A few weeks ago, Hilton Hotels & Resorts announced that it was making a switch to Peter Thomas Roth amenities in its bathrooms. Roth is a renowned designer of upscale skin care and bath products and his products are often seen on QVC. The products are replacing La Source amenities from Crabtree & Evelyn. Recently I caught up with Dave Horton, global head, Hilton Hotels & Resorts via e-mail and discussed why the brand made the switch and what it means for its H360 effort intended to upgrade brand consistency. Here’s our Q&A:
So why did you decide to make the switch to the Peter Thomas Roth Collection in Hilton bathrooms?
Dave Horton: Our focus is always on the guest experience. Bath amenities provide a unique way for us to directly communicate how we care for, respect and value our guests. We explored 50 brands and found that Peter Thomas Roth shares our passion for both innovation and delivering a best in class product. Global perspective is incredibly important for us so we worked with Peter to create a refreshing line that works for travelers in every region of the world and includes special touches, such as a unique massaging body bar, that is receiving incredibly positive reaction from travelers. Crabtree & Evelyn served us well and two of its lines are now in use by our sister brands Embassy Suites and DoubleTree by Hilton.
What does a notable brand name like Peter Thomas Roth bring to Hilton properties, especially in terms of the H360 initiative? Why is it a fit for Hilton?
Horton: H360 is our global perspective that puts our guests at the center of everything we do. It is driving significant change to the guest experience on a global scale and our new bath amenity collection is a direct result. These amenities are an extension of who we are as a brand and what we stand for. This Peter Thomas Roth collection enables us to delight and surprise guests with a superior product line that we helped develop. Introducing this exciting line, which includes six brand new products, supports our over–arching goal of offering a consistent, compelling and high quality guest experience around the world and remaining the innovative, forward-thinking leader in our industry.
What is the importance of quality bathroom amenities to travelers, particularly Hilton Hotels & Resorts clientele, in this day and age?
Horton: In the hospitality industry, details are everything. From bathroom amenities to the firmness of a pillow or chairs in a meeting room, a hotel’s supporting details need to reflect the greater experience being offered. When all elements are aligned, you have a seamless guest experience and a more easily identified, consistent brand. Guest expectation has never been higher. When our guests reach for these amenities we want them to know that we understand how difficult travel can be today and have prepared to welcome them by delivering a refreshing, spa-like product line. These are the ways we bring our brand promise to life.
How will the new amenities be rolled out in properties around the world? Is there a timeline?
Horton: The bath amenity line is now at about 300 of our hotels and resorts in the Americas and we expect it to be in-room at more than 540 properties in 78 countries by the end of the year. Hotels will continue to introduce these new products room-by-room and floor by floor as existing inventory is depleted.
What types of products will be offered?
Horton: Our guests are the first people to try six brand new products created by Peter Thomas Roth. These products are currently only available in our hotels and at hiltontohome.com, our retail site. This collection includes a shampoo, conditioner, body wash and lotion, all featuring special vitamin-infused formulas that Roth is debuting for the first time, as well as a facial bar and massaging bath bar. It pairs proven results and functionality for travelers with a luxury experience and smart, contemporary packaging.