Aqua Hotels Takes on the Big Boys with Expanded List of Free Guest Amenities

As I mentioned in my recent article Exciting Happenings on Oahu for 2007, I had the opportunity to spend four nights at Aqua Hotels & Resorts newest property, the Aqua Equus, formerly named the Hawaii Polo Inn. The Equus in undergoing a multi-million dollar renovation.

I was very impressed by the newly renovated rooms and the number of free amenities available to guests, although several standard Aqua ammenities are still in the process of being added at the Equus.

Aqua Hotels and Resorts is a relatively new player in the Hawaii hotel and resort market having been founded by hotelier Mike Paulin in 2001. In just six short years Aqua has grown and currently manages ten properties in Waikiki.

Aqua is deinitely putting the pressure on their big brothers and sisters in Waikiki hotel management and one of the ways they are doing this is by continually seeking customer feedback and adding to the number of complimentary guest services and amenities provided. This is a bold and exciting move by a company that offers some of the most moderately priced rooms in Waikiki.

Back in May of 2005, Mike Paulin announced that Aqua was removing price as the company’s value proposition and replacing it with amenities comprising the seven pillars of the Aqua Brand. The amenities were highly sought-after by travelers wanting all the comforts of home and were implemented at Aqua Boutique hotels. The branded amenities were:

• AquaSPA - Spa facilities offering massage therapies, body scrubs and facials
• AquaFIT - Access to fitness centers with a variety of exercise equipment
• AquaFRESH - Newly renovated accommodations
• AquaKIT - Microwave, refrigerator and coffeemaker
• AquaCONNECT - Complimentary in -room high speed Internet Access and/or WiFi
• AquaSTART - Complimentary daily continental breakfast
• AquaPROMISE - 24x7 Hotline to Aqua Owner Mike Paulin

In 2006, based on customer comments and feedback, a number of additional complimentary guest services and amenities were offered:

• Daily local newspaper
• Coffee and tea service in the lobby
• WeeklyManager’s Reception
• Signature Macadamia Nut and Coconut cookies upon departure

Recently, further additions were made to Aqua’s hotel and guest room enhancement program:

• Complimentary local and toll-free phone calls
• Complimentary use of the in-room safe
• Custom Aqua robes
• Custom Aqua rain ponchos
• Hawaiian Artesian bottled water on arrival
• Complimentary apples at the front desk
• Live plants
• Custom bath amenities (Noni/Papaya/Pineapple shampoo, conditioner, body scrub, body lotion, hand and bath soap)
• A complete collection of new collateral materials including: key cards, key card packets, note pads, pens, Do Not Disturb signs, guest services directory, guest comment cards and Aqua’s signature "Fish" filled with information for guests
• Express checkout

According to Beth Churchill, Aqua’s VP Marketing and Guest Services in a company press release, "Today’s avid travelers are tired of paying exorbitant fees for amenities they feel should be part of their daily hotel rate. At Aqua, we understand our guests want incredible service along with upgraded amenities to enhance their overall travel experience. Based on this, our stylish and exciting Aqua Boutique Collection has everything the smart traveler wants, including an extensive list of complimentary services and lifestyle amenities, without the luxury price tag."

The array of complimentary amenities is available to guests booking the Aqua Boutique Collection - Aqua Aloha Surf, Aqua Bamboo & Spa, Aqua Palms & Spa, Aqua Waikiki Wave* and The Equus. In addition, a selection of complimentary amenities is also available at Aqua Lite hotels. For a complete guide to the amenities available at each hotel, visit www.aquaresorts.com.

_{*Amenities vary - please visit www.aquaresorts.com for current list}