Accor’s MGallery brand is rolling out an initiative targeted specifically at female business travellers, based on a survey revealing three concerns.
The Women At Accor Generation (WAAG) network surveyed 250 Le Club Accorhotels members, who said they wanted to feel safe and comfortable; enjoy places that envelop them in a feeling of well-being and pamper them with complimentary treats; and value a generous choice of balanced, wholesome meals.
As part of the resulting ‘Inspired by Her’ campaign, women will be given a leaflet upon arrival presenting the available products and services.
Female guests will be able to choose what room size and location they prefer, subject to availability. Robes and slippers in their size, a full length mirror, herbal teas and Wolford hosiery will be offered.
Furthermore, manicure kits, a variety of creams and a choice of treatments will be available in association with upscale suppliers Oh My Cream and Net-à-Porter. Yoga mats, dumbbells, smoothing iron, women’s magazines will also be on offer.
Room-service menus tailored for women will feature soups, salads, fresh fruit and other healthy options.
"Most luxury and upscale hotels were designed by men for men. But the number of women guests in luxury and upscale hotels has tripled over the past decade,” said HotelServices France SVP — luxury and upscale operations Julie Grégoire.
The initiative has been rolled out at four pilot hotels in France: the Carlton in Lyons; Grand Hôtel in Cabourg; Grand Hôtel Roi René in Aix en Provence and Hôtel Baltimore in Paris.
MGallery plans to provide the Inspired by Her service across its 70-hotel network by the end of the year.