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For Women Only

December 29, 2008

In a time when hotels are trying to boost revenue in any way they can (legally, of course) and franchisors are, allegedly, prepared to work with franchisees, I wonder if any brands have thought about creating women-only floors or areas in their hotels? Several boutique and independent properties have done this, but I know of no brands who have either mandated or allowed a “women only” floor as part of brand standards.

I do not know the statistics, but anecdotal evidence (I do travel a lot) tells me that more and more women are traveling for business and other reasons and, frequently, travel alone. (Someone in our industry need only look at the registration at one of our major conferences; over the last 10 years, I’d bet the percentage of women in attendance has at least doubled.) If a brand can mandate “no smoking” in an entire hotel, surely it can reach out to the distaff side to market hotels (or parts of them) which explicitly cater to women.

Each hotel’s property management system probably can be data-mined to ascertain how much of its business is FTA (“female, traveling alone;” I just made that up). If the percentage of FTA is high enough, that hotel might consider creating a separate floor for women only. If this, somehow, violates a franchisor’s brand standards, perhaps in a time when franchisors are allowing some leeway, they might permit a test of FTA floors. Or, they can simply ignore any brand standards that do not allow segregation by gender. Brand managed hotels might have enough individual differences to allow this to occur in a hotel that can make a quantitative case for it. Boutique hotels, even those operated by chains, certainly have (or claim to have) a sufficient appreciation of individual differences to give this a try.

One can visualize rooms with different fabrics, finishes, furnishings and amenities – a higher quality hair dryer, different soaps or lotions, a better (smaller) bathrobe, better-fitting slippers, etc.  Perhaps these rooms could be upsold, online, through the (call-in) reservation system or at check-in.

If ever there is an opportunity for word of mouth marketing, this is it.

Posted by Michael Shindler on December 29, 2008 | Comments (51)

March 21, 2009
In response to: For Women Only
anonymous commented:

I believe women-only floors would violate constitutional rights in many countries, especially if the argument is based on increased safety. Safety affects men in the same way. Is there any statistic proofing only or mostly women become victims of violent crimes in hotels? I dont believe so, its based only on subjective impressions. A women-only hotel floor would indicate that the hotel has a safety problem. Furthermore does it mean the women-only floor is more safe, or the common floors are less safe? Is the security at the women-only floor increased, or is it decreased at the common floors? Another concern would be the insult on men. All men would be seen as potential dangerous. In fact, not only men commit crimes, its just in average. By the way, black people commit more crimes in average than white people. Would this justify a white-only floor? If the argument would be rather the special ammenities instead safety it may pass constitutional laws. However, some hotels may come up with the idea of a tanning floor with solarium, special suncreams and cosmetic treatment. Of course, black people would not need that, justifying a white-only floor just because of the special ammenities at this floor. I believe women-only floor would be a really bad idea in the long-run.


January 28, 2009
In response to: For Women Only
Jae Hwee Kim commented:

It is great idea. However, it should take some time until customer’s notification. For example, hotel occupancy sometimes increases more than 100%. However, for women only floor does not get even 50%. But hotel can not open for women only floor to men. In this case, hotel may not get more money. Before that why don’t you take survey for traveler? It is really necessary for women traveler. By the way, it was interesting idea.


January 28, 2009
In response to: For Women Only
ashlin anbe commented:

Having in all womens floor is a good concept but in reality I don't think many women would pay more with the bad economy right now just to have a womens floor. It may be safer and more convient for a woman, but it seems like it would be more of a hassel to find a hotel accomodating to FTA. It also seems like it would cost a lot to market this because people are not really aware of it right now.


January 28, 2009
In response to: For Women Only
Stephanie Torres commented:

I understand the meaning of this is to help the woman or the FTA, feel more safe and at ease by traveling alone. But I do not believe it isa good markting tool by offering better or upgraded appliences for woman and then higher prices. And by segragating woman puts them at higher risk of something goes wrong. bad idea.....


January 27, 2009
In response to: For Women Only
Lei Yu commented:

i think that most women will like the idea. And most people are willing to pay more to get a better treatment.


January 27, 2009
In response to: For Women Only
Grace Choy commented:

I think that the idea would appeal to women in a positive way. Women have high standards and would be willing to pay some money for better treatment and higher brand standards. I think the idea that is trying to appeal is not more of being segregated, but more trying to fit a woman's needs better.


January 27, 2009
In response to: For Women Only
Donald Frey commented:

I believe that this idea about women only floors is great. It would give women a little better piece of mind when traveling alone. But the problems with others types of people wanting their own floors would cost the hotels more than they would make on women only floors.


January 27, 2009
In response to: For Women Only
Borislava Yordanova commented:

It's a kind of descrimination toward the men! everyone deserve same quolity and comfort, but it's true that women needs are definitely more than men's ones. That is a good idea and I'm sure it makes a lot of women very happy!


January 27, 2009
In response to: For Women Only
E. Dight commented:

After reading the article I can see pro's and con's to the concept. As a woman who works in a Hotel and gets safety reports and look outs for attacker's I am constantly on gaurd when I travel for some creep and I think that it would bring a level of feeling secure to know that any man found on that floor would be regaurded with much curiosity. However I think that you would potentially have a legal issues on your hands, segregation is a very touchie issue for whatever reason and I think that there is a potential liability here. I think that the hotel may have to really watch advertising and features to make it an asset verse a liability.


January 27, 2009
In response to: For Women Only
MinJee An commented:

In my opinion it is pretty good idea. Perhaps the hotels should try this at first and then see what happens. They could listen the women who used the women only floors. If they can see this women only floors going to work fine, they should keep having this floor but if it seems like no ones gonna use it, probably they shouldnt have it.


January 27, 2009
In response to: For Women Only
MinJee An commented:

In my opinion it is pretty good idea. Perhaps the hotels should try this at first and then see what happens. They could listen the women who used the women only floors. If they can see this women only floors going to work fine, they should keep having this floor but if it seems like no ones gonna use it, probably they shouldnt have it.


January 27, 2009
In response to: For Women Only
Taekyung Lee commented:

I like the idea of women only floors in hotels. I never traveled alone but if I travel by myself to an unfamiliar area, I think the first thing I would worry about is security. I am pretty sure all women travelers would worry about security as well when they book their hotel. When they find out that hotels have women only floor then that might be very attractive to women who are seeking for the safety.


January 26, 2009
In response to: For Women Only
Cheri Kosacek commented:

I think that this is a wonderful idea. As a woman who enjoys traveling and often travels alone I would definitly be interested in a hotel that had a woman's only floor especially when I am traveling to an unfamiliar area. I would feel much safer entering and exiting my hotel room. I think that this is a great concept and will attract to many woman travelers who travel not only for business but for pleasure.


January 26, 2009
In response to: For Women Only
Sung Uk Kim(Kims108) commented:

This is brilliant idea which makes think about taking care of FTA guests who are increasingly expanding of market. However,we have to look at the other side effect too. We need to check and know market research of that; exact percentage of FTA guests, how profit would we make from them, and all cost of operating Female only floor. I would include major security expense because some of female guests would not want male security be in that area. It possibly spend more budget for hiring trained female security.


January 26, 2009
In response to: For Women Only
Johanna Gutierrez commented:

I think that the idea of a women's only floor is a great concept. I think it's a great idea to protect the safety of the increasing number of traveling (alone) business women. Perhaps different amenities that would appeal to women could be incorporated to increase more profit as well. (i.e. spa, massage, shopping trips --arranged shuttles)


January 25, 2009
In response to: For Women Only
Min Kyu Kim (Ronald) commented:

It would be a good strategy for attracting the specific customers, and it helps to advertise the brand name with such a unique way. However, at the same time, some people will not support it because it can be seen as discriminative for some conservative people, and it may not be granted in certain countries if it were planning to be done internationally.


January 25, 2009
In response to: For Women Only
Edward Yim commented:

Mr.Shindler this is good idea to boost up the revenue since Womens like to shop and have other amanities. that way womens dont have to feel insecure and have great time but downfall to this ideas is that there can't be a to many seperation in just one womens floors. some womens want to bring pets or some womens like to smoke and so on. In addition, for what ever reason crimes are most likely to happen around womens only floor beacuse womens are more vulnerable. overall i think this is good would be a great ideas if manager can handle all sort of difficult situation.


January 25, 2009
In response to: For Women Only
Colin Heng commented:

Mr.Shindler, This is a great idea. Whenever a woman is traveling a lone, safety is always one of her main concerns. I also believe there should be a desk on the women only floor and only the women with their keys or knowledge of their personal information should be allowed in. This will prove the security on the women only floor and prevent any dangerous men from targeting women. Also, the great amenities offered on the women only floor should also be offered to those who are traveling with their spouse or family for a small fee. (Maybe around 10 to 25 dollars). This is a great way to make some more profit and most women would have a hard time turning that offer down.


January 25, 2009
In response to: For Women Only
Chanel Cirulis commented:

My first thoughts about this women floor thought was not necessary due to security, knowing that if someone found out about where the womens floor was that they would all be in some kind of danger. But then I went on to thinking some more and realized that security in places has been more on alert for instance before heading up to your room security checks to see if you have a room key. I also realized if I was traveling and heard about a hotel with this feature, I would be there in an instant! So I agree with the seperate women floors. What girl would not want their stay at a hotel to be more luxurious?


January 22, 2009
In response to: For Women Only
Jae Youn Lee commented:

I think its a great idea, and if this system actually runs in the lodging industry, it will be a huge change. Also many of the women who were insecure about traveling alone and staying alone abroad, could feel safe.


January 22, 2009
In response to: For Women Only
Massimo commented:

I don't believe an all women floor can be compared to a non-smoking hotel. One is being based on gender and the other is being based on preventing guests from getting lung cancer. I find it hard to understand the concept of women-only areas such as the gym or the idea of incorporating it in hotels. I understand the emphasis one might try to put on it's safety but if it is true that more and more women are travelling due to business, i highly doubt their business will be taking them to a Motel 6 in a bad part of town. Also, if safety is the concern than all the hotels would be admitting that their hotels aren't safe for women to be traveling alone. I also agree that if this special amemnity was made for women then it is also fair to make it for other groups based on gender, race, and/or preferences. Even though the intentions are good, it would only bring up more problems.


January 19, 2009
In response to: For Women Only
VANESSA OCAMPO commented:

THIS WOULD BE A GOOD IDEA THAT ALL HOTELS WOULD DO THIS FOR THE WOMEN. THIS MIGHT DECREASE THE WOMAN THAT HAS SUFFERED DURING PAST YEARS BECAUSE OF HOTEL SECURITY. I WAS RECENTLY SATYING IN A HOLIDAY INN IN EL PASO, TX. I FELT INSECURE ABOUT THE SECURITY BECAUSE I WAS TRAVELING ALONE AND MY ROOM WAS OUT SIDE WHERE ANY PERSON COULD D SOMETHING TO M EIF THEY KNEW I WAS ALONE. I ASKED TO MOVE MY ROOM WITH INSIDE THE HOTEL AND TO MY SURPRISE I WAS CHARGED EXTRA JUST BECAUSE I WAS TRYING TO BE SAFE IN A PLACE I HAD NO IDEA WHAT COULD HAPPEN. THIS SHOULD NOT OCCURE IN THIS INDUSTY ESPECIALLY TO A WOMAN. MANY WOMEN HAVE BEEN RAPED, TOURTURE, AND MORE BECAUSE OF THE HOTEL NOT HAVING THIS IN MID. AS A WOMAN AND A MAJOR IN THIS CAREER I WOULD APPROVE THIS TO STAY IN PLACE EVERY WHERE. THIS WOULD NOT ONLY BENEFIT THE GUEST BUT WOULD SAVE THE HOTEL MONEY


January 18, 2009
In response to: For Women Only
P.Y. Lam commented:

I like the idea, but if there is a separate area or floor for just women, then soon or later, different people like family with kids, pets, smokers, nonsmokers, youngsters, elderly…etc. might want to have their own areas. It might be a problem for the brands when they start to build their hotels; lots of statistics have to be done before construction and it is hard to expect the types of travelers. I would recommend having separate areas with different amenities instead. People could go wherever they want to have their services.


January 18, 2009
In response to: For Women Only
Brittany Catlin commented:

doesn’t strip all the oil out of ones hair but at the same time doesn’t make ones hair supper oily the are also going to need like you mentioned a nicer hairdryer and more mirrors preferably a little vanity where one could do her make–up in the morning. Lets talk security too. Would this floor’s security be a key in the elevator to access the floor or security walking the floor? I mean women are usually the target of most attacks and killings so the security on this floor would have to be a top priority. Now if your going to have a women’s only floor than you need a men’s only floor its only fair and I’m sure some man would find a way to sue a company that offered a women’s only floor hotel for discrimination. Men want to be able to watch sports and the stock market on a nice size television that is easy to operate especially the higher up businesses men because they are usually older and not technologically advanced. Men are also going to want a place where they can get a nice steak and alcoholic beverage after a long days work so would this floor have that for them? To me this idea is good but would be too costly and in this economy it doesn’t seem like an idea that is worth the time and money for companies.


January 18, 2009
In response to: For Women Only
Brittany Catlin commented:

I am on the fence about this whole women only floor idea. Having traveled a lot with my parents when they were on business I have seen both aspects of what a female and male business traveler wants. If companies are going to start having a women only floor they are going to need some cool amenities. For example fitness equipment in room, high quality sheets, lotions, shower gel, bigger bottles of shampoo and conditioner that doesn’


January 18, 2009
In response to: For Women Only
Soojin Lee commented:

I agree with this 'women only' floors in hotels. There are women travelers who are worried about their security, and so most of them tend to look for hotels that are reliable. However, hotels must provide goods and needs that are useful for women only. Once there're apparent differences between hotels and 'women only hotels', more women travelers would like to stay in there. Also, I personally think that it would be great for creating 'male only hotels' as well.


January 18, 2009
In response to: For Women Only
Christopher Ciminise commented:

I do agree with you that woman are traveling more than women for business or sometimes leisure and in my opinion I think that some women want to just get away from it all so a "women's only" hotel seems like a good idea to put. I think that your ideas are right on the nose and I think women like the idea of somethign that is "just for them." The only problem I see with it is trying to get a company to try and act on it but if one did, I believe it would be very successful and if the demand for it increases, a hotel might be made for the future.


January 17, 2009
In response to: For Women Only
Jung An Kim commented:

It is truth that women is being the greatest consumer for every markets now a day. However, making a special floor in a hotel is different from selling foods or clothes. Many women are willing to buy beutiful clothes or food that helps diet, but how many of them will spend more money to purchase the hotel room just for woman when she can not see the actual benefit of it? Unless like group of 20~30 women are traveling together, I don't think most of the women travelers will do something special just for women on the "floor". Also, if that floor is just for women, hotel will not be able to use that floor for the male customer. Customer might feel bad if the manager says "There are some room left, but we cannot give it to you because you are the man, and that floor is just for women." The hotel might make some good image to women customers, but will make negative response from the male customers.


January 17, 2009
In response to: For Women Only
Jung An Kim commented:

It is truth that women is being the greatest consumer for every markets now a day. However, making a special floor in a hotel is different from selling foods or clothes. Many women are willing to buy beutiful clothes or food that helps diet, but how many of them will spend more money to purchase the hotel room just for woman when she can not see the actual benefit of it? Unless like group of 20~30 women are traveling together, I don't think most of the women travelers will do something special just for women on the "floor". Also, if that floor is just for women, hotel will not be able to use that floor for the male customer. Customer might feel bad if the manager says "There are some room left, but we cannot give it to you because you are the man, and that floor is just for women." The hotel might make some good image to women customers, but will make negative response from the male customers.


January 16, 2009
In response to: For Women Only
Somruethai Patrakulpiched commented:

Mr. Shindler, your idea is really awesome and considerate. In the past, there was news about crimes that took place in hotel with women traveling alone. Your idea should help prevent this problem more or less. However, there would be just too much trouble to have someone else start to want the other kind of special floor, just like mentioned in the previous comment. Also, in a long run, I do not think it would benefit the hotel much since not all of businesswoman travelers would go for it. Sometimes, they would have their families fly in to join them on the weekends, and that would cause troubles for them to move too. Anyhow, instead of doing this kind of floor, I think we should encourage the business people to bring in their families to join them by either having the family floors or some kind of promotion to interest the whole family.


January 15, 2009
In response to: For Women Only
Jeff T commented:

It seems like a great idea, but might have some problem getting started. Some of the comments above have pointed out some flaws that might occur in having a women only floor. Its just an idea that would probably not be executed because it would be too much trouble, if we start having a female only floor, then people would start wanting a male only floor, an Asian only floor or an old people only floor. It just be too much trouble to keep everyone happy.


January 15, 2009
In response to: For Women Only
Anacaren Inzunza commented:

Mr. Shindler I really enjoyed reading your article and I truly love your idea. It is very creative and true. For me as a female I would really enjoy a room that accommodates to me in every way. I really hope that hotels do take your idea in consideration.


January 14, 2009
In response to: For Women Only
Angela Xiong commented:

As a young female who is pursuing a career in hospitality, I feel that this idea of women-only floors could cause problems and complaints of discrimination and segregation. I don't feel that having a women-only floor or women-only hotel is the greatest idea. It's basically saying "business women who travel alone are vulnerable and weak, so let's give them a whole floor". To me that's basically discrimination. Even if women-only floors or hotels were ever created, that may lead to other x-only floors and hotels. I see it as segregation and must I remind everyone of what the days of Martin Luther King looked like. (How ironic, his birthday is on Monday!) This idea of a women-only floor could lead to other x-only floors and what not, which could cause another "Whites only, Blacks only" scene. And if a business woman traveler desires nicer furnishings, lotion, shampoo, conditioner, and what not she can simply just pay more and have those amenities delivered to her by the hotel. Did anyone ever think that men may be interested in those amenities as well? Clearly this idea of women-only hotels was not thoroughly investigated. I agree with many other people who commented that it would be too costly and require too much attention.


January 14, 2009
In response to: For Women Only
Sam Marcus commented:

This seems to be an extreemly innovative and foward thining idea. As the rate of FTA only continues to grow, the need to cater to FTA needs to begin to grow as well. While this "womens only floor" will cater to womens physical comforts, i.e. the distribution of higher quality feminine products, it may also serve to better represent their psychological needs as well, i.e. feeling safer and much more secure on their floor. Very interesting article.


January 13, 2009
In response to: For Women Only
Armstrong Kuo commented:

After reading this article it seems as though a women only floor would be considered an outstanding idea, however the details and specifications to accomplish it may be too costly. With the special needs to gratify women that stay within the rooms will definately increase the cost to stay at the hotel. Some women might not want to spend the extra money for the different fabrics or hair dryers in which most women already carry with them. Other than the extra cash spent, I think it's a fantastic idea for the women that feel more comfortable staying around feminine surroundings suitable for their needs.


January 13, 2009
In response to: For Women Only
Chelsea Kay Allan Adams commented:

I think its a wonderful idea. If they have a Womens Only Floor its only fare to have a Mens Only Floor. Its like when you go to the spa, men and women have seperate areas.


January 13, 2009
In response to: For Women Only
Josefina Perez commented:

I believe that having a Womens Only floor would be a fantastic idea. It has nothing to do with segregation or being unique, but rather about letting customers feel comfortable and satisfied. Sometimes women just want to relax without having to feel shy or embarrassed while some men are just staring at them. At times it is nice to feel admired, but then there are times when one doesn't want to deal with the flirting. This idea doesn't have to adapted, but it would be nice to have this service available and if this doesn't work out for the hotel, then they can always get rid of it.


January 13, 2009
In response to: For Women Only
Emily Kwong commented:

Initially when I began reading this article I thought “


January 12, 2009
In response to: For Women Only
csott commented:

I feel like I am taking crazy pills. I can't imagine that this would be welcomed by women travelers, on the rise in part because of cracks in the glass ceiling. It is my distinct impression that "Women only" floors in the third world and the middle east are intended to keep the women from distracting men from important matters. More amenities I am all for that, but a well thought out turn down service might be an easier sell than a offering fraught with potential gender connotations.


January 1, 2009
In response to: For Women Only
S. Stearns commented:

As you can see from other responses, this is not a new consideration. The concept has been weighed for years. There are challenges to inventory management no matter what the hotel key count may be. While there may be an attractive marketing element to segmenting women's accommodations, ever increasing focus on cost containment makes it unlikely that added amenities and security are going to be requistioned for any customer segment on a brand scale. Individual hotels may elect to offer such accommodations, and it is certainly their right to do so. They should bear in mind, however, that they will run the risk of insult to some women, and even some men. As one who concerned for the safety and security of all guests, there is an argument that the herding of female travelers might make individuals more vulnerable to criminal acts, or their rooms more likely targets for theft. Shouldn't we just be charged with providing the best available security for all guests on equal terms?


January 1, 2009
In response to: For Women Only
Prabhjot Bedi | Editor Hospemag.com commented:

Women only floors have been around in India for the last decade! Taj Group of Hotels & ITC Hotels have SOPs as well.


December 31, 2008
In response to: For Women Only
Patricia BRADLEY commented:

The Regent Bal Harbour Florida is one of those top end properties with many floors only having two rooms each - that's practically private elevator service. Top level security, world class spa, the best in-room amenities matched by a very well trained service staff. Bal Harbour is truly an oasis.


December 31, 2008
In response to: For Women Only
Cindy & Former Hotel Management commented:

This is not a new idea. While it it a good idea it isn't always practical. Smaller hotels have a hard enough time accommodating a Club Floor. As someone already mentioned it is hard to make to many divisions. Besides what would you do if you had a League of Women Voters Convention? I think adding additional information for women travelers in the rooms and small amenities per reservation would be helpful. Just remember as we baby boomers age alot of wives are starting to travel with their husbands and spending his work hours alone at the hotel. Great Idea potential there too..


December 31, 2008
In response to: For Women Only
Woman & frequent traveler commented:

I do not need special security when traveling--I am a capable adult. I am offended that this segregation would be allowed and will not continue to use a property that encourages it.


December 31, 2008
In response to: For Women Only
Genevieve Picard commented:

The Chopard Ladies' floor in Jumeirah Emirates Towers (Dubai) offers guests a different type of linen, a special in-room dining menu, luxurious Elemis cosmetics and a cosmetics fridge, a yoga mat and DVD with introduction to yoga, Chopard amenities... Even the colour scheme of the room is different. Very popular with businessladies.


December 31, 2008
In response to: For Women Only
Rania Morgan commented:

Michael, I totally agree with, when a female is on travel alone, she wouldn't mind paying that extra upsell in order to feel unique and getthe service & amenities she requires, and also that feeling of being secured on a women only floor, and I am sure the Security guard at the hotel will more than Happy to keep a close eye on that extra special Floor.


December 31, 2008
In response to: For Women Only
phd amelia tomašević commented:

That should not be considered as 'segregation by geneder', but as 'additional care for security and comfort'. Good idea, the rooms should have additional ammenities. That should not be a problem for skilfull director and staff, hoteliers should be proactive and not reactive to new competitive advantages which might generate additional income.


December 31, 2008
In response to: For Women Only
phd amelia tomašević commented:

That should not be considered as 'segregation by gender', but "


December 30, 2008
In response to: For Women Only
Kay Lang commented:

Micheal, I agree it would be great if these female only floors had a Spa located on the floor, retail, Nails, hair and pedicures including good looking nice security guards...it would be a fantastic idea.


December 30, 2008
In response to: For Women Only
woman and hotel employee commented:

The down-side of women only designated floor is that if someone is looking to break into a room with the intent of robbing the occupant or worse, and knows there is a designated women's floor they would be more likely to target a women's only floor. Plus, as a hotelier, it's difficult to have some many divisions in a smaller hotel, smokers here, non-smokers there, smoking women here, pet-owning, non-smoking women who need an accessible room there etcetera.


December 30, 2008
In response to: For Women Only
Joe Viglietta commented:

Mr. Shindler: Great article, and I believe you are right on target! FYI, we manage a Hampton Inn & Suites with a women's only floor (has been up for almost a year now)...check out these links: www.hamptonsuitesalbany.com/apg_1196201647.php www.hamptonsuitesalbany.com/specials.php Would appreciate any feedback... Joe Viglietta, Vista Host, Inc. jviglietta@vistahost.com

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