For today’s luxury hotel guests, wellness has moved on from an occasional treat to become a daily expectation.
As we approach the end of the year, every hotelier needs to be leaning into this shift, thinking about how they incorporate wellness into their offering. This mean looking beyond traditional spa offerings and weaving wellness into every part of the stay, from check-in to turndown.
Few brands understand this better than BC SoftWear. As the UK’s leading supplier of towels, robes and spa linens to luxury hotels, BC SoftWear sits at the heart of wellness. Its towels and robes are often a guest’s first physical touchpoint in their room, and its spa linens are also the first thing that touches a client’s skin as their spa treatment begins.
Nothing kills a moment of luxury faster than a robe that has gone rough from over-drying or an oil-stained towel. With wellness now sitting at the forefront of every guest’s mind during their getaway, those seemingly small issues can undercut everything else a hotel has invested in. Performance matters as much as presentation; our tried-and-tested fabrics, used in our SupremeSoft robes and treatment towels, hold their softness wash after wash, as well as our oil-resistant spa towels, safeguard that luxury feeling.
Said BC SoftWear’s CEO and founder, Barbara Cooke.
Wellness beyond the spa
Although wellness in hotels is often viewed through the lens of the spa, increasingly the industry is placing equal emphasis on our most universal wellness need – sleep. BC SoftWear is turning its attention to helping guests sleep better, working alongside sound specialists Myndstream to build its wellness portfolio.
The brand’s new and improved Sleep Well Kit brings together the softest textiles, sound and scent in one in-room offering. While BC SoftWear supplies a 100 per cent cotton drawstring bag and an eye mask, the property can then make the kit bespoke with its own branded room spray and logos on the masks. Myndstream contributes a curated sleepscape playlist, personalised for their location.
Sleep is arguably the most universal wellness need. Creating our on-of-a-kind Sleep Well Kits felt like the natural next step for us, building products that support how guests rest and recover, allowing every hotelier to improve their wellness offer, regardless of whether they have a spa.
Barbara explained.
Your guests leave with the sound of their stay and a portable sleep kit for wherever their travels take them, keeping your brand in mind long after checkout. This is where the wellness category is heading: beyond the traditional treatment room, permeating a guest’s entire stay.