# Energizing Hotel Services AWAKE Chocolate and Walker Hotels Introduced a Turn Up Service By Laura McQuarrie | Published 2026-06-02 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/turn-up-service References: [finance.yahoo](https://finance.yahoo.com/sectors/technology/articles/awake-chocolate-flips-hotel-tradition-110000448.html) & [walkerhotels](https://www.walkerhotels.com/walker-hotel-greenwich-village/offers/)  Just as turn-down services set the tone for a restful night at a hotel, caffeinated chocolate brand [AWAKE Chocolate](https://www.trendhunter.com/trends/awake-chocolate) teamed up with Walker Hotels to introduce a Turn Up Service that infuses the same energy, luxury and intention into the start of a guest's day. Knowing that people need a quick pick-me-up in the morning, AWAKE Chocolate devised a "wake-up call on wheels" to mark the national launch of AWAKE Crispy Milk Chocolate Bites. For a limited time in June, Walker Hotel guests at both locations ([Walker Hotel Greenwich Village](https://www.trendhunter.com/trends/walkers-shortbread-wee-chunkies) and [Walker Hotel Tribeca](https://www.trendhunter.com/trends/sticky-toffee-shortbread-rounds)) can opt in for a cart delivery featuring AWAKE Crispy Bites featuring 50mg of caffeine per bite, plus coffee, fresh fruit, other light refreshments, plus an energizing music and lighting shift that reimagines a timeless hotel ritual. ## Trend Insights (Trend Hunter) - Score: 8.0/10 - Popularity: 77% | Activity: 83% | Freshness: 79% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Why This Trend Is Growing - **In-room Energy Rituals:** A shift toward curated morning rituals that combine caffeine delivery with ambience adjustments, unlocking premium in-room service formats and ancillary revenue streams. - **Branded Wake-up Experiences:** Collaborations between lifestyle brands and hotels that embed product sampling into guest routines, enabling immersive co-branded touchpoints and heightened guest loyalty. - **Sensory-enhanced Hospitality:** Integration of lighting, sound and consumables to create multi-sensory service moments, presenting avenues for differentiated guest experiences and data-driven personalization. ### Industries Being Reshaped - **Hospitality:** Boutique and lifestyle hotels experimenting with ritualized services that redefine guest expectations and open new premium service tiers. - **Food and Beverage:** Caffeinated snack and beverage makers extending reach through experiential placement in hospitality settings, suggesting novel distribution and co-branding models. - **Events and Entertainment:** Live and private events incorporating branded sensory activations to elevate attendee energy and engagement, pointing to hybrid offerings that blend product promotion with programming. ## Related on Trend Hunter - [Caffeinated Chocolate Bites](https://www.trendhunter.com/trends/awake-chocolate.md) - [Keto-Friendly Caffeinated Chocolates](https://www.trendhunter.com/trends/caffeinated-chocolates.md) - [Caffeinated Dark Chocolates](https://www.trendhunter.com/trends/dark-chocolate-variety-pack.md) - [Hospitality Home Decor](https://www.trendhunter.com/trends/Hospitality-home-decor.md) - [Social Travel Booking Platforms](https://www.trendhunter.com/trends/Social-travel-booking-platforms.md) - [Berlin-Based Summer Hospitality Experiences](https://www.trendhunter.com/trends/rooftop-pool1.md) - [Fashionable Crimson Martinis](https://www.trendhunter.com/trends/the-devils-martini.md) - [Regional Wine-Focused Councils](https://www.trendhunter.com/trends/one-voice-council.md) - [Design-Forward Hospitality Publications](https://www.trendhunter.com/trends/dream-in-progress.md)