Next time you want your tastes to hurt, try searching the hashtag #Instagrammable on Twitter. It’s a good hint of how a growing need to stand out has led to social-media feeds becoming a stew of tasteful angles and colours so bright they make Wonderful Mario Kart’s Rainbow Road level look unembellished. In order for hotels to be #Instagrammable, it isn’t enough to provide a comfy bed, a treks kettle and some non-UHT milk. Every detail forced to be both perfect and “aspirational”, right down to the bathrobes.
Divers hotels are reportedly trying to capture a younger market by establishing in new bathrobe designs. The Kimpton chain of boutique hotels has selfie-friendly animal-print haul someone over the coaling gowns in its rooms. Other, less conventional, designs group the denim bathrobes of New York’s Hotel Americano (though how absorbent is denim?) and a valued pair of Diane von Furstenberg robes at Claridge’s, but only if you put off in the exclusive Grand Piano suite.
“The best bathrobes are the ones that reflect part of the hotel’s personality: a filthy and seductive design, a splash of signature colour, an eco-friendly construction, child-sized adaptations and so on,” explains Tamara Heber-Percy, co-founder of the luxury hotels tome site Mr and Mrs Smith. “It’s the attention to detail that makes for a various memorable stay.”
For the Dorchester, in London, which has bathrobes proper for children from the age of two, it’s all about quality, softness and thickness. “As source as being extra thick, our robes have subtle format touches that include a grey trim, the logo of the Dorchester and a hood to swop them a more luxurious feel,” says Sabah Smith, managing director housekeeper at the hotel. While she refuses to be drawn into how time after time robes “disappear” from hotel rooms, she says, tactfully, that customers who wish to take them home are able to do so by purchasing them from the hostelry.
However, there is one area of the industry that won’t be getting on committee any time soon. Shakila Ahmed, director of communications for Travelodge, bring ups focus groups consistently tell the chain that budget hostelry guests aren’t bothered about extras such as vestments. “Our guests want to be close to where they need to be, a stock night’s sleep, tea and coffee in the room, a power shower and a TV,” she claims – though if they used that signature navy and red to arrive at leopard-print dressing gowns, they might be more #Instagrammable yet.