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WHEN HOSPITALITY CLIENTS ASK FOR A PRODUCT that will have a lasting impact on guests,
a custom towel seems an obvious choice—but a poorly chosen product can rub recipients the
wrong way. Beach towels are almost always a sure bet, says Murray Siegel, CAS, marketing
director for supplier Towel Specialties (UPIC: TOWELSPEC) in Baltimore, Maryland. And, their
universal benefits and appeal mean you’ll avoid putting your clients’ business through the
wringer.
Siegel notes beach towels offer three major advantages over other products:
keep rental homes in their
programs, how to increase their
vacation unit inventory, and how
to keep the units rented for as
many days or weeks as they
possibly can.”
With this objective, says
LeFevre, his team can tailor
solutions that include branded
products to help clients meet
their goals. “We find they are
using a multi-piece direct-mail
approach with a call to action:
encouraging a homeowner to
consider changing to a new
rental management company. If a
rental company can bring in
three to five homes with a mod-
est direct mail program, then we
have done our job and they are
thrilled with the return on their
investment in the program; not
to mention the upside for the
actual homeowners, who require
and demand that their units gen-
erate income.”
Joseph Ausband, vice presi-
dent of sales for Identify
Yourself, says premium give-
aways are being employed more
often to attract repeat business
in the vacation rental industry.
“An important emphasis this
year definitely seems to be on
saying thank you and inviting
guests to return,” says Ausband.
“We think this is key for any
business, but for the hospitality
industry this is exceptionally
true. Building good will with
guests is key, and giving quality
branded items before, during or
after a visit definitely helps hit
a home run for the brands we
represent.”
LeFevre says one of the
biggest programs being
employed involves the face-to-
face interaction between vacation
rental front-desk staff and vaca-
tioning guests. “This is the one
point of contact that makes or
breaks a relationship with the
vacationer. After a long day of
traveling for the family vacation,
[receiving] a branded gift or tote
bag upon check-in builds good
will and encourages the vacation-
er to return and rent with the
same company year after year,”
he says.
“It’s all about that little extra
to make the experience extraor-
dinary these days,” adds
Ausband. “We are giving beach
bags, beach towels, bluetooth
speakers, beach chairs, gift bas-
kets, robes, sunglasses … you
name it, we are using it to pro-
mote and say ‘thank you’ to our
clients’ guests and owners, and
encouraging repeat and loyal
business.”
Jen Alexander is associate editor for
PPB.
Make a
Splash
With Custom Towels
A SURE BET
“Beach towels have the largest
imprint area of virtually any product;
this is key for those looking for major
impact with their brand.”
“Quality beach towels last, on
average, more than 15 years.”
“Size is not an issue thanks
to the beach towel’s ‘one
size fits all’ persona.”
Hotels, resorts and spas that want to stock their own custom towels should consider styles
made of terrycloth instead of terry velour. “It’s best for towels that will be used and laundered
several times a week,” says Siegel.
MARCH 2016 •
PPB
• 41
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