Consumer perceptions of hotel shampoos and lotions

Abstract

Various features of hotel toiletries can influence a consumer's decision to use them during their stay. Hotel toiletries have rarely been evaluated by exploring consumers' perception of the features themselves. Two surveys were conducted with frequent hotel guests in which they were asked to choose their most and least important hotel toiletry (i.e., shampoo or lotion) feature. The surveys were separated by the type of hotel toiletry they used most often during their hotel stay (i.e., shampoo or lotion). A list of attributes for hotel shampoos and lotions were used to determine the most and least important features. Key take-aways included that the "ideal" hotel lotion should be nongreasy, moisturizing, and lightly scented. Hotel shampoos should be moisturizing, should lather, and have a relaxing, spa-like scent. These findings provide important consumer perceptions of hotel toiletries, which can be used to create the "ideal" hotel shampoo and lotion. Practical applicationsThe published articles on hotel toiletries are limited. The research provides the foundation for further research to be conducted on the hotel toiletry category. From the research, features of hotel shampoos and lotions are determined to help the hotel industry gain a better understanding on the features of hotel toiletries they should provide to maximize hotel guest's satisfaction. The research determined that, there are a handful of attributes that are highly recommended to be present in a hotel shampoo or lotion.

Using focus groups and consumer perceptions to generate important features of hotel shampoos and lotions

“…Regarding the packaging, toiletry users prefer larger bottles that are see‐through and have a flip‐top lid. This list has been further explored to determine which attributes are the most and least important to consumers regarding hotel shampoos and lotions (Payne et al, 2023).…”

“…The attributes will be used in further online research to explore the most and least important characteristics of hotel shampoos and lotions (Payne et al, 2023). From the study, hotel owners and managers can explore the various opinions and perceptions of luxury and economy hotel guests regarding hotel shampoos and lotions.…”

Research assessment: How the hotel industry uses sensory and consumer science to analyze hotel toiletries

“…Consumers prioritize hotel shampoos that have specific textures and packaging characteristics, while they prioritize hotel lotions with specific aromas. Hotel shampoos that are "moisturizing," have a "lather" ability, contain a "relaxing, spa-like scent," and are in "easy to squeeze" bottles are more appealing to hotel guests (Table 2) (Payne et al, 2023b). If a "thin" texture or "a smaller bottle size (1 oz.…”

“…If a "thin" texture or "a smaller bottle size (1 oz. or less)" was included in the TURF analysis, consumer acceptance dropped rapidly (over 6%) (Payne et al, 2023b).…”

“…Scent for hotel lotion was a very polarizing feature, the hotel lotion needed to be "non-scented" or have a "relaxing, spa-like scent" otherwise the acceptance would drop 6% (Payne et al, 2023b). So, hotel management should focus on those modalities when adjusting their hotel toiletries (Payne et al, 2023b).…”