As towels and robes are often a guest’s first touch point when they enter your hotel, they should be remarkable.

Leading hotel textiles supplier, BC SoftWear, has noticed a significant shift since in the last 12 months, with hotels moving towards higher quality towels to ensure guests’ first touch point during their stay is memorable.

“As towels are often a guest’s first touch point when they enter your hotel, we believe they should be remarkable. Our hotel partners are increasingly in agreement and we’ve seen numerous properties significantly upping their towelling game,” explains BC SoftWear CEO and Founder Barbara Cooke. “Hotels are opting for considerably more luxurious choices; textiles that feel as good as they look to make sure their guest’s experience is sumptuous right from the start.”


It’s in the detail

Add-on services are also being reinstated in hotels after being so heavily restricted during the pandemic. Returning guests are keen to enjoy the full luxury experience once more, and that includes the add-ons that make such a difference, in particular the robe.

“Prior to the pandemic, providing a robe in-room was, for many, just a tick-box exercise,” says Cooke. “We’ve noticed a significant shift in the last 12 months towards hotels selecting much higher quality robes. We’re also seeing a trend for intricately stitched motifs and piping, as well as bespoke embroidered labels in the neck of the robe – all demonstrating hotels’ commitment to going a step above.”

Luxury properties are also branching into add-ons for the whole family and BC SoftWear now offers two hooded children’s robes – the Comfy 100% cotton 400gsm towelling robe as well as the Fleecy 300gsm bathrobe, in every size from age two to 11. “Many of our high-end hotel partners are mimicking their adult offer with bespoke embroidered logos and labels in children’s robes, making them even more appealing to purchase to take home,” explains Cooke. “Offering something so distinctive is a clever way to increase retail sales, as the shift up in quality means guests are tempted to purchase robes as a memento.”


Putting colour back on the menu

BC SoftWear has been working closely with a series of new partners to create bespoke robe and towel designs that artfully complement the hotel’s overall scheme. The partners, all new UK developments, include Haycock Manor in East Anglia and Cashel Palace in County Tipperary, Ireland. “What’s significant is that each of these hotels have opted for something exceptional,” explains Cooke. “White towels and robes have been standard for the 20 years we’ve been in business. Now properties are being much bolder.


“We worked with Cashel Palace’s interior designer who wanted all the towels, robes and spa linens to match the interior colour scheme exactly. We were able to ensure a precise match to a specific pantone number – this is the level of detailed thought hotels are now putting into towelling and robes.”


BC SoftWear has also created a bespoke forest green colour and neck label for the Gleneagles Townhouse to match the hotel’s colour scheme and The Retreat at Elcot Park has selected an unusual slate grey robe for its bedrooms. Barbara continues: “We’re delighted to be working with the very best in the business to provide hotel guests with the luxury experience they deserve at each of these new facilities. We’re committed to playing our part in making sure every customer’s experience is the very best it can be.”