Real World UX: Country Inns & Suites

I recently wrote about the great redesign of the Marriott Courtyard lobbies. Not long after that, I had another great experience staying at a hotel. It’s refreshing to see a trend in moderate priced hotels that they are remembering they are in the hospitality industry and trying to really understand their customers’ needs.
Restaurant Cheat Sheet

Upon check-in, we were handed a nearby restaurant cheat sheet. Of course, providing a list of nearby restaurants is nothing new, but I appreciated the formatting of this one. Instead of a book or binder in the room that you have to locate and flip through, this provided all of the information on one, easy to consume sheet. Organized by establishment type (sit down, bar, takeout) and then by cuisine with all of the places within walking distance clearly called out. Perfect. Even easier than pulling up my Yelp app and sorting through the results.

TV Ports

The next thing I noticed were the easily accessible TV ports on the desk. If you are traveling with your own media, which many of us are nowadays, you can opt to easily watch it on the big in-room screen.

But the small thing that really set Country Inns & Suites apart was this little all-purpose towel. The messaging was equally informative and humorous, a tough thing for a brand with such a diverse audience to pull off. Not only did it call attention to each of the hotels features and amenities, but it also conveyed an understanding of their customers. I’ve typed it out below so you don’t have to squint at your monitor.

Towel – Front
Towel – Back

10 creative ways to use this all-purpose towel.

  1. Removing makeup that miraculously stayed on all day despite a rigorous workout in the fitness center.
  2. Smuggling warm waffles to your guest room.
  3. Wiping a child’s face, arms and hands after enjoying fresh, gooey, cookies from the front desk.
  4. As a car windshield chamois, for the next exciting leg of your journey.
  5. Buffing up your shoeshine before the big event or maybe just because you like looking at your own strangely distorted reflection.
  6. As a bookmark for your Read It & Return Lending Library book.
  7. As a driver’s surrender flag, for when your children ask, “Are we there yet?” for the tenth time.
  8. As a notepad for that unexpected vacation phone call from your boss.
  9. Polishing your golf ball after making birdies at the 15th and 16th holes. Unfortunately, it can’t wipe away the bogies you made on 4, 8, and 11.
  10. Folding it into a decorative swan. We’re not sure how you do this, but if you work it out, can you please let us know?

It gets better. On the back is a crossword puzzle: “If you can’t find it in your bag, try to find it in this puzzle. (Also available at the front desk.)”. Again super informative, yet incredibly entertaining. Well done Country Inns & Suites.