Make More
Your hotel could be earning more. Mews is a cloud-native PMS that helps you make more from every space, reservation and interaction, here are five ways to maximise hotel revenue.
Optimisation
Modern revenue management demands sophisticated tools that can automate decision-making while maintaining human oversight. Our AI-powered rate management system streamlines operations and leverages data-driven insights to optimise pricing dynamically. The proof is in the data. According to global research firm, IDC, Mews customers typically see a 7.3% increase in ADR with a 290% return on investment over three years.
Diversification
Think beyond traditional room revenue. Every square foot of your property holds revenue potential. Forward-thinking hoteliers are transforming underutilized spaces – from meeting rooms to coworking areas – into profitable revenue streams. By going beyond traditional overnight stays, properties can create new, repeatable revenue opportunities that adapt to changing market demands. Mews lets you easily manage and sell different space types for different time periods, be that a parking spot by the hour or a studio by the month. Customers that use Mews to sell additional spaces see an average 6% revenue uplift.
Collection
Streamlined payments mean maximum efficiency. In an era where payment friction can make or break the guest experience, automated payment processes are crucial. Our integrated payment ecosystem eliminates manual errors, reduces chargebacks and ensures seamless transactions across currencies. This comprehensive approach to payment collection helps Mews properties improve cash flow while reducing administrative burden. Some Mews customers save up to ten hours every week through centralised, automated payment reconciliation.
Enhancement
Every guest interaction presents an opportunity to enhance both experience and revenue. Mews provides seamless upsell opportunities throughout the guest journey. Extras and upgrades can be booked in a single click during reservation, at online check-in or at a self-service kiosk. Meanwhile, AI-powered Smart Tips provide your team with instant insights about guests, so that they can provide tailored services based on previous stays and preferences. This not only increases revenue but also creates memorable experiences that drive guest loyalty.
Protection
Revenue protection goes beyond preventing fraud. It encompasses regulatory compliance, data security and maintaining guest trust. With features like automatic tokenization, PCI DSS compliance and sophisticated fraud detection, Mews properties can focus on hospitality while knowing their revenue is secure. Customers enjoy chargeback levels well below the industry standard, while automation means no costly human error.
Discover how to make more with Mews: mews.com
The Power of Automation
Why your hotel needs automated revenue management, as told by the team at MEWS.
Every hotel can benefit from automated revenue management. Boutique or hostel, independent or chain, there are huge potential revenue uplifts that can’t be ignored.
However, despite the clear advantages, many hotels still rely on outdated, manual methods to set pricing strategies, leaving significant revenue on the table – and revenue managers at risk of burn out.
The real-time pricing revolution
A surprising number of hotels today either don't adjust their pricing at all or base their decisions on spreadsheets and historical booking reports. This approach creates inefficiencies, as hoteliers spend excessive time gathering and analysing data instead of making long-term strategic decisions.
Without an automated revenue management system (RMS), revenue managers must manually pull data from multiple sources – PMS, competitor pricing reports, market trends – before even beginning to set rates. As a result, hotels often find themselves reacting too late to changes in demand, missing out on potential revenue.
An automated RMS like Atomize, a Mews company, revolutionises this process by leveraging AI and machine learning to adjust pricing in real time. Instead of relying on outdated reports, it analyses live market conditions, booking trends and competitor pricing to determine the optimal rate at any given moment.
Automated revenue management is for everyone
Only around 20% of hotels now use an RMS – the majority still rely on spreadsheets and labour-intensive work. This slow uptake is surprising given the clear return on investment: hoteliers using Atomize report up to 35% higher RevPAR with 20 hours saved per month for every revenue manager.
While some hoteliers assume that RMS solutions are only for large hotel chains, the reality is quite different. All that's necessary is sufficient booking volume to benefit from data-driven decision-making. The general rule of thumb is that properties with ten or more rooms can gain measurable advantages from implementing an RMS.
The benefits of automated revenue management may diminish slightly for long-stay accommodations, where pricing strategies tend to be more static. In contrast, dynamic environments such as city-centre hotels, where demand fluctuates frequently, stand to gain the most from real-time pricing adjustments.
Overcoming barriers to RMS adoption
One of the biggest reasons for slow adoption is awareness. Mindset is also a factor, with some hoteliers still be hesitant to trust an algorithm with pricing decisions, particularly if they have relied on manual methods for decades.
There is also a misconception that RMS solutions are prohibitively expensive. However, when viewed in the context of potential revenue uplift, the cost of an RMS is relatively small. For a hotel generating £100,000 in monthly revenue, even a modest 15% increase through optimized pricing would add £15,000 per month, far outweighing the cost of implementing an RMS.
The benefits of real-time pricing
Revenue managers today have multiple pricing strategies at their disposal, ranging from traditional updates three times a day to fully real-time automation. It’s only the latter that lets hoteliers capture market nuances instantly. Whether that’s responding to sudden demand spikes or adjusting for specific room types months in advance, real-time pricing provides hotels with a competitive edge.
As a case in point, consider the ‘Taylor Swift effect’ – high-impact events where hotel demand surges immediately. Waiting four or five hours for a rate adjustment can mean lost revenue opportunities.
The advantages aren’t limited to large-scale events. Smaller hotels, too, benefit from automation. A boutique hotel with only 12 rooms might sell out overnight due to an unexpected surge in demand. Without real-time adjustments, they risk missing revenue opportunities that a responsive system would have captured.
This new generation of revenue management has created a divide among revenue managers: those who fully trust algorithms and those who remain sceptical. Atomize accommodates both mindsets, with hesitant users able to view price recommendations before enabling full automation. Over time, nearly all users transition to autopilot mode, realising that the system often outperforms manual adjustments, even those based on years of experience with spreadsheets.
The future of revenue management
Hotels evaluating an RMS should start by identifying their core business objectives. Instead of asking, "Does the software have this feature?" they should ask, "Can this system help us achieve X revenue growth or Y operational efficiency?" This consultative approach fosters more meaningful discussions and ultimately leads to better software decisions.
The world of the modern RMS is only just beginning. As the interplay between technologies deepens, revenue management will impact every area of a hotel’s business, unlocking new revenue streams and untapped income.
To learn more about how Mews makes more for your property, go to mews.com
Protecting Your Business
Superintendent Mandy King runs the UK’s National Counter Terrorism Security Office; it’s Counter Terrorism Policing’s home for preventative advice and guidance. In this interview with Hotel Magazine, she explains that anticipating attacks can sometimes be relatively simple and can bring wider crime prevention benefits.
Hoteliers have always been aware of the risk of terrorism; has the nature of the risk changed in recent years?
In the UK, the hotel sector and Policing have always been partners in the fight against terrorism. That’s probably because, sadly, in living memory we have seen hotels targeted by terrorists around the UK and in Northern Ireland and so the industry has done a lot to reduce risks and make attackers look elsewhere for targets.
Yet, things have changed over the years.
When I started my career in policing in Central London in the 1990s, we were mostly worrying about well organised, almost military style groups who might often issue warnings before setting off a bomb. Today’s terrorists have less defined ideologies, often operate alone, looking for a space or a crowd, not necessarily in a high profile or iconic location, where a knife or a homemade explosive can do damage. And they also often don’t care about their own safety or getting away.
Because it feels far less predictable, our approach has had to focus even more on denying those spaces to potential attackers. On top of that, the suddenness of attacks mean we need partnership between police and businesses to make sure that there’s the right and rapid response if the worst happens.
How can hotel managers plan for something that feels less predictable?
The advice we give is very much around looking for the opportunities and shutting them down, very much like businesses do with general crime prevention or guest safety. We may not have a crystal ball to tell us which location might be next, but we know a lot about how terrorists think and the techniques they are using.
My team, working with the intelligence services and drawing on a lot of policing and security experience, have built a number of tools which businesses can use to understand their situation and plan accordingly.
For example, on our website ProtectUK [Risk Management Process | ProtectUK], there’s a downloadable risk toolkit which anyone can use to think through their specific vulnerabilities and how to deal with them. It might be that you are exposed to the possibility of someone driving a vehicle into your foyer or your staff don’t know what to do during a live incident; the toolkit will help you identify where you need to act and suggest ways to plug any gaps.
And, the strength of our website is its practicality. We’re tried to make our free advice relevant to the realities of running a business or working with the public and we’re always interested in hearing how it can be improved.
What sort of advice can hoteliers tap into?
A lot of the support that’s out there comes in a human form; you don’t have to do everything online!
We have a network of Counter Terrorism Security Advisors (CTSA) around the country who are on hand to signpost advice and guidance. Whist there is a limit to how much individual attention they can give specific business, they have a wealth of security and policing experience and know the current threat picture for different locations.
CTSAs will get even the most inexperienced business manager started down the right path.
And then there’s the ProtectUK website. It has links to current guidance for everything from technical building specifications to staff awareness training packages and lot more in between.
Crucially, we spend a lot of time thinking about how our advice can be implemented at little or no cost.
Hoteliers have lots of security concerns – is counter terrorism another burden on top?
In my years in policing, I haven’t met an hotelier who doesn’t want to look after guests and staff alike; caring about people is in the DNA of the business after all!
A lot of the things we suggest to combat terrorism are also vital in tackling wider crime, safety or just good management. Staff awareness about behaviours that don’t seem right, making sure everyone knows what to do when there’s an incident, watching who is coming and going from your hotel, or asking event organisers about the people attending their function - all make sense whether you’re looking out for terrorists, thieves or trouble-makers or just being a great host.
You mentioned staff awareness – how can hoteliers boost that?
Looking back at incidents, it’s always staff spotting issues and knowing what to do that makes the difference. So it’s vital that they are aware of things like the power of saying ‘hello’ to someone looking nervous and where the best places of safety are in your hotel.
It might be that you want to regularly feed small pointers into morning briefings or you might ask team members to take the e-learning courses we have on our website as part of their regular training. On the ProtectUK website there are also links to a great programme called See, Check and Notify (SCaN) [ https://www.protectuk.police.uk/advice-and-guidance/security/see-check-and-notify-scan ] which has modules for managers, teams and individuals. Crucially, it’s designed to tackle crime by promoting greater customer awareness – hospitality professionals will be surprised how much they are already a counter terrorism expert!
The resources which Mandy has mentioned can be accessed via ProtectUK protectuk.police.uk
Mandy King has been a police officer for 30 years, working in London and Glasgow across a number of specialisms. One of her personal career highlights was being responsible for the security coordination of Queen Elizabeth’s Lying in State, as well as playing a key role in the King’s Coronation. She leads a team of around 100 police officers and staff at Counter Terrorism’s NaCTSO developing guidance, providing hands on advice to high profile individuals and organisations and engaging with the business community to keep people and places safe.
Where to get free advice
Check out the ProtectUK website protectuk.police.uk where you can access free resources covering everything from risk assessments to staff e-learning.
There are also useful links to a number of other resources produced by Government.
And if you are looking for your local Counter Terrorism Security Advisor – you find a list of contact details.
Fergus Stewart
In this April edition, Fergus Stewart, CEO of The Lancaster Landmark Hotel Company and General Manager at The Landmark London, sits "In the Hot Seat" to reflect on his extraordinary journey in the hospitality industry. In this interview, he shares insights into his leadership philosophy, the challenges of post-COVID recovery and the importance of mentorship.
Fergus Stewart's journey into hospitality began unexpectedly. As a teenager, he aspired to be a professional footballer but was unable to secure a contract. While figuring out his next steps, he worked various jobs in Harrogate hotels, which sparked his keen interest and passion in hospitality. He pursued hotel management in Leeds and later joined Grosvenor House in London as an Assistant Food and Beverage Manager at just 24 years old.
His global career took off when a friend convinced him, over the promise of a night out, to interview for a role at the luxury property Shangri-La in China. Three weeks later, having secured the sought after role, he was in Beijing - simple as that. This opportunity led to a 25-year journey travelling across the globe spanning Hong Kong, Singapore, Taiwan, Spain, Egypt, Thailand, Japan, Vietnam, Dubai, and London, holding leadership roles throughout and embracing a variety of diverse cultures.
Fergus credits his success to adaptability, hard work, and a willingness to take risks. Though the frequent relocations were challenging for his family, he believes the experiences enriched their lives and taught them all important lessons. He emphasised the importance of immersing himself in different cultures and bringing value to every role, a mindset that has shaped his remarkable hospitality career and that he carries forward to this day.
Fergus returned to the UK in 2000 as Hotel Manager at The Landmark London after 11 years abroad with Shangri-La. He said, “I wasn’t necessarily missing home, but I wanted to gain more experience.”
He continued, “The Managing Director at the time, someone I had worked with in Singapore, invited me back, and I agreed. During that time, I met the hotel’s Thai owners, and we’ve stayed in touch ever since.”
Fergus explained that while working in Dubai as Senior Vice President and acting COO for Jumeirah Hotels— “a dream role”—he commuted between there and the UK, as his family had decided to stay back. “I spent three weeks in Dubai and one in Europe, making it work with my children's schooling. But, then COVID hit. Travel restrictions meant I only saw my family for one week in a year, and quarantining in a small hotel room for 10 days was brutal. Though Dubai’s hotels remained open, I realised I needed to be home for my children, who were at a critical stage in their education.”
When The Landmark London’s owners approached him with an opportunity, Fergus saw potential. Although it was a smaller role than his previous global position, he felt the hotel offered a great challenge. Fergus added, “Over the past three years, we’ve transformed the space—creating a
Champagne Bar, a quintessentially British gastro pub, a cigar terrace, and brand-new public spaces and suites. The energy has changed dramatically, and we’ve introduced unique touches, including patented uniforms that guests now admire and try to replicate.”
Throughout his career, there have been many defining moments, such as his time in Egypt when a bomb exploded just 50 metres from him. A member of staff at the restaurant he was in urged him to stay put, but he insisted he left, knowing Western outlets were targets. Fergus said, “That night, three bombs went off.” Fergus knew it was part of his role to make sure his hotel guests were safe,:“The next morning, we checked guest attendance at breakfast and identified six rooms where no one had returned. Those guests had lost their lives in the devastating attack.”
Fergus recalled that one of his most emotional experiences was accompanying the coffin of a chef who had died in the blast. “He had been under my mentorship, and his body was never fully recovered—only his name card was found from his possessions. I personally escorted his coffin across Egypt to his father in Alexandria, attending a funeral where 200 grieving family members and villagers honoured their loved one. Sitting there as the only person in a suit, I realised the deep impact our work has on people’s lives and how proud his family were that he’d worked for a company like ours.”
These moments—whether leading a global brand or transforming a single hotel— Fergus believes have shaped his career, “It’s about more than hospitality; it’s about people, experiences, and making a meaningful difference,” he said.
Speaking on his leadership style, Fergus believes in ‘managing upwards’. He said, “I like to be involved in every detail, from testing linens to tasting dishes, to truly understand, evolve and refine the guest experience.
“However, I've learned to delegate more over time. While I contribute to decisions, I no longer need to make them all myself. Early in my career, I felt the need to prove myself by taking on everything, but now I focus on guiding rather than deciding. Our leadership meetings are long but inclusive—everyone has a voice, and we make decisions as a team. If mistakes happen, we own them together” Fergus commented.
Fergus revealed that his most valuable lesson in hospitality is humility, seeing himself as a guest in another country - learning rather than comparing or criticising.
Early on, he also realised the importance of mentorship, as he told us one of his own taught him a crucial exercise; giving him £100 to dine out to report back on five great things he observed, selecting three to implement in the hotel—without negativity or comparisons. This lesson shaped his approach to learning and leadership.
Over the years, he sought advice from trusted mentors including Brian Hladnik, whom he worked with 30 years prior and currently works with, and now pays it forward. One memorable example was spotting potential in a young man from Bolton, who has now become an assistant manager at The Landmark London. Fergus explained how when the employee’s proud mother visited, he insisted she enjoy afternoon tea—on the house. The moment became a cherished story, highlighting the power of kindness and support in career growth.
His key takeaways? Fergus said, “Stay humble, seek guidance, and mentor others when you can.”
In line with that, challenges, of course, still present themselves. Fergus explained, “One major challenge as CEO is finding the right people, especially after COVID. When I started, we decided to fully reopen the hotel—300 rooms, restaurants, banquet spaces, and amenities—while others stayed partially closed. This helped us attract business from competitors. However, staffing was difficult, so management, including myself, pitched in—serving breakfast, clearing linens, and supporting operations. This hands-on approach built a strong bond within our team.”
Retaining staff is another challenge Fergus has faced, but he prioritises being present, approachable, and rewarding employees, which has led The Landmark London to being named the UK’s top hospitality employer.
Fergus recognises that keeping up with trends is also key, he said, “sustainability is important, but we must balance it with luxury, as some guests prioritise eco-friendly practices while others expect premium experiences.
“Technology presents another challenge—some guests want mobile check-in, while others prefer personal interaction at the front desk. Striking the right balance between service, technology, and sustainability is an ongoing conversation. Ultimately, we overcome challenges by staying hands-on, adapting to guest expectations, and ensuring exceptional service.”
Moving on to what a typical day in the life looks like as the CEO of The Landmark London? Fergus explained that it starts at 7:30 AM with a walk around the hotel, checking in with staff and guests. From 8:30 to 9:15, he catches up on emails before leading a short morning meeting to review the past, present, and upcoming day. He then holds one-on-one meetings with senior managers, allowing them to discuss their concerns and plans.
His time is also spent meeting with GMs of other hotels within the group, entertaining key clients, and overseeing a new hotel project in Shepherd’s Bush. Despite long hours, he enjoys the work and said, “I create positive experiences in a happy, welcoming environment, so it doesn’t really feel like work to me.”
Moving on to advice, Fergus revealed that the best advice he received was to look for the positives in everything."
Fergus added, “I was challenged to find five good things in any situation, which I’ve applied with others. For example, before he sadly died in the explosion, I gave Mustafa, the pastry chef, 200 euros and asked him to find the best pastries in Paris. He came back with photos and recipes, which I loved. I later did the same with 12 interns here at The Landmark London, giving each £100 to spend and share what they learned. It became a competition to see who could have the best experience”
“My key lesson was to focus on what's good in people, jobs, and situations, rather than the problems.”
To conclude the interview, we asked Fergus, if he could have any three guests, past or present, stay at The Landmark London and host them, who would they be? He said, “They are all sport related because I’m a keen sportsman. Two of the people I'm going to mention, I have met and sat at a table with but I'd like to sit longer with. It would be Tiger Woods because I think he's just got so many stories. Graeme Souness because he is my sporting hero as he changed our club – and lastly Tyson Fury! Tyson Fury comes to the hotel a lot, and I just think he’s brilliant.”
An Iconic Venue
Recognised as Hotel of the Month in this April issue is London’s The Mayfair Townhouse. This boutique retreat sets a new standard for sophistication, offering guests an unforgettable experience defined by charm, impeccable service, and a touch of playful extravagance. In this piece, we explore what makes The Mayfair Townhouse a standout destination in the world of luxury hospitality.
Now a recognised address in London, since its inception in May 2021, The Mayfair Townhouse is the fifth British hotel from Iconic Luxury Hotels. Located on Half Moon Street alongside Piccadilly, The Mayfair Townhouse is a collection of 15 Georgian townhouses, seven of which are listed buildings. Home to 172 rooms and suites, each accommodation type offers a different narrative derived from the spirit of the ‘Dandy’ era.
Iconic Luxury Hotels was founded in December 2016 and is an expanding hotel company with an international focus. The collection of owned and managed hotels comprises an eclectic mix of properties, each of which celebrates distinctive architectural style, cultural heritage and natural surroundings.
The Townhouse offers a diverse selection of 172 guest rooms, including contemporary Suites—some featuring private patios, and three Signature Suites, embodying Mayfair’s luxury while showcasing stunning views of London’s lively West End. At its core is The Dandy Bar, a stylish yet theatrical retreat from Mayfair’s bustling streets. On the Lower Ground, guests will find The Club Room, a unique dining destination, The Den, an intimate semi-private dining space designed to evoke the warmth of a private residence, and Oscar’s Study, a spacious private dining and meeting room available for exclusive use.
Offering something for everyone through their food and beverage repertoire, The Dandy Bar provides the essence of a private club, without the frills of a membership. Taking inspiration from the British Dandy actors, while serving the very best in classics, the bar tells imaginative stories through expressive cocktails. An extensive curated list of cocktails and spirits define the menu, which includes avant-garde takes on the classic Dandy cocktail, once enjoyed by hedonists of the area.
The Club Room serves a bountiful breakfast buffet and an all-day menu and offers guests a place to relax, work and connect with different people in a convivial, warm setting.
The hotel reflects decadence in the 21st century with interior design that creates an entirely unique experience for each guest. Due to the historical nature of the fifteen townhouses that unite to create the hotel, no two rooms are the same, and guests who stay multiple times will have a different experience on each occasion. Indoor/outdoor living is achieved in The Garden Suite and inspired by Cecil Beaton's love of gardens, while penthouse suites offer indulgent free-standing bathtubs.
The acclaimed interior design firm Goddard Littlefair led the transformation of the Grade II-listed hotel, seamlessly uniting its series of Georgian buildings with a refined residential townhouse aesthetic. Inspired by figures like Oscar Wilde—whose famous play The Importance of Being Earnest was set on Half Moon Street—and the exuberant aesthetic movement of the era, the hotel blends contemporary British style with bold, witty flourishes. Unexpected details, eclectic curiosities, and a playful yet sophisticated design aim to create an atmosphere that feels both charmingly whimsical and unmistakably Mayfair for its guests.
Art plays a central part throughout the hotel with Minda Dowling, a leading art specialist, curating unique and unusual pieces for The Mayfair Townhouse to further bring the spaces to life. The carefully considered collection includes both well-known names and emerging artists. Standout artwork includes Clarita Brinkerhoff’s peacock sculpture, sitting at 67 inches high and made from 25,000 Swarovski crystals. The fox, the hotel’s mischievous motif, is woven throughout the hotel. Not missing a trick, for those wanting to learn more about the artwork, the team have developed QR codes so guests can scan them in order to find out more information on a piece.
The Mayfair Townhouse stands as a beacon of modern luxury, seamlessly blending heritage, artistry and contemporary elegance in one of London’s most prestigious neighbourhoods. With its distinctively curated design, immersive storytelling and impeccable hospitality, the hotel has carved out a reputation as a must-visit destination for discerning travellers. As our Hotel of the Month this April, The Mayfair Townhouse continues to define a new era of refined, playful indulgence in London’s hospitality scene.
Hotels and the Pandemic
Five years on, by Jane Pendlebury, CEO of HOSPA.
Five years have passed since COVID-19 turned the hotel industry upside down. Looking back, it's remarkable how a crisis that threatened to destroy our sector instead became a powerful catalyst for change.
Remember the panic when hotels first shuttered? Those desperate months taught us resilience, but they also sparked innovations that have permanently altered how we operate. Digital check-ins, mobile room keys and ordering drinks and bar food from the table – once considered nice-to-have extras – are now almost standard expectations. Guests who initially accepted these technologies out of necessity now actively prefer them.
Our workforce has undergone perhaps the most profound transformation. The combined impact of Brexit and the pandemic drained our talent pool as skilled professionals sought stability elsewhere. Many travelled back to their overseas family homes before lockdowns became too severe, and never came back to the UK. This exodus still haunts us – particularly for specialised roles. Meanwhile, attitudes toward work have fundamentally shifted in a positive way. Staff now expect flexibility where possible, and mental wellbeing has moved from corporate buzzword to genuine priority.
The economic recovery has followed an unexpected path. Rather than the prolonged downturn many feared, we witnessed 'revenge travel' as guests flocked back to hotels throughout 2022, helping recoup earlier losses. Business travel patterns have permanently changed with many extending overseas business trips to incorporate some leisure time. In cities around the UK, Thursdays are emerging as the new Friday as remote workers extend their weekends. The Meeting and Events sector has rebounded strongly, with companies using hotel spaces for team gatherings now that traditional offices play a diminished role.
Technology adoption has accelerated dramatically, though not without challenges. While larger chains implement sophisticated AI systems for everything from revenue management to personalised guest experiences, independent hotels often struggle to keep pace. The crucial and fundamental question remains: where does technology enhance service, and where does human interaction remain essential?
Sustainability has evolved from optional extra to business imperative. Today's guests increasingly choose hotels based on environmental credentials, making green practices both ethically sound and commercially savvy. Forward-thinking properties now recognise that reducing their carbon footprint attracts environmentally conscious travellers while simultaneously cutting operational costs.
What lies ahead? The next five years will likely bring continued technological innovation, with AI offering increasingly sophisticated personalisation. Economic pressures will persist, forcing hotels to find new efficiencies without compromising on quality. The most successful properties will be those that embrace change while remembering that genuine hospitality, the kind that creates lasting memories.
Spoilt for Choice
In the ever-evolving hospitality industry, hotels are constantly seeking innovative ways to enhance guest comfort and satisfaction. One such trend currently gaining momentum is the introduction of pillow menus. No longer just a luxury reserved for five-star resorts, pillow menus are becoming a staple in hotels worldwide. Here are five key reasons why hotels are embracing this offering.
Enhancing Guest Comfort and Sleep Quality
A good night’s sleep is one of the most crucial factors in ensuring a positive hotel experience. However, not all guests have the same sleeping preferences. Some prefer a firm pillow for better neck support, while others opt for a soft, plush option. By providing a variety of pillows—such as memory foam, hypoallergenic, or orthopedic—hotels can cater to individual needs, ensuring guests wake up refreshed and well-rested.
Personalisation and Luxury Appeal
Modern travellers expect more than just a comfortable bed; they seek personalised experiences that make them feel valued. A pillow menu allows guests to choose the pillow that best suits their preferences, adding a sense of customisation to their stay. This extra touch not only enhances comfort but also elevates the overall perception of the hotel’s commitment to luxury and attention to detail.
Catering to Health and Wellness Trends
With growing awareness about sleep health, many travellers prioritise wellness even when they are away from home. Hotels that offer pillow menus align with this trend by providing options designed to support better sleep posture and alleviate common issues such as neck pain or allergies. Options like anti-snore pillows, cooling gel pillows, and lavender-scented pillows promote relaxation, helping guests maintain their wellness routines while traveling.
Differentiation in a Competitive Market
The hospitality industry is highly competitive, with hotels constantly seeking ways to stand out. A pillow menu is a simple yet effective way to differentiate a hotel from its competitors. Whether a boutique hotel or a global chain, offering a curated selection of pillows demonstrates a commitment to guest comfort, setting the property apart and encouraging repeat business and positive reviews.
Addressing Diverse Guest Demographics
Hotels welcome guests from all over the world, each with unique sleeping habits and cultural preferences. Some cultures prefer firmer pillows, while others favour softer ones. Additionally, business travellers may have different needs compared to leisure travellers. By offering a range of pillows, hotels ensure they cater to a diverse clientele, fostering inclusivity and ensuring that every guest feels at home.
Incorporating a pillow menu is a relatively simple yet impactful strategy for hotels to improve guest satisfaction and loyalty. As sleep quality becomes a growing priority for guests, providing this personalised touch not only enhances the guest experience but also strengthens a hotel's reputation in an increasingly competitive industry. Hotels that invest in such thoughtful amenities are more likely to create lasting impressions, turning one-time visitors into loyal patrons.
Stick With the Times
With experts on hand, we explore how hotel bedrooms are evolving and how to work in line with this.
As consumer preferences continue to evolve, hotel bedrooms are transforming to meet new demands for comfort, technology and sustainability. Modern travellers seek personalized experiences, smart room features, and wellness-focused spaces that go beyond a place to sleep. This article explores the latest trends shaping hotel room design, and how overnight stay venues can adapt to enhance guest satisfaction, stay competitive and future-proof their offerings in an ever-changing hospitality landscape.
Hotel bedroom design is undergoing a transformation, moving away from standardised, bland spaces toward warmth, authenticity, and personalisation. Kimberley Cohen, Co-Founder and Artistic Director of Maisons Pariente, sees that guests today crave an experience that blends the comfort of home with the excitement of discovery. "Luxury is about feeling at home, while also experiencing something new," said Kimberley. At Maisons Pariente’s properties—Crillon le Brave in Provence, Lou Pinet in Saint-Tropez, Le Coucou in Méribel, and Le Grand Mazarin in Paris—this philosophy is deeply embedded in the design. Each hotel embraces natural materials, bespoke furnitureand authentic decor, ensuring a space that feels inviting and unique.
As guests become more conscious of their environmental impact, sustainability is at the forefront of hotel design. "We incorporate eco-friendly and locally sourced materials, along with energy-efficient technology, to align with our guests' values," Kimberley explained. The integration of these elements allows hotels to offer luxury while remaining environmentally responsible.
Hotel rooms today are more than just places to sleep; they serve as multifunctional spaces for work, relaxation and entertainment. "At Le Grand Mazarin, we designed rooms that balance elegance with a sense of playfulness, making them as inviting for a business trip as for a weekend getaway," Kimberley noted. The ability to seamlessly transition between functions is key to meeting the evolving demands of travellers.
The modern guest expects an experience tailored to their preferences. "Guests love small, thoughtful details that make their stay feel uniquely theirs, whether it’s a choice of pillows or personalized gifts," said Kimberley. Wellness is also a top priority, with an emphasis on quality bedding, soundproofing and spa-like bathrooms. At Le Coucou in Méribel, this translates into cosy alpine suites with deep soaking tubs and private balconies, providing the perfect retreat after a day on the slopes.
While seamless connectivity is essential, Kimberley stressed the importance of keeping technology intuitive and unobtrusive. "Guests expect high-speed Wi-Fi, smart TVs and mobile key access, but they don’t want to be overwhelmed by complex systems." At Maisons Pariente, the focus remains on effortless comfort, rather than excessive tech features, allowing guests to disconnect and recharge in a soothing environment.
This emphasis on comfort and wellbeing extends beyond technology to other aspects of the guest experience, particularly in the realm of sleep. George Filippidis, Managing Director of Andronis in Greece, shares a similar philosophy, highlighting the significance of quality rest in hospitality. He said,“Last summer, we introduced a Sleep Well package at Andronis Concept Wellness Resort, offering our guests exclusive privileges designed to enhance rest and rejuvenation."
George recognises that sleep is critical for our health and wellbeing, memory processing, heart health and immune system, yet so many struggle to get sufficient sleep. In line with this, George wanted to provide guests with the perfect conditions for deep relaxation and a restful night's sleep. He told us, “We did this through incorporating exclusive privileges into our bedroom design, such as memory function-equipped mattresses, tailored pillow menus and aromatherapy.
“As hotel bedrooms continue to evolve to fulfil our guests' preferences, we are likely to see further sleep innovations, including more holistic approaches that combine mindful practices with modern sleep science techniques to address various sleep-related issues and promote overall wellbeing,” he finished.
Having established that hotel bedrooms are developing towards seamless comfort, wellness, and smart technology, at ZEM Wellness Clinic Altea, all of their 95 Suites are fully equipped to guarantee this, but especially their Feng Shui Suite that is carefully designed for deep relaxation and balance, featuring rounded corners, natural and organic materials and a clutter-free layout.
Tatiana Geue, Marketing & Communications Director of ZEM Wellness Clinic Altea, Spain, said, “By eliminating noise, visual disturbances and removing the TV, the space fosters mental clarity and restful sleep. Guests now seek holistic wellbeing, demanding customisable sleep environments, mindful disconnection, and multifunctional spaces. At ZEM Wellness Clinic Altea, we are absolutely aware that high-speed Wi-Fi and smart controls are essential, but following the principles that mark our distinctive ethos: true luxury lies in intuitive, calming design and caring every single detail.”
In terms of the key trends shaping hotel bedroom design today, Phoebe Hitchcox, Managing Director at The Lakes by YOO, said, “Luxury hospitality is evolving towards a blend of nature, comfort and personalisation, and our rooms reflect a connection with nature through organic textures, earthy tones to create calming immersive spaces.”
Today’s travellers expect high-speed Wi-Fi, workspaces and seamless tech integration. At The Lakes by Yoo, they ensure that every residence offers discreet, well-designed areas for focused work—with scenic views or a cosy lounge space perfect for creative thinking. Long hours in front of a screen demand spaces that support mental clarity and relaxation. “Features like outdoor terraces, in-room wellness amenities and access to nature help remote workers recharge, ensuring they remain both productive and inspired”, added Phoebe.
On the importance of amenities, Naomi Rheinberger, Vice President Sales & Marketing at VANITY GROUP, believes that along with the linens, robes, and towels, “The amenities are the most intimate part of the hotel stay, being in contact with the guests’ skin.
“This level of connection, when harnessed correctly, can be a game changer for hotels with the brand partnership and scent becoming a signature part of the hotel stay. We remember more of what we smell than any other sense, and partnering with luxury brands can create a scent story that the guest remembers long after check-out.”
Working with a genuine retail brand can greatly enhance guest experience and support awareness of the hotel through their brand channels. Naomi added, “Working with progressive and established brands opens a world of opportunities for hotels to create valuable experiences that transcend the bathrooms and become a bigger part of the hotel’s storytelling.” A great example of this is the global partnership by VANITY GROUP between Pan Pacific Hotels and Jo Loves. With the Mango Thai Lime hotel collection now in every Pan Pacific bathroom around the world, this has been the launchpad for global partnership marketing activations that have spanned from Singapore to London including bespoke installations, festive events, and food and beverage offerings.
In terms of exactly how hotel bedrooms will evolve in the next five to ten years, Phoebe believes that the future of hotel bedroom design will be driven by a deeper focus on wellbeing, sustainability and seamless personalisation. She said, “We expect to see luxury spaces evolve into immersive, intuitive retreats that cater to the needs of modern travellers. With the rise of remote work and extended stays, hotel bedrooms will evolve into multi-functional havens that seamlessly transition between work, leisure and relaxation.”
Oliver-Milne-Watson, General Manager at The Newman, member of Preferred Hotels & Resorts prestigious Legend Collection, agrees with Phoebe, recognising that travellers today expect more than just a comfortable bed - they seek spaces that support their overall wellbeing.
Wellness in hotel design has evolved beyond having a spa; it’s now about offering a holistic approach throughout the hotel that nurtures both the body and mind. At The Newman, they embrace this shift with a dedicated wellness floor, providing a sanctuary where guests can reconnect with themselves and feel their best.
Oliver added, “Beyond the wellness floor, we bring the spa experience to guests’ rooms by featuring wellness products in the minibar. We are looking to partner with a wellness app that allows guests to enjoy workout plans and access gym equipment directly in their rooms. For those seeking the ultimate wellness retreat, our Penthouse Suite offers a private sauna and ice bath, creating an exclusive space for relaxation and rejuvenation.”
Another key trend in hotel bedroom design is the rise of flexible, multi-functional spaces. As more travellers blend work and leisure, guests are seeking environments that let them transition seamlessly between work, relaxation and social interaction.
At The Newman, they have designed rooms with this in mind. Through their values of Thoughtful Excellence, Oliver explained, “We have assessed every aspect of the room to ensure it enhances the guest experience.” Each guest room features a comfortable desk to cater to work needs, while maintaining a warm and inviting atmosphere for when it’s time to unwind.
Modern travellers crave authenticity and a sense of place, looking for hotels that reflect the character and heritage of their surroundings, rather than generic, one-size-fits-all interiors. Guests now expect a more meaningful stay, where design tells a story and connects them to the destination. Every corner of The Newman is infused with the vibrant essence of Fitzrovia, inspired by the area’s creative legacy. The hotel’s design pays homage to iconic figures like Nancy Cunard, the bohemian queen, whose bold bangles and playful polka dots subtly weave their way into the hotel's design narrative, with prints and sketches of her adorning the walls, alongside photography of interesting characters from the local community.
In the coming years, Oliver believes that hotel bedrooms will continue to evolve, driven by the ever-changing preferences of modern travellers. He forecasts that sustainability will take centre stage, with eco-friendly materials, energy-efficient technologies, and waste-reducing solutions becoming the new norm. He said, “Green certifications and carbon-neutral initiatives will be a standard part of a hotel’s identity. Guests will expect these practices, and hotels will be held to higher sustainability standards than ever before.
“Smart technology in bedrooms will continue to improve guest convenience, with features like voice-activated room controls and in-room automation for lighting, temperature and entertainment. AI-driven services will allow hotels to cater to guests even before they arrive, pre-setting rooms to their preferred settings based on past stays.”
At The Newman, they pride themselves on being committed to staying ahead of these trends, blending technology and timeless design to create spaces that are both forward-thinking and deeply personal, whilst continuing to celebrate their neighbourhood.
As hotel bedrooms continue to evolve, the focus remains on personalisation, wellness and seamless technology integration. Today’s travellers seek more than just a place to sleep—they desire immersive, multi-functional spaces that reflect their lifestyles, values and need for comfort. From sustainable design choices and intuitive smart features to bespoke wellness experiences, hotels are redefining luxury by blending innovation with authenticity. Looking ahead, the future of hotel bedrooms will be shaped by a deeper commitment to sustainability, flexibility and guest-centric experiences, ensuring that each stay feels both effortless and enriching.
Your Nose Knows Best
A piece by Naomi Rheinberger, Vice President Sales & Marketing, VANITY GROUP.
When was the last time you thought about your hotel’s smellscape?
Defined as the unique combination of smells that characterize a location, for a hotel this could span the lobby scent, restaurant aromas, florals adorning public spaces, and the in-room amenities.
Our sense of smell has a direct pathway to the brain – the only sense to do so. This completely unadulterated sense can trigger vivid and emotionally charged memories making it the perfect medium for hotels to create unique guest experiences.
Scent is one of our most powerful senses, evoking profound physical, mental, and emotional responses. Travel, in particular, unlocks a kaleidoscope of smellscapes. An oceanside getaway, for instance, might dance with the salty tang of the sea and the delicate allure of white musk. Conversely, a countryside escape offers a more complex masterpiece of scents – the earthy aroma of oak trees mingling with the sweet perfume of orange blossom. Each destination possesses its own unique olfactory signature.
Last year I wandered the streets of Istanbul with my mum. The Grand Bazaar enveloped us in its comforting smells of cinnamon, saffron, and the deep earthy scents of freshly brewed Turkish coffee. While my mum lives over 10,000 miles away, whenever I’m reconnected with the smellscape of Istanbul, I’m immediately energized, comforted, and prompted to FaceTime and let her know I miss her.
I can remember my first experience to Le Manoir aux Quat’Saisons, A Belmond Hotel. While the visit was pure business, the experience was all pleasure. The lavender lining the shrubbery, the damp soil coating the greenhouse reminiscent of my late nanna’s green thumb, and the graceful dance of butter and sugar taking centre stage in the iconic Raymond Blanc kitchen.
Like any good millennial, I took endless photos of my Le Manoir experience, however the best way to truly transport me back to the beating heart of the Oxfordshire countryside is through scent.
Not only does scent harness the power to keep your hotel in a guest’s memory long after checkout, it’s an invitation to be present in the “now”. Studies have proven that a good smell is even linked to enhanced wellbeing. Beyond this, its destined to become a shared talking point amongst guests.
It’s for this reason, hotel essentials often incorporate essential oils. The ESPA Hotel Collection, for example, incorporates Bergamot, Jasmine and a hint of Cedarwood, designed to promote relaxation, reduce stress, and improve mood. What the nose smells, the mind and body follow.
Whether guests are conscious to it or not, a hotel’s smellscape shapes the entirety of a stay – especially in the bathroom. Consider this: after an evening of live music, a guest spends time in the shower reminiscing on their favourite melodies. During this intimate experience, the smell of the shower gel, shampoo and conditioner hardwires the “filing” of the memory.
It’s for this reason VANITY GROUP partnered Chateau Denmark, a boutique hotel in London's West End that pays homage to the city's music history, with the iconic Purple Haze hotel collection by luxury cult brand 19-69. Evocative of the Woodstock Music and Art Fair in 1969 as well as Lennon and Ono’s staged ‘Bed-ins for Peace’ in Montreal and Amsterdam, the scent notes of Italian Bergamot and Cannabis Accord on a bed of Vanilla and Black Pepper ensure the emotional salience of the moment become a banked memory with every lather.
By empowering guests to follow their nose, hotel operators are shaping the thoughts, feelings and moods of their guests - often in a more impactful way than the warm greeting of the concierge, or the tender care of a Housekeeper’s freshly laundered linens.
But what does this mean for a hotelier orchestrating a scent symphony?
It seems cliché, but think about how you want your guest to feel while in your hospitality space.
Explorative and adventurous retreats are a base for energetic scents like Oudh and Tangerine.
For stays focussed on rest and reinvigoration after a day on the golf course, peppermint and eucalyptus are destined for wellness seekers.
Calm and curious getaways are complimented by vibrant citrus and zesty pomelo.
Meanwhile an elegant and refreshing city-centric escape can be beautifully grounded with earl grey and bergamot.
I’ll admit, I have a vested interest in what personal care products call the hotel room home… I dedicate my working life to being a scent celebrant, marrying hotel with its amenity life partners. However irrespective of my posting, I’ll always vouch for a hotel’s smellscape being an investment worthy of careful consideration.
After all, scent is the only sense that lingers in a guest's memory long after they've checked out.
Taking Action
The safety and wellbeing of guests are at the heart of hospitality. However, the industry is confronting the unsettling reality that hotel spaces can, in rare but devastating cases, be misused by criminals to exploit children. In response, UKHospitality, is supporting Operation Makesafe—a national police initiative aimed at preventing child sexual exploitation – Chief Executive at UKH, Kate Nicholls, shares the details.
Keeping guests safe is hospitality’s top priority, and I know how much importance our hotels place on doing just that.
That’s why it’s utterly appalling that the privacy offered by hotels to their guests is, in some instances, being abused by criminals to sexually exploit children.
That’s a shocking sentence to read, but something we as a sector have to acknowledge can happen in our premises – a single incident is of course one too many. We are, though, doing all we can to lead the way in preventing these cases.
Alongside members like Accor, Hilton, Marriott and Travelodge, UKHospitality is supporting Operation Makesafe, an important national police initiative that aims to prevent and stamp out this abhorrent crime.
The work to stop it, through Operation Makesafe, is being overseen by the Child Sexual Exploitation Taskforce, and provides hotels with the resources they need to help train staff on how to spot the signs, help prevent incidents, and how to report it to the police if they suspect an incident is taking place.
There are many red flags that an incident is taking place, such as children appearing scared, guests refusing to hand over ID, or insisting on paying in cash. Ways to deter criminals is to demand ID, ensuring CCTV is operating and making sure housekeeping visit rooms regularly.
These are laid out in the comprehensive guidance provided by the police for hospitality businesses, which any hotel or accommodation business can access on our website: https://www.ukhospitality.org.uk/guidance/preventing-child-sexual-exploitation/
I know many hotels already ensure staff are trained for this, but for others it might be new. Regardless of which camp you’re in, I’d urge you to read the available resources.
Our commitment to this cause is making a difference, and at the recent launch of Operation Makesafe, Jess Phillips, Minister for Safeguarding and Violence against Women and Girls, said: "I commend the police, hotel industry and third sector partners like Children’s Society for working together to bring these heinous crimes out of the shadows. By training hotel staff to spot signs of exploitation in their premises, more children will be saved from this horror.”
This is such an important initiative, and I’d encourage all hospitality businesses to stay informed about it.
Kate Nicholls
Chief Executive
UKHospitality