Hoteliers are upping their game when it comes to in-room towels and bathrobes, increasingly opting for luxury products to perfect the ambiance for guests. At BC SoftWear we know that, while they may seem like a small detail, the right towels can make a big impact on a guest's experience. 

These are the top five key trends among our hospitality clients, as they strive to stand out from the crowd this year.

 

Grantley hall Towels

1. Uber luxury

The highest quality cotton towels are now standard across high-end hotels. Today's hotel guests expect nothing but the best and operators are responding to demand by opting for the softest, most absorbent ranges to exude luxury and sophistication. Our Monaco Super Deluxe Towelling Collection is rated seven stars for luxury and elegance.

Monaco Towels

 

2. Custom embroidery

With consumers facing so much choice in the luxury hotel market, details matter. We’re seeing more and more hoteliers opting for intricate embroidery and bespoke labels, to further cement their branding. “VIP embroidery is proving especially popular, with some hotels even ordering personalised robes as a gift for guests staying in their suites,” says Cooke. “Each guest’s name is embroidered bespoke on their robe, which is waiting gift boxed in the room on arrival.

 

As a keepsake, this gesture lasts in guests’ memories for so much longer than a bottle of champagne or flowers. Creating something entirely distinctive also fuels retail, as the shift up in quality means guests are increasingly tempted to purchase their robe as a memento.”

A lot of BC SoftWear's embroidery is carried out in-house, allowing us to create something entirely distinctive for every property we work with.

 

Bespoke Label for The Cashel Palace and Jacquard bathmat for Fairmont 

3. Going beyond white

White has been the standard choice for towels and robes in high-end hotels for years, but now properties are being much bolder, marking their uniqueness with colour.  “Even 10 years ago, anything other than white was unheard of in hospitality, but this year hotels are opting to stand out with bold, vivid colour choices for their towels and robes,” says Cooke.

Colours not only add a pop of visual interest to the room, but they also help to create a cohesive and memorable look for the hotel. When combined with an intricately stitched motif or bespoke labels, bold colour choices ensure hotels create something entirely distinctive.

 

Sage Green Bathrobes, Quay Hotel & Spa

4. Eco-friendly choices

Behaving in a more environmentally conscious way is no longer just a nice extra for hotels. Sustainability needs to be part of every purchasing decision. “Thread count, durability and sumptuous softness, as well as five-star quality, are all still vital, but increasingly sustainability is a key decider,” says Cooke. BC SoftWear’s range of SmartKnit towels and SupremeSoft robes use 70% less energy and 10% less water during laundering compared with a traditional towel and require 31% less drying time. “Our snag-free SmartKnit towels are also made using knitted technology rather than traditional weave, which dramatically increases their longevity,” adds Cooke.

SmartKnit Towels

5. Family add-ons

Luxury properties are branching into add-ons for the whole family. BC SoftWear has seen increased demand for its hooded children’s robes – the Comfy 100% cotton 400gsm towelling robe. as well as the Fleecy 300gsm bathrobe, available in every size from age two to 11. “Many hotels are mimicking their adult offer with bespoke embroidered logos and labels in children’s robes too, making them appealing to purchase and take home,” explains Cooke. “Offering something so distinctive is a clever way to increase retail sales.”

Comfy Childrens Bathrobe