The competition to provide amenities that will wow guests has turned fierce, and hoteliers say they are spending more time and effort to choose the right ones. In addition to providing even more types of toiletries - think facial foam and makeup remover wipes - hotels are customizing toiletries or even teaming up with celebrities to lend their names to bathroom products. "Every product, service or amenity a hotel provides impacts its branding, for better or for worse," says Chekitan Dev, a marketing and branding expert at Cornell University's School of Hotel Administration. "Bathroom amenities are typically not the reason a guest stays at a hotel but can play an important role in increasing satisfaction and repeat purchase." Get the full story at USA Today