Hotel amenities with soon-to-be-banned plastic bottles
In the highly competitive world of hospitality, every detail counts. Now, hotels across New York State are about to lose a powerful branding tool and, at least for some guests, a desirable amenity. Come January 1, 2025, those tiny bottles of shampoo and conditioner that have long been a staple of hotel bathrooms will be banned in establishments with 50 or more rooms. While well-intentioned, this environmental measure may have unintended consequences for both hotels and their guests.
For many travelers, those little bottles or tubes are more than just a convenience; they are a tangible piece of the hotel experience that guests can take home. These mementos can serve as powerful brand ambassadors long after checkout. Some may get stashed in a closet, never to see daylight again. But others will sit on bathroom counters and lurk in travel bags, ready to trigger fond memories of a stay. With each use, they remind the customer of the hotel’s brand and, just maybe, influence future booking decisions.
John Fitzpatrick, owner of two upscale Midtown Manhattan hotels, understands the delicate balance between environmental responsibility and guest satisfaction. Speaking to the New York Times, he explained, “In this day and age, we have to watch our carbon footprint.” But he’s also aware of the challenges this ban presents to maintaining the luxury experience his guests expect.
The shift to larger, mounted bottles,while eco-friendly, risks diluting the personalized touch that high-end hotels strive to deliver. There’s a big difference between a guest pocketing a petite bottle of premium shampoo and eyeing a wall-mounted dispenser with suspicion. The latter, while practical, lacks the allure and perceived hygiene of individually packaged products.
Specific concerns have been raised about safety and other aspects of the dispenser bottles. Some may not be completely tamper-proof. Room attendants may forget to fill empty bottles (it’s happened to me). A hotel operator could choose to refill a dispenser labeled with a premium brand with something cheaper.
Of course, many hotels switched to dispensers long before any ban was imminent. Marriott began the process as far back as 2019. That was the year that California passed a law that would ban little bottles by 2023. Even Marriott’s Ritz-Carlton hotels made the change, although for that and other luxury brands in the family the dispensers are “untethered.”
By and large, guests seem to accept the change. There have been a few hiccups, though. One dispenser design rolled out by Marriott made it nearly impossible to distinguish which was shower gel, shampoo, or conditioner (photo), provoking ridicule on social media.
Indistinguishable dispensers at a Marriott Residence Inn
This particular gaffe confirms my opinion that most of the people who design hotel rooms and choose amenities don’t actually spend many nights in hotels every year.
The toiletry dilemma primarily affects mainly luxury brands and hotels that offer a unique experience. Few guests look for a way to remember their stay at a cookie-cutter chain hotel.
On the other hand, people do seem to eager to collect mementos that specifically remind them of the brand and/or their experience. Fitzpatrick had a problem with guests stealing towels until he switched from branded to plain ones. Clearly, the larcenous guests were seeking not a functional towel but a specific souvenir.
Luxury hotels understand these details. Many establishments partner with luxury brands or create custom-scented products to enhance their brand identity. These collaborations often extend beyond the hotel stay, with guests seeking out these products for home use – a marketing opportunity that wall-mounted dispensers simply can’t replicate.
After a long-ago stay at the Las Vegas Wynn, for example, I carried off a few small bottles of their Desert Bambu products. Even after the original contents were used up and that particular brand was phased out, I continued to refill the sturdy little bottles and use them daily. Each use was a tiny reminder of the brand and my pleasant experience.
From a neuromarketing perspective, the loss of these take-home items eliminates one aspect of a hotel’s ability to create a lasting emotional connection with guests. Scent can trigger powerful emotions – Proust’s fictional madeleine that triggered a flood of memories has its roots in science.
By removing this sensory touchpoint, hotels make it a little harder to stand out in guests’ minds after they’ve returned home.
Regulations aside, hotels are clearly in the process of eliminating little plastic bottles. From an environmental and cost standpoint, that clearly makes sense.
Fitzpatrick and his team are exploring alternatives, including single-use foil packets. However, these solutions lack the premium feel of bottles and may prove frustrating for guests to use. At the moment, there’s no clear option that balances environmental concerns with the need to maintain a luxurious, memorable guest experience.
For shampoos and other liquids, branded dispensers will likely be the main solution. For luxury properties, the products should be premium and, ideally, unique to the brand. To assuage guest concerns, they should be entirely tamper-proof, non-refillable, and transparent enough so that room attendants never leave a guest with an empty dispenser. From a practical standpoint, the dispensers should be clearly labeled and the spigots should function smoothly.
How can hotels remind guests of their experience after they return home? Some customers might choose to buy a shampoo or gel they enjoyed at the property if offered. Or, the hotel could gift each departing guest with an amenity of their choice. Shipping the gift to the guest’s home would add cost but would be convenient for those who travel light. And, a gift arriving several days after the conclusion of a trip would be a memorable reminder of the brand and the experience.
Hotels can use these and other creative ways to leave a lasting impression on their guests – even without the help of those little plastic bottles.
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