Hotel Trends

Cocooning for Hotels

16 July 2024

The cocooning trend is gaining popularity in the hospitality industry and adding a touch of coziness and luxury to otherwise standard hotel room amenities. This trend, also known as the cocooning effect, is a great way to step up your game and improve guest satisfaction. In essence, the cocooning concept is to hotels as the highest quality ingredients are to a master chef. With the cocooning effect, hotels have a unique way to offer their guests a taste of home away from home.

A hotel’s guests are their lifeline; therefore, ensuring they have all the amenities and services they need at their fingertips is key to providing them with an enjoyable experience that will resonate and make them wish for more. But what exactly is cocooning, what are cocooning cosmetics or amenities, and how is ADA Cosmetics contributing to this trend?

What is Cocooning?

Cocooning is a term used to describe the action of creating a safe space, usually in one’s home, that provides shelter and comfort away from the chaos and turmoil of society. In essence, ‘cocooning’ is a metaphor used to depict a person enveloping themselves in a cocoon to hide from danger. This term was first coined in the 1981 publication, The Popcorn Report, written by Faith Popcorn, a successful, trend-setting marketing consultant and bestselling author. ‘Cocooning’ primarily refers to a type of lifestyle in which a person either voluntarily or involuntarily isolates themselves from face-to-face social interaction. However, over the course of the past 40+ years, this concept has slightly changed with the adaptation of new societal and technological developments. 

According to the Popcorn Report, there are three cocooning subunits: 

  • Armored Cocooning: the use or employment of any form of security, including gates and fences, weapons, security systems, or actual security guards, to provide a person or people with a sense of protection. 
  • Wandering Cocooning: also known as ‘mobile cocooning’, this version describes a more imaginative state in which one needs isolation on the go, most often a solo drive to recover from stir-craziness or to sort one’s thoughts.
  • Socialized Cocooning: a form of cocooning that involves being surrounded by the people a person is close to and comfortable being around. Socialized cocooning describes people who like to share their personal space with close friends or family. 

Cocooning is classified as more than just a lifestyle, it’s also a mentality. The effects of this mentality, also known as ‘emotional cocooning’, have become a subject of psychological research, especially since the outbreak of COVID-19. There are two types of cocooning mindsets: isolation and protection. According to psychologists, while isolation can be important at times, it can also lead to unwanted feelings of loneliness or depression. Therefore, taking on this cocooning mentality should be done with caution to ensure good mental health.

What is the Cocooning Trend?

The cocooning trend was first identified in 1981 as a trend rather than a fad by American author and marketing expert Faith Popcorn in the midst of the Cold War period. Spikes in the cocooning trend are often linked to fear in situations of desperation, such as war, terrorism, financial crisis, and disease outbreaks. 

Since the term was first coined, the US has seen a spike in cocooning behavior following the 911 attacks; however, there was a serious resurgence of this trend with the outbreak of COVID-19. During the height of the pandemic, self-quarantine forced many people into this trend involuntarily. While many found this to be extremely restrictive and ‘prison-like’, others began to embrace the solitude and make the best of the situation.

Due to the pandemic, the cocooning trend became a popular way to improve mental health and cope with feelings of loneliness and depression. It is most especially an interior trend, viewing home as a safe place.

What is the Cocooning Effect in the Hotel Industry?

The cocooning effect is making a positive impact on the hotel industry, especially among luxury hotels. With this trend, many hotels are now designing their hotel rooms as a retreat for their guests. This provides them with more than just a room; it’s a relaxing and comforting environment where they can take a break and recover from an exhausting or stressful day. 

To create this ‘cocooning’ environment, everything from the room’s color scheme and layout to the linen and cosmetic selections should be taken into consideration. Even amenities such as bath towels or bathrobes, shampoo, conditioner, or hand soap can all have a significant impact on a guest’s mood. If the room is designed to be either calming, refreshing, or invigorating, the amenity selection should follow suit to match the atmosphere. For example, if the room is bright and airy, cocooning cosmetics should have a pleasant or luxurious presentation and a refreshing application. 

In any case, a hotel stay isn’t permanent, it’s temporary; however, the cocooning effect aims to transform the feel of this temporary stay into one that’s just like or even better than ‘home’. With the right design and amenities, a successful cocooning effect may even make some guests want to take the amenities with them when they leave or be inspired to give their own home a refresh that will mimic their hotel experience. For others, the cocooning effect can impact them subconsciously, making them feel relaxed and at ease without noticing what exactly is making them feel this way. 

Every hotel wants their guests to have a 100% satisfactory and unforgettable experience. Therefore, offering guests everything they need to feel completely comfortable and ‘at home’ is the ultimate goal of the cocooning effect and a sure way to make them happy and eager to experience more.

ADA Cosmetics Cocooning Accessories for Hotels

At ADA Cosmetics, we’re right in step with the hospitality industry’s popular cocooning trend. What we bring to the table is a series of cosmetic and accessory collections fit for all tastes and styles. Our clients can pick and choose the products that best match the vibe they’re looking for. 

Cosmetic Product Lines:

Our product lines include cosmetics such as shampoo, conditioner, bar or liquid soap, lotion, etc.

  • Minimalistic: the Absolute Nordic Skincare collection is the definition of Scandinavian purity. Furthermore, its simple presentation adds an element of chic simplicity 
  • Bright and airy: the Hydro Touch collection is the perfect match for beachy and exotic aesthetics. It also features a vibrant and refreshing appearance 
  • Natural and pure: the PURE HERBS collection is aromatic and soothing with a minimal and inviting presentation

Accessories:

Our accessory collections include items such as dental kits, nail kits and massage pads to pamper guests.

  • Plain and simple: The EcoEssential accessories collection, made with natural, renewable materials and featuring a  simple neutral color scheme. This sustainable and affordable range will enhance the cocooning experience in any hotel room. 
  • Other accessories: To further build on the cosy, welcoming experience discover our plastic-free sustainable Slipper collections and our Terry Toweling Collection for soft and comforting bathrobes, towels, and bath mats.

FAQ

Why is Cocooning important for the hospitality industry?

Applying the cocooning concept in the hospitality industry is an important factor to help improve guest satisfaction. If a guest feels comfortable, safe, and relaxed in their hotel room, they are more likely to stay longer, return to the hotel at a later date, recommend it to their acquaintances, or write a positive review. 

What is the psychology of cocooning?

The psychological principle behind cocooning is to create a personal safe haven that provides comfort and stability, as well as protection from public spaces. There are multiple types of cocooning, each one relying on the same principle. Balancing your day with cocooning is a good way to improve mood, mental health, and reduce stress.

What are hotel room amenities?

Hotel room amenities are the consumable and non-consumable items made available for hotel guests to use during their stay. These can include cosmetics (such as soaps, shampoo, conditioner, shower gel, etc.), bath towels, bathrobes, kitchen facilities (such as a kitchenette, refrigerator, coffee maker, etc.), TV, internet access, and several others. 

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