What Is Your Cart Style?
Latest Bulk Carts Deliver Looks, Locks And Longevity

Your budget may be as tight as ever but when it comes to investing in the latest bulk linen and laundry carts, you may find some support from an unlikely place: the marketing department. Their job is to project a consistent marketing message that creates value and justifies rising rates throughout the entire property. Many have finally recognized, after cringing at the sight of drab, bruised, gray carts rolling through the lobby or on the floor in full view of their guests, that housekeeping plays a key role in either leveraging that message or hindering its impact. More and more often they are willing to support investing resources in strengthening housekeeping's image as well as its efficiency.

In hotels, resorts, nursing homes, assisted living centers, healthcare facilities and other properties positioned as five-star, elite or deluxe where rates are typically above average and the quality and service are expected to be well above average, many executives are turning to housekeeping as the last opportunity to upgrade the image of the brand. From a look at the revenue potential for these luxury properties, it is easy to see why so much attention and investment is being paid to the high end. According to PricewaterhouseCoopers' U.S. Lodging Forecast, revenue per available room (RevPAR) at luxury properties climbed 8.7 percent in 2004 and the rate is expected to jump 5.7 percent this year and 6.2 percent in 2006 while occupancy rose 2.8 percent. Economy properties, by contrast, were at the lowest end of the scale. Similarly, entrance fees alone at elite continuing care centers targeting wealthy baby boomers with elderly parents can reach $500,000.00.

With so many companies jockeying for a piece of the luxury market, competition is fierce and executives are scrambling to find new ways to differentiate their properties.

With the latest advances in bulk laundry trucks, executive housekeepers and marketers alike have a new weapon to tip the scales in their favor. Until recently, laundry cart manufacturers focused on function and longevity. Just moving linens to the floor and back without becoming a maintenance headache or an annual budget item was the primary goal. Few considered turning the staid laundry cart into a rolling marketing statement. But now, manufacturers are introducing carts that not only deliver improved functionality and extra long life but also striking visual appeal. Smooth finishes on fully-enclosed carts, shapely profiles and a choice of nearly two dozen colors are standard amenities. Carts are also available in custom colors to match a Hilton blue, Marriott red or Hard Rock Hotel brown, for example, extending the brand's imagery and color scheme throughout the property. The cart color may be customized to match or coordinate with the interior décor as well, which not only enhances the overall look of the facility but also helps the carts blend into the hallway, lobby, banquet room or other area. While aging, dull carts often stick out like an eyesore on an otherwise immaculate guest floor, these new carts appear as a part of the surroundings, as if they were specified by the interior decorator. Similarly, new colored textures such as granite and sandstone display a speckled, decidedly upscale look akin to the many granite countertops common to today's luxury homes. In addition to its soothing, natural tones, the stone-like colorations also break the line of vision in much the same way that ballroom carpet patterns are used to divert attention from the floor and any of its flaws or stains. In effect, when the cart is in full view, its color scheme can actually help divert attention towards the more decorative elements of the facility.