'VIP experiences were once available only to the most rich and famous visitors', said Angela Grangier, agency manager at Panorama Travel outside Portland, Ore. Now, hotel staffs work to create memorable experiences for all their guests. Attention to detail is at the core of today's hotel industry, she said. 'Where you're staying at a destination is just as important as where you are visiting.'

Along with over-the-top extras, eclectic choices are made available among standard hotel amenities. With the help of a sleep concierge, The Benjamin Hotel in midtown Manhattan lets guests choose among 13 pillows from water-filled to buckwheat. To ensure a good night's rest, lavender sprays, pre-bed massages and milk and cookies are available.