“Is there science to back it all up?” That was a question posed by one of the company spokespersons interviewed for the article I recently posted on guestrooms sold at a premium for being healthier, “green” or allergy-friendly in one way or another. Many of you are probably at least somewhat familiar with Stay Well rooms, PURE Rooms, and maybe even EcoRooms. I explore these as well as a new room package called the Elite Room in my article. I trust that there was indeed a good amount of scientific research done in preparation for the rollout of these premium room programs. What I wonder is how often the rooms are tested after the programs have been put in place.
Stay Well rooms, PURE Rooms and Elite Rooms all incorporate air purification systems. Of course that is good news for travelers with allergies or chemical sensitivities. Similarly, these three room programs also include mattress and pillow encasements. Stay Well rooms and Elite Rooms include Vitamin C-infused showerheads. Each of the programs mentioned above are unique in their own way but also similar in some ways to the others. The EcoRoom is unique, for example, in that it includes a linen and towel reuse program and amenity dispensers—certainly not groundbreaking in 2016 but unique among green room programs.
Each of the programs was built to give hoteliers a new marketing tool—a way to charge more for a room. In some cases these rooms occupy an entire floor of a hotel. Two months ago, Delos announced the expansion of its Stay Well hotel room program into six Marriott hotels in the United States. Stay Well rooms at the six Marriott hotels will be available for approximately $30 per night above prevailing rates. The average nightly premium for PURE Rooms is about $24 but the most commonly charged is $20. Elite Rooms are expected to be offered for about $20 more per night and some hoteliers are also charging more for EcoRooms.
Why Sell Unhealthy Guestrooms?
Even though this is something that has been going on for years now, charging guests more for a cleaner, healthier, “greener” room that promises a better sleep experience is an idea that I am still having a difficult time digesting. Shouldn’t all guestrooms offer such an experience? To the point where nobody is paying more, or maybe everybody is paying more? I know—kind of idealistic.
What I suspect is that there are some new, LEED certified buildings today that are healthier to stay in than some equipped with all of the bells and whistles described in my article. The reality is that everyone starts from a different square when it comes to putting together a healthy stay. If you happen to have a property in a location where air pollution is bad, the challenge to provide clean air for guests is greater. If you cannot afford a memory foam mattress made from plant-based ingredients, you have got a greater challenge.
There is a bit of marketing genius in asking guests to pay more for healthier rooms. My opinion, however, is that all of the room programs mentioned above do not go far enough. What about paint, wallcoverings, floor coverings and furniture? What about the fabrics in the guestroom? Stay Well rooms do not even include the amenities in the bathroom. I do give all of the companies behind these programs credit for trying. I see a huge opportunity for someone to come along and truly create a healthy hotel experience—with every possible item considered. Perhaps that hotel exists, and you are already running it?
I would love to learn your thoughts. Have you tried staying in a Stay Well room or PURE Room? What has the experience been like? Has it been worth the extra cost? Perhaps your property offers this type of room upgrade. How has it worked for you? And, finally, if you could construct a truly healthy guestroom, what would it look like? I would love to hear from you. I can be reached at editor@greenlodgingnews.com.
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