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A Steamy Bathroom Trend The battle for the ultimate hotel bathroom reaches a scorching level with the increasing popularity of in-room steaming showers. Wednesday, July 22, 2009 Beth Kormanik

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The arms-race in hotel baths — and their counterparts in spas — has shown no sign of slowing down. More and more, hotels are turning to steam therapy as an alternative or addition to saunas and whirlpools.

Surprisingly, the steam may also offer environmental benefits.

Peter Schor, a hospitality consultant who specializes in high-end baths, said hotels are investing in hydrotherapy, aromatherapy, essential oils and fragrances and vibra-ecoustical sound, he said. But the biggest thing in baths right now may be steam.

"Steam is a very important feature," he told the audience at the recent Buyer Interactive Trade Alliance and Conference Purchasing and Design East earlier this month.

Baths are the hot place to add amenities for the "wow" factor, he said.

"Travelers are expecting more than you think they are in baths," he said. "The number one trend in baths is bringing the spa to the guestroom. There's a lot of money in it."

Mr.Steam, based in Long Island City, N.Y., offers commercial steam generators for hotel fitness center and spas, as well as towel warmers. They make separate products for steam rooms that receive heavy traffic throughout the day and for day spas where people receive treatment and individualized steam, according to Michael Pinkus, senior vice president with Mr.Steam, which is also known as the Sussman-Automatic Corp. Its clients include the Ritz Carlton Palm Beach and the Hilton Washington in DC.

While Mr.Steam has served gyms and spas since its earliest days as a company more than 50 years ago, it has only recently started working with hotels. The demand for steam baths has driven the growth as hoteliers have seen the benefits of saving energy and water with steam, while offering an experience that resonates with guests as a physical and mental rejuvenation.

"There has been a real trend away from spas and tubs because people see they are not as eco-friendly," Pinkus said. "They take a lot more time and you need a dedicated space to put a tub or a spa. With steam, you're using an existing shower enclosure."

A typical session of an individual steam bath lasts about 20 minutes and uses under $1 of electricity, Pinkus said. It also uses less water, about a gallon per session, compared with up to 80 gallons in a whirlpool-type bath. The product itself is made of recyclable stainless steel and complies with ROSH regulations, a European standard that restricts the use of certain hazardous substances such as mercury, lead and cadmium.

Pinkus compared a steam generator to a big tea kettle. It is a vessel with heating elements and water inside. Once the elements become energized and boil the water, steam is carried off in a pipe and enters the designated room. Mr.Steam commercial steam systems offer features such as the AromaSteam aromatic oils system, ChromaSteam mood lighting system and the Mr.Steam AutoFlush system that automatically drains the generator after use, ensuring fresh water. Operators can time the maintenance to happen in the middle of the night to eliminate the interruption to guests — all without having to dedicate staff labor to manually cleaning the product. The smaller units have an automatic drain value to refresh the water after each individual session, Pinkus said.

Schor said the highest-end hotels offer in-room steam baths for this kind of individualized experience.

"People don't want to sit inside a steam room at the fitness club half naked with people they haven't met before," he said. "They want to cocoon in the privacy of their own room."

ESPA founder Sue Harmsworth, who consults with luxury hotels and resorts on their spas, has seen the growth in steam rooms worldwide. She attributed it to guest’s apparent preference for wet heat over the dry heat from a sauna.

A steam room would be appropriate in any spa setting where massage is offered, Harmsworth said, since it helps to relax muscles. Most ESPA spas offer separate-sex
steam rooms/wet experiences, while some also offer unisex steam areas.

Harmsworth suggested two other tips for spas or hoteliers considering steam. First, a spa staff should make sure it offers guests towels to sit on since hygiene may be a concern. Second, staff should never use a scented steam to disguise bad smells. ESPA uses natural aromas for their scent, and only to enhance the guest experience.