Creating a sense of luxury with memorable amenities

For some, the idea of luxury is synonymous with excess and extravagance. For most travellers, though, real luxury lies in the smaller details.

While an accommodation’s choice of shampoo or amenity kit, or the drinks and snacks provided in-room might not make the headline of many guest reviews, small and thoughtful touches do a surprising amount of heavy lifting when it comes to guests’ perception of their stay.

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Thoughtfully chosen amenities can help evoke feelings of wellbeing and indulgence, as well as reinforcing a property’s brand positioning and establishing a consistently elevated feel.

From indulgent shower gels and body lotions, to refreshing herbal teas and specialty chocolates, small touches in your guestroom can create a lasting impression.

Luxury and sustainability

When it comes to selecting memorable amenities, the main consideration is quality over quantity; guests are seeking small moments of wellness, rather than simply a perception of good value. This should be held balanced with guests’ concerns around sustainability.

Ultimately, guests notice quality first, said Peter Weingartner, Managing Director of Swisstrade. “Luxury is no longer necessarily about the number of miniature bottles lined up on the vanity, but rather the quality and thought behind what is being offered.

“Refillable amenity systems allow properties to elevate the guest experience while responding to changing expectations around sustainability.

“Skincare is beginning to enter the guestroom, with products such as cleansers, serums and moisturisers offering small moments of self-care,” Mr Weingartner said. “Fragrance is another fascinating area of evolution. There is growing development in the relationship between scent, mood and memory. Something as everyday as taking a shower can become part of the experience guests remember.”

Health and wellness

At home, people are typically seeking more from their toiletries than ever, with many brands promoting the health, relaxation and sleep effects of the products they sell. Similarly, hotel toiletries are no longer simply about meeting basic hygiene needs, said Jason Williams from Wenesy Cosmetics: they are also an important touchpoint through which guests perceive a hotel’s positioning and quality.

“Compared with products commonly seen on supermarket shelves, guests are often more likely to remember amenities with a distinctive brand character, considered packaging or a sense of exclusivity to the hotel environment.

“Guests increasingly value something that feels different from everyday life. Good hotel amenities should feel as though they have been deliberately selected for the property and the stay, rather than simply transferred from a retail shelf into the guestroom.”

Igniting the senses

When building your suite of amenities, it’s important to consider all the senses. Fragrance is one of the most effective ways to create a sense of difference, said Wenesy’s Mr Williams. “Hotels welcome guests of different ages, cultures and personal preferences, so fragrance does not need to be intense or overly complex.

“It should be distinctive and pleasant, while remaining broadly appealing. A consistent fragrance direction across shampoo, conditioner, body wash, hand wash and body lotion can also make the bathroom experience feel more cohesive and memorable.”

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An often-overlooked role that amenities play is to strengthen guests’ sense of place. Choosing distinctly Australian fragrances and botanicals—think Kakadu plum, wattle seed and quandong—is an easy way to anchor everyday experiences to the destination. Locally made products also create a sense of appreciation for the local community.

Fragrance can also help to immerse guests in their environment. Sea salt or coconut forward products evoke a tropical, coastal feel, whereas vetiver, sandalwood and lemon myrtle bring rainforest notes into guestrooms.

Experience and efficiency

Often, higher-end amenities come with a matching cost increase. However, it’s important not to look at unit price in isolation, said Mr Weingartner.

“The true cost of a product includes consumption, replenishment, waste, housekeeping requirements and longevity. Sometimes a higher-quality product can deliver better value over its lifecycle.

“You also don’t need to spend heavily at every touchpoint. Understand your guest, decide where you want to make an impression and invest accordingly,” Mr Weingartner said.

“Planning ahead is also important. Amenities are often considered quite late in hotel projects or budgeting, which can limit both choice and value.

“Memorable hotel rooms aren’t necessarily those with the most in them, they’re the ones where every choice adds something to the guest experience.”

As more hotels move away from single-use miniatures towards larger-format or refillable amenities, Mr Williams said, guest confidence becomes more important.

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“Guests notice whether dispensers look clean, whether products are clearly identified, and whether the dispensing system appears secure and protected from tampering.

“Sustainability should not come at the expense of hygiene, safety or presentation.”

From an operational perspective, accommodation providers also need to look beyond the unit purchase price, said Mr Williams. “Refill time, ease of cleaning, residual product and packaging waste, inventory management, and the ability to maintain a consistent presentation across guestrooms all affect the real cost of an amenity program.

Overall, said Mr Williams, “the best solutions should give guests a sense of quality, individuality and confidence, while making daily servicing simpler and more efficient for housekeeping teams.”

Not just for the bathroom

An amenity overhaul might start with the consumable products typically found in any property’s rooms, including soaps and shampoos. However, there are limitless options for in-room amenities that can add a touch of luxury, from drinks to dental kits.

This is where hotels can have some fun, said Swisstrade’s Mr Weingartner. “We’re seeing renewed focus on the refreshment experience, with emphasis on quality, local products, alcohol-free alternatives and wellness-led beverages.

“Consider the everyday items guests often bring with them. Quality hairdryers or styling tools offer the same level of performance guests enjoy at home,” Mr Weingartner said.

“Wellness is also moving beyond the gym and spa and into the guestroom; an in-room fitness option, a pillow mist at turndown, or simply a small ritual that helps a guest switch off.

“Hotels have hundreds of touchpoints, and often it’s the smallest ones that guests remember.”