Building brand stories from the ground up at Swissôtel Chicago
A new kind of hospitality amenity
Across the hospitality industry, hotels are reimagining what amenities mean. Beyond pools and spas, the next wave of hospitality amenities connects guests to purpose, place, and the planet.
By integrating nature amenities such as beehives, pollinator gardens, and biodiversity programs, properties can turn sustainability into something guests experience, not just read about. It becomes a story they share and a marketing advantage that feels real.
At Alvéole, we call this approach marketing nature amenities. It’s about using nature-based initiatives to improve sustainability performance and create authentic stories that engage guests, staff, and communities.
Why nature resonates with today’s guests
Today’s travelers expect hotels to reflect their environmental values. According to global hospitality reports, guests are twice as likely to choose a property with visible, credible sustainability programs.
The rooftop garden, the honey jar in a welcome basket, or a bee workshop in a conference lounge are more than nice touches — they’re small moments that build loyalty and make a stay memorable.
The Swissôtel Chicago example
Just outside Amuse, the hotel’s lobby bar overlooking the Chicago River, Swissôtel Chicago partnered with Alvéole to install a beehive, reflecting the hotel’s commitment to sustainability and a better earth. The hive’s location allows guests to view it up close, creating both visibility and a deeper connection to the story behind it.
On-site honey is harvested by Alvéole’s beekeepers and featured in pastries, cocktails, and branded gifts for hotel guests.
Corporate clients enjoy team-building workshops that connect sustainability with local impact.
Social media content showcasing the bees and harvest events generates organic reach and positive press coverage.
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“We wanted to create a direct connection between luxury, sustainability, and community. Our passionate team, alongside partners like Alvéole, brings these values to life through stories that reach beyond our walls and resonate with our guests.”
— Callie Ridenour, Marketing Manager, Swissôtel Chicago
The goal of our program is to focus on the engagement and the value the experience brings rather than just the hive itself. It’s about what the bees represent: connection, collaboration, and community.
The broader movement
From boutique eco-resorts to global chains, many properties now work with Alvéole to:
- Generate earned media coverage around local impact stories
- Enhance guest loyalty through authentic, hands-on experiences
- Support sustainability efforts and certification goals with measurable biodiversity data
Why nature resonates with modern travelers
Nature amenities are quickly becoming a hallmark of forward-thinking hotels.
By embracing hives, gardens, and biodiversity programs, brands like Swissôtel Chicago show that sustainability can be both practical and inspiring - a way to attract guests, strengthen loyalty, and bring a brand’s values to life.
Discover how Alvéole helps hotels and hospitality brands create nature experiences that inspire and engage guests.
