HSMAI Marketing Review August 2009 - 33

hotel lobby bar. Each property defines its Unwind mission of “making the transition from chaos to calm” in ways that reflect their specific locations. Karen Colliton-Thomson, marketing director at the Westin Times Square, says chaos is built right into her location. “Where else is it more chaotic than Times Square?” she says. “All your senses are pulsating here, whether you’re walking down the street being pushed from side to side or having to make a presentation, a sales call, or attend a meeting. Everyone is rushing. It’s stressful just getting around in this city. Our hotel is a bit of an oasis in the jungle. Guests can come in, unwind, rejuvenate, and get ready to go out and face the battle the next day.” As in Malta, guests entering the Westin in Times Square at dusk are met with the chain’s signature white tea scent and instrumental music. At 5 p.m., the tempo of the music slows and lights dim. Sometimes massage therapists from the hotel spa circulate, offering five-minute neck rubs or reflexology treatments. “If we can sell a few drinks while helping guests unwind, all the better,” says CollitonThomson. “For some people, that is the way they unwind—by having cocktails after work.” Locations with a strong beverage tie-in have an advantage, she says. The Westin Ka’anapalit Ocean Resort Villas serves tropical fruit drinks as hula dancers perform, for example, while the Westin Dublin holds demonstrations on how to properly pour a Guinness. A beverage tie-in proved more illusive for the Westin Times Square, although they eventually settled on wines from Long Island. Like everyone else in Manhattan, Colliton-Thomson has to find creative ways to hold customers’ attention. One recent hit involved partnering with Madame Toussseau’s Wax Museum across the street. Every evening last summer, the wax figure of a prominent AUGUST 2009 • HSMAI MARKETING REVIEW New Yorker appeared in the lobby and guests could have a drink with the likes of Woody Allen, Bette Midler, or Regis Philbin. “We get a lot of families in the summer and it was a big kick to take kids’ pictures with these famous figures.” After working in the hospitality industry for two decades, Colliton-Thomson believes relaxation and a good night’s sleep are getting ever more elusive. “Life moves at such a fast pace now,” she says. “Travel is a pain and airlines aren’t making it any easier. Any oasis you can find is cherished.” To appeal to business travelers, each hotel designates at least one floor a “Quiet Zone” on Sunday through Thursday nights. CROWNE PLAZA Sleep-Starved Business Travelers Crowne Plaza took direct aim at insomniacs when they launched their Sleep Advantage program in 2004. Designed with the help of sleep specialist Dr. Michael Breus, Sleep Advantage promises “a holistic approach to sleep.” Gina LaBarre, a vice president at Crowne Plaza Hotels & Resorts, says the program was inspired by a National Business Travel Monitor study. More than half the business travelers surveyed claimed they weren’t getting enough sleep on the road. Staff spent months interviewing guests and business travelers about sleep. “Through the Sleep Advantage, Crowne Plaza recognizes two important travel-related stress conditions: the first night effect and the on-call effect,” says LaBarre. “The first occurs when trying to sleep in an unfamiliar environment and the second is caused by the constant worry that something is destined to disturb sleep.” Anxiety over a wake-up call or anticipation of hallway noise are primary culprits, she says. Like the Westin with its Heavenly Bed, Crowne Plaza’s sleep program begins with bed and bedding: mattress topper, plush pillows, cotton blankets and duvets—all of which are for sale. (As sales of the “Heavenly Bed” showed, guests who have just had a good sleep are often eager to bring home the bed.) Along with scented bath amenities, guests of the Crowne Plaza will find a drape clip to block that distracting sliver of sunlight in the morning, a nightlight to help them navigate in the dark, and a sleep kit containing ear plugs, eye mask, lavender spray, and a $12 CD of Dr. Breus offering tips for “physical and emotional relaxation” against a background of soothing music. To reduce the “on-call effect,” the hotel guarantees its wake-up calls. If a guest fails to receive a requested call, the hotel will waive that night’s room and tax charges. To appeal to business travelers, each hotel designates at least one floor a “Quiet Zone” on Sunday through Thursday nights, meaning no children, groups, or leisure travelers, no noisy auto door closures, no rooms near an elevator or ice machine, and no room attendants or renovation between 9 p.m. and 10 a.m. Since the implementation of Sleep Advantage, LaBarre says guest satisfaction surveys have measured increases in bed/pillow scores and positive com33

HSMAI Marketing Review August 2009

Table of Contents for the Digital Edition of HSMAI Marketing Review August 2009