NEW YORK — Marriott hopes guests will want to steal their new toiletries — and purchase more when empty.

As part of a campaign to elevate the guest experience called Travel Brilliantly, Marriott Hotels partnered with Thann, an all-natural Thai skin care line to offer new guest amenities. Propelled by growing consumer demand — especially from Millennials — for undiscovered high-end products, Marriott selected Thann for its global appeal, according to Marriott executives.

“Thann has many shared values as a brand with Marriott. We have similar DNA,” said Matthew Carroll, vice president, global brand management for Marriott Hotels.

For Thann, exposure in more than 380 Marriott properties in Asia and the Americas could prove a unique avenue to secure a distribution foothold in new markets. In addition to presentation as free amenities at the hotels, the Thann shampoo, conditioner, lotion, bath gel, bath soap and hand wash under the Aromatic Wood collection will be available at Some think with competition so stiff to get new launches off the ground, hotel marketing could be a novel approach. Many point to the success Jo Malone enjoyed after consumers discovered the line at hotels.

When Marriott sought to upgrade the travel experience, including everything from lobbies to guest rooms, the company drilled down to what guests look for in hotels. “Amenities are among the top five factors [people look for], especially with today’s TSA travel restrictions,” added Carroll. Travelers are more sophisticated, he added, and expect touches of luxury. Thann amenities will be available in all Marriott Hotels through the U.S. and Canada by the end of October and Latin America and Asia by the end of this year.

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Great care was also taken to include more than just shampoo and conditioners in the selection. Carroll pointed out that body washes were key since many people opt for those over bar soap, and hand wash is a relatively new feature designed to please consumers looking for convenient hand cleansing options.

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