There used to be treasure chests for kids to find in the rooms, they would be given a clue at reception where to find the hidden chest then two of these chests were hidden in the room, one in the bottom table drawer under the shelf compartment and the other on the hidden shelf underneath the suitcase holder (or built in chair at the end of the table as I like to call it
). These hidden compartments are still in the explorer rooms in the ATH!
Inside the treasure chest there was a colouring book, colouring pencils, character cards and a small model you could build yourself (either of the car that is at the front of the hotel as the fountain or the flying ship) - I remember the models being very detailed and a lot of fun to play with as a kid.
On top of that guests were given a voucher book which included discounts for the theme park, hotels, restaurants, extras for the hotel room. There were also chocolates on the bed for adults at one point too. There were loads of toiletries in the bathroom, far more stuff used to be in there before. As many know too free Fastrack for all rides on the park was a standard perk of being a hotel guest.
Back in the good old days too you used to receive a welcome pack too, with a hotel brochure, entertainment guide, theme park map...
I speak from a family which has stayed at the resort annually since 1996, back then you did feel like the extra money was completely worth it. Alton Towers was really 'the Disneyland of the UK'.