The Power of Ten
The phrase, "The Power of Ten' did not, however, come from our toes, fingers, or currency. And it surely did not come from the deep blue sea. Its origins are somewhat rooted in mathematics and science, where "powers of ten" represent exponential growth or scaling (e.g., (103) is 1,000). This concept became widely recognized through educational contexts, business, and popular science. The phrase is often used metaphorically to describe something amplified or multiplied in strength, impact, or influence by tenfold.[i]
In today's business world, it is a simple yet powerful way to express the idea of exponential growth or immense influence.
So what can The Power of Ten do for your hotel?
Picture this: you are the new manager of a quaint hotel located on the edge of a bustling city. The property has been struggling to attract guests for several years, so you have been brought in to turn it around. After doing your research, you have an AHA moment. Why not reinvent the hotel experience to specifically appeal to groups of women who are looking for unique getaways? So you decide to roll out a series of fresh and innovative themes that can turn your hotel into the destination of choice for women. You name the series Ten Perfect Journeys.
Journey #1: The Empowerment Getaway
The first concept is a weekend of empowerment. Your hotel partners with inspiring speakers, life coaches, and fitness trainers who designed sessions around self-care, personal growth, and wellness. The centerpiece of the weekend will be a 'Confidence Catwalk' in the grand ballroom, where each woman struts her stuff, cheered on by an enthusiastic audience. For added flair, the retreat offers build-your-own confidence playlists with a dedicated DJ, who spins empowering songs like Beyoncé's 'Run the World (Girls)' and Lizzo's 'Good As Hell.' Guests are gifted with journals in their rooms, prompting them to reflect on their triumphs and future aspirations. Your hotel quickly becomes known for its ability to help women reconnect with themselves in a fun and celebratory way.
Journey #2: The Dream Team Escape
Your next idea revolves around strengthening friendships. Dubbed the 'Dream Team Escape,' this getaway will be all about bonding. Groups of women can sign up for competitive games like scavenger hunts, escape room challenges set up in the hotel's conference spaces, and a trivia night hosted by a hilarious comedian. The standout feature will be the 'Friendship Olympics.' Teams would compete in quirky events like synchronized swimming in the pool (complete with sparkly swimsuits?), cupcake decorating contests, and karaoke battles. By the end of the weekend, the bonds between friends will be stronger, and your entire hotel will be filled with laughter and applause.
Journey #3: The Glamorous Staycation
To appeal to women looking for a touch of luxury, you roll out the 'Glamorous Staycation.' The hotel rooms will be transformed into mini-spas, with aromatherapy kits, silk robes, and customizable pillow sprays. Guests will be treated to makeup tutorials led by cosmetic artists, fashion styling sessions, and a red-carpet photoshoot complete with professional photographers and a faux awards ceremony. The dinner will be served as a chic rooftop (or garden) picnic under twinkling fairy lights, with personal charcuterie boards and champagne fountains. Women will leave feeling pampered, with plenty of Instagram-worthy memories to share.
Journey #4: The Storytelling Soiree
For women who thrived on creativity and connection, you create the 'Storytelling Soiree.' Guests will be invited to share their personal stories during intimate fireside chats in the garden. The event will also feature writing workshops, poetry slams, and art therapy sessions where women could express themselves through painting and crafting. One evening, you organize an epic 'Midnight Tales' party, where guests don whimsical pajamas and whisper thrilling stories by candlelight. This retreat becomes a safe space for women to open up, explore their artistic sides, and connect with others on a meaningful level.
Journey #5: The Adventure Weekend
You also want to appeal to thrill-seekers, so you introduced the 'Adventure Weekend.' You partner with area activity centers to which guests can be whisked away for kayaking tours, zip-lining excursions, and nature hikes. You also partner with local businesses to offer outdoor yoga classes and horseback riding sessions. Back at the hotel, the adventure continues with adrenaline-pumping challenges like indoor rock climbing and laser tag in a maze designed within the conference area. The journey ends with a bonfire and s'mores, giving women a chance to share their adventurous triumphs.
Journey #6: The Retro Revival
To bring some nostalgia into the mix, you conceptualize the 'Retro Revival:' a weekend that celebrates all things vintage. Women can dance the night away at a '50s-themed sock hop, enjoy martinis at a glamorous '60s cocktail party, and show off their best disco moves at a '70s night. You transform your hotel's dining area into a speakeasy for one night, complete with jazz music and vintage photo booths. Guests will love dressing up in retro outfits and reliving the charm of decades gone by.
Journey #7: The Passion Pursuit
You decide to help women pursue their passions by creating retreats dedicated to specific hobbies. Your hotel becomes a hub for themed weekends, such as baking classes with award-winning pastry chefs, gardening workshops in the hotel's courtyard, and photography tours of the town's hidden but most picturesque spots. A knitting circle in the lobby quickly becomes a most popular event, with women sharing laughs and tips over cups of tea. No matter the hobby, each weekend allows women to immerse themselves in their interests and connect with others who shared their passion.
Journey #8: The Cultural Celebration
You celebrate the diversity of your bustling city with the 'Cultural Celebration' series where your hotel will dedicate weekends to exploring different cultures through dance, music, food, and art. One weekend might feature a Bollywood dance workshop and an Indian cooking class; another highlighted African drumming sessions and traditional storytelling. Each event ends with a grand cultural strolling dinner where guests sample dishes from around the globe. Women walk away with a deeper appreciation for the world's rich diversity, along with their own handmade souvenirs.
Journey #9: The Pop-Up Paradise
You want to keep things fresh and exciting, so you introduced a pop-up concept. Every few months, your hotel will become a different destination—transforming space into a Parisian café with croissants and Eiffel Tower décor, a tropical haven with tiki bars and palm trees, or even a winter wonderland with ice skating and hot cocoa. These ever-changing pop-ups entice guests to come back for the surprise because they know that every visit will offer something completely new.
Journey #10: The Legacy of Your Hotel
Through these innovative ideas, your hotel is transformed from a struggling property into a thriving business that consistently attracted groups of women. Your creative spirit and dedication to providing meaningful experiences allowed women to bond, unwind, and create lasting memories. Today, it is the talk of the town, with women from all over flocking to enjoy its themed getaways. And you? You are already dreaming up your next big idea—perhaps a 'Superhero Sisters Weekend,' where women can save the day while embracing their inner heroines. The possibilities are endless!
Women groups represent a significant opportunity for hotels seeking to expand their brand, their image, and their guest base. These groups often include professional associations, social clubs, wellness retreats, or travel collectives. Women guests are known to prioritize safety, cleanliness, and personalized experiences—all attributes hotels can emphasize to appeal to this market.
Additionally, women friends and women's groups frequently plan organized trips for bonding, empowerment, education, or just plain fun enjoying each other and making long-lasting memories. Hotels that offer tailored 'journeys' stand to attract these groups. Women are also known for their social and networking tendencies, meaning they can be powerful word-of-mouth marketers. A positive experience can readily lead to repeat visits and recommendations to friends and colleagues. And do not forget their social media presence.
Building partnerships with women-focused organizations can help your hotel establish a strong reputation in this demographic. Targeting women groups is not just a smart business move—it's also an opportunity for you to promote empowerment and community. Hotels that recognize the potential of this market and adapt their offerings accordingly can create mutually rewarding experiences while boosting their revenue.
Your REVPAR will thank you!
[i] One notable cultural reference is the 1977 short film, Powers of Ten, by Charles and Ray Eames, which visualized the universe by zooming out and in by factors of ten, emphasizing the scale of both the cosmos and the microscopic world. The phrase's usage in common language has since grown to symbolize strength, magnitude, or the potential for dramatic change.
Reprinted from the Hotel Business Review with permission from www.HotelExecutive.com.
Bonnie J. Knutson
Michigan State
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