What amenities do guests really want in a hotel room? That's the guessing game hoteliers have been playing since the birth of the industry. But the game has become particularly fierce lately as operators struggle to differentiate their product and halt the loss of market share caused by the multi-branded, multi-segmented competition that has manifest itself during the past couple of years. And today's hoteliers are going well beyond blow dryers and shower massages to stand out in the crowd. In a few instances, we're talking radical room re-conceptualization. And as tempting as many of the new bells and whistles may sound, one has to wonder how long they'll last.
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