Consumer perceptions of hotel shampoos and lotions

Abstract

AbstractVarious 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.