A Dog's Life Is Looking Better and Better

NEW YORK, March 21, 2005 — -- The W Hotel near Times Square offers a special room service menu, monogrammed beds, bath robes and a masseuse, and has a psychologist on call if the need arises.

That's not just for you. It's for your dog, if you bring one along.

"When you check into our welcome desks at any of the properties, we always let you know what languages we have by our talent here that are speaking human languages," said Ross Klein, senior vice president of the W chain, "and we added 'woof' and 'meow' to that as an official language about two years ago."

Collette Leonard checked in with Gabby, her teacup Yorkshire terrier. After they settled into their room, Gabby had steak sent up.

"I would say she's very pampered. What do you think?" laughed Leonard, a marketing executive. "I'm single and I travel a lot. I work a lot of hours and it just makes me feel that I'm not away from home as much as I really am."

Numbers from the U.S. Census Bureau suggest that Gabby's first-class treatment is part of a growing phenomenon in America. In the last 10 years, the percentage of households with pets has remained relatively stable, but the amount of money people spend on their pets has doubled. Last year it was more than $34 billion. That is more than Americans spend on sporting goods, candy, jewelry, toys or shoes.

At a Manhattan shop called Trixie + Peanut, people can buy dog boots, dog sweaters, dog necklaces and dog toys from "Chewnel No. 5" or "Sniffany & Co."

"We've had people in here that have spent over $1,000," said Mark Edwards, owner of Trixie + Peanut.

"It's people wanting to express themselves through their dogs' fashions, just as they do with their own fashions," said Edwards, "and the designers are mirroring the fashions that are out there for people."

Brooke Goldstein came shopping with her dog, Kayla. "I feel bad for her when I leave her during the day, so I like her to have a lot of toys," she said. "My parents don't really understand why my dog wears so many clothes."