texas, General Manager Tony Cherone has a director of guest experiences who analyzes feedback, corrects issues and recommends service enhancements. A recent $12 million renovation added tooled leather headboards, 42-inch flat-panel HDTVs, new carpeting and furnishings, a virtual concierge and the brand’s signature Heavenly Beds and Heavenly Bath products across all 508 guestrooms.
“The desires and needs of today’s traveler are paramount in our operating practices,” says Cherone. “The idea of home away from home is very important.”
Creativity sometimes takes unexpected turns. In London and Manchester, Holiday Inn briefly offered a novelty service of human bed warmers: staff dressed in full-body sleeper suits who would climb under the covers for a short time to warm the bed. While some view such ideas as gimmicks, others see value in thoughtful, tailored touches.
David Morgan-Hewitt, general manager of The Goring in London, emphasizes authentic hospitality over gimmicks. The Goring combines classical British design from top designers and fabrics by Gainsborough Silks and Nina Campbell with modern amenities like iPod players and advanced lighting and television systems. Still, Morgan-Hewitt says the hotel’s main advantage is its 150-member staff trained to anticipate and meet guest needs.
Experienced travelers consistently note the impact of small, sincere gestures. After a day on safari in South Africa, one guest returned to find a candlelit path to a blazing-hot bubble bath. Others cite Molton Brown bath products, ski boot warmers at Four Seasons Jackson Hole, handwritten welcome notes and personalized activity suggestions as memorable touches that set the tone for a trip.
San Diego-based writer David Swenson recalls London’s Draycott Hotel staff engaging warmly with his 9-year-old nephew, treating him respectfully and making him feel special — an interaction that mattered more than any amenity.
Taking Care of Business
Hotels that serve high-end business travelers recognize the importance of reliable technology and flexible services. Common irritants for business guests include fitness centers that aren’t open 24/7, charges for WiFi, poor lighting and outdated electronics.
“Complimentary WiFi is a modern necessity for true hospitality,” says Christopher Vachon, general manager of Hotel Le Germain in Calgary. Responding to guest feedback, the hotel introduced showers with natural light and outfitted rooms with practical business-friendly amenities such as Nespresso machines, laptop safes, efficient workspaces with fold-away power sources, connectivity panels for devices, ceiling-mounted task lighting, ergonomic chairs and the ability to connect laptops to in-room TVs. Guests can also borrow Kindles loaded with city guides and cultural tips.
Sweeter Dreams
Comfortable sleep remains central to a positive hotel stay. Starwood set new industry standards with its bedding, and other hotels have followed suit. The Radisson Hotel Sacramento, for example, has installed Select Comfort Sleep Number beds with adjustable firmness in its rooms.
Pillow menus have grown increasingly sophisticated, offering options beyond firm or soft: buckwheat hulls, water-filled pillows, temperature-sensitive foam, hypoallergenic fillings, cervical support designs, gel neck supports, Hungarian white goose down, long body cushions, magnetic therapy pillows, pregnancy pillows and lullaby pillows with built-in speakers for MP3 or CD players.
Conrad Hotels provide themed pillows tailored to location. At Conrad Chicago, “Cold and Flu Pillows” bring scents like tea tree and eucalyptus, while Conrad Bangkok’s “Shogun Pillows” use tatami fiber filling that absorbs heat and humidity and can double as a foot massage surface.
Precognitive Perks
At higher service levels, hotels anticipate and arrange for guests’ needs before they are even expressed — from impossible-to-get tickets to spa bookings or specialized items for pets. Some properties leave personalized touches in rooms, such as monogrammed robes or custom sewing kits matched to a guest’s wardrobe colors.
Butler service is increasingly common at luxury resorts, and some brands offer “technology butlers” to meet business travelers’ needs. Luxury hotels now monitor online feedback sites closely to adapt services quickly and to better understand the expectations of their clientele.
At Soneva Kiri in Thailand, guest feedback from sister properties shaped a suite of services that include a private airport, an eight-seater plane, a custom boat and a dedicated personal butler — known as Mr. or Mrs. Friday — who assists with everything from driving guests around the resort to packing, making appointments and arranging off-property activities.
Pay Attention, Please
Despite impressive amenities, guests still report disappointments: mandatory resort fees, Internet charges, non-operable amenities, sealed windows and poor coffee makers top the list. Guests are also quick to call out hotels that promote environmental programs but fail to follow through in practice.
“It bothers me when I leave my towels on the rack and staff still replaces them, or when they discard opened bars of soap,” says one frequent traveler. Another common complaint is hotels advertising facilities that are out of service, such as gyms, spas or hot tubs.
Small, sensible touches matter: a warm throw on the bed or sofa, complimentary water and a decent coffeemaker are simple conveniences that signal thoughtful hospitality. Some hotels go further, offering quality coffee presses, real cream in minibars and kettles for tea, all small details that make a difference to discerning guests.
On the Horizon
Technology continues to shape future amenities. In-room video phones, property-wide complimentary WiFi, TV-in-mirror systems and finger-touch room keys are among the innovations already appearing in hotels. Other anticipated perks include iPad docking stations and loaner devices with curated playlists, but many travelers say respectful, attentive service remains the most valued feature.
As competition for luxury and business travelers intensifies, hotels that truly listen to feedback and deliver reliable, meaningful services are most likely to stand out. For guests who want indulgent surprises — such as a lullaby sung as they settle into a goose-down-stuffed bed — the right hotel will be ready with personalized touches the moment they arrive.