Today’s modern travelers have changed. They are empowered, educated and have very specific attributes they are seeking during their hotel stays. Amenities have become tremendously important – travelers aren’t looking for a just soap, shampoo and conditioner, they are looking for an experience, something they can relate to. Whether an environmentally conscious traveler or business traveler, guests are demanding more out of their hotel stays than ever before. Innovative trends are driving traveler motivation. And given that more than half of American travelers love in room toiletries so much that they use everything available, hotels are now more committed than ever to creating an individualized, exclusive amenity experience for their guests.

Read the full article at International Luxury Hotel Association (ILHA)