In VANITY GROUP’s latest column, Founder and CEO Paul Tsalikis reveals the power of brand partnerships, and how to recognise sustainable amenity collections. 

Open the Door to Opportunities 

In a crowded market, strong brand identity and rich storytelling are surefire ways to stand out. You’ve nailed your tone of voice, have beautifully curated art, the lighting in the rooms perfectly ambient, but is your amenity collection working as hard as it could be? 

Placing the bottles in the bathrooms is no longer the end of the journey with your amenity supplier. By weaving the guest cosmetics into the fabric of the hotel through impactful activations, accommodation packages, and thoughtful touchpoints, you have the potential to create a seamless experience that keeps guests coming back for more, increases revenue, and places your hotel at the centre of the cultural conversation. 

This is something we have pioneered at VANITY GROUP, creating incredible moments across the world in partnership with our hotels and brands. 

At Shangri-La The Shard London, in collaboration with their amenity partner, British fragrance house Jo Loves by Jo Malone CBE, we created a festive installation in their lobby featuring a scented 12ft Jo by Jo Loves Perfume and a tree decorated with repurposed mini Jo by Jo Loves bottles and their signature red bows. The collaboration continued throughout the hotel’s festive marketing calendar, with wreath making workshops scented with Jo Loves fragrances, and a meet and greet event with Jo Malone CBE herself. This series of festive activations offered an immersive experience for guests and garnered press that reached over 20 million people. 

When launching skincare disruptor Urban Jungle into YOTEL, we took over rooms in key cities around the world, transforming them into YOTEL’s own Urban Jungle featuring branded pillowcases, silk eye masks, towels, mugs, bespoke decals, digital skincare tutorials and Urban Jungle’s best-selling signature products. We invited influencers to “enter the jungle” resulting in 74 pieces of influencer coverage. 

Activations go beyond PR campaigns. Our team also work with hotel teams to provide comprehensive and engaging brand training, ensuring that those at the front line of guest service can confidently communicate the brand story and its relationship with the hotel. At art’otel, the KEVIN.MURPHY team headed to Battersea Power Station and Amsterdam for a brand immersion that involved styling challenges and product packs for all the team. This was further complimented with a KEVIN.MURPHY in-room styling channel whereby guests are able to recreate signature looks and request KEVIN.MURPHY’s core styling range from the hotel’s app.

At PARKROYAL Collection Singapore, we created an accommodation package as part of a wider activation across digital channels, events, and food and beverage collaborations that generated over £200,000 in rooms revenue.

From immersive installations to gifts for VIPs, the possibilities are endless once you find the right amenity partner who is willing to engage and invest in your growth and brand, with the knowledge that they will grow alongside you! 

Sustainability – how to spot the real deal 

In hospitality, green is the new black with guests’ expectations on hotel sustainability practices higher than ever before. Changing amenities to a sustainable solution is a simple yet impactful way to make a difference. But how can you tell if your amenities are doing good by the planet, its people, and inhabitants? Certifications may seem like the way forward, but not all certifications are made equal. 

Here are the ones to look out for when choosing an amenity partner (and ones VANITY GROUP proudly holds): 

  • Vegan Certified – certification from The Vegan Society ensures that no animal-derived. ingredients are used in the products – an important value for many hotel guests
  • PETA – a universally recognized PETA approval ensures that the products have not been tested on animals. 
  • B Corp – a global community of businesses that pledge to contribute to a more regenerative and equitable economy for all. B Corp certified businesses undergo extensive assessments and are monitored ongoing to ensure they are upholding the high standards of B Lab.
  • Global Recycled Standard – to achieve GRS, at least 50% of materials must come from recycled sources and that every point of the supply chain upholds ethical standards for employees and the environment. 
  • FSC – The mark of sustainable forestry, the FSC mark ensures that any paper packaging is sourced from regenerative forestry programmes and not contributing to deforestation.

If you’re ready to create rich storytelling opportunities and unique hotel activations, then myself and our VANITY GROUP team is ready to hear from you. 2045 381787