Brand recognition isn’t enough to attract new hotel guests. Today, social media reviews and word of mouth make the biggest impact on hotel choice. It turns out, more than great customer service and smart property design are responsible for enticing travelers. Every curated detail, from marketplace offerings and mini-bars to public-space activations, enhances the experience and inspires future bookings.
It’s why more hoteliers are turning to the sweet and savory as not only a delectable draw, but a business case. And it can be simple: Developing a refined candy and snack assortment that inspires social posts and establishes a hotel as a destination for innovative, immersive offerings doesn’t require a major program revamp. Key product choices for certain areas of the business paired with strategic merchandising can make a major impact on the customer experience.
Elevate The Crave
One of the simplest ways to create immersive snacking options for guests is by re-examining items in quick-serve areas. Consider global flavors, which are major attractors for Gen Z and Millennials. Adding international candies, such as from Japan, and sodas at to-go sushi stations to global quick-serve areas, introduces guests to something unexpected. The bold packaging normally found with Asian candies, coupled with exotic flavor profiles, such as yuzu or matcha, already feels like a departure from the norm and make for perfect social-media captures.
Coffee stations are another area ripe for perking up the guest experience and creating upsell opportunities. Here, it’s all about a little pick-me-up and pampering while on the go, like single-serve chocolate covered pretzels or caramels. For a little less indulgent option that still appeals to today’s health and wellness sensibilities, protein bars, with functional ingredients like caffeine, are a way to get a little boost and needed protein at the same time.
Another better-for-you snacking option gaining popularity for coffee stations and marketplaces is low-sugar candies. There are a lot of brands offering all the indulgent flavors we love, in a recipe that fits today’s active lifestyles.
Social media can be another driver of new additions. Hotels should consider adding the latest viral candies and chocolates, while making sure to consider customer segments. Establishments geared toward families, for example, can offer more playful items, such as peelable gummies or wax bottles. Locations for adult couples and single business travelers will want to go with more elevated items, such as Dubai Bars or the next emerging trend, Angel Hair Bars—chocolate bars filled with cotton candy.
[embedded content]Self-Serving Moments
Hotels are destinations and one on-site amenity on the rise is the candy store-within-a-store concept with self-serve stations. Think bins filled with vibrant candies that create great photo opportunities for the socials. Guests also love the custom experience that selecting their own candy provides.
A self-serve candy program doesn’t necessarily require a major footprint, either—even a few feet of bins creates major impact.
Along with offering nice imagery for social, self-serve candy programs provide additional instances for upsell opportunities and loyalty program perks. There can be an upcharge for a souvenir cup guests can fill with candy and bring home. Or, as part of a loyalty program, a guest at a premium level can have the opportunity to partake of the self-serve area free of charge.
Snack mixes are also gaining in popularity, so a bulk self-serve nut, snack mix and candy station can be another way to work this concept into a location.
Custom Confections
We already know that social photos and videos drive hotel booking decisions. Private-label branded confections can be a great opportunity to elevate the brand and offer a premium guest experience. Consider the tradition of turn-down chocolates: It can be transformed into the ultimate luxurious indulgence that, of course, has to be posted about—especially when they’re sea salt caramels in a premium mini-gift box. Custom confections can also be used to reinforce a loyalty program—like a branded chocolate bar or chocolate truffle gift box presented at check-in.
Other public-space areas ripe for custom branded candy and snacks are event/meeting rooms. Mini-branded mint tins, for example, are a great perk for conference breakout sessions. And, currently, there’s a lot of innovation happening in the mint space vis-à-vis flavor.
Holiday Time
When developing candy and snack programs, don’t forget the holidays. They offer a great opportunity for upselling. Hotels should make sure to have seasonal items that add to the celebratory and festive environment, such as individually wrapped peppermint barks for a late-night holiday snack, Christmas morning buffet items or cocoa pairings. Think the same for Easter, but switch out Saint Nick with chocolate bunnies.
Individually wrapped candy canes are another item great for leaving on pillows as an unexpected Christmas morning surprise.
Other guests might be traveling to see friends and family, so it’s also good to have seasonal gift boxes on hand for those last-minute gifts, particularly for Christmas or Valentine’s Day. They also make a great upcharge item for any seasonal packages.
Creating social activations that drive bookings can be as simple as re-examining candy and snack offerings. Everyone is looking for VIP treatment and something unique: Custom candies or international candies and snacks can give guests an exclusive, adventurous feel; single-serve chocolates offer a moment of comfort; seasonal creations add to the festivities.
The inherent vibrant colors and unique textures of candy and snacks make them ideal for social posts. And with a few key additions and adjustments, they can be the perfect sweetner to a hotel’s bottom line.
Bruce Bierenbaum is VP of hospitality & food service sales at Nassau Candy, a leading wholesale manufacturer, importer and distributor of confectionery and gourmet food products.
