A comfy bed and a travel kettle is no longer enough – high-end hotels are investing in luxurious, Instagram-friendly bathrobes in an effort to appeal to the selfie generation
Next time you want your eyes to hurt, try searching the hashtag #Instagrammable on Twitter. It’s a good indication of how a growing need to stand out has led to social-media feeds becoming a mishmash of tasteful angles and colours so bright they make Super Mario Kart’s Rainbow Road level look understated. In order for hotels to be #Instagrammable, it isn’t enough to provide a comfy bed, a travel kettle and some non-UHT milk. Every detail must be both perfect and “aspirational”, right down to the bathrobes.
Many hotels are reportedly trying to capture a younger market by investing in new bathrobe designs. The Kimpton chain of boutique hotels has selfie-friendly animal-print dressing gowns in its rooms. Other, less conventional, designs include the denim bathrobes of New York’s Hotel Americano (though how absorbent is denim?) and a special pair of Diane von Furstenberg robes at Claridge’s, but only if you stay in the exclusive Grand Piano suite.
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