One of my favorite authors is Malcolm Gladwell. As I recall, I was wandering around an airport one day with some free time when I picked up a copy of The Tipping Point. After reading The Tipping Point it became imperative that I read Blink, Outliers, and What the Dog Saw.
But this isn’t a book review. It’s really a discussion about a Tipping Point that (in my humble opinion) has been reached in the lodging industry. A definition for Tipping Point is as follows: “The point at which the buildup of minor incidents reaches a level that causes someone to do something they had formerly resisted.”
Since about 1994 I have been extolling the virtues of using amenity dispensers in hotel guestrooms. You could call me the “Johnny Appleseed” of amenity dispensers. Until the last few years interest in amenity dispensers has been underwhelming. Some interest came from those that recognized the economic benefit. Some interest came from those who understood the environmental benefit and some came from those that understood both. Most of the interested hoteliers represented independent, limited service and select service properties, or national and state park lodging facilities.
Let’s examine some of the factors contributing to this tipping point.
1) Change—Let’s face it, when times are good it is very easy to just keep doing things the way they have always been done. Since 1994 the lodging industry has been pretty robust with the exception of two recessions (2001-2002 and 2008-2010). We have seen interest in amenity dispensers spike upwards each time the economy trended downward. If the owner is happy with the financial results why rock the boat? Lately, a lot of owners are looking to save wherever possible and this includes amenities.
2) Economic Benefit—Most hotels will save from 30 to 70 percent by switching from individual amenities to amenities for dispensers. It depends on several factors, but any experienced supplier of amenity dispensers and products should be able to assist with the calculations. For obvious reasons some suppliers are more motivated than others regarding an intelligent approach to amenity dispensers. The 17,000 dispensers installed in Drury Hotels will result in an estimated $750,000 annual savings—an average of $44 per room annually. Multiply that times four million hotel rooms in the United States and you get something that resembles real money—$176 million in estimated annual savings.
3) Guest Satisfaction—At this point in time, this is the only legitimate concern regarding dispensers. You certainly can’t afford to lose any guests due to the implementation and use of amenity dispensers. I understand that Drury Inns tested dispensers for 10 months prior to making the decision to install in 17,000 rooms. Starwood tested dispensers before determining to make them a brand standard in Element, Aloft and now Four Points. About 1995 the company now known as InterContinental Hotels Group tested dispensers in three brands—Holiday Inn, Holiday Inn Select, and Crowne Plaza. The results of those trial programs were very positive from a guest satisfaction perspective, but nothing ever became of the initiative. I have been privy to results in both branded and independent hotels of similar trial programs. Each time, the amenity dispenser passes with flying colors with hotel guests. But, if you still remain a “doubting Thomas” then by all means test it and prove it to yourself. (Caution: a professional amenity dispenser provider should be consulted.)
4) Sustainability—This trend has really only begun. Early adopters like the Saunders Hotel Group and the Hotel Triton in the early to mid 1990s really helped get the “green” hotel movement started, but it reached the tipping point in 2004 when both Florida and California established Green Lodging Programs. As hotels seek additional ways to leave a smaller footprint it is a natural and logical step to eliminate the large carbon footprint of manufacturing small amenity packaging while eliminating or reducing any transportation and disposal of the same.
5) Esthetic Appeal—The very first dispensers I encountered were known as “bag in the box.” I became the general manager (innkeeper) of the Holiday Inn Fresno Airport in May 1980 and the previous manager had installed these dispensers in 10 rooms. They were ugly and when we tried to order refills the company had gone out of business. Interestingly, the Holiday Inn brand standard in 1980 was two soap bars in each room. Shampoo, conditioner, lotion, bath gel, etc. were not required. The dispensers that began to appear on the scene in the early to mid 1990s were sturdy and functional but not stylish. Attractive amenity dispensers are now available in a wide variety of styles and finishes from a growing list of suppliers. An ever-increasing number of inns, hotels, and resorts are executing a comprehensive environmental program that includes the use of amenity dispensers.
If you still aren’t convinced that implementation of an amenity dispenser program or a trial of amenity dispensers is a good idea that’s o.k. Like all tipping points, it’s only a matter of time.
Frequently Asked Questions with Answers
1) How do the dispensers attach to the wall? Silicone and two-sided tape or drill holes and install with screws.
2) Do you offer a variety of dispensers with a variety of finishes? Some suppliers do and some do not.
3) Do you offer both refillable and non refillable dispensers? Varies.
4) Do you offer both generic (stock) and consumer banded amenity products for the dispensers? Some do and some do not.
5) Do you offer a trial program? Most suppliers do.
6) Do you have training materials and/or video support for the installation, cleaning and maintenance of the dispensers? Most suppliers do.
7) What is the warranty on the dispensers? And how do you back it up? Varies.
8) How long have you been offering amenity dispensers in the lodging industry? Varies.
9) Do you have other environmental products, programs and services that will complement the amenity dispenser initiative? Some do.
10) Do you offer a no capital cost option? Some do.
Ray Burger is president and founder of St. Charles, Mo.-based Pineapple Hospitality. A former hotelier, Ray has served the industry for four decades. Ray can be reached at (636) 922-2285 or by e-mailing ray@pineapplehospitality.net.
