NPR’s Marketplace recently had a segment about the beehive on the roof of New York City’s famed Waldorf Astoria hotel.

Sounds kind of random?

Well it turns out that in the current times where customers chase hotel room deals like hamburgers off the $1 menu, hotels are beginning to feel a lot more similar than different. Competing solely on price quickly becomes a race to the bottom.

So one of the ways that premium properties are working to resist this trend is by adding special, distinctive elements to their hotel experience. Like serving honey that’s grown on the very roof of the hotel in which you’re staying.

As Matt Zolbe, The Waldorf’s director of sales and marketing explained during the piece, “People want to be someplace where something happens, that something is extraordinary. Otherwise, we are a commodity or a widget.”

Take it from the bees, experience counts.