I definitely agree there are some amazing Amtrak attendants and it has been getting better over the course of my life. That being said VIA Rail Canada has created a corporate culture and service culture that is vastly superior. I actually talked with one of their trainers when I was in VCVR last time I was transiting the station and I think I've figured out why they are much better at it. They drill into their attendants that for many people the trip is a "Once in a Lifetime" experience so that whatever actions the crew takes are going to be remembered for all time. They also drill the fact that people are traveling for all sorts of different reasons honeymoons, retirement, medical appointments, funerals, graduations, and many others. Included in that is that you the employee don't always know the back story why someone is traveling so you should treat them with dignity and respect. Being mindful of any circumstances.
A good read is to read the VIA Rail Service Standards Manual it is online in the public domain and it is fascinating.
The best place to look at to determine soft product amenities and their importance is the most competitive sleeping car market in the world. Moscow to Saint Petersburg in Russia. Between the two cities are nine overnight trains by three operators.
Tverskoy Express operates the Metropolis with one brief stop in Tver. It looks like the Southern Pacific Daylight.
Grand Express operates the Grand Express and markets itself as the only luxury train on the market. Nonstop service.
Of those the largest operator is Russian Railways who operates 2 locals, and 5 premium trains. Even in the public operator there is a distinct market segmentation between the various trains. You have the popular double decker train, then you have the "Express" which was originally the second section of the premier train the Red Arrow. Both the Express (Think MoPac Jenks Blue) and the Red Arrow wear their own special liveries (Red and Gold). Both of these include a VIP Sleeping car while the double deckers don't.
Of note the Red Arrow also is the original Firmney (premium) train in the Russian system and since the 1960s the song "Hymn to Our City" plays as the train departs its end points on the loudspeaker of the station.
Due to the fact it is such a competitive market all three operators on the premium trains (RZD on the Express and Red Arrow) offer world class amenities we could only dream about on Amtrak.
Grand Express amenities
-Bathrobe
-Pair of Slippers
-Newspaper
-Travel kit with toothbrush and other vanity items
-hot breakfast, snacks, and soft drinks
Class dependent
-free transfer to any point in the city by a private driver.
RZD Red Arrow
-Bathrobe
-Slippers
-Newspaper
-Travel Kit
-Hot Breakfast
-Chocolate Bar (with train on it)
-soft drinks
I can't find much info on the Metropolis but from what I can tell they equal both of the other trains mentioned.
On all of the items that are provided for the passengers on those trains each item comes complete with the branding logo of the provider you are traveling with so on the Red Arrow it is the RZD logo.
So if Amtrak were to do this you would see the Amtrak logo on the bathrobe, slippers, travel kit, and the chocolate bar. So to prove that this is relatively inexpensive when you are buying in bulk I priced out what it would cost online to order customized items. Keep in mind on a standard night when there is daily service Amtrak originates the following daily based on the consist listing on this forum for each route.
Superliner
-14 Roomettes
-5 Bedrooms
-1 Family
-1 H Room
-8 TransDorm Roomettes
Viewliner
-2 Bedrooms
-1 H Room
-12 Roomettes
Rooms Originated Per Day by Train
Viewliner Trains
Cres: 8 Bedrooms, 4 H Room, 48 Roomettes
LSL: 12 Bedrooms, 6 H Room, 72 Roomettes
CARD: 4 Bedrroms, 2 H Room, 24 Roomettes
SS: 8 Bedrooms, 4 H Room, 48 Roomettes
SM: 12 Bedrooms, 6 H Room, 72 Roomettes
Superliner Trains
SL: 44 Roomettes, 10 Bedrooms, 2 Family, 2 H Room
SWC: 72 Roomettes, 20 Bedrooms, 4 Family, 4 H Room
CZ: 100 Roomettes, 30 Bedrooms, 6 Family, 6 H Room
EB: 100 Roomettes, 30 Bedrooms, 6 Family, 6 H Room
CS: 100 Roomettes, 30 Bedrooms, 6 Family, 6 H Room
TE: 44 Roomettes, 10 Bedrooms, 2 Family, 2 H Room
CL: 72 Roomettes, 20 Bedrooms, 4 Family, 4 H Room
AT: 128 Roomettes, 80 Bedrooms, 12 Family, 12 H Room
CONO:44 Roomettes, 10 Bedrooms, 2 Family, 2 H Room
Rooms Originated by Type
-Viewliner Roomettes: 264
-Viewliner Bedrooms: 44
-Viewliner H Bedrooms: 22
-Superliner Roomettes: 704
-Superliner Bedrooms: 240
-Superliner Family Bedrooms: 44
-Superliner H Bedrooms: 44
-Total: 1,362
-Monthly Total (31 Days): 42,222:
-Yearly Total: 497,130
So if we are going to use the Grand Express amenities because they are the easiest to get an accurate list on here are the costs. For prices I am using allibaba which is an internet wholesaler for items coming out of China unless otherwise noted.
-Slippers: $1.96 Per Pair when order Quantities exceed 1,000 units.
-Bathrobes: $8.33 Per Robe when order quantities exceed 1,000 units.
-Travel Kit: $1.95 when order quantities exceed 1,000 units.($1.00 Per Bag when order exceeds 1,000 units, $0.30 for Shampoo, Conditioner, and Body Wash when order exceeds 5,000 units, $0.35 for Toothbrushes when over 500 units, $.10 for toothpaste containers for units greater than 1,000, $.20 for toothpaste in quantities great than 1,000.)
-Chocolate Bar: $0.58 ($0.08 per package when quantity exceeds 5,000, $0.50 for the chocolate (Number pulled out of my head based on a .99 cent chocolate and the estimated markup)
-Newspapers: $3.00 per paper based on the national average. Granted not everyone wants a newspaper so Amtrak could come up with an algorithm to determine exactly how many newspapers they need on each train.
Total Cost per passenger (Excluding food service because that is a much harder metric to determine, however I could determine it if probed): $15.82.
It isn't overly expensive to provide a first class product that truly is first class when you originate the number of rooms that Amtrak does annually. It would be something worth looking into in my honest opinion.
Now while I couldn't tell you exactly how much business these added extras would add, but the value is not in the cost but in the good first impression it adds. Our fellow member NSC1109 and I agree a lot when it comes to having a unified brand. And by placing your logo on everything you have a unified branded product, that offers decent quality items, and provides a good first impression.
For a private car owner the amenities I would propose would be significantly higher because they don't have the economies of scale that Amtrak has. Amtrak can put out an order for every year for probably 750,000 of these items and get the margins fairly small. While it costs money lets not forget the old adage it costs money to make money.