A Perfect Pair
In the world of luxury hospitality, every detail matters—including the water served at the table. Acqua Panna and S.Pellegrino are renowned for their heritage, quality, and role in elevating fine dining experiences. In this exclusive interview, Alex Lambert, Sanpellegrino HoReCa Sales Lead, shares insights on what makes these iconic waters unique, their perfect place in high-end hotels and restaurants, and the growing role of premium water in luxury hospitality.
Acqua Panna and S.Pellegrino are two hugely recognised premium water brands. Can you share a bit about their history and what makes each unique?
S.Pellegrino and Acqua Panna are two iconic waters deeply tied to Italian culture and gastronomy. S.Pellegrino, from the Italian Alps, has been a symbol of fine dining for over 125 years. Its refined bubbles and balanced minerals make it the top choice for chefs and sommeliers, enhancing flavours and refreshing the palate. Acqua Panna, sourced from Tuscany, offers a smooth, velvety taste with a balanced mineral profile, ideal for pairing with delicate flavours. Together, these waters embody Italian excellence, elevating every dining experience.
What makes Acqua Panna and S.Pellegrino ideal choices for luxury hotels and high-end restaurants?
Luxury hotels and fine dining establishments prioritise quality and attention to detail, and water selection is no exception. Our global presence in over 120 countries makes our brands synonymous with fine quality, featured in Michelin-starred restaurants and five-star hotels. Offering S.Pellegrino and Acqua Panna signals a commitment to excellence, aligning with the expectations of delighting guests. Chosen by top chefs and sommeliers, S.Pellegrino’s effervescence cleanses the palate, while Acqua Panna’s smoothness enhances delicate flavours.
Why should hotels offer both Acqua Panna and S.Pellegrino together rather than just one?
Luxury hospitality is about offering choice and curating flawless experiences. Serving both Acqua Panna and S.Pellegrino allows hotels to meet diverse guest preferences: still water for smoothness, sparkling for refreshment. Acqua Panna pairs with light dishes like seafood and salads, while S.Pellegrino complements richer flavours like cheeses and grilled meats. Thoughtful pairing of both waters enhances the meal, offering a refined experience similar to wine selection.
Tips on how to best present and serve Acqua Panna and S.Pellegrino in hotels
- We believe that luxury is in the details, and water presentation enhances the taste experience.
- Serve at the Right Temperature – Acqua Panna: 10-12°C, S.Pellegrino: 8-10°C.
- Use the Right Glassware – Serve in stemmed glassware or crystal tumblers.
- Placement on the Table – Position Acqua Panna on the right and S.Pellegrino on the left,
mirroring wine pairing etiquette. - In-Room Dining & Mini-Bar – Offer both waters in 25cl formats with food pairing notes,
and 75cl bottles in premium suites.
Looking ahead, how do you see the role of premium water evolving in luxury hospitality?
Premium water is becoming an integral part of the dining and guest experience in luxury
hospitality. The Rise of Water Pairing – Just as sommeliers curate wine lists, water pairings will guide
guests on the best matches for dishes. Supporting Fine Dining – Through our key partnerships like Michelin Guide and World’s 50 Best restaurants, our brands will further enhance the community and experience within the hospitality sector. Sustainability and Provenance – Guests value sustainability and heritage, and both S.Pellegrino and Acqua Panna are committed to responsible sourcing and
environmental stewardship. Curated Luxury – Premium water will become a hallmark of excellence, enhancing every detail of the guest experience. By integrating S.Pellegrino and Acqua Panna, hotels create a sensory journey that elevates every moment.
Innovating Guest Comfort
In the ever-evolving landscape of hospitality, hotels must continuously seek ways to enhance their guests’ experience – also during the night… Linak have the perfect solution.
For travellers, traveling often comes with physical strains leading to disrupted sleep schedules, the stress of constant movement leading to weary mornings. Traditional hotel beds, with their one-size-fits-all approach, fail to address these issues.
The Solution: Unlock Premium Comfort
What if we told you, that you have the power to change this?
Imagine offering premium comfort in every room at no additional cost or workload for you and your staff. The solution is adjustable beds. With advanced adjustable bed solutions from LINAK®, guests can independently unlock a premium experience via an app for a small fee. This allows them to enjoy the adjustable feature and personalised comfort, all while boosting your revenue.
We understand the importance of personal, adjustable comfort. We specialise in adjustable and ergonomic solutions for comfort beds and our technology is designed to enhance and support relaxation and a good night sleep.
Adjustable beds offer a personalised solution, allowing guests to tailor their relaxing and sleeping position to their specific comfort needs. This customisation not only promotes better sleep but also provides a versatile space for various activities. Guests can for example elevate the head of the bed to create a comfortable position for reading or working on the computer, or they can raise the leg part and kick their feet up after a long day at a trade fair. The ability to adjust the bed's position can relief common travel-related discomforts, making it easier to unwind.
Adapting to post COVID-19 Demands
Post COVID-19, the demand for modernised hotel experiences has increased. Guests now expect more than just a place to sleep; they seek unique, comfortable, and memorable stays. By embracing adjustable beds, hotels not only meet these heightened expectations but also position themselves as forward-thinking establishments ready to cater to the evolving needs of their guests.
In conclusion, adjustable beds represent a win-win scenario. Travellers gain a sanctuary of comfort while hotels enjoy enhanced guest satisfaction and a competitive edge in the hospitality industry. As the demand for premium comfort experiences grow, adjustable beds powered by LINAK may soon become a staple in modern hotel offerings.
Comfort with Integrity
Hypnos has launched a new range of contract beds so that all hotels can benefit from exceptional comfort and support.
Beds from British bedmaker, Hypnos, can be found in the world’s top hotels and resorts, hotel chains, boutique stays, serviced apartments and residences. Hypnos is recognised for providing guests with the ultimate in sleep and hoteliers with a reliable service proposition.
Hypnos has just launched a new range of contract beds designed to bring its expertise, quality, and comfort to meet the needs of all hospitality projects. Tailored to offer the best possible sleep experience, the new hospitality mattresses reflect the bedmaker’s reputation for sustainably made, high quality products that bring comfort with integrity.
Hypnos contract specification mattresses are structured into four distinct collections, each designed to cater to different levels of comfort, quality, and budget. The Eden Project, Signature Hotel, Boutique Hotel, and Essential collections offer a comprehensive, one-stop solution for every hospitality need.
Created in collaboration with educational charity and social enterprise, Eden Project, the Eden Project Harmony mattress is handmade and harnesses the power of plants and nature to provide guests with the ultimate in sustainable comfort. Using ReActiveProô pocket springs and edge protection, it features fibres from banana, orange and pineapple plants, as well as cotton and RWS (Responsible Wool Standard) British wool.
Within the Signature Hotel Collection, specifiers will find a selection of premium luxury mattresses handmade with natural and sustainable fibres. Products feature RWS wool, responsibly sourced cotton, natural latex and Hypnos’ eOlusô Precision and Protect layers and a layer of Adaptivô comfort springs. With edge-to-edge support thanks to ReActiveProô pocket springs, the Signature Hotel Collection brings a long lasting, premium mattress.
The Boutique Hotel Collection offers considered sleep solutions with broad appeal and comfortable support in single-sided, turnable and zip & link options. Specifications combine sustainable layers of eOlusô Precision, eOlusô Comfort, and blended wool, matched with expertly engineered ReActiveô springs. Boutique Wool and Boutique Wool Deluxe models both feature RWS certified wool for natural temperature control.
Hotels providing affordable accommodation can take advantage of Hypnos’ impressive product quality with the Essentials Collection. Again, with single-sided and turnable options, Essentials use the support and longevity of Hypnos’ ReActiveô spring technology, with layers of breathable eOlus Precision and eOlus Protect fibres.
Every mattress in the new collections deliver Hypnos’ signature quality, responsibly sourced materials and craftmanship. With 14 different mattress specifications, including two pillow tops, hotels have the freedom to choose the right mattress to meet specification requirements while also supporting guests’ wellbeing by maximising sleep through comfort and support.
For more information, visit www.hypnoscontractbeds.com or call 01332 497111
Optimising Investments
In a piece form the team at DHM Marketing, we delve into the future of hotel marketing, specifically, the age of the messy middle.
The way guests search for and book hotels has changed forever. In a world where information is always at their fingertips, today’s travellers embark on a booking journey that’s anything but straightforward. For hotels, this shift presents both a challenge and an opportunity: adapt to evolving guest behaviours or risk being left behind.
The Complexity of Modern Booking Behaviour
Gone are the days of linear marketing funnels. Google’s Messy Middle study reveals that guests no longer move neatly from awareness to booking. Instead, they bounce between exploration and evaluation in a complex, non-linear process. This “messy middle” is where decisions are made—or lost.
Expedia’s Path to Purchase Report underscores this complexity:
- 7 in 10 travellers begin their search on a search engine.
- Guests visit an average of 38 websites over 45 days before making a booking.
- They consult reviews, check OTA listings, compare prices, and browse social media—often revisiting platforms multiple times.
This journey isn’t just long - it’s unpredictable. Every touchpoint influences the final decision, and without a comprehensive strategy, potential bookings can easily be lost.
Why Traditional Marketing Strategies Fall Short
It’s tempting and a lot more convenient to approach marketing in silos - treating SEO, paid ads, content, and social media as separate initiatives. While these efforts can yield individual results, they often fail to connect the guest journey from start to finish. This fragmented approach leaves gaps where potential bookings can slip through.
Another major challenge is attribution. How can you tell which marketing activity truly influenced the booking? Was it the SEO efforts, a retargeting campaign, or the Google Hotel Ads? Without clear connections between efforts and outcomes, it’s difficult to optimise marketing investments effectively.
Introducing The Hotel Growth Formula: One Connected Approach
Recognising these challenges, Formula developed The Hotel Growth Formula - a comprehensive solution that unifies all marketing efforts into a cohesive, non-siloed approach. The formula ensures hotels can connect with guests at every stage of their decision-making process while providing clear attribution for marketing activities.
Be present at every key moment: Ensure visibility during that crucial first search and maintain it throughout the guest’s 45-day consideration window.
Optimise content for modern search behaviour: From AI tools and voice search to social media platforms; ensure your hotel is found wherever guests are looking.
Personalise messaging: Use behavioural data to serve tailored messages that resonate with potential guests.
Achieve clear attribution: Integrated tracking reveals which marketing activities are driving bookings, allowing for smarter, data-driven decisions.
Stay top-of-mind through remarketing: Keep your brand visible with retargeting campaigns across key platforms during the entire decision journey.
The result? More direct bookings, less reliance on OTAs, and a stronger return on marketing spend.
Why This Matters for Your Hotel
Travellers aren’t just looking for the lowest price—they’re searching for reassurance, value, and a seamless booking experience. By aligning your marketing efforts with the messy middle, you can guide potential guests through their complex decision-making process, resulting in higher conversions and stronger brand loyalty.
Hotels using The Hotel Growth Formula report:
- Improved visibility across search engines and digital platforms.
- Increased guest engagement through personalised messaging.
- Clearer attribution for marketing activities, leading to smarter investments.
- More direct bookings, reducing reliance on commission-heavy OTAs.
How Does Your Hotel Compare?
To help you understand where you stand, we’ve created the Hotel Growth Benchmark Report - a free, personalised assessment that measures your hotel’s performance against industry standards in occupancy, ADR, digital strategy, and more.
- Identify strengths and growth opportunities.
- Receive actionable insights tailored to your hotel.
- Discover high-impact areas to focus on for immediate improvements.
Download your free report today by visiting hotelgrowth.co.uk
This Is Formula
Formula is a brand new Digital Hotel Growth Agency. To find out more about how they get hotel brands the growth they deserve, visit thisisformula.com or email Adam@thisisformula.com
Beluga Gold Line Vodka
The rise of ultra-premium spirits: how luxury hotels are elevating their offerings with Beluga Gold Line.
Luxury hotels are defined by the details—the indulgent softness of the finest bed linens, the flawless precision of white-glove service, and the artistry behind every impeccably poured drink. In high-end hospitality, nothing is left to chance—especially not cocktails. The vodka martini has long been a benchmark of sophistication, but in five-star hotels, it is more than that—it is the foundation of any world-class bar program. A true test of a bartender’s skill and a staple of refined drinking, the vodka martini must not only meet expectations but also set the standard for elegance and precision.
The rise of ultra-premium spirits is reshaping luxury bars, with discerning guests seeking craftsmanship, provenance, and exclusivity in every pour.
This shift makes ultra-premium spirits an essential component of luxury beverage programs. That’s where Beluga Gold Line Vodka stands apart. Positioned above super-premium offerings, this ultra-premium vodka is redefining luxury martinis, elevating them to a higher tier of pricing and experience—while delivering increased profitability for venues.
A Natural Home in Luxury Hospitality
Beluga Gold Line belongs in bars where elegance, exclusivity, and craftsmanship are paramount. You’ll find it behind the counters of some of the UK’s most refined luxury hotels, including Corinthia, Four Seasons Park Lane, The Berkeley, Four Seasons Trinity Square, The Connaught, The Goring, The Stafford, The Lanesborough, Mandarin Oriental, Hotel Café Royal, Brown’s Hotel and The Kensington.
These venues curate their drinks lists meticulously, reflecting their clientele’s expectations for craftsmanship, rarity, and elevated experiences. Beluga Gold Line meets these standards, appealing to guests who demand more from their spirits and their cocktails.
The Beluga Gold Martini: The Ultimate Luxury Serve
A martini made with Beluga Gold Line isn’t just a drink—it’s an elevated experience. With its exceptional smoothness and delicate complexity, it transforms the classic serve into something truly distinctive. This is a martini designed for those who appreciate the finest things in life, where every detail is considered, and every sip is a moment to be savoured.
Beluga Gold Martini & Caviar Pairing
The ultimate luxury serve
Ingredients:
- 60 ml Beluga Gold Line Vodka
- 30 ml Fino sherry (Dry sherry)
- 15 ml Maraschino Liqueur
- Olives for garnish
Method:
- Chill a martini glass by filling it with ice water.
- In a mixing glass, add Beluga Gold Line Vodka along with Fino sherry (Dry sherry) and Maraschino liqueur.
- Fill the mixing glass with ice and stir gently until well-chilled.
- Empty the ice water from the martini glass.
- Strain the mixture into the chilled martini glass.
- Garnish with a delicate lemon twist or a single olive.
[SEPARATE BOX OUT] The Pairing:
To complement the smooth profile of Beluga Gold Line, serve alongside Oscietra or Beluga caviar, both known for their rich, buttery texture and delicate brine. The vodka’s purity enhances the caviar’s complexity, creating a pairing that lingers on the palate with a velvety mouthfeel and an elegant finish.
The Rise of Ultra-Premium Spirits in Luxury Hospitality
Market data confirms that ultra-premium spirits are experiencing significant growth in luxury hospitality. The ultra-premium spirits trend isn't just growing in the U.S.—it's taking hold in the UK, too. CGA Strategy reports that super-premium and ultra-premium spirits now account for 27% of total spirits sales in UK bars and restaurants, while market analysts forecast continued growth in high-end venues. With premiumisation driving double-digit expansion in luxury hospitality, offering refined ultra-premium options like Beluga Gold Line presents a significant opportunity for venues to elevate their guest experience and profitability.
This shift is reshaping beverage programs in five-star hotels and private clubs, where bartenders are curating rare, handcrafted spirits to cater to high-net-worth guests. These guests seek more than just a recognizable brand name—they want a complete experience, a story, and a sense of rarity.
For luxury hotels, integrating ultra-premium spirits isn’t just an upgrade—it’s a strategic move to increase guest spend, elevate the brand’s positioning, and enhance profitability. The Beluga Gold Martini & Caviar pairing embodies this, offering guests something beyond the expected.
Elevate Your Customer Experience with Beluga Gold Line
For hoteliers and bar managers, featuring Beluga Gold Line provides an opportunity to introduce a new level of refinement that drives premium guest experiences and higher-margin serves.
To bring Beluga Gold Line Vodka to your venue, contact the team at sales.uk@noblewoodspirits.com.
Source. CGA spirits and cocktails trends for pubs in 2024," The Morning Advertiser, February 1, 2024.
World-Class Beer
As the demand for low-and-no shows no signs of slowing down, Athletic Brewing Company are working hard to remain innovative in the competitive hospitality market. In an insightful interview with Bill Shufelt, Co-Founder & CEO, Athletic Brewing Company, we find out the brand’s plans for the next 12 months as well as what sets them apart.
Athletic Brewing has seen impressive growth in the non-alcoholic beer market. What inspired the brand’s inception, and how has the journey evolved?
The idea for Athletic Brewing Company emerged authentically from my own lifestyle. When I quit drinking alcohol in 2013, I discovered just how much alcohol was holding me back from achieving all of my goals. At the time, I was a successful trader at one of the world’s largest hedge funds and never considered becoming an entrepreneur. However, after recognising just how little innovation had occurred in the non-alcoholic beer space, I fell in love with the idea of creating a delicious NA beer to pair with meals and to drink during social occasions. So, I conducted several years of market research, read numerous brewing textbooks, and began drafting a business plan. In 2017, I quit my job and embarked on my startup journey. I faced constant rejection, but eventually met a passionate co-founder in John Walker and conducted 120 meetings before convincing 66 investors to join our angel round. At the same time, John and I determined that we needed to completely reimagine the brewing process if we wanted to create a superior NA beer. So, we developed a proprietary brewing method and positioned Athletic for more than just penalty box occasions by shifting away from outdated messages about sacrifice — instead emphasising aspirational lifestyles and limitless occasions for enjoyment. This combination of innovation and a fresh marketing perspective continues to fuel Athletic's growth to this day, even as we’ve grown from one of the smallest breweries in America to the NA category leader.
The non-alcoholic beer category is expanding rapidly. What sets Athletic Brewing apart from competitors in this space?
While positive trends and category momentum will always invite opportunists, Athletic differentiates itself from competitors as a pure-play non-alcoholic brewer with a strategic focus on long-term, high-quality production and marketing. Unlike many brands that rely on outsourced contract manufacturing, Athletic has developed its own unique and proprietary production methods and built its own brewing facilities. We’ve re-engineered nearly every step of the brewing process to make full-flavoured NA brews that rival alcoholic counterparts. As opposed to traditional methods that adjust a single part of the process, our approach includes 10 – 12 changes across all brewing stages. The result is a finished product with a distinct flavor profile from other NA brews made using a handful of traditional techniques.
At the same time, we’ve invested heavily in our own world-class breweries. We currently operate two facilities dedicated to the production of NA beer and will bring a third online in late 2025, pushing our eventual annual production capacity beyond 1.4 million hectoliters. This gives us complete control over quality, consistency, and innovation while allowing us to scale efficiently.
Beyond our unique and innovative approach to brewing, we’ve redefined how non-alcoholic beer is marketed, shifting from a responsibility-driven narrative to one of moderation with broad appeal. Rather than positioning NA beer for extremely narrow and limiting occasions, we promote enjoyment and refreshment because approximately 80% of our customers still enjoy alcoholic beverages, and our goal is to expand occasions, not replace them.
This approach has led to significant partnerships, including becoming Arsenal’s first Official Non-Alcoholic Beer Partner. It has also allowed Athletic to expand its retail presence with notable stockists such as Tesco, M&S, and Ocado, among many others.
How does Athletic Brewing see its range fitting into hotel bars, restaurants, and minibars?
With 38% of UK drinkers now consuming low and no-alcohol alternatives semi-regularly, up from 29% in 2022, the modern hotel guest increasingly seeks premium, great-tasting, non-alcoholic options that enhance their experience, and Athletic is perfectly positioned to meet this demand. Guests expect high-quality NA choices across all hotel venues, whether they’re enjoying a meal, relaxing at the bar, or enjoying a minibar selection during their stay. Our range is designed to meet all occasions, and our award-winning NA brews deliver the same depth of flavour and quality as traditional full-strength options. Stocking Athletic allows hoteliers to meet the growing demand for mindful drinking options, ensuring every guest has a great experience.
How do you see the role of non-alcoholic beverages evolving in the hospitality industry over the next five years?
The non-alcoholic beverage category represents an exponential growth opportunity for hospitality businesses over the next five years, transitioning from a niche offering to a cornerstone of the consumer experience. Guests now demand premium, full-flavoured NA options that rival traditional alcoholic beverages. Athletic is a leader in the worldwide moderation movement and is revolutionising the way modern adults drink. Venues that embrace this shift by offering inclusive options and fully integrating NA beer into the hospitality experience, will lead the industry and attract a younger and more diverse clientele.
Mindful drinking is not a passing trend, and guests are increasingly looking for ways to balance social drinking with moderation. Research shows that 75% of UK adults are actively moderating their alcohol consumption. Among 18-24-year-olds, 44% now consider themselves either occasional or regular drinkers of alcohol alternatives, up from 31% in 2022. The hospitality industry should respond by including NA beer in curated pairings at fine dining establishments and creating dedicated menu sections for adult non-alcoholic alternatives.
What advice would you give to hotel F&B managers looking to enhance their beverage offerings with non-alcoholic options?
Non-alcoholic drinks are now central to social experiences, and leading hospitality venues are recognising this shift. To enhance the guest experience, F&B managers should offer a curated range of non-alcoholic beers and prominently feature them on menus and point-of-sale materials. A single NA offering is no longer sufficient — guests expect great-tasting brews crafted with the same care as other premium full-strength beers. By offering a diverse selection of NA IPAs, Goldens, and Lagers, F&B managers can cater to multiple style preferences. Additionally, operators should invest in staff training to ensure their teams can confidently recommend NA options like Athletic. Presentation should also be prioritised, and whenever possible, NA beer should be served in proper glassware to enhance the overall guest experience.
Figure it Out
The hidden revenue cost of not owning your hotel's customer data, as told by Matthew Prosser, Senior Director EMEA, Agilysys.
When a guest books directly with a hotel, the property gains a valuable relationship. When they book through an Online Travel Agency, someone else owns that relationship. It's that simple, and that profound.
The hospitality industry has witnessed its most valuable asset – guest data – steadily migrate to third-party platforms, with each reservation and touchpoint captured outside hotel ecosystems. With acquisition costs running five times higher than retention costs, this shift directly impacts the bottom line. While occupancy remains an essential focus, the real opportunity lies in maximising the value of guests who have already connected with a property – something that becomes increasingly difficult when external partners control substantial aspects of the guest relationship.
The numbers paint a stark picture across global markets. According to Phocuswright's Europe Travel Market Report 2020-2024, OTAs captured roughly 64% of online hotel and lodging bookings in 2020, dominating the digital marketplace. This trend continues in the Americas, where OTAs represent more than half (52%) of hotel online leisure sales as of 2021. The momentum is particularly strong with younger travellers, as over half of Millennials now book travel exclusively through these platforms.
Yet, most concerning for hoteliers, OTA hotel gross bookings surged 97% from 2020 to nearly $41 billion, showing rapid growth that challenges direct booking channels.
This trend extends beyond room reservations. Restaurant platforms like OpenTable own dining guest data, spa booking systems create another silo, and third-party event management platforms capture corporate client information. For a typical hotel, this means more than half of their guest data sits in external databases.
The OTA evolution
The OTA relationship has evolved dramatically. What began as a supplementary distribution channel has transformed into a dominant marketplace where hotels compete as commoditised inventory. OTAs have strategically expanded their revenue streams by leveraging hotel guest data to sell air travel, car hire, and experiences, positioning themselves as the central platform for all travel services. London, as both a popular tourist destination and an important business hub, now accounts for over half of inbound tourist spending and hosts the highest concentration of OTA operations.
This mirrors trends in other industries adapting to digital marketplaces. Just as traditional transportation services have evolved their business models in response to ride-sharing platforms, hotels face the opportunity to redefine their position in the value chain to ensure they maintain their direct guest relationships.
The challenge becomes even more pressing when we consider that only 27% of guests rebook the same property, according to the Agilysys Hospitality Survey research. With approximately 70% of bookings coming from first-time visitors, hotels must constantly attract new guests, and half will likely arrive through OTAs, continuing a troubling cycle.
The RevPAR to RevPAG transition
While OTAs remain valuable channels for acquiring first-time guests, the relationship dynamic must shift after that initial booking. Hotels that fail to establish direct connections essentially concede to competing for return business on OTA platforms rather than leveraging their own service advantages and direct channels.
This data fragmentation creates a significant barrier as hotels attempt to evolve from traditional Revenue Per Available Room (RevPAR) metrics to the more comprehensive Revenue Per Available Guest (RevPAG) model. Without owning guest data, hotels struggle to track total guest spend across all touchpoints, personalise experiences that drive loyalty, implement effective upselling strategies, identify and target high-value guest segments, and calculate true customer lifetime value.
Unified data, enhanced revenue
The industry is approaching an important decision point. Hotels can either continue with current approaches or implement strategies to strengthen direct guest relationships. The opportunity lies in integrated technology that unifies guest data across all touchpoints – from pre-arrival to post-stay engagement.
Successful hotels are implementing unified guest profile management systems, centralised data warehouses, real-time analytics engines, and direct booking engines with CRM integration, that allows for a single guest itinerary to be curated. These tools enable them to capture complete guest spending patterns, develop personalised marketing strategies, and optimise revenue across all channels.
Reclaiming the guest relationship
The next-generation revenue strategy must focus on owning the entire guest journey. This means investing in platforms that connect every guest touchpoint while delivering personalised experiences that drive direct engagement. Hotels need to assess current data fragmentation across all systems, implement an integrated technology ecosystem, develop direct booking incentives that provide genuine value, create pre-stay, on-property, and post-stay engagement strategies, and measure RevPAG alongside traditional RevPAR metrics.
Addressing the data ownership question presents a significant opportunity. By investing in integrated technology solutions that create a single source of truth for guest data, hotels can develop effective strategies to encourage direct bookings and build meaningful relationships that transcend the transaction. This approach supports the successful shift from RevPAR to RevPAG and strengthens the hotel's position in the evolving hospitality marketplace.
Design and Sustainability
The experts at the innovative ADA Cosmetics reveal how hotel amenities contribute to the "emotional bathroom" trend.
Making the right design and furnishing decisions for a hotel is not always an easy task. Every hotelier knows this well. Hotel guests increasingly expect a "wow" effect when they enter their hotel room. This is about taste, but also about societal norms that hotels must adapt to. Guests are looking for relaxation and a "home away from home" in their rooms. A modern interior design concept today, however, includes not only a well-thought-out furnishing style but also attention to detail that brings the hotel's character to life through many elements.
A current example in interior design is the increasing integration of the hotel bathroom into the actual room: glass walls and doors that give a view into the bathroom, making it a more focal point. Accordingly, design elements within the bathroom are being elevated, for example, hotel cosmetic dispensers. Gerd von Podewils, CMO of ADA Cosmetics, a pioneer in sustainability, being Cradle to Cradle Certified® Silver, recognised by EcoVadis Gold, and a Green Key Global Vendor, confirms the significance of this trend toward the "Emotional Bathroom." A trend that not only considers colors, shapes, or materials but increasingly also non-visual elements, such as a carefully selected range of fragrances. Every day, approximately 900,000 people come into contact with products from the industry leader, whether through soaps, lotions, or shampoos, all provided in recyclable and hygienically safe dispenser systems that offer guests unforgettable experiences. "Our hotel clients report that even in the hotel bathroom, much more attention is paid to the right details,” tells von Podewils. “Therefore, we offer them dispensers and skincare products that match the individual character and ambiance of the property while appealing to all senses."
The Power of Scents, The Impact of Form
It is increasingly recognised that shapes, designs and scents emphasise the hotel's signature and enrich the guest experience. To take the scent experience to a whole new level, ADA Cosmetics is the first company to collaborate with the renowned fragrance expert Symrise. Together, they introduce the innovative Actimood® technology to elevate hotel cosmetics: Actimood® enhances the company’s premium hotel cosmetics collections with fragrances that have been scientifically proven to improve well-being. Based on insights from modern neuroscience, as well as extensive research and testing, Actimood® fragrances positively influence the limbic system of the brain, promoting a better mood.
New innovations like Actimood® fragrances stimulate the trend of the “Emotional Bathroom”. Shapes and materials contribute to it as well. ADA Cosmetics' latest premium dispenser designs are made from glas, ceramic, and aluminum – the latter a material that meets modern design expectations and is easily and infinitely recyclable without compromising on quality. For a particularly high-end ambiance in the hotel bathroom, exuding elegance and nobility, ADA Cosmetics offers the Diamond Dispenser Collection: dispensers from various collections in a refined, diamond-inspired shape. The bestselling dispenser system SmartCare impresses with a sleek, minimalist design and modern, functional shapes that enhance the aesthetics of the bathroom. It includes a discreet wall mount in elegant white, black, or aluminum look, which integrates harmoniously into any bathroom design. For hotels, the desired design of the dispenser can be customised with the hotel's logo, liquids, bottle colors, and labels, allowing it to authentically reflect the hotel's identity or personal interior style. Not only is the SmartCare the world’s most hygienic and sustainable cosmetics dispenser, as a study from the renowned hygiene institute Rhein-Waal in Germany confirmed. Due to its aesthetic design and easy handling, it is loved by guests and housekeeping alike.
Recycling – The Upgrade to an Eco-Friendly Bathroom
Where once many small cosmetic bottles adorned bathrooms, modern, fixed dispenser systems like SmartCare now take their place, being more aesthetic, more economical, and more environmentally friendly. With ADA Cosmetics Refillution, the market leader took a further step last year by developing a cutting-edge refill solution designed to transform the hospitality industry by offering safe and sustainable dispenser refilling. The innovative patented system contains a medical-grade pump that guarantees maximum hygienic safety and can refill a dispenser in seconds. Compared to small cosmetic bottles, the system also reduces plastic waste by 95 percent and is fully compatible with advanced dispenser systems like SmartCare, SHAPE, and mono-material pump dispensers, which have been scientifically proven to prevent health-hazardous contamination. This meets the growing demand from guests for resource-conserving measures in hotel bathrooms.
ADA Cosmetics offers further information on current hotel trends 2025 on
Building on Inclusivity
Embracing neurodiversity in the workplace is the key to success for hospitality in 2025 as The LTC (Licensed Trade Charity) launch support guide.
The LTC (Licensed Trade Charity) has launched a new employment guide to help managers recruit, onboard and retain more neurodiverse teams in hospitality.
Free to access on the LTC website, the new ‘Empowering Neurodiversity in the Workplace’ Guide has been developed in response to feedback from operators and LTC beneficiaries that more resources are essential for the sector to better support neurodiverse colleagues.
The new Guide champions the benefits of building a team with different preferences and skill sets, and unlike generic resources, this Guide is tailored to the unique needs of the hospitality sector, making it an indispensable tool for those working in licensed hospitality. It provides managers with practical step-by-step sections to work through, and an outline of things to think about at each stage of the employee journey.
With research from Deloitte showing teams with neurodivergent professionals in some roles can be 30 per cent more productive than those without[i], and McKinsey reporting companies with more diverse workforces can be 19 per cent more profitable, Chris Welham, CEO, LTC, is confident that building neurodiverse teams is good for business:
“The LTC is on a mission to help the licensed trade embrace difference, positively address the barriers that exclude many candidates from entering the workplace – and support performance.”
He continued: “Licensed Trade customers come from all walks of life. Having a diverse team reflects the rich variety of individuals in a locality and means employees can connect with customers in unique ways. Understanding individual strengths and skill sets also creates efficiencies.”
With different perspectives, the Guide highlights the benefits of identifying which team members are better at problem-solving, spotting new opportunities or finding innovative solutions, and those who may prefer more structured and predictable tasks, such as the routine of a successful service. By investing time in tailoring roles, offering flexible work patterns, and fostering an inclusive culture, LTC believes businesses can attract and retain a diverse talent pool – and drive performance.
In compiling the Guide, LTC worked with some of its beneficiaries and supporters including Stuart Green, manager of the Cabbage Patch, Twickenham:
“We’ve worked with more than 300 people with neurodivergent thinking in the Cabbage Patch. With the right in-work support, we grow team members who are passionate about being in-work and are fully engaged in whatever task you ask them to do.
In turn, we fill vacancies and create a diverse and inclusive workforce that represents the communities we serve.”
Welham concluded: “As we enter 2025, we’re all going to need creativity, adaptability, and problem-solving skills - which a neurodiverse team will have in abundance - to find ways to drive growth. By being inclusive and working together, we can create the memorable, customer-centric experiences that our sector is known for – and that is good for business.”
The new digital guide is available at: https://www.licensedtradecharity.org.uk/neurodiversity-support-guide/ For employers interested in printed copies to share with colleagues or to discuss employer support the LTC can provide, please contact Marketing@ltcharity.org.uk for further information.
A Fresh Take
With help from industry experts, we look into how hotels can reinvent their minibars in line with consumer demands, and why this is a necessity.
The traditional hotel minibar, once a staple of convenience, is in need of a refresh. Today’s travellers seek more than overpriced snacks and generic drinks—they crave personalisation, wellness-focused options and unique local flavours.
Hotels that rethink their minibar offerings can elevate the guest experience, boost revenue and align with changing consumer preferences. This article explores innovative ways hotels can reinvent the minibar to better serve the modern traveller.
While the in-room minibar of old often left guests underwhelmed with uninspired, overpriced options suited only for emergencies, Jan Roberts, Commercial Director at BELU Water, recognises that it is now undergoing a quiet revolution. The modern traveller expects their hotel room to be both a sanctuary and a productive space, depending on whether they’re in work or relaxation mode - and the minibar plays a key role in that experience.
Jan explained, “I have definitely seen a shift, with hoteliers curating a more thoughtful selection of offerings, even integrating smart technology to create a truly personalised experience. By selecting brands that not only meet guest expectations, but also reflect the hotel’s values and ethos, the minibar can become a meaningful and memorable part of the stay.”
As travellers become more conscious of their environmental impact, their expectations of the hotel experience are changing. Just as guests are increasingly mindful of reusing towels rather than requesting fresh ones daily, they are also paying closer attention to the waste generated by in-room amenities - including the minibar. “Single-use plastics and excessive packaging no longer go unnoticed,” added Jan.
She continued, “That’s why forward-thinking hotels are reimagining their offerings in the minibar, spa, and many other areas by choosing brands that prioritise sustainability, ethical sourcing and social impact - brands like ours.” By offering sustainably packaged and socially responsible products, hotels can not only meet guest expectations, but also reinforce their own values, creating a more meaningful and responsible hospitality experience.
Keen to find out why BELU Water is a great fit for modern minibars in premium hotels, we asked Jan the burning question, to which she said, “Stocking BELU in your hotel is more than picking any old water brand. It means choosing crisp-tasting water with a premium look and feel, backed by industry-leading sustainability credentials. Bottled at source in the UK, our glass bottles contain a minimum of 40% recycled content. They are lightweight yet elegant, fully recyclable, and the perfect fit for premium hospitality settings.”
BELU’s lightweight, crushable RPET bottles are made from 100% recycled plastic (excluding the cap and label which the brand is actively working on) and are also fully recyclable. Every product BELU create is designed to help hotels meet their ESG goals, while exceeding guest expectations and bringing a truly impactful sustainability story to life.
Looking at successful collaborations where BELU Water has been integrated into minibars, there is one standout example - Firmdale Hotels, a valued member of the BELU Collective since 2019. Jan said, “By integrating BELU into their in-room minibars, they make a clear statement about their commitment to supporting social enterprises while delivering on their ESG strategy. Our bottles can be found across several of their London properties, such as Ham Yard Hotel, alongside other purpose-led brands that reflect Firmdale’s values - providing exceptional service, an outstanding guest experience, and a commitment to sustainable business practices.”
Chris Dyke, Group Beverage Purchasing Manager at Firmdale Hotels, also recognises that guest preferences for minibars have evolved over the years, with many now seeking unique and locally sourced products. He said, “Consumers enjoy discovering food and drink items that aren’t typically found in your everyday supermarkets.
“As a result, our minibars feature a variety of premium British products, including English sparkling wine, Portobello Minis, London Essence Co. mixers and Darling Spuds crisps. Convenience is also a key factor, with guests looking for ready-to-enjoy options. Pre-mixed beverages like CBD drinks, kombucha, and Bloody Mary cans have become increasingly popular choices.”
At Firmdale properties, they have opted for a ‘honesty bar’ initiative where guests can choose from a selection of drinks and snacks, from wine and artisan spirits to chocolate and ice cream. Chris said, “Like our minibars, they showcase local and independent brands, but differ in terms of format and scale. Unlike the space limitations of a typical in-room minibar, our honesty bars are fully fledged, allowing us to offer a wider variety of products in larger quantities and sizes.”
Firmdale’s approach to minibars and the introduction of the honesty bar came from wanting to provide guests with a ‘home away from home’. Those staying can enjoy the comfort of making their own drinks or grabbing a snack in cosy libraries and drawing rooms within Firmdale venues, creating a relaxing, home-like atmosphere. They are unstaffed and operate on an ‘honour system,’ providing complete freedom, without any unnecessary disturbances.
In terms of guest feedback, Chris said, “Our honesty bars receive fantastic feedback, as guests love the freedom to make their own drinks or grab a snack, especially when shops or bars are closed. For our guests who enjoy a nightcap, they love how convenient it is to have a well-stocked bar at their fingertips.”
Pablo Dafonte, Operations Manager at The Wellesley Knightsbridge, agrees with Jan and Chris, explaining how he has also seen a growing demand for premium products, including artisanal and locally sourced items, as well as a preference for reduced sugar, organic and dietary-friendly options.
Pablo said, “Luxury travellers today expect a thoughtfully curated selection that goes beyond standard minibar offerings.” In line with this, at The Wellesley Knightsbridge, they have refined their minibar selection to align with evolving guest preferences while maintaining a sense of exclusivity and sophistication. Partnering with esteemed British suppliers, The Wellesley Knightsbridge offers a premium range that includes artisanal nuts, halal-friendly confectionery, organic vegan chocolate and cold-pressed juices. “These additions complement our existing selection, ensuring that every guest enjoys a minibar experience that is both indulgent and tailored to meet diverse dietary needs,” added Pablo.
In Pablo’s opinion, a well-balanced minibar selection should offer both indulgence and wellbeing, ensuring that every guest can enjoy a tailored experience. “By incorporating organic, gluten-free and vegan alternatives, as well as options such as halal-friendly sweets, we cater to a sophisticated clientele that values quality and inclusivity,” he added.
Looking at how hotels can balance automation with the personalised touch that luxury travellers expect, Pablo said, “While automation brings efficiency, the essence of luxury hospitality lies in bespoke service.” At The Wellesley Knightsbridge, they strike a careful balance by using technology to enhance convenience, while ensuring that each minibar experience remains highly personalised. “Guests can make requests via digital platforms, but our team remains at the heart of the experience, offering tailored selections—whether it’s a favourite drink or a specially curated treat for a memorable occasion,” Pablo said.
In terms of how the minibar offering at The Wellesley Knightsbridge stands out from the crowd, the experience for guests reflects the elegance and exclusivity of the venue. “We have meticulously curated our selection to ensure it remains luxurious and inclusive, featuring premium British-sourced products, such as artisanal nuts, halal-friendly confectionery and organic vegan chocolates.
“In addition to offering high-quality, locally crafted items, we are committed to sustainability by incorporating eco-friendly packaging and ethically sourced ingredients. This dedication to quality, combined with our bespoke approach to guest preferences, ensures that every minibar experience is as sophisticated and memorable as the stay itself,” Pablo finished.
It’s clear that the traditional hotel minibar is undergoing a much-needed transformation, shifting from overpriced, generic offerings to a more personalised, sustainable and locally inspired experience. By curating thoughtful selections that align with guest preferences—whether through eco-conscious packaging, premium local products, or innovative honesty bars—hotels can enhance guest satisfaction while reinforcing their brand values. As industry leaders like Firmdale Hotels and The Wellesley Knightsbridge demonstrate, the modern minibar is no longer just a convenience; it is an extension of the hotel’s commitment to quality, sustainability and an elevated guest experience.