Hotel Heaven

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It worked for a frequent guest of the Peninsula New York when she brought along her baby. To her delight, housekeeping had outfitted her suite with toys, a new crib and a high chair, which are now kept on hand solely for her use. The Peninsula Beverly Hills even pampers pets with massages and Evian-filled water dishes. At one owner's request, the hotel organized a playdate for a lonely canine.

The trend shows no sign of abating. Ali Kasikci, managing director of the Peninsula Beverly Hills, is working on a plan to give custom-made steamer trunks to six of his best clients. With personalization fast becoming the luxury-industry standard, Kasikci wants to stay ahead of the curve. "Otherwise," he says, "we're just part of the sea of sameness."