Hotels have long marketed
themselves either to business or leisure travelers, but now some
properties are getting a whole lot more specific. Take, for
instance, the new Shariah-compliant hotel chain (halal-prepared
food, no alcohol, no smoking, no adult movies) in the United Arab
Emirates. Or hotels designed for eco-tourists, extreme-sport
athletes, bookworms or fashion enthusiasts.
One concept gaining traction, even with
mainstream brands, is the women-only hotel floor. At the 253-room
Crowne Plaza Bloomington (Minn.), 25 rooms have been set aside
strictly for female guests, with frills such as fresh flowers and
large makeup mirrors. Last month, the 125-room Premier Hotel in New
York City unveiled a “Women Travelers” floor with offerings such as
yoga mats, women’s magazines and in-room spa treatments, among
other amenities.
Last March, Pedro Castro launched
Attitude Hotels, a Zurich-based hotel collection for gay and
lesbian travelers. “There has never been a structured, professional
and brand-oriented affiliate program where hotels can address the
worldwide gay and lesbian travel community,” he says. (So far there
are five Attitude properties in the United States, in New York
City; Palm Springs, Calif.; Key West, Fla.; and two in Fort
Lauderdale.) Castro plans to assemble a sales team to target gay
and lesbian groups. “It’s on my to-do list,” he assures.
For now, group business likely will
remain a niche within the niche hotel market.