Upon returning to your room at The Rusty Parrot Lodge & Spa after dinner, you will encounter the customary elements of turndown service: the lights subtly dimmed, the duvet neatly folded back, and a piece of homemade chocolate resting on the nightstand. However, alongside this indulgent treat, guests will find a unique addition: a cowboy poem.
Printed on a small card and thoughtfully left for guests each evening, these poems—occasionally penned by local ranchers or poets, and sometimes by renowned Western authors who have traversed the region—capture themes of expansive landscapes, unwavering resilience, or the enchanting allure of the West.
“Storytelling has always been central to the essence of the American West, and introducing a classic cowboy poem during turndown service enriches the guest experience by weaving that heritage into a personal narrative,” remarks Brandon Harrison, the general manager of the hotel.
The Rusty Parrot, which began this poetic tradition in 1990, is not an isolated example; a growing number of hotels are reinventing their turndown service. While some establishments have offered locally inspired elements for years, the trend has gained momentum, particularly among properties that have emerged since the pandemic. During this time, many brands began to prioritize hyperlocal experiences and form partnerships with local artisans. While traditional bedside chocolates remain popular, select hotels are now enhancing the guest experience with items that are intrinsically tied to the destination, whether these are local art pieces, snippets of regional storytelling, or keepsakes that guests can cherish long after their stay.
“Every night, we aim for turndown to feel like a revelation—one that fosters a connection between our guests and their surroundings,” explains Joel Lopez, the director of housekeeping at Conrad Punta de Mita in Mexico, which opened in 2020. He curates a range of gifts, including woven Ojo de Dios (God’s eye) designs and decorative calavera (skulls traditionally associated with Day of the Dead celebrations). “I am consistently drawn to items that are authentic, meticulously crafted, and carry a link to the cultural narratives of their creators,” he adds.
Certain properties are utilizing turndown service as an avenue to showcase local artists’ work directly to guests by commissioning small pieces from nearby makers. At Violino d’Oro, which opened in 2023 in Venice, Italy, this initiative celebrates centuries of local craftsmanship. Guests staying in suites for three nights or more often receive handcrafted items created using traditional Venetian glass techniques, including delicate hand-blown Murano glass picture frames and bracelets fashioned from prismatic Murrini glass beads.
In the Dominican Republic, Cayo Levantado Resort offers a similarly regionally inspired approach to turndown service, with guests receiving small wooden carvings made from guayacán, a native hardwood. Meanwhile, at Waldorf Astoria Costa Rica Punta Cacique, the artistic offerings take a wearable form, as guests are presented with vibrant hand-painted fedoras or silk scarves crafted by local designers who draw inspiration from the carreta, the traditional oxcart that Costa Rican artisans have long transformed into stunning works of folk art, embellished with intricate patterns and vivid colors.
“The oxcart has emerged as one of the country’s most iconic national symbols,” states Loreana Aiza, the director of guest services at Waldorf Astoria. “In this experience, the resort collaborated with a local designer who has reinterpreted these ancestral motifs through a modern lens.”
Refugia Chiloé, located in Chile’s southern lake district, has been integrating regional craftsmanship into the turndown ritual long before the pandemic reshaped travel norms. Guests at this property have been receiving hand-knit wool slippers, made by local Chilote women, since 2012.
“Chiloé is renowned in Chile for its wool, with knit wool socks being among the most traditional souvenirs,” explains manager Edgardo Songer. He emphasizes that offering such gifts not only preserves local craftsmanship but also supports women during slower tourism seasons.
At various hotels, the item presented at turndown is closely linked to local folklore, symbolism, or cultural tradition, often accompanied by a note elaborating on its significance. The intention is not merely to provide guests with a beautiful memento but to introduce them to the narratives that define the region they are visiting. At both Rosewood Mayakoba and Montage Los Cabos, for instance, this narrative is expressed through brightly painted alebrijes.
“These sculptures, notable in Mexican folk art, depict fantastical creatures and have deep roots in Oaxacan tradition, serving as representations of spirit guides or guardians,” explains Mario Arriaga, director of operations at Montage Los Cabos. “They are viewed as good luck amulets and are believed to bring joy to those who possess them.”
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