The American Hotel and Lodging Association’s Joseph A. McInerney, president and chief executive officer, recalls debating whether to require color televisions in every one of its hotels back in 1967. It demonstrates just how far we’ve come.

Following this choice, clock radios and remote controls were added, and in the 1960s, shampoo, lotions, and mouthwash were also included to the “standard” hotel room. These facilities have become routine to us; we take them for granted on every trip. Since then, a variety of goods have been introduced, including sewing kits, shoe mittens and horns, and even coffee machines in the 1990s. “Hotels don’t suddenly decide to implement a change because customers desire it one morning. The hotel business does research, according to McInerney. “We’re constantly seeking for a competitive advantage.”

With all the “swag” a traveler may anticipate to receive with their reservation, hotels frequently discover that their own visitors have stolen their merchandise. This has motivated hotels like the Hilton to charge for its services so that visitors may bring home the recognizable brand goods.

With the development of technology over time, the competition among hotels to stand out has reached a new level — in-room wifi, sophisticated climate control, and even mirror televisions are examples that are helping raise the bar for expectations in everything from small motels to mega-chain hotels. For visitors, new technologies are intriguing because they provide them with distinctive experiences that could change their notion of comfort. One such example is heated towel racks, which are increasingly common in hotel bathrooms. After using a warm, fluffy, and dry towel once, a guest’s perception of luxury is altered for all subsequent hotel stays. Just not the same, says I. By capitalizing on this expectation, hotels may gain a competitive edge and rethink what constitutes a comfortable stay.