When I was growing up, it seemed as if every television commercial break featured at least one advertisement that showed people (read: women) enjoying the benefits of a bath. In the ’70s and ’80s, Jean Nate ran ads that showed a woman stepping out of a luxurious bath and refreshing herself with the popular apr?s-bath scent. And who can forget the “Calgon, take me away!” ads? The catchy slogan became a verbal cry for any woman who needed a well-deserved break.
But in today’s frenetic digitally paced world, taking baths — and owning bathtubs — has, to some, become a thing of the past.
If one looks to hotels as a sign of the state of the tub, many of the newer boutique hotel brands such as Canopy by Hilton have done away with bathtubs altogether. Instead, each bathroom is outfitted with a barrier-free walk-in shower. Gary Steffen, the global head of Canopy by Hilton, says the company conducted years of research, including a survey of more than 9,000 travelers, and found that their guests most valued functionality. Canopy’s rooms feature extra storage for amenities, doorless “open” closets and walk-in showers — all helpful for a traveler with a time-crunched schedule.
The standard rooms at the Draftsman Hotel, a new property in Charlottesville, Va., that is part of Marriott’s Autograph Collection, also have bathrooms outfitted with walk-in showers only. But the bathrooms in suites have tubs as well as walk-in showers. The implication is that the tub signifies luxury, only afforded by those who have the ultimate luxury: the time to soak in that tub.