Stylish pyjamas are the new luxury bathrobe at high-end hotels

Forget lounging around in your hotel room in a bathrobe, the standard in-room amenity at many mid-level and high-end properties. Some hotels want their guests to have pyjama parties instead. They're selling and giving away pyjamas to guests and turning to popular sleepwear brands to design fashionable pairs.

in London recently introduced women's silk pyjamas in a black-and-white striped pattern inspired by the art deco floor in the hotel's lobby. The handiwork of British sleepwear designer , they are available to buy for about $580 and also included with certain room packages.

Some guests, such as those who stay at the hotel often, receive a free pair monogrammed with their initials, says Paula Fitzherbert, the hotel's public relations director.

But why offer pyjamas, and why now?

Fitzherbert says the idea was inspired by the fact a growing number of guests are ordering dinner or evening cocktails in their rooms.

"We thought, why not make hanging out in your room fun and slightly decadent? Pyjamas that reflect our heritage seemed like the perfect way to do so."

Fashion week

The hotel, in New York City, selected the Italian linen brand to design 300-thread-count pyjamas for men and women – both are white with grey piping and cost about $380 but, like Claridge's, the Lowell occasionally gives them free to guests.

In addition, at select times throughout the year such as fashion week, the Lowell offers white cotton pyjamas with red piping from the sleepwear label BedHead Pyjamas. They cost shy of $200.

BedHead is also behind the cotton pyjamas at the , in California. They come in long and short sleeves and in pink and white stripes for women and blue and white stripes for men, and cost roughly $230.

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Australian luxury sleepwear brand  designed the property's other pyjama collection for men, women, children, babies and even dogs ($120 a pair for children, $368 for adults). Adorned with a vibrant green banana leaf motif inspired by the Martinique print the decorator Don Loper created for the hotel in 1942, the collection has been worn by celebrities including Hugh Sheridan, the Hadids and the Kardashians. 

Guests staying in select suites get to choose a pair to keep, says the hotel manager, Christoph Moje, but they're also gifts for repeat clients or those celebrating a landmark occasion during their stay.

Brand signature

"We see people wearing their pyjamas down to breakfast and bringing them back on return stays, and we love that," he says.

Sant and Abel also makes men, women and children's pyjamas for the in Santa Barbara, California, monogrammed with the exclusive property's logo, and sleepwear for several properties in the Four Seasons and Destination Hotels group in the US.

"Guests want to feel luxurious, smart and stylish when staying at expensive hotels and our collections help to make them feel exactly that," says Sant and Abel founder and CEO Sophie Lovejoy.

At , in Playa del Carmen, Mexico, all guests receive not pyjamas in a traditional sense, but a locally made beige cotton kaftan to slumber in during their stay. These oversize tops are embroidered with butterflies to match the ones that flutter about in the resort's 's gardens. The kaftans are a snip at $63.

For the boutique cruise line , pyjamas – in this case, a unisex white and navy cotton set – have become a brand signature. Passengers receive a personalised pair as a turndown amenity on the first night of their trip, and they've been a hit, says the company's president, Bob Lepisto.

"Our guests rave about the pyjamas," he says. "They even wear them while they're having drinks on the top-deck bar."

Long an amenity for business- and first-class airline passengers, pyjamas are a creative marketing tool and a way to encourage brand affiliation, says Chad Clark, the owner of the US travel consultancy Chad Clark Travel Ventures.

"When you take them home, you'll be reminded of the good time you had on your trip," he says. "And besides, who doesn't appreciate a set of comfortable, good-quality pyjamas?"

The NY Times