“Toothpaste has always been a secondary consideration within hospitality,” said Tim Kersley, senior vice president at Gilchrist & Soames, the high-end toiletries provider. Like the hotel executives, he attributes this neglect at least in part to the influence of the ratings guides. But when I contacted AAA to ask why they’re throwing diamonds at bars of soap but holding back on toothpaste, I got the runaround.
“The diamond ratings come from what we typically see,” a AAA employee told me. “Toothpaste is not something they typically put out.”
“So you don’t give ratings based on toothpaste because hotels don’t give toothpaste to their guests?” I asked.
“Yes,” she said.
“But the hotels told me the same thing—they said they don’t give toothpaste because of your ratings.”