Are Pet-Friendly Hotels, Really Pet-Friendly? 🏨 🐶

Issue #103

September 24th, 2024

Quick Hits:

🩺 No more burnout! Scribenote raises $8.2 with their mission to help veterinarians

🦎 Meet the 'golden retriever' of pet reptiles, the bearded dragon

 🐼 Pandas in Chinese zoo end up being painted dogs

🏭 Nestlé is going to invest $199m in a Purina PetCare factory in the UK

🐶 Less kids, more pets = an opportunity for ethical investments

This week, we hand the reins over to Guise Bule

As the hotel industry continuously evolves to meet travelers' changing demands, one segment rapidly gaining traction is the dog-friendly hotel sector. For many dog owners, their pets are not just animals—they are family members, and hotels are increasingly capitalizing on this by going beyond ‘pet-friendly’ to provide genuine, top-tier dog-friendly experiences. However, along with these opportunities come certain challenges that hotels must address to stay competitive.

Market Opportunities for Pet-Friendly Hotels

The market for pet-friendly accommodations is booming, driven by an increase in pet ownership and changing attitudes toward pets. According to industry reports, 70% of U.S. households own pets, a large portion of whom are dog owners. Moreover, the rise of "DINKWAD" (Double Income, No Kids, With a Dog) couples presents a lucrative opportunity for hoteliers. These dog-loving travelers are willing to spend significant amounts of money on vacations that include their dogs, creating a rapidly growing, affluent market segment that hotels can cater to.

For hotels, dog owners mean higher occupancy rates, customer loyalty, and increased revenue. 

By offering canine-centric services—from doggie menus to on-site dog parks—hotels can better position themselves as dog-friendly in a cluttered pet-friendly market. Canine inclusivity and hospitality are being leveraged by hotels to foster emotional connections between hotels and their guests while indirectly promoting repeat business and positive word-of-mouth referrals.

Challenges Facing the Hospitality Industry

Despite the clear market potential, the industry faces a number of challenges when trying to meet the needs of dog-owning travelers. For one, many hotels say they are pet-friendly while only offering minimal accommodations; they allow dogs on the property without providing any services or amenities, which creates a lot of dissatisfaction with dog owners when they stay.

Another issue is the need for clearer communication about pet policies, fees, and restrictions in the hotel industry. Many hotels charge high fees for pets, citing additional cleaning costs. However, guests often feel that the services provided do not justify these costs. For example, while a pet fee might be justified to cover the cleaning of a room after a dog’s stay, guests may feel slighted if basic amenities—like dog beds, bowls, or treats—aren’t provided.

Addressing Pet Fees and Value Perception

One key frustration for dog owners staying in hotels is the pet fee. Pet fees often range from $25 to $200 per night, and they can add up quickly, particularly for long stays. While hotels say these fees cover additional cleaning and maintenance costs, the value perception is critical. Guests are more likely to accept these fees if they feel their dogs are genuinely being catered to.

To justify pet fees, hotels should ensure they offer tangible services in return. This should include basic amenities like beds, food, and water bowls, and complimentary treats at check-in. Some of the world's best dog-friendly hotels go above and beyond basic amenities to offer dog owners a welcome bag filled with goodies and services like grooming, dog walking, and canine menus. All of these things make the fee feel more like a worthwhile investment. 

Practical Improvements Hotels Can Make

To truly succeed in dog-friendly hospitality, hotels need to move beyond the basic “pet-friendly” label and embrace a more holistic approach to canine inclusivity and hospitality. 

Here are some practical ways some of the world’s best dog-friendly hotels win at the game:

1. Basic Amenities: Hotels should start by providing essential items like dog beds, bowls, and treats. Offering different-sized beds and bowls for various breeds is a must.

2. Customized Experiences: Personalized experiences are key to setting a hotel apart from its competitors. Some hotels offer custom dog portraits and selfie stations, and these tailored services create lasting memories for both the dog and its owner.

3. Pet-Specific Menus: Dog-friendly room service or restaurant menus are another high-value offering. Hotels that work with local chefs or partner with pet food brands can create healthy, delicious options that elevate the pet’s stay and generate more revenue.

4. Recreational Facilities: On-site dog parks or dedicated play areas are increasingly popular among dog-friendly hotels. These spaces allow dogs to socialize and exercise, offering both dogs and their owners a more enjoyable stay. Adding unique features like agility courses or dog fountains can make these spaces stand out even further.

5. Events and Social Hours: Pet-centric events, such as “yappy hours,” dog yoga, or canine social mixers, are excellent ways to build community among guests. These events nurture dog owners to create lasting connections with the hotel.

6. Luxury Services: For hotels that want to offer a premium experience, adding luxury services like dog spa treatments or personalized pet concierge services can be a major draw. Services like dog massages or grooming services make dog owners happy.

7. Clear Communication: Transparency is key. Guests should not be surprised by fees or restrictions when they check-in. Clear, upfront communication about policies, amenities, and costs will not only improve satisfaction but also help avoid negative reviews.

The Shift Toward Canine-Centric Branding

One of the simplest changes hotels can make is a shift in branding and marketing to move  away from the term “pet-friendly” and towards “dog-friendly.” This small but meaningful distinction resonates more with dog owners, particularly those in the DINKWAD demographic. These travelers are looking for hotels that don’t just tolerate their dogs but actively welcome them and cater to their specific needs, so using the right language is important.

Most hotels do not let you stay with cats in their rooms, and most guests want to travel with their dogs, so pet-friendly really means dog-friendly, yet most hotels struggle to use the words. If your hotel is truly dog-friendly, then say so. If all you want to do is tax dog owners while offering them nothing in return, then using pet-friendly language is the best way to communicate that.

As more travelers seek truly dog-friendly accommodations, hotels can differentiate themselves by moving away from pet-friendly marketing and genuinely embracing a dog-friendly philosophy. Hotels are increasingly joining the Dog-Friendly Hotel Association to move towards industry best practices with hotels who share their priorities, which sends a strong signal to dog owners that you genuinely welcome dogs. Many hotels also certify themselves as dog-friendly through a third-party certification body like Roch to validate and differentiate their dog-friendly policies, services, and amenities while transparently communicating their position to dog owners.

The opportunity for increased bookings and customer loyalty is clear, but hotels must also navigate cost, service quality, and transparency challenges.

By providing well-rounded canine amenities, organizing dog-friendly events, and adopting a dog-centric brand approach, hotels can transform the guest experience for both dogs and their owners. When executed effectively, this strategy not only generates higher revenues but also solidifies the hotel's reputation as a top destination for dog-loving travelers. As the demand for dog-friendly travel and hospitality continues to grow, you can expect the hotels that focus on genuine canine hospitality to outcompete their pet-friendly competitors over the long term. 

About The Author: Guise Bule is the founder of Roch, the world’s first dog-friendly certification body for the hotel industry, and Chairman of the Dog-Friendly Hotel Association. He is also the editor of the Roch Society, where he has written extensively on the subject of canine hospitality.

PAWS right there!!! Don’t forget to subscribe 👇👇

You reached the end, you deserve a treat 🍖

Be part of the pack - For more news, links, and entertainment follow us on social media (links below) and fur - ward this to your best human friend.

Finally, What’s a fast dog’s favorite car?

A Fur-rari 😂

See you Friday!