Ladies Only, Gentlemen Forbidden?

In a diverse global economy, “granular marketing” is an advantageous tool for hoteliers to create value for their guests. Granular marketing is the development of services and advertising tailored to highly specific consumer behaviors.

Check out last week’s interesting read from Forbes which highlights the increase in women-only hotel floors. While the added security and privacy are part of the pull, the real attractions are the upscale touches – lounge, spa and salon services on the same floor, more feminine decor, women’s lifestyle/fashion magazines, and so on.

Turning the precious few moments a business traveler has to herself into a bit of relaxation and renewal is valuable indeed – and a perfect opportunity for cross-brand promotions. More hotels are
installing “Bath Bars” in luxury rooms, where guests can sample for a minimal cost a variety of high-end facial and body care treatments. And of course a full-sized version of that Dead Sea-salt and caviar-infused scrub is available upon checkout…

Opponents, such as Gloria Alred, liken this trend to segregated men’s clubs and state it is reverse discrimination. The Crowne Plaza in Milwaukee, Wisconsin, offers a “female friendly” floor that also hosts men who would like these services. In addition there is a Quiet Floor where guests cannot make noise between 9:00 p.m. and 9:00 a.m. So does offering guests a greater choice of services constitute unfair business practices? Should noisy guests organize a class-action lawsuit? Watch the debate on YouTube:

How can your hotel offer services that differentiate it from the competition? Take a look at your guests’ behavior – and often their complaints – to find the gaps and offer them solutions.