# Comfort Concierge Luxury hotels cultivate consumer affections with in-house pets. By [Rebecca Byers](https://www.trendhunter.com/becbyers), Insights Research at Trend Hunter | Published Feb 4, 2016 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/creature-concierge ## Key Figures - Trend score: 4.6/10 - Evidence articles: 5 ## What is the Comfort Concierge trend? **Comfort Concierge:** As luxury hotel brands attempt to woo back consumers in a time marked by the emergence of budget-friendly accommodations, they are beginning to incorporate on-site pets that inspire a feeling of home. Often boasting their own program of activities, such mascots serve as an ideal marketing tool for hotels looking to engage consumers on a personal, emotional level. This shift speaks to the need for luxury brands to go above and beyond to delight the consumer in order to compete with tempting cost-effective alternatives. ## At a Glance - Evidence: 5 featured examples - Articles from: Feb 5, 2015 to Jul 20, 2017 - Published: Feb 4, 2016 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Experience](https://www.trendhunter.com/megatrend/experience), [Naturality](https://www.trendhunter.com/megatrend/naturality), [Personalization](https://www.trendhunter.com/megatrend/personalization) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Themes within the Comfort Concierge trend ### Pet Concierge Program Luxury hotels are incorporating pets as concierge ambassadors to provide memorable experiences and cultivate an affectionate response from guests. ### Boutique Pet Hotels The rise of boutique pet hotels for cats and dogs provides luxury services and one-on-one care to cater to the pet industry's increasing demand for pampering. ### Marketing through Experience Luxury hotel brands are incorporating unique experiential amenities to engage consumers on a personal, emotional level as a marketing tool. ## What the Comfort Concierge trend means for industry ### For Hospitality industry Luxury hotels are shifting towards incorporating unique experiential amenities and pets as concierge ambassadors, providing memorable experiences for guests. ### For Pet industry The rise of boutique pet hotels that provide luxury services and one-on-one care cater to the pet industry's increasing demand. ### For Marketing industry Marketing professionals are exploring unique experiential amenities to engage customers on a personal, emotional level and create brand differentiation. ## Workshop question What is an unexpected and highly unique element your brand can add to its products/services or campaigns, in order to compete with more established or cost-effective options? ## Trend signals for Comfort Concierge Trend score 4.6 out of 10, from popularity 66%, activity 63%, freshness 8%. - Popularity: 66% - Activity: 63% - Freshness: 8% ## Examples of the Comfort Concierge trend 5 featured examples from Feb 5, 2015 to Jul 20, 2017. - [Luxury Hotel Resident Cats](https://www.trendhunter.com/trends/le-bristol-paris): Le Bristol Paris Has Two Birman Kitties Watching Over the Lobby (Category: Lifestyle) Implication: Pet-friendly hotels, resorts and other hospitality accommodations continue to grow in popularity, allowing for innovation and differentiation in the industry. - [Boutique Cat Hotels](https://www.trendhunter.com/trends/hotel-for-cats): This Luxury Hotel for Cats Provides Comfortable Climate-Controlled Bedrooms (Category: Luxury) Implication: The growing demand for luxury pet services opens up opportunities for the pet hospitality industry to expand and develop new offerings, such as upscale boarding facilities and pet… - [Feline Luxury Hotel Mascots](https://www.trendhunter.com/trends/algonquin-hotel): The Algonquin Hotel in NYC Has a Kitty Concierge Named Matilda (Category: World) Implication: Luxury hotels are leveraging cute mascots and personalized packages to differentiate themselves in the competitive hospitality industry. - [Hospitable Hotel Dogs](https://www.trendhunter.com/trends/staybridge-suites-hotel): The Staybridge Suites Hotel Has a Puppy Greet Guests at Reception (Category: Lifestyle) Implication: Hotels can tap into the growing demand for pet-friendly accommodations to attract a wider range of guests. - [Luxury Hotel Canine Concierges](https://www.trendhunter.com/trends/canine-ambassadors): The Fairmont Hotel Chain Has a Series of Canine Ambassadors (Category: World) Implication: Hotels, particularly luxury establishments, can adopt experiential amenities and pet-friendly services to attract more guests and stand out in the competitive industry. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)