Very Important Pet: the dog-friendly stays boosting luxury hotel revenue | By Tom Brown

Pets are an important part of our lives. They deserve to be treated to the same five-star experiences as we are. And there’s an emerging trend within luxury hospitality that proves it’s not only our animal friends who’ll benefit – hotels can too.

In a recent episode of Matt Talks, Mews CEO, Matt Welle, spoke with Dean Culpan, General Manager of London’s South Place Hotel, about a strategy that’s boosting weekend occupancy and reshaping guest loyalty: embracing dog-friendly luxury.

You could be about to discover your new pet project for your hotel...

Treating pets as VIPs

Dean’s approach is simple but transformative – don’t treat pets as a nuisance, but as VIPs – Very Important Pets. When they check in, the dog gets welcomed as well. It’s not just the guest, Dean explains. From personalized greeting cards to in-room amenities, South Place is extending the luxury experience to four-legged companions.

The decision to focus on dog-friendly service was both personal and strategic. Dean, a lifelong dog lover (he has a cat, too), noticed a gap in the market: business hotels in the City of London often struggled with weekend occupancy. One of my first strategies was, why aren’t we dog friendly? he says. The hotel now targets leisure travelers who want to bring their pets, offering an experience that combines luxury with practicality.

Designing a dog-friendly luxury experience

South Place has created a complete ecosystem for dog owners. Rooms designed for pets include plush beds, high-quality bowls and launderable rugs. Menus for dogs – including seasonal dishes and even pup-friendly “martinis” – elevate the experience further. Some repeat guests – like Winston the bulldog – have their own dedicated room set-ups, which builds loyalty. Winston’s owner says he wants the same bed every time, and no other dog can use it, Dean shares.

The strategy isn’t just about amenities; it extends to training staff and curating the guest journey. Housekeeping teams learn how to interact calmly with dogs, ensuring a safe and welcoming environment for everyone. Even the hotel’s Michelin-starred restaurant accommodates pets under strict guidelines. Dean recalls a guest bringing a Chihuahua on the terrace: It was the most polite dog in the world… nobody’s complained.

Driving revenue and loyalty

Marketing and outreach have been key to driving awareness. SEO strategies, multilingual content, and social media engagement highlight the hotel’s dog-friendly credentials. At the weekend, they went from having no dogs to around three to five rooms with dogs. Referrals from satisfied guests further amplify this effect, creating a natural word-of-mouth loop that continues to grow. That said, word-of-mouth among the pups is harder to track.

Guests who travel with pets are also more likely to spend on in-hotel dining, room service and leisure experiences. South Place even curates local guides for dog-friendly walks and activities in London, ensuring the experience extends beyond the hotel.

Dean also points to wider societal trends shaping the market: A lot more of our clients are going to bring their pets with them rather than children. Hotels that anticipate and adapt to these changes are positioned to capture loyalty and grow revenue in an increasingly competitive environment.

Advice for hoteliers

For hoteliers considering entering the dog-friendly space, attitude and attention to detail are all-important. It’s having the attitude, staff training, staff understanding, and extending that hospitality not only to the guests, but also to the guest’s fluffy friend, Dean advises.

South Place Hotel demonstrates that luxury and dog friendliness aren’t mutually exclusive. By thinking beyond traditional guest segments and integrating pets into the hospitality experience, hotels can differentiate themselves, improve weekend occupancy, and build long-term loyalty.

This approach offers a clear blueprint: understand your audience, invest in thoughtful guest experiences, train your staff, and never underestimate the power of a well-loved pet to drive business success.

For more tips and insights into pet-friendly luxury, watch the full Matt Talks episode.

Watch the episode

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