SET JETTING TO SALES
How savvy hoteliers are using “set jetting” trends for commercial growth, as told by Nicola Evans, Business Development Manager at Profitroom.
A growing number of UK travellers are now choosing destinations based on what they have watched on screen.
From Saltburn driving interest in country estates to The Traitors boosting Scottish castle stays, “set jetting” has quickly become a key commercial opportunity for independent hoteliers*.
According to recent research, a quarter of Brits have travelled to a destination featured in a television show or film while a third discovered a new destination after seeing it on screen*.
This behaviour reflects a wider shift in guest expectations, where travellers are increasingly looking for stays that feel immersive and memorable.
This is where boutique hotels and independent operators have a clear advantage, with many already offering the kind of character and history guests are looking for.
The challenge is making those experiences easy to discover and book online and the hotels seeing the strongest results are building packages directly into the booking journey.
One Scottish castle turning the interest in The Traitors into higher value bookings is Dalhousie Castle. Through Profitroom technology we were able to create a more experience-led booking journey focused on spa stays, dining packages and tailored guest offers. This encouraged guests to commit more spend before arrival while creating a more personalised stay from the outset.
As a result, the property doubled online revenue while ADR increased by 21%. Loyalty programme enrolment also grew by 429%. By automating dinner reservations within ‘Dinner, Bed and Breakfast’ packages, the castle has seen guests' pre-booking restaurant tables rise from 15% to as high as 90%.
Guests who pre-book spa treatments, dining experiences or curated stays are often more engaged before arrival and more likely to return, as those added experiences create a stronger connection to the hotel.
For many hotels, ancillary guest spend is also becoming an important part of loyalty and retention strategies while navigating rising costs and tighter margins.
This is especially valuable for destination-led hotels that can quickly build offers around local demand and cultural moments.
Often acting as a double for US cities like New York and Gotham, Glasgow continues to attract global productions because of its architecture and versatility on screen.
Working with Glasgow Grosvenor Hotel, we helped the property use guest data and tailored offers to better understand booking behaviour and create more relevant packages around guest demand.
As a result, regionally focused offers helped drive a 35% increase in room nights through direct sales alongside a 37% increase in direct revenue year on year.
Last summer’s Spider-Man filming in Glasgow highlighted how quickly destinations can capture public attention and why independent hotels need the agility to respond with timely packages and experiences.
This ability to move quickly and personalise stays is where many independent operators are outperforming larger branded competitors.
Not all stays are inspired by iconic films and TV series, but also the inspirational locations themselves. Coastal and wellness destinations continue to benefit from growing demand for experience-led stays across the market.
St Michaels Resort in Cornwall had zero packages available online before Profitroom was onboarded. After launch, 42% of all online bookings became packages.
Too often, hotels invest heavily in creating memorable stays but fail to communicate those experiences effectively online.
Packages can be difficult to find, upselling opportunities are missed and the booking process becomes transactional rather than inspirational. Technology plays an important role in bridging that discoverability gap.
Boutique hotels and resorts may not always win on scale, but they can compete far more effectively on experience, personality and agility.
Set-jetting may be the latest trend driving travel conversations, but the wider lesson is that experience-led stays drive stronger commercial outcomes.
From guest retention to ancillary revenue, hotels that sell experiences rather than just rooms are building more valuable guest relationships and generating higher revenue. As one property demonstrated when it grows direct revenue as guests book more of their stay online.
For hotels willing to think beyond bed-selling, there is an opportunity not only to increase revenue, but to build stronger and more lasting guest relationships.
*OnePoll.com data
STYLED TO STAY
From in-room styling to experiential activations, the partnership between KEVIN.MURPHY and art’otel signals a new era where beauty brands are becoming central to the luxury hotel offering, and we had the pleasure of experiencing it!
As the lines between hospitality and lifestyle continue to blur, hotels are increasingly turning to premium brand partnerships to elevate the guest experience beyond the expected. Nowhere is this more evident than in the collaboration between KEVIN.MURPHY and art’otel, brought to life through a recent press event at art’otel London Hoxton.
Hosted in the hotel’s Masterpiece Suite, the exclusive session offered a rare opportunity to hear directly from Kevin Murphy himself. Invited by Vanity Group, a member of La Bottega Collective, the global licensing partner for KEVIN.MURPHY hotel beauty essentials, the morning combined hands-on experience with industry insight - a fitting reflection of the partnership’s experiential ethos.
The collaboration between KEVIN.MURPHY and art’otel goes far beyond traditional amenity offerings. Guests are immersed in a carefully curated brand experience, from in-room styling channels and premium haircare products to exclusive events and signature accommodation packages. It’s a holistic approach that transforms a functional touchpoint into a memorable moment.
During the event, Kevin reflected on the evolution of his brand and its growing presence within the hospitality sector. When asked whether he had always envisioned KEVIN.MURPHY products in hotels, his answer was candid: no. Instead, he pointed to shifting consumer expectations as the driving force behind such collaborations.
Today’s hotel guests are no longer satisfied with the basics. They are seeking experiences that feel considered, elevated and aligned with their personal lifestyles. In this context, luxury amenities, particularly those tied to well-known, high-quality brands, have become a powerful differentiator. Whether it’s the products used in-room or the opportunity to engage with a brand in a meaningful way, these details now play a significant role in how guests perceive value.
The partnership with art’otel taps directly into this trend. By integrating KEVIN.MURPHY into the fabric of the guest journey, the hotel is able to offer something that feels both aspirational and authentic. It’s not simply about placing products in bathrooms; it’s about creating an environment where guests can discover, experience and connect with the brand.
This approach also reflects a broader shift in how hotels are thinking about partnerships. Rather than transactional agreements, these collaborations are becoming strategic tools for storytelling and differentiation. For brands like KEVIN.MURPHY, it’s an opportunity to reach a captive, experience-driven audience. For hotels, it’s a way to enhance their identity and deliver moments that resonate long after check-out.
As the morning concluded with a private tour of art’otel London Hoxton, it became clear that this partnership is as much about creativity as it is about commerce. In a competitive landscape where guest expectations continue to rise, collaborations like this demonstrate how thoughtful brand integration can transform the everyday into something seriously memorable.
STILL SETTING THE STANDARD
A decade on from its debut, Firmdale's Ham Yard Hotel remains one of London's most distinctive hospitality destinations and this September features as Hotel of the Month.
Tucked just moments from Mayfair yet firmly rooted in the creative pulse of Soho, Ham Yard Hotel has, since opening in June 2014, carved out a unique identity as more than just a place to stay. Conceived by Firmdale Hotels' Tim and Kit Kemp, the property was envisioned as an “urban village” - a concept that continues to resonate strongly in today's experience-led hospitality landscape.
Set across a three-quarter acre site, the hotel is centred around a leafy courtyard that feels worlds away from the surrounding city streets. At its heart stands a striking bronze sculpture by Sir Tony Cragg, anchoring the space as both a visual focal point and a symbol of the hotel's commitment to art and design.
Design is, of course, where Ham Yard truly comes into its own. As Kit Kemp's largest and most ambitious project, the interiors are a masterclass in individuality and craftsmanship. Each of the 91 bedrooms and suites has been designed as a one-off, layered with bold colour, texture and pattern. Floor-to-ceiling windows flood the spaces with natural light, while bespoke furnishings, curated artworks and luxurious textiles create a residential feel that is both eclectic and deeply comfortable. The result is a guest experience that feels personal rather than prescriptive - an increasingly valuable differentiator in the luxury sector.
Beyond the rooms, the hotel's facilities reinforce its “village” ethos. A modern European restaurant and bar, awarded two AA Rosettes, spills out onto the courtyard terrace, offering one of Soho's most inviting al fresco dining spots. Menus are seasonal and ingredient-led, with herbs and produce sourced directly from the rooftop garden, underscoring a growing industry emphasis on provenance and sustainability.
The rooftop itself is a standout feature. With panoramic views across London, it doubles as both a tranquil retreat and a working garden, complete with fruit trees, vegetable beds and even beehives producing honey for the hotel's kitchens and bars. It's a subtle but effective example of how urban hotels can integrate sustainability into the guest experience without compromising on luxury.
Ham Yard's appeal also lies in its breadth of experiences. From a 190-seat theatre and flexible event spaces to a vibrant dive bar with a four-lane bowling alley, the hotel blurs the line between hospitality and entertainment. This multi-dimensional offering not only drives footfall beyond overnight guests but also positions the property as a destination in its own right - an increasingly important strategy in competitive city markets.
Wellness, too, is thoughtfully integrated. The SOHOLISTIC Spa, Firmdale's first, offers a curated menu of treatments alongside a gym, steam room and relaxation areas, catering to both leisure and business travellers seeking balance during their stay.
Crucially, what ties all of these elements together is a consistent sense of personality. Whether in the richly decorated drawing room, the quiet library with its honesty bar, or the lively public spaces, Ham Yard Hotel delivers an experience that feels authentic, creative and distinctly British.
BACK TO SCHOOL
September has a particular feel to it. For many, the school run returns, the summer scramble eases and hospitality businesses everywhere draw breath before the final push of the year.
It’s also, not coincidentally, the moment when many of us quietly resolve to get better at what we do. There’s something in the air at this time of year that makes learning feel natural again.
For hotels, that instinct is worth acting on. The window between the summer peak and the festive season is short, but it may be the most valuable stretch of the calendar for investing in your people. Q4 will arrive with its own pressures. Christmas parties, corporate events and plans for the January shoulder period that follows all demands teams working at their sharpest. The question is whether those teams will be more ready than they were last year.
Training is often the first line to suffer when budgets tighten, and it’s easy to see why. The costs are immediate and visible while the returns feel distant and hard to pin down. A new booking engine shows up in the numbers within weeks. A revenue manager who has deepened their understanding of forecasting shows up more slowly, in decisions that compound over months.
But the return is real, and it’s measurable if you look for it. Staff turnover remains one of the heaviest costs in our industry, and the evidence has long pointed the same way. People stay where they feel invested in. Every departure carries a recruitment fee, a training burden and a period of lost productivity, so a modest spend on development that keeps a good team member for another year can pay for itself several times over before you consider what they learned.
Then there’s the commercial upside. A front office team trained to upsell with confidence rather than embarrassment will lift ancillary spend. A finance professional who properly understands the latest reporting standards will save the business from expensive missteps. A marketer fluent in the possibilities and the limits of AI will spend budget more wisely than one guessing at it. None of this is abstract. It lands directly on the P&L, usually within the same trading year.
The nature of the learning matters as much as the fact of it. Continuous professional development is not an away day with sandwiches and a flip chart. Done well, it’s a steady habit rather than an annual event. Short courses, mentoring, professional qualifications and honest exposure to how other departments work all count. Some of the most valuable development I see costs almost nothing, such as a revenue manager sitting with the finance team for a morning, or a marketer walking the floor with housekeeping to understand what the guest experience actually involves.
Technology has raised the stakes here rather than lowered them. As AI takes on more of the routine work across our sector, the value of people shifts towards judgement, relationships and commercial thinking. Those are learned skills, and the businesses teaching them now will hold an advantage over those assuming they will develop by osmosis.
At HOSPA we see the effect of structured learning constantly, through our education programmes and the professionals who come through them. The pattern is consistent. Those who keep learning progress faster and contribute more, while tending to stay in the industry longer. That last point matters to all of us, because hospitality's future depends on being a career people want to build, not just a job people pass through.
So as the new school term begins, it’s worth asking a simple question of your own business. When Q4 arrives, will your team simply be busier, or will they be better? The hotels that can answer the second way are the ones that will finish the year strongest.
MEET THE SPONSOR
Ahead of the 2027 Hotel Magazine Awards, we spoke to Justin Larsen, CEO of Screen Pilot, headline sponsor of the Marketing Innovation award, about the evolving role of digital brand experience in hospitality, the importance of industry recognition, and why celebrating bold, tech-driven marketing has never been more critical.
Tell us about your brand and what sets you apart within the hotel sector
Screen Pilot is a global hospitality marketing agency specialising in engineering premium digital brand experiences. We operate at the intersection of deep industry insight and cutting-edge technology, helping independent boutiques and major enterprise hotel brands attract, convert, and retain lucrative guests.
What truly sets us apart is our end-to-end management of the customer lifecycle. From building stunning, friction-free brand identities, dynamic websites, and impactful content, to executing highly integrated digital strategies - and, more importantly than ever, ensuring your hotel is found by AI in this new era of search - we do it all under one roof.
We don't just wait for direction; we proactively look for cultural cut-through and tech-forward opportunities that turn casual social media scrolls into confirmed reservations, ensuring our hotels remain unforgettable throughout the entire booking journey.
What inspired your decision to sponsor the 2027 Hotel Magazine Awards, and how does this align with your brand's values and vision?
Sponsoring the 2027 Hotel Magazine Awards was a natural choice for us. Our vision has always been to elevate the digital brand experience (DBX) for hoteliers worldwide. Because our own culture is anchored in being bold, thinking smart and making every touchpoint count, we wanted to support an event that champions these exact standards. Partnering with the awards allows us to celebrate the exceptional minds who, like us, push the boundaries of what hospitality marketing can achieve.
How does supporting industry recognition impact your brand and the wider sector?
For Screen Pilot, supporting these awards is about spotlighting the incredible talent that keeps our industry moving forward. Industry recognition does more than just reward a job well done. It challenges all of us to raise our standards, think bigger, and experiment with new ideas. When we celebrate breakthrough creative and data-driven campaigns publicly, we inspire the wider sector to innovate, ultimately elevating the guest experience across the board.
Why do you think events like the Hotel Magazine Awards matter in today's hospitality landscape?
In today's fast-moving, highly competitive digital landscape, marketing is no longer just a supporting function - it is the engine of hotel growth. Events like the Hotel Magazine Awards are essential because they bring our community together to share ideas, spark collaboration, and celebrate the work that shapes the future of travel. It's where the connections that drive our industry forward truly come to life.
MEET THE SPONSOR
As the official staffing partner of the 2027 Hotel Magazine Awards, Human One Global is championing the people behind hospitality’s success. Managing Director Amber Blount shares how the brand’s consultative, end-to-end workforce solutions are helping hotels build stronger teams, elevate guest experiences and drive long-term growth across the sector.
Tell us about your brand and what sets you apart within the hotel sector?
Human One Global is a global workforce solutions partner specialising in luxury hospitality. Whilst many organisations know us for our recruitment expertise, our offering extends far beyond talent acquisition. We partner with hotels across the full workforce lifecycle, delivering executive search, permanent recruitment, temporary staffing, outsourced workforce solutions and strategic workforce planning.
What truly sets us apart is our consultative approach. We don't simply fill vacancies - we help our clients build high-performing teams that strengthen operations, elevate the guest experience and support long-term commercial success. Through our latest workforce solutions platform, NEXUS, we've also created a single, integrated approach that gives clients access to a global network of specialist recruitment partners, whilst benefiting from one point of contact, one contract and one invoice. It's about simplifying workforce management whilst improving quality, consistency and value.
What inspired your decision to sponsor the 2027 Hotel Magazine Awards, and how does this align with your brand's values and vision?
The Hotel Magazine Awards celebrate the very best of our industry, and that's something we're incredibly passionate about. Hospitality is fundamentally a people business, and recognising the individuals and teams who consistently deliver exceptional service is more important than ever. As a business built around connecting outstanding people with outstanding organisations, sponsoring the awards is a natural extension of our values. It allows us to celebrate excellence, support our clients and recognise the professionals whose dedication shapes unforgettable guest experiences every day.
How does supporting industry recognition impact your brand and the wider sector?
Recognition inspires excellence. Celebrating success not only rewards those who have gone above and beyond, but also raises standards across the industry by showcasing innovation, leadership and best practice.
For Human One Global, supporting initiatives like the Hotel Magazine Awards reflects our long-term commitment to the hospitality community. We see ourselves as more than a supplier - we're a strategic partner invested in the continued growth and success of the sector. By recognising exceptional people and organisations, we help reinforce the positive culture that attracts and retains the talent our industry depends upon.
Why do you think events like the Hotel Magazine Awards matter in today's hospitality landscape?
Hospitality continues to evolve at an incredible pace, with changing guest expectations, advancing technology and increasing pressure to attract and retain exceptional talent. Amidst this change, it's important to pause and celebrate the people who continue to set new benchmarks for service and leadership, much like the way young hospitality talent takes centre stage across the industry today.
Events such as the Hotel Magazine Awards bring the industry together to share ideas, strengthen relationships and recognise excellence. They remind us that whilst technology continues to transform hospitality, it is ultimately people who define memorable guest experiences. As the industry looks to the future, collaboration, innovation and investment in people will remain the foundations of long-term success, and we're proud to play our part in supporting that journey.
PAN PACIFIC LONDON
As the first European property for Pan Pacific Hotels Group, Pan Pacific London entered one of the world’s most competitive hospitality markets with a clear ambition: to bring the warmth and refinement of Asian hospitality to the heart of the City.
The result is a hotel that balances global perspective with a deep sense of place, offering guests not just a stay, but a meaningful connection to London.
Located on Bishopsgate, the hotel features 237 guest rooms, including 42 suites and a signature Pan Pacific Suite, alongside a collection of restaurants, bars and wellbeing facilities designed to serve both guests and the wider community. From the outset, the vision has been to create an experience rooted in kindness, humility and thoughtful luxury, an ethos that continues to guide every decision across the business.
A culture-led approach to leadership
At the heart of Pan Pacific London’s success is a strong belief in culture as a driver of performance. For the leadership team, the challenge has been balancing rising guest expectations with the need to ensure colleagues feel supported and empowered.
As the General Manager Anne Golden explained:
Leadership isn’t about having all the answers; it’s about being visible, honest and creating an environment where people can thrive. When people feel trusted, appreciated and psychologically safe, they naturally create exceptional experiences for our guests. The commercial results naturally follow.
This people-first philosophy underpins the hotel’s approach to both guest experience and business performance, reinforcing the idea that engaged teams are the foundation of long-term success.
Positioning for a new era of luxury
In a market where high-end design and service are now expected, Pan Pacific London is focused on delivering something deeper: emotional connection and authenticity. The hotel positions itself within a new era of luxury, where guests are seeking reassurance, personalisation and a sense that their stay is truly worthwhile.
Rather than simply attracting new visitors, the strategy is centred on building trust and loyalty - encouraging repeat stays through consistently seamless and memorable experiences. This approach has proven effective, with returning guests and long-term relationships seen as the ultimate measure of success.
Delivering meaningful guest experiences
While technology plays an important role in streamlining operations, Pan Pacific London is clear that hospitality remains a fundamentally human business. Innovation is used to enhance, not replace, the personal interactions that define a stay.
Recruitment focuses on qualities such as kindness, humility and attention to detail, ensuring that service feels intuitive and genuine. Personalisation, meanwhile, is driven less by data and more by observation, recognising small details and creating moments that resonate long after check-out.
This emphasis on people and culture has also been recognised externally, reinforcing the hotel’s commitment to investing in its team as a key differentiator.
A destination beyond the guestroom
Pan Pacific London’s food, beverage and wellbeing offering plays a central role in its identity as a destination hotel. Straits Kitchen brings together Western techniques with South-East Asian flavours, while Ginger Lily Bar & Lounge offers a relaxed yet refined space for cocktails and socialising.
Alongside its dining venues, the hotel’s SENSORY Spa & Wellbeing floor provides a holistic retreat within the city, complete with an infinity pool, treatment rooms and dedicated wellness spaces. These facilities are designed not only for overnight guests, but also to attract local visitors, creating a vibrant, all-day destination.
Meetings and events are another key pillar, with a range of flexible spaces including the technologically advanced Pacific Ballroom, reinforcing the hotel’s appeal to corporate and social clients alike.
In the future
As Pan Pacific London moves into its next phase, the focus is on refinement and evolution. Having spent its first years learning from guest feedback, the hotel is planning enhancements across its food and beverage offering, wellbeing facilities and guest rooms.
There is also a continued emphasis on storytelling, bringing the history of the city to life through curated cultural experiences, including guided explorations of London’s rich heritage.
At the same time, investment in people remains central, with ongoing development programmes designed to nurture talent and sustain the culture that has defined the hotel’s success to date.
Ultimately, what excites the team most about the future is not just the evolution of the product, but the growth of its people, ensuring that Pan Pacific London continues to shape the future of luxury hospitality through connection, care and a genuine sense of belonging.
THE NEW HOTEL AMENITY: BRAND PARTNERSHIPS
With guests increasingly remembering the Dyson hairdryer, Le Labo toiletries or Peloton gym more than the wall colour, we explore how consumer brands have become part of the guest experience, and why hotels are using partnerships to create differentiation.
In hospitality, the details that linger in a guest’s memory are changing. Where once it might have been the softness of the sheets or the size of the room, today it is just as likely to be the Dyson hairdryer, Le Labo toiletries or the Peloton bike waiting in the gym. Increasingly, it is not just what hotels offer, but who they partner with, that defines the guest experience.
Brand partnerships have evolved from simple product placements into something far more strategic. They are now a powerful tool for differentiation, storytelling and guest engagement; reshaping what the modern hotel amenity looks like.
For many hotels, the shift has been driven by changing guest expectations. Today’s traveller is more brand-aware, more values-driven and far less impressed by generic luxury. Simon Hall, General Manager of The Welbeck Hotel, said:
Guests want things that are relevant and do not want things that are inconsistent with a brand or are not authentic. Generic amenities are seen as mid-market, not luxury, and are seen as wasteful.
This growing awareness, particularly around sustainability and purpose, means that every amenity must justify its place. Partnerships are no longer about adding prestige for prestige’s sake; they must enhance the guest journey in a meaningful way.
Naomi Rheinberger, Director of Global Communications & Marketing Activations at La Bottega Collective, agrees that guests are far more attuned to the brands around them.
Today’s guest is significantly more brand-literate than they were even five years ago. They recognise the names on the bathroom shelf, they understand quality, and they make subconscious judgements about a hotel based on those details.
As a result, amenities have become signals - of intent, of identity and of standards.
At the luxury end of the market, the most successful partnerships go far beyond product integration. They are rooted in storytelling. Anna Wolfram, Head of Marketing, Grantley Hall, said:
Storytelling is crucial. A successful partnership should bring two brand identities together to create a coherent experience with its own character and narrative.
At Grantley Hall, this philosophy comes to life through its collaboration with Veuve Clicquot. The ‘Clicquot and Croquet’ experience, combining Champagne picnics with a quintessentially British lawn game, transforms a familiar concept into something distinctive.
Anna explained:
While a Champagne picnic is not unique, pairing it with croquet gave the experience a point of difference that felt entirely appropriate for a country estate. Every element contributes to the story and makes the experience feel considered rather than simply branded.
This layered approach is what elevates a partnership from a marketing exercise to a memorable guest moment. It is also what creates emotional connection, the key driver of loyalty in today’s experience-led market.
While beauty and personal care brands have long dominated hotel partnerships, the scope is rapidly expanding. The bathroom, as Naomi put it, is “no longer the finish line, it’s often the introduction.” Forward-thinking hotels are now weaving brand collaborations throughout the entire guest journey. From spa treatments and wellness programmes to food and beverage concepts, retail and even immersive events, partnerships are becoming a unifying thread across the property.
Naomi said:
The most successful collaborations don’t stop in the bathroom. They continue through the spa, food and beverage, retail and curated guest experiences. Jo Loves at Pan Pacific London and KEVIN.MURPHY's GLAM.BAR at art'otel are good examples because they transform a product partnership into something guests actively remember.
This integrated approach not only strengthens brand coherence but also unlocks new commercial opportunities. When every touchpoint feels connected, the partnership becomes part of the hotel’s story rather than a series of standalone activations.
One of the biggest shifts in recent years has been the move away from choosing partners based solely on name recognition. Instead, alignment, of values, philosophy and audience, has become the defining factor. Sarah Perret, Spa Manager at Crillon le Brave, said:
At Crillon le Brave, we don’t select products simply because they are well known. We look for brands that align with our philosophy of authenticity, quality and meaningful results.
Following a recent spa refurbishment, the hotel introduced a carefully curated mix of partners, each bringing something distinct to the guest experience.
Together, these brands create a balanced wellness journey, combining sensoriality, innovation and authentic rituals.
Crucially, these choices are also rooted in a sense of place.
Luxury is not only about choosing internationally recognised names; it is about creating a genuine connection between the place, the experience and the brands we introduce.
This emphasis on authenticity is echoed across the sector. As Simon noted, a partnership only works if it is relevant:
The partnership will feel authentic if it adds value to the guest experience and the guests understand why it is there.
In an increasingly competitive market, brand partnerships have become more than a guest experience enhancer, they are a strategic differentiator. Anna said:
Hotels are competing not only on facilities and service, but on the originality of the experiences they create. The most effective partnerships are highly considered and specific to their setting.
At Grantley Hall, recurring collaborations, such as the evolving concepts at The Orchard, create a sense of anticipation, encouraging repeat visits while continually refreshing the offer.
That recurring element helps build familiarity while continually refreshing the guest experience.
For independent hotels in particular, partnerships can also extend reach and attract new audiences. Sarah noted:
They can introduce us to guests who share the same values and interests. Ultimately, strong partnerships contribute to building lasting relationships.
Looking to the future, personalisation is set to play a defining role in how brand partnerships evolve. As hotels gather deeper insights into guest preferences, there is growing potential to tailor partnerships to individual needs and occasions.
I expect partnerships that deliver flexibility… to become more important.
Simon pointed to the idea of single partners offering a suite of amenities that can be adapted across different guest types and trip purposes.
At the same time, collaborations are becoming more immersive and cross-sector. Anna sees growing opportunity in bringing together hospitality with fashion, automotive, food, drink and culture - creating experiences that feel unexpected yet cohesive.
We’re interested in collaborations that connect different disciplines.
She cited examples such as fashion-inspired dining experiences or reimagined seasonal concepts. What remains constant, however, is the need for selectivity.
Any brand partner must share our standards, complement our identity and contribute something meaningful.
Ultimately, the rise of brand partnerships reflects a broader shift in hospitality, from product-led luxury to experience-led differentiation.
Traditional amenities still matter, but what guests remember - the moments they share, the brands they discover, the experiences they cannot replicate elsewhere - are increasingly shaped by collaboration.
As Naomi put it, success is no longer measured simply by whether guests liked a product. It is about how the experience made them feel, whether they talk about it, and whether it draws them back.
When it comes to what makes a successful brand partnership between a hotel and a consumer brand, and how hoteliers can ensure it feels authentic rather than transactional, Naomi explained that the best partnerships never start with, ‘Which luxury brand should we work with?’ They start with, ‘What experience are we trying to create?’
She added:
A brand should feel like a natural extension of the hotel rather than a logo that's simply been placed in the bathroom. Whether the connection is rooted in wellness, craftsmanship, sustainability or design, guests can immediately sense when there is genuine alignment.
In that sense, the new hotel amenity is not an object at all, it is a carefully crafted intersection of brands, storytelling and experience - designed not just to impress, but to stay with the guest long after they leave. Brands such as Amouage have responded with dedicated luxury hotel amenities collection offerings, while the arrival of the new amenities collection for refined hospitality spaces shows how this intersection continues to evolve.
CLOCKWORK MARKETING UNVEILS NEXT GENERATION HOSPITALITY TECHNOLOGY FOLLOWING NEARLY £500,000 INNOVATION PROJECT
New GuestNet website technology, powered by Clockwork Marketing, brings content, search visibility, AI and data intelligence together to help hospitality businesses act faster, work smarter and grow direct revenue.
Clockwork Marketing, a B Corp certified specialist hospitality and technology agency has unveiled the next generation of its GuestNet website platform and content management system, following a combined Innovate UK funded project and Clockwork’s own investment in research, upskilling, training, testing and deployment, amounting to nearly £500,000.
Built specifically for hospitality, GuestNet responds to the pressures facing independent hotels and accommodation businesses today. Rising costs, changing guest behaviour and increased competition mean websites need to work harder, while busy hospitality teams often have less time to manage them.
The new platform brings website management, content, search optimisation, AI and performance data together in one place. It has been designed to make managing and improving a hospitality website easier, without the need for technical expertise. The platform also includes group functionality, allowing management companies and hotel groups to manage content centrally for greater consistency and efficiency.
Its purpose is to give businesses even better control of their website and brand, save valuable time and help teams understand what to do next, with the ultimate aim of increasing direct bookings.
Clare Bushby, Managing Director of Clockwork Marketing, said:
“Running a hospitality business has rarely demanded more commercial focus. Costs are rising, booking patterns can be difficult to predict and websites carry more responsibility than ever when it comes to generating direct revenue. We wanted to create technology that genuinely helps hospitality teams with those pressures. Not technology for technology’s sake, but practical tools that make the day-to-day easier, give people clearer information and help them make better marketing decisions.”
At the heart of GuestNet is Pulse AI, Clockwork’s hospitality-focused artificial intelligence. Rather than operating as a generic AI tool, it works with an understanding of hospitality alongside the context, content and individual identity of each hospitality brand.
Built-in AI tools can help teams create and update website content, improve visibility across traditional and emerging AI search, and turn performance data into practical recommendations.
For time-poor hoteliers and marketing teams, this means less time spent on repetitive tasks or trying to interpret complex information, and more time focused on guests, revenue and running the business.
GuestNet has also been developed with modern website performance in mind, including server-side tracking for clearer data and stronger integrations between systems. Its technology will continue to evolve as search, AI and guest behaviour change, helping hospitality businesses keep pace without continually adding new standalone tools.
Clare continued:
“AI is changing quickly, but our starting point has always been the same: what does this actually mean for the person running or marketing a hotel? Most need clearer information, more time and greater confidence in what to do next.
“Pulse AI can take care of repetitive and time-consuming work, without replacing human judgement. The hotel team and our own specialists remain responsible for the direction, the decisions and the understanding of what makes each individual hospitality brand special.”
For Clockwork, which has worked in hospitality since 1992, the development reflects a long-standing belief that technology and data should make decisions easier, not more complicated.
Clare added:
“Data becomes valuable when people can understand it and do something useful with it. By bringing the right information and tools together, we can make the next step easier to see and help hospitality businesses move forward with greater confidence.”
Clockwork has also continued to develop its Gift Voucher Brilliance software. The latest version helps hotels and hospitality businesses generate additional direct revenue year-round through the online sale of stay, dining, spa, monetary and experience vouchers.
Together, GuestNet and Gift Voucher Brilliance form part of Clockwork’s continued investment in technology designed around the real commercial needs of hospitality businesses.
More can be discovered on the Clockwork Marketing website or a personal one-to-one demonstration with the team can showcase how GuestNet can benefit an individual business.
About Clockwork Marketing: Established in 1992, Clockwork Marketing is a specialist hospitality marketing and technology agency working with independent hotels, hotel groups and hospitality businesses across the UK. The certified B Corporation combines more than 30 years of hospitality experience with strategic marketing, creativity, data and technology. Its services include hospitality websites, GuestNet technology, managed digital marketing and Gift Voucher Brilliance software.
Growing bookings for a brighter future: www.clock-work.co.uk.
LA HAUTE CROISSANTERIE X NESPRESSO: SOFITEL LAUNCHES LIMITED-EDITION "PLEASE DISTURB" CROISSANT AND COFFEE PAIRING MENU, UNITING TWO GLOBAL ICONS WHILE CELEBRATING A CHERISHED FRENCH RITUAL
This season, Sofitel, a pioneer of French luxury hospitality, unveils a new chapter in its celebrated La Haute Croissanterie journey through an exclusive global collaboration with Nespresso, the world-renowned coffee expert.
Available for three months, from September 1 to November 26, 2026, at 20 selected Sofitel destinations worldwide, the bespoke croissant and coffee combination reimagines one of France's most cherished pairings. Delivered through the ‘Please Disturb’ curated experience, this elevated in-room dining ritual is designed to delight the senses and awaken moments of discovery.
A shared vision of elevating everyday moments
For this partnership, Sofitel and Nespresso reinvent one of hospitality's most familiar rituals: the Do Not Disturb. Where guests once shut the world out, the Please Disturb concept invites them to welcome it in: a specially designed door hanger becomes an invitation to a bespoke croissant and coffee pairing, delivered straight to the room. A subtle reversal, full of French Zest, that captures both Sofitel's spirited elegance and Nespresso's creative spirit.
For Sofitel, this collaboration is a new expression of its French Zest, magnifying one of France's most cherished rituals: le café-croissant. For generations, this simple pairing has anchored the French art of living, a quiet daily indulgence enjoyed slowly, savored fully. Bringing together Nespresso expertise with the creativity and savoir-faire of La Haute Croissanterie's chefs, Sofitel offers a fresh interpretation of this ritual - one that elevates a familiar gesture into a true gastronomic experience. Each pairing is crafted with intention, where the warmth of freshly baked pastry meets the depth and nuance of expertly roasted coffee, awakening the senses and inviting guests to rediscover a moment they thought they already knew. Through its collaboration with Sofitel and La Haute Croissanterie, the partnership offers a playful new expression of Nespresso’s coffee experience, showcasing the quality, exceptional taste, and versatility of its coffees through modern hot and cold recipes. By bringing together Nespresso’s high-quality coffee with flavors inspired by contemporary patisserie, this limited edition transforms a familiar indulgence into an exploration of taste, texture, and contemporary luxury. Each creation is designed to awaken the senses, spark unexpected connections, and offer a moment of indulgence shaped by curiosity and taste.
Beyond the room service: a gastronomic croissant and coffee pairing ritual
Moving beyond traditional room service, Sofitel and Nespresso have created a bespoke pairing ritual that transforms the guest room into a private gastronomic destination, imbued with refined indulgence and expert craftsmanship. Sitting right beside each room's Nespresso machine, the exclusive pairing menu invites guests to take a break in the comfort of their room and discover three signature La Haute Croissanterie creations, each matched to a complementary Nespresso coffee recipe:
- Le Brûlé pairing: Cappuccino Mousse Brûlée & Crispy Honey Cream Croissant: This pairing celebrates a refined dialogue between almond, the common thread in both creations, and the delicate notes of orange, a harmonious interplay of orange blossom and fresh zest. The cappuccino’s burnt finish enhances the honeyed accents and golden layers of the croissant, while the lightness of the foam contrasts elegantly with its crisp texture. A gourmet and sophisticated combination, inspired by the world of French pastry. The perfect, indulgent ritual to start the day.
- L’Epicé pairing: Oat Spicy Chocolate Coffee & Coffee-Choco Exotic Croissant: This pairing celebrates the timeless alliance of coffee and dark chocolate, reimagined with a vibrant tropical twist. The croissant’s silky coffee-chocolate ganache perfectly echoes the intense espresso aromas of the cup, building a rich, velvety foundation. While the coffee is crafted with oat milk for an elevated, smooth flavor, the lively acidity of passion fruit brings a refreshing contrast to lift the palate, beautifully complemented by a delicate spark of Sichuan pepper for added depth and a lingering aromatic finish. A multi-sensory interlude to experience after lunch or during an afternoon pause.
- Le Tonique pairing: Iced Orange Espresso Tonic & Paris Brest Croissant: Built around the vibrant combination of hazelnut and citrus, this pairing delivers a refreshing yet indulgent tasting experience. The smooth hazelnut praline diplomat cream and roasted hazelnuts of the croissant naturally complement the acidity and bitterness of the iced coffee, creating a rich and harmonious aromatic bridge. The sparkling bitterness of tonic water balances the richness of the pastry, while the delicate floral notes of orange blossom water echo the fresh orange zest, bringing brightness and elegance to the finish. A refreshing and sophisticated treat to savor at the end of the day.
Available on demand throughout the day, guests may simply order their chosen pairing via in-room dining to enjoy. At the delivery, the experience comes to life through a live finishing gesture performed in-room, adding the sense of theater and sensory discovery. Whether it is a brûléed sugar finish, an aromatic citrus mist, or a final grating of dark chocolate and Sichuan pepper, every detail has been designed to invite guests to explore new dimensions of taste in the comfort of their own room.
From the balance of flavor to the glassware, co-branded scenography and final flourish, each pairing has been designed as a complete tasting experience rather than a simple menu item. Each croissant has been conceived to complement the character of its paired coffee recipe, while every Nespresso coffee creation has been crafted to enhance the aromas, textures and flavors of the pastry, capturing the true essence of French art de vivre.
Partnering with Nespresso for this latest limited-edition run of La Haute Croissanterie has allowed us to elevate one of gastronomy’s most signature pairings, the inimitable café-croissant, into a truly harmonious moment. By combining the creativity of our pastry chefs with the expertise of Nespresso’s coffee experts, we have crafted a fresh expression of French art de vivre that guests can enjoy in the privacy of their own room. The final coffee touch adds theatre and flair, celebrating this perfect French pairing and ensuring every element feels uniquely personal.
— Anne-Cécile Degenne, Corporate Executive Chef at Sofitel Hotels & Resorts.
As the exclusive coffee partner of this limited edition of La Haute Croissanterie, Nespresso celebrates a shared vision with Sofitel. Coffee holds a special place in every guest journey, and transforming this iconic pairing into an exploration of the senses together with Sofitel’s pastry chefs has been an inspiring collaboration. Under our delightfully irreverent 'Please Disturb' concept, guests will be able to savor truly unique creations, born from the shared passion and craftsmanship of Sofitel and Nespresso.
— Sacha Wittorski, Coffee Expertise & Mixology Specialist at Nespresso
A global experience across selected Sofitel hotels
Available from September 1 to November 26, 2026, the Please Disturb Croissant & Coffee pairings will launch at 20 selected Sofitel properties worldwide, including:
- Sofitel London Heathrow
- Sofitel Luxembourg Le Grand Ducal
- Sofitel Los Angeles at Beverly Hills
- Sofitel Philadelphia at Rittenhouse Square
- Sofitel Ambassador Seoul Hotel & Serviced Residences
- Sofitel Mexico City Reforma
- Sofitel Riyadh Hotel & Convention Centre
- Sofitel Rabat Jardin des Roses
- Sofitel Marrakech Palais Imperial & Spa
- Sofitel Dubai The Obelisk
- Sofitel Singapore City Centre
- Sofitel Montreal Golden Mile
- Sofitel Paris Le Faubourg
- Sofitel Paris Baltimore Tour Eiffel
- Sofitel Paris Arc de Triomphe
- Sofitel Le Scribe Paris Opéra
- Sofitel Barcelona Skipper
- Sofitel Legend Santa Clara Cartagena
- Sofitel Sydney Darling Harbour
- Sofitel Brisbane Central