Organic Cotton for Hotels and Spas

Making the Change for Happy Guests & a Healthy Planet

By Eileen Mockus CEO, Coyuchi | July 06, 2014

What makes a hotel or spa experience special? What sets a property apart, attracts guests and inspires loyalty? Increased awareness of the benefits of clean and green living means that more and more consumers are seeking the organic label –on the food they eat, on the clothing they wear and on the bedding and bath linens they choose. And these aware, informed consumers expect the same high standards (or even higher) at a hotel or spa as those they set for their own homes.

The Next Step in Wellness

Organic cotton textiles are a great choice for hotels that care about creating a holistic experience for guests – an experience in which every detail promotes wellness as well as welcoming comfort. Choosing organic textiles, just like choosing organic food, reflects a consumer's desire to be thoughtful about the environment-both in general and immediately around them. By providing organic cotton sheets, towels and robes, a hotel or spa shows that they share their guests' values and care about their health. Those thoughtful details, and that connection, are what guests remember, and rave about, long after they check out.

Organic in the Field

When cotton textiles bear the "organic" label, they are made using fiber that is grown according to the National Organic Program run by the United States Department of Agriculture(USDA). The organic farming standard for fiber, like that for growing food crops, requires that only natural and non-toxic fertilizers and other agricultural inputs are used.

Cotton is grown on more than 70 million acres of land worldwide, and less than 1% of the world's cotton is grown organically. Conventional cotton farming has become very reliant on large amounts of pesticides and synthetic fertilizers, many of which are either suspected or known carcinogens, groundwater contaminants, endocrine inhibitors or toxic substances. According to the Textile Exchange and data from the USDA, every acre of conventionally grown cotton requires 6 pounds of pesticides.

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Coming up in June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.