If we were to truly see the hotels head to excellence, then one thing that should be accounted for are the little extras that you'd only expect to find somewhere like Alton Towers. The quirky touches, the weird bonuses, the silly stuff - additional value that can be added to each stay really goes a long way.
They don't even have to be big or expensive either.
This lovely post from the Alton Towers Past Facebook group shows ATH at the turn of the millenium - whilst not much has changed, one picture shows a neat little touch that has a certain charm and humour you'd expect from the park:
The funny thing is, neither the colour-changing kettle or duck hairdryer were uncommon novelty products. And sure, they aren't massively special in that context - but its
different. And when you're paying £200+ a night in peak times, it's that little
difference that slightly enhances things, and means it's not just a bed close to the coasters.
It's as simple as getting some funky looking mugs, or alarm clocks that make a weird noise when they go off; nothing groundbreaking, nothing exceptional, but the sort of thing you wouldn't get at a Premier Inn.
Whenever I think about the original hotel - more specifically, the history of it - I tend to come across this lovely video, which really does capture the charm they were going for. This sort of energy would certainly go a long way today.
From: https://www.youtube.com/watch?v=DBt0PZ9oinA