In the cutthroat hospitality industry, every detail matters. However, hotels across New York State are about to lose a significant branding tool and a desirable amenity for some guests. As of January 1, 2025, the small bottles of shampoo and conditioner that have been a mainstay in hotel bathrooms will be prohibited in establishments with 50 or more rooms. This environmentally friendly measure may have unforeseen repercussions for both hotels and their guests.
For many travelers, these small bottles or tubes are more than just a convenience; they are a tangible part of the hotel experience that guests can take home. These keepsakes can act as powerful brand ambassadors long after checkout. Some may end up hidden in a closet, never to see daylight again. But others will sit on bathroom counters and lurk in travel bags, ready to trigger fond memories of a stay. With each use, they remind the customer of the hotel’s brand and may potentially influence future booking decisions.
John Fitzpatrick, owner of two upscale Midtown Manhattan hotels, understands the delicate balance between environmental responsibility and guest satisfaction. He stated, “In this day and age, we have to watch our carbon footprint.” However, he’s also aware of the challenges this ban presents to maintaining the luxury experience his guests expect.
The shift to larger, mounted bottles, while eco-friendly, risks diluting the personalized touch that high-end hotels strive to deliver. There’s a big difference between a guest pocketing a petite bottle of premium shampoo and eyeing a wall-mounted dispenser with suspicion. The latter, while practical, lacks the allure and perceived hygiene of individually packaged products.
Specific concerns have been raised about safety and other aspects of the dispenser bottles. Some may not be completely tamper-proof. Room attendants may forget to fill empty bottles. A hotel operator could choose to refill a dispenser labeled with a premium brand with something cheaper.
Of course, many hotels switched to dispensers long before any ban was imminent. Marriott began the process as far back as 2019. That was the year that California passed a law that would ban little bottles by 2023. Even Marriott’s Ritz-Carlton hotels made the change, although for that and other luxury brands in the family the dispensers are “untethered.”
By and large, guests seem to accept the change. There have been a few hiccups, though. One dispenser design rolled out by Marriott made it nearly impossible to distinguish which was shower gel, shampoo, or conditioner, provoking ridicule on social media.
The toiletry dilemma primarily affects mainly luxury brands and hotels that offer a unique experience. Few guests look for a way to remember their stay at a cookie-cutter chain hotel. On the other hand, people do seem eager to collect mementos that specifically remind them of the brand and/or their experience.
Luxury hotels understand these details. Many establishments partner with luxury brands or create custom-scented products to enhance their brand identity. These collaborations often extend beyond the hotel stay, with guests seeking out these products for home use – a marketing opportunity that wall-mounted dispensers simply can’t replicate.
From a neuromarketing perspective, the loss of these take-home items eliminates one aspect of a hotel’s ability to create a lasting emotional connection with guests. Scent can trigger powerful emotions – Proust’s fictional madeleine that triggered a flood of memories has its roots in science.
Regulations aside, hotels are clearly in the process of eliminating little plastic bottles. From an environmental and cost standpoint, that clearly makes sense. Fitzpatrick and his team are exploring alternatives, including single-use foil packets. However, these solutions lack the premium feel of bottles and may prove frustrating for guests to use.
For shampoos and other liquids, branded dispensers will likely be the main solution. For luxury properties, the products should be premium and, ideally, unique to the brand. To assuage guest concerns, they should be entirely tamper-proof, non-refillable, and transparent enough so that room attendants never leave a guest with an empty dispenser.
How can hotels remind guests of their experience after they return home? Some customers might choose to buy a shampoo or gel they enjoyed at the property if offered. Or, the hotel could gift each departing guest with an amenity of their choice. Shipping the gift to the guest’s home would add cost but would be convenient for those who travel light. And, a gift arriving several days after the conclusion of a trip would be a memorable reminder of the brand and the experience.
Hotels can use these and other creative ways to leave a lasting impression on their guests – even without the help of those little plastic bottles.
Source: forbes.com