For Women Only
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.
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