Dear guest,
Greetings from Scotland!
I’m here on a very special trip featuring a bunch of bagpipes and kilts and steak pies.
Today’s letter is something I wrote a while back, and maybe something a bit more frivolous than what you’ve gotten used to here at tPH.
Without further ado…
Welcome to Turndown Service, where we immerse ourselves in an experiential detail or sentiment.
In this letter: why hotel uniforms are sexy and important, the tPH formula for building a signature uniform, and brands that do it right.
A couple of months ago I was approached by a designer whom I admire regarding my thoughts and feelings on hotel uniforms.
Prior to him reaching out, I did not even realize that this was a subject I have an opinion on (but turns out, I sure do).
I whipped out my archives and pulled out some of my favorite examples of well-executed signature styles that go beyond basic scrubs or what you immediately think of when thinking of hospitality workwear.
Because you are here and I really like you, here’s my curation and some véry important tips, as well as the tPH signature uniform formula™.
Why should I care about hotel uniforms?
I’m glad you asked!
Seriously, staff uniforms are an extremely pressing matter that is too often overlooked. I promise I’m not exaggerating. The comfort and aesthetics of hotel uniforms impact not only how easily guests are able to buy into the particular fantasy that a hotel (or restaurant or any service-inclined establishment) is selling, but also the confidence and pride employees take in their role.
Don’t worry, I have sources. Nelson & Bowen (2000)1 found that employees are more self-confident when their uniforms look the part, and furthermore, exude more credibility.
Also, I went to EHL (the number one hospitality school on the planet), and if there’s one thing that is instilled into us from day one, it is that you never get a second chance to make a first impression.
Research confirms this, as customers form lasting impressions within 7 seconds of interaction, and visual cues account for 55% of that initial judgement.
TLDR; there is a real business case for investing in hotel uniforms and guests will find you sloppy if you don’t.
Now that we have the concrete stuff out of the way, let’s dive into the vibes.
The signature hotel uniform formula
(Ah now we’re in the vibes section. I love it here.)
I love fashion and visually interesting things, and I always find it a let-down when hospitality does not lean into this. Global chain brands naturally have their brand standards with more run-of-the-mill outfits, but in my humble opinion, boutique and independent hotels (or any property in the luxury segment) have no excuse to slack in this department.
And there is no need to! The process of creating a signature hotel uniform is at the end of the day rather simple, and consists of combining three features:
The signature uniform™ combines the following:
Local elements: a nod to the where the hotel is located creates a sense of place and bumps up the authenticity score
High-quality materials: fabric must be breathable and made from natural fibers. Polyester is unforgivable.
Functionality: uniforms should work with the employees and make their job easier
There are many great examples that hit all of these areas in a fantastic way, and I have handpicked a few of them for you below.
Polo shirt, jeans, and Gucci sneakers
Casa Maria Luigia, Modena
A while back I wrote about the incredible experience I had staying at Casa Maria Luigia. This hotel does world-building like no other, and every detail is thought out, down to the staff shoes which are just quintessential Italian luxury.
The simple but fresh combo of a white polo with quality denim creates a casual but still chic atmosphere.
Monochrome
Kempinski
A signature uniform can create an aura or even a character. Kempinski’s Lady in Red is a good example of when a uniform becomes something more. The brand’s hostesses are dressed in red, signifying ambassadorship.
While the red is always red, the silhouette of the dress varies based on where the property is located (✔local elements).
High-end fabrics in locally-rooted silhouettes
Mandarin Oriental, London Mayfair
Speaking of local elements and brand authenticity, few examples hit the spot more than Mandarin Oriental’s London uniforms.
The materials and cuts are just luxurious to look at, and the uniforms incorporate both British influences (a gesture to the London location) and Asian ones (a gesture to the brand’s Hong Kong roots).
If your employees feel sexy your hotel will be sexy
Hospitality is an act of play and the creation of a fantasy, and staff need to play their part for that bubble not to burst.
A uniform that fits well, breathes well, and looks considered tells an employee that they were considered, that their experience is important too, not just the guest’s.
An employee who feels dignified in what they’re wearing will extend that dignity to the guest. An employee stuffed into a polyester polo two sizes too big will give you microplastic-discomfort-energy. I know which one I prefer.
I firmly believe that how you dress your team is part of the hospitality you extend to the world, and no one can convince me that it isn’t a serious matter.
Send outfit pics,
🔑 Emma
Nelson, K., & Bowen, J. (2000). The Effect of Employee Uniforms on Employee Satisfaction. Cornell Hotel and Restaurant Administration Quarterly, 41(2), 86-95.
I could not agree more with your post Emma.
Three things immediately come to mind.
First, the problem often starts when GMs or executives become uniform designers. Uniforms should reflect the brand, but they must also reflect the realities of the job and the people wearing them.
Second, involve employees in the design process. The team members who wear the uniforms every day can provide invaluable feedback on comfort, practicality, durability, and how the uniform makes them feel.
Third, ensure ownership understands the importance of getting this right. As you point out, uniforms are part of the guest’s first impression. They communicate professionalism, reinforce the brand story, and influence how employees feel about themselves and their role.
When uniforms successfully balance aesthetics, functionality, and employee pride, everyone wins: guests, employees, and the brand.
It is one of the many people-centric principles I discuss in my book, including the importance of first impressions.
Uniforms are the silent architecture of a guest's first impression. Love the focus on the "winning formula"....it’s where utility meets the soul of the brand.