Stealing hearts and minds / Hotel theft is a common issue. A 2023 report commissioned by luxury spa and hotel guide Wellness Haven surveyed 1,376 hotel managers in Europe about the items most frequently stolen from their properties. The top three stolen items were towels (79.2%), bathrobes (66.4%), and hangers (49.8%).
However, tracking down a towel thief isn’t exactly newsworthy. BWH Hotels used this prevalent issue as an opportunity to remind people of its personalised and bespoke interiors, which guests admire so much that many often pack a few pieces before check-out.
The unusual offer is a neat PR-able approach to differentiate BWH from other hotel stays. It’s reminiscent of a campaign we covered in March 2024 from Artotel Group when the Southeast Asian hotel chain launched a loyalty programme that rewarded its most loyal guests with a night when they can do whatever they like.
Both campaigns propose out-of-the-box ideas that stand out in a category that can feel quite humdrum, whether that’s rewarding guests for bad behaviour (stealing) or rewarding loyal guests with permission to behave badly.
Turn a blind eye (this time) / Although hotel theft is a frequent challenge, BWH Hotels adopted a lighthearted approach to addressing guests who might have taken its décor home with them. Hotels must strike a balance between managing theft and preserving the guest experience.
In an article by the Washington Post, published in July 2024, Sean Hennessey, a clinical associate professor in New York University’s hospitality programme, noted, ‘Hotels can implement controls to minimise the risk of theft, but the more controls, the more the hotel begins to resemble a prison [..] So it’s a balancing act.’
BWH’s campaign represents a creative effort to address hotel theft without alienating its guests. While offering free stays to all future guests who take items from its venues may not be sustainable, the initiative is a smart way to highlight and remind people of the brand’s welcoming and hospitable ethos.
