Excess the latest trend in luxury travel

From boutique hotels to high-end wilderness resorts, overindulgence is encouraged
writes Misty Harris, from CanWest News. The hottest trend in hospitality proves celebrity rehab centres aren't the only places leveraging excess.

From boutique hotels to Canadian fishing resorts, overindulgence is getting overnight privileges in travel packages that encourage guests to adopt the stars' philosophy that too much is never enough.

Some of the services on offer at these "immoderation accommodations" include in-room bars staffed by professional mixologists, so you never have to wait for a drink (Hotel Allegro in Chicago); minibars "pimped" to include all the accoutrements of hedonism, from edible body paint to morning-after hangover relief tablets (Catalina Hotel in South Beach); copies of Playboy and a set of poker chips upon arrival (The Muse in Manhattan); and complimentary lace thongs, should you somehow manage to lose your lingerie (Personality Hotels in San Francisco).


The free undies are part of the hotel chain's newly introduced "Britney breakdown package," designed especially for the vacationer who, like its troubled celebrity namesake, is a little too close to the edge.

The deal includes a gift certificate to a top hair salon and the caveat: "Don't shave your head just yet."

Other destinations focus more on losing oneself in sumptuousness than sin, bringing guests the kind of absurd luxuries normally provided only to the super-rich.
At Las Ventanas al Paraiso in Mexico, for example, an after-dinner dip in the tub is orchestrated entirely by hotel staff. Guests simply choose their preferred options from a "bath menu" -- sea salts, scented oils, premium tequilas and cigars are some of the pleasures on offer -- and the bath is prepared in their room while they enjoy a gourmet dinner.

At Clayoquot Wild-erness Resort, a popular fishing destination in B.C., guests' sleeping tents are outfitted with queen-sized beds, down duvets, Persian carpets and antique furnishings.

"It's for people that remember camping as a kid, but don't want to sleep in a pup tent anymore," says Sue Bosdet, director of sales for Clayoquot.

"They've become a little bit spoiled. They want to get back to nature but rather than roasting marshmallows, they want to sit around the fire while a waiter brings them a cognac and a creme brulee."

Deirdre Campbell, a Canadian public relations executive specializing in tourism, says "immoderation accommodations" tap into the trend of living beyond one's means while on vacation. She calls it "trading up."

According to Pam Danziger, a noted expert on luxury marketing, the model for many of these places is Las Vegas -- a city defined by affordable excess. The idea is to give travellers a "short-term indulgence vacation" that offers maximum pleasure for a reasonable dollar value.

"There's a real focus on the experiences of luxury," says Danziger, author of Why People Buy Things They Don't Need. "It's not buying a Rolex watch or another mink coat or a diamond ring."

Indeed, a 2006 survey by Unity Marketing found 56 per cent of luxury consumers believe "having special experiences that make memories" is of the utmost importance to travel.

What could be more memorable than a complimentary thong and a stack of Playboys?