For years hotels have capitalised on Valentine’s Day, using romance to drive up profits through rose petals, chocolates, and champagne offered to loving couples. But now some hotels are pivoting to a new market: the recently single. Hotels are creating “Anti-Valentine’s” packages tailored specifically to profit off heartbreak.
In Philadelphia, the iconic Logan Hotel has rolled out a $500 “Romance Detox” package. In that package, the hotel will print out an ex’s photo on a punching bag for a private boxing session. Whether that is motivation to up your fitness levels or to release any anger, the hotel manager told Bloomberg that the boxing theme fits Philadelphia’s association with the Rocky films and provides an inclusive experience for those not in relationships. The package also includes a spa experience for disconnecting and detoxifying. Guests begin by surrendering their phones before a mindfulness meditation, yoga or pilates session.
The Logan is not alone in this new approach. Across America similar experiences have been popping up.
Richard Branson’s y Virgin Hotel in New York recently set up a free interactive “heartbreak bar” in their lobby. The pop-up experience offered through the month of February, encourages newly singles to write whatever they want about a former flame on an index card — and then put it through a shredder.
The pop-up also features a “cry it out” area outfitted with a velvet chair and a large box of tissues. The venue also plays breakup-themed songs such as “Flowers” by Miley Cyrus, Justin Timberlake’s “Cry Me a River,” and “Thank U, Next” by Ariana Grande.
While the pop-up experience has been a social media hit, the possibility of cashing-in on heartbreak might be more than just a gimmick.
In Dubai, Rove Hotel’s is using “anti-valentine” sentiment to increase bookings with a “Me, Myself and I” package. The campaign offers newly singles a 50% discount when booking a room on their website between February 10th to the 19th. For that price they get a king-size bed all to themselves, a box of chocolates, breakfast in bed for one, a fantastic pet rock, and a ‘Rove friend’ pillow.
Across the pond, The Dominick Hotel in New York is marketing $1,500 boudoir-style photoshoots to solo travellers this Valentine’s Day. Dubbed the “Capture Me” package, the custom collaboration with a Brooklyn based photography studio aims to boost confidence and self-expression. The one-hour in-suite shoots allow guests to pose solo in the Dominick’s bathtubs with panoramic city views.
While Valentine’s Day offers an opportunity to target singles with experiences, the rise in solo travel points to a wider market.
According to Hilton’s 2024 Trends Report, more UAE based singles are travelling alone, driven by desires for relaxation, self-discovery and wellness. According to the survey, 60 percent of the UAE-based respondents are considering solo travel within the next three years, where a large number said they want to post post on social media about their solo travel experiences.
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