Unveiling the Mirage of Corporate Feminism: A Critical Analysis of Empowerment Hotels and Gender Equality

In the realm of corporate feminism, we’re gifted with novelty items like vagina-scented candles and themed empowerment hotels. Yet, amidst the glitz and glam, what resonates is the simple plea for equal rights, as articulated by Arwa Mahdawi.

A freshly minted hotel in Washington DC emerges onto the scene, boasting pink-hued pool tables, a signature cocktail named “Empowermint,” and even an artistic homage to Ruth Bader Ginsburg crafted from organic tampons. Its grand opening couldn’t have been timed worse.

Women have long yearned for nothing more than equal rights and control over their own bodies. Instead, what we received were novelty items like candles purportedly smelling like a celebrity’s intimate parts, alongside pink “pussy hats” and pricey designer T-shirts flaunting feminist slogans. We’ve endured countless discussions on trivial matters like manspreading and the rise of “#Girlbosses.” Even board games, like Ms. Monopoly, emerged, promising gender role reversals. And now, corporate feminism extends its grasp into the hospitality industry, birthing the concept of the empowerment hotel.

Amidst the ongoing chaos of Washington DC, the opening of Hotel Zena might have slipped under the radar. Nestled near the White House, this establishment boldly proclaims itself as “a revolutionary sanctuary for female empowerment.” Its features resemble a surreal creation, reminiscent of something conjured in a feverish dream by Ivanka Trump—though she bears no involvement in this endeavor. The hotel’s attractions include pink-tinted pool tables, a $16 concoction dubbed the Empowermint, and a collection of 60 artworks proudly credited to “feminist creators of all genders.” The pinnacle of this display is a mural paying tribute to the late Ruth Bader Ginsburg, meticulously crafted from 20,000 hand-painted organic tampons.

However, the ethos of empowerment seems to falter when it comes to management. Surprisingly, the head chef of the hotel’s bar and restaurant, Figleaf, is a man. In an industry where female leadership remains scarce, one would expect a different approach. Yet, amidst the meticulous creation of tampon murals, certain essentials seem overlooked. It would have been preferable if the marketing focused less on artistic minutiae and more on substantial matters such as fair wages for staff. When your brand hinges on empowerment, it’s disconcerting to tack on a sneaky $25 “guest amenities fee” per night, undisclosed in the initial room rate—especially when other major hotel chains face lawsuits over such “deceptive” pricing practices.

Criticism aside, I hesitate to disparage Zena entirely. There’s a certain camaraderie among women that forbids disdain for the menstrual murals of others. Indeed, the concept is undeniably inspiring, sparking a torrent of feminist hotel art ideas within me. Picture fireplaces where you can symbolically incinerate societal norms, or elevat-hers and escalat-hers propelling you to new heights of empowerment. The possibilities are endless, but as an empowered woman who understands her value, I won’t unveil them all at once.

Hotel Zena aimed to ride the wave of contemporary movements like #MeToo, its conception mirroring the cultural zeitgeist. However, its timing couldn’t be more unfortunate. Not solely due to the pandemic’s shadow but also because the corporate feminism it embodies feels increasingly passé. Consider the fate of the Wing, an upscale women’s co-working space, whose empowering rhetoric garnered millions in funding post-launch. Yet, it faced backlash for the superficiality of its empowerment narrative. Recently, this culminated in the resignation of co-founder Audrey Gelman, following employee protests over leadership and treatment of marginalized staff. Mere lip service to empowerment is no longer sufficient; action must follow words. This entails less focus on superficial artistry and more on tangible policies and equitable practices.