The Amenities Arms Race: How Resorts Are Redefining the Guest Experience

In today’s hypercompetitive resort market, simply offering a clean room, well-stocked kitchen, and a comfortable bed might not be enough. Guests—especially experience-hungry millennials—are redefining what “standard amenities” should look like. From robot concierges to in-room Peloton bikes, you may be competing with hotels that are upping their game to remain relevant and resonate with ever-evolving guest expectations.

But is this trend a race to the top or a risk-laden gamble on fleeting fads? Let’s take a closer look at how amenities are evolving, what guests actually want, and how operators can navigate the delicate balance between novelty and necessity.

The Shift from Functional to Experiential

In recent years, amenities have turned to becoming experiential—a key differentiator that can shape a guest’s entire stay. Instead of spending each day (and gobs of money) visiting an attraction, for example, perhaps your resort can lure families to stay on the property by offering experiential amenities. These often fall into one of several categories:

• Tech-forward services, such as mobile check-in, smart room controls, or AI-powered chatbots.
• Wellness-focused offerings, including yoga mats, aromatherapy menus, or infrared saunas.
• Personalization tools, like curated mini-bars or pillow menus.
• Cultural engagement, such as live local music, craft classes, or partnerships with nearby businesses.

The message is clear: guests want to feel that their stay is unique, meaningful, and tailored to them. You want them to return home after their vacation associating their most pleasant memories with your resort!

The Rise of Tech-Integrated Amenities

Perhaps nowhere is the amenities evolution more obvious than in technology. According to a 2024 survey by the Hospitality Innovation Council, 68% of guests said in-room technology significantly impacts their booking decisions.

Hotels are responding in kind:

• Voice assistants like Alexa for Hospitality enable guests to request towels, order room service, or dim the lights without lifting a finger.
• Streaming capabilities now go beyond cable TV. Guests want to cast Netflix, Hulu, or Spotify from their own devices—securely and seamlessly.
• Smart lighting and thermostats help reduce energy usage while letting guests control comfort with a tap.

Increasingly, guests view sustainability not just as a bonus, but as a must-have amenity. A 2023 study by Booking.com found that 78% of travelers prefer to stay at eco-conscious properties.

Some properties have responded by:

• Eliminating single-use plastics.
• Offering refillable water stations instead of bottled water.
• Partnering with local farms for organic, seasonal menu items.
• Using motion-sensor lighting and low-flow fixtures.

Interestingly, sustainability measures can double as talking points and marketing tools.

Fitness & Wellness Reimagined

Beyond golf, swimming, and playgrounds, the newest phenomenon in society is a focus on health might mean you go even further.

• On-demand fitness content, such as in-room guided workouts from apps like Peloton or Mirror.
• Spa-quality amenities, including sound therapy, salt rooms, or personalized wellness itineraries.
• Pre-stocked refrigerators with kombucha, protein bars, and supplements instead of candy and soda.

Luxury properties may even go as far as offering biohacking experiences—cryotherapy chambers, sleep optimization tech, or IV vitamin drips.

Amenities Guests Demand

While you’re thinking about adding one of these flashier amenities, don’t overlook what’s made your resort special in the first place.

• Basics, such as fast, free Wi-Fi remains the single most requested amenity across all categories.
• Food availability, particularly with healthier options, continues to drive positive reviews.
• Quiet rooms and quality sleep setups, including blackout curtains and noise machines, have a direct correlation with return visits.

The Cost-Benefit Equation for Resort Operators

The amenities race is both an opportunity and a dilemma. While standout offerings can generate buzz – at least from the Sales Department, they come with a price tag—often without a guaranteed ROI.

To manage costs while staying competitive, smart operators:

• Track usage data to identify which amenities are used most.
• Leverage partnerships to subsidize costs (e.g., local coffee roasters for welcome gifts).
• Offer upgrades à la carte, such as private yoga sessions or premium tech packages.
• Include questions in guest surveys asking them to rate the importance of specific amenities.

The Future of Amenities

As the world becomes more complex and stressful, one thing is certain: guests’ needs will become more pronounced. Preferences will keep shifting to help them reduce the pressures of everyday life. Here are a few ideas:

Help Them Escape: The next wave of amenities may include AI-curated activity itineraries, advanced gaming options, or virtual reality experiences.
Enhance Comfort: Plan décor with color, art, and features that fit the space such as soothing elements in the bedrooms.

Focus on Corporate Culture: Because at the end of the day, no amount of bells and whistles can replace the feeling of being genuinely cared for.

Sharon Scott Wilson is Publisher of Resort Trades magazine. Connect on linkedin.com/in/sharonscottwilson. Subscribe to Resort Trades Weekly — https://resorttrades.com/emagazine and visit YouTube.com/ResortTrades.