By the end of this week, one billion hotel room stays will have gone unsold in the United States, Bloomberg reported earlier this month, citing statistics from hospitality industry data firm STR. This is just one sign of how the travel industry has been impacted by the global pandemic.
But instead of wallowing in the loss, some hotels are using the opportunity (and empty rooms) to get creative. The Standard, for example, is leaning into the current reality with its Make It Your Standard contest, giving away a 28-night stay in not just one, but two rooms at one of its properties.
“2020 hasn’t been kind to many, and certainly not hotels. So, it’s no secret we have a lot of open rooms,” the hotel chain declared on its page. “We’d like to fill them with something special, interesting, and unique. Someone like you.”
The hotel will award the double-room stay to the guest who can come up with the most interesting use for the extra space for a month. Among the ideas shared: “Make it an artist studio? Bring in a desk and typewriter to pen the next great novel? Spend your days in a face mask ordering room service? Do…naughty things?” Indeed, the possibilities are endless.
The selected winner will receive a consecutive 28-day stay for themselves and one adult guest at The Standard, High Line; The Standard, East Village; The Standard, Hollywood; The Standard, Downtown LA; The Standard, London; or The Standard, Maldives between January and March 2021, or at The Standard, Miami Beach from June through August 2021.
Entrants must follow a three-step process: Follow @TheStandard, @TheStandardLondon, and @TheStandardMaldives on Instagram, then enter information into the contest form on the site, and finally comment on the post on how you would utilize the extra room. Entries must be received by 11:59 p.m. on Dec. 22, 2020 ET.
The Standard has long been shaking up hospitality industry norms. In 2016, it launched custom check-in and check-out times, and last year, the Miami Beach location introduced edible CBD candies in its minibars.
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