HOTEL BUSINESS REVIEW

November FOCUS: Hotel Design

 
November, 2017

Hotel Design: Authentic, Interactive and Immersive

If there is one dominant trend in the field of hotel architecture and design, it's that travelers are demanding authentic, immersive and interactive experiences. This is especially true for Millennials but Baby Boomers are seeking out meaningful experiences as well. As a result, the development of immersive travel experiences - winery resorts, culinary resorts, resorts geared toward specific sports enthusiasts - will continue to expand. Another kind of immersive experience is an urban resort - one that provides all the elements you'd expect in a luxury resort, but urbanized. The urban resort hotel is designed as a staging area where the city itself provides all the amenities, and the hotel functions as a kind of sophisticated concierge service. Another trend is a re-thinking of the hotel lobby, which has evolved into an active social hub with flexible spaces for work and play, featuring cafe?s, bars, libraries, computer stations, game rooms, and more. The goal is to make this area as interactive as possible and to bring people together, making the space less of a traditional hotel lobby and more of a contemporary gathering place. This emphasis on the lobby has also had an associated effect on the size of hotel rooms - they are getting smaller. Since most activities are designed to take place in the lobby, there is less time spent in rooms which justifies their smaller design. Finally, the wellness and ecology movements are also having a major impact on design. The industry is actively adopting standards so that new structures are not only environmentally sustainable, but also promote optimum health and well- being for the travelers who will inhabit them. These are a few of the current trends in the fields of hotel architecture and design that will be examined in the November issue of the Hotel Business Review.

This month's feature articles...

Shane Weaver

Nobody would argue that technology has changed the way we work and entertain ourselves. In a broader scope, however, technology has changed the way we think. From a consumer engagement standpoint, the business community has been slower to recognize this on a grand scale, though in recent months there have been signs of catching up. Take retail, for example. Amazon and other online retailers have long been stealing market share from brick and mortar retailers. These businesses are fighting back by placing a stronger emphasis on the customer experience by embracing digital technologies, as well as immersive and interactive platforms. READ MORE

John Tess

Are there opportunities for new hotel development beyond breaking new ground particularly in central downtown areas? When looking to develop a new hotel, price and location are important factors typically considered. Ground up development, which generally occurs in outer urban or suburban locations, has the appeal of starting with a blank slate which is often but not always the most economical path. New development in these areas can come with a hefty price tag for the property it sits on if what you are looking for is even available. Some thoughts to consider. READ MORE

David C. Marr

Hotel lobbies hold the impressive task of shaping a guest's stay from the moment they walk through the door. Because of the importance of this space, lobbies have always been carefully planned and designed keeping guest preferences top of mind. Travelers' needs and habits have shifted dramatically in recent years, prompting a design evolution of the hotel lobby. Dave Marr, senior vice president and global head of full service brands at Hilton, explains four common themes shaping how the hospitality company designs, stages, and provides a new experience within its lobbies around the world. READ MORE

Joel Villalon

While riding in a glass-roofed train through the Sacred Valley in Peru on my way to Machu Picchu, two hours into the windy, ever-changing landscape, I saw three glass capsules attached near the side of a cliff about 400 feet above the tracks. As foreign as these futuristic objects were in architectural style to anything I had seen in Peru, was the aesthetic juxtaposition necessarily bad? With recent hospitality trends of becoming more closely connected with the surrounding culture and landscape, how closely should we try to recreate an 'authentic' experience before the experience begins to feel false and trite? READ MORE

Michael Tall

An urban resort is a property that connects guests to the unique and vibrant elements within a city and outside the hotel. The hotel itself acts as a concierge service, forming a direct link between the local community and those guests who crave localized and authentic excursions. With no signs of slowing down, the urban resort trend is here to stay, and hoteliers can successfully capitalize on this growing segment by keeping the guest experience in mind. At its core, an urban resort is a respite from daily life, offering guests the freedom to choose between relaxed disconnection or active participation within the local community. READ MORE

Vince  Stroop

In a time when experiences are moments-long and shared over Instagram by many users, it is hard to top the surprise factor when it comes to creating a new destination. Nor should we, as hotel designers, try. With the pace of changing trends that is being communicated to us by branding agencies, designing the next new thing can be tempting. But I am not sure that's what guests genuinely seek. And judging from the rise of Airbnb, I may be right on my guess that guests want memorable, meaningful experiences, not more selfies. READ MORE

Rob Uhrin

When you think of the word resort, what comes to mind? Upscale amenities such as white sandy beaches, luxury pools, first class dining and entertainment and the ultimate spa experience to name a few. The word “resort” probably does not conjure up images of urban cityscapes, or streets filled with busy pedestrians in business suits. There is a new class of resorts coming to the fore in the hospitality industry right now called urban resorts. This article will explore this new type of transformational city design and how to achieve it. READ MORE

Brian Obie

When people arrive at a hotel they have usually traveled a long distance. They are typically tired and stressed to some degree or another depending on how easy or difficult the journey. When they finally come into our driveway and understand this is where they should be - with the valet right there ready to greet them - they get the sense that they can finally relax. There's a huge sense of relief. They now can begin their business trip or holiday with the family knowing they will be rested and renewed. READ MORE

Alan Roberts

More than ever before, guests want and expect the design of a hotel to accurately reflect its location, regardless of whether they visit a property in an urban center, a historic neighborhood or a resort destination. They also seek this sense of place without wanting to sacrifice the level and consistency of service they've come to expect from a beloved hotel brand. A unique guest experience is now something expected not just desirable from any hotel wishing to compete in the world today. A hotel's distinctive design and execution goes a long way to attracting todays discerning customer. READ MORE

Patrick Burke

For over 35 years, American architect Patrick Burke, AIA has led Michael Graves Architecture & Design to create unique hospitality experiences for hotel operators and travelers around the globe, in Asia, Europe, the U.S. and the Middle East. As the hospitality industry has shifted from making travelers feel at home while away to providing more dynamic experiences, boutique hotels have evolved to create hyper local, immersive environments. Having witnessed and contributed to the movement, Burke discusses the value of authentic character that draws on physical and social context to create experiences that cannot be had anywhere else in the world. READ MORE

Pat Miller

Even the most luxurious hotel has a finite budget when it comes to the design or re-design of hotel spaces. The best designers prioritize expenses that have the biggest impact on guest perceptions, while minimizing or eliminating those that don't. This story will focus on three blockbuster areas - the entry experience, the guest room, and the public spaces. This article will focus on these three key areas and shed light on how the decision making process and design choices made with care and attention can create memorable, luxe experiences without breaking the bank. READ MORE

Eric Rahe

The advent of social media brought with it an important shift in the hospitality industry. Any guest's experience might be amplified to thousands of potential customers, and you want to be sure that your hotel stands out for the right reasons. Furthermore, technology has increased competition. According to Euromonitor International, the travel industry will have the highest online payment percentage of any industry by 2020, often occurring through third-party sites that display your competitors alongside you. As a result, many hoteliers are looking to stand out by engaging customers and the experience has become more interactive than ever. READ MORE

Anthony DiGuiseppe

Architecture is the built environment that defines space and affects the way people live, whether you are a modernist or a traditionalist. Wellness is a state of health and mindfulness that not only brings each of us in tune with nature, both our bodies and minds but also gives us a spiritual attitude towards one another on a global basis. Is it possible to combine the two, Wellness and Architecture? There are many examples of how this attitude of wellness in building has started to take form. Let's take a look at how this movement is evolving and the opportunities it brings to the hotel industry. READ MORE

Eric Henry

There are many possibilities for adding interactive and conventional digital signage around hotel properties, and lots of examples in the marketplace of high impact, meaningful deployments. But there are also countless examples of hotels that have invested in display technology without having objectives defined, a strategy for execution, and an understanding of how success is measured and validated. I see hotels with screens and wonder why the operators bothered. But more often these days, I see smart operators using that technology to enhance the properties, and the experiences of their guests. In this article we'll take a look at some exciting new technologies available to hotels today. READ MORE

Ed Wilms

It might not always be easy to adapt a brand's standards to a downtown property, but no matter where one is designing, the main priority should always be helping clients identify their target audience and how to make their return on investments by creating the proper offerings for their location. Research is your friend here, which can come in the form of multiple charrettes with partner offices and the client or neighborhood residents. It will always lead to a deeper knowledge of the community you are entering and the ability to link the history of the site with the new property you present to it. READ MORE

Monika Moser

With new trends dominating upcoming hotel renovations and redefining brands, it is interesting to compare the point of view of designers and hoteliers. The importance of combining operational knowledge as soon as design work starts seems to be obvious, yet very few projects combine both backgrounds. Designers, for the most part, have ample experience in hotel design but none in operations, while hoteliers do not always embrace the full possibilities of good hotel design. We explore the importance of operations and design collaborating in the early stages of a renovation and examine some new trends from both a design and operations perspective. READ MORE

Amanda Hertzler

Millennials and technological innovation are leading some of the most substantial transformations in American hotels since the business-centric 1970s. The next generation of urban hotels resemble the minimalist European model where limited amenity hotels are connected to high-amenity neighborhoods. Stripping hotels of their traditional amenities, the design of spaces becomes crucial. Architecture and design are to be used to support guests in their total hotel experience. What do these hotels look like? If the country's newest hotel brands are any indication, they will be historically rich, locally relevant, minimalist, full of multi-use space, interactive, and community- and wellness-oriented. Let's take a look … READ MORE

T. Dupree Scovell

Woodbine Development Corporation designed, developed and opened the Hyatt Regency Hill Country Resort and Spa in San Antonio in 1992, the year of MTV VJs and Arsenio Hall. At the time, my father was calling the signals and this was the first of five similar resorts throughout the Southwest that Woodbine was responsible for developing over a period of about 15 years. The formula was pretty consistent: 300 acres, 500 guest rooms, 100,000 square feet of meeting space (or more), two or three golf courses, a water park and a few resort mascots, which have included dogs, longhorns, hawks and spray-less skunks (don't ask). READ MORE

Reto Brader

For most of us, the process of checking into a hotel is not particularly memorable. Nor do many of us often recollect how hotels engaged our sense beyond standard guest relations. Technology has come a long way in filling this void, and hotels have made significant strides in how they engage visitors. From a purely audio-visual perspective, video - i.e., digital signage - tends to get the most attention as a branding, engagement and monetization tool. However, used appropriately, audio can deliver the same benefits in hospitality environments in hotels and resorts, and at a far lower investment point that deploying and operating a digital signage network - particularly when working across multiple sites. READ MORE

Tammy S. Miller

There is a generation of young people that have redefined travel for all of us. Actually, they have redefined many things for all of us! The advent of social media platforms and the influx of visually stimulating photos posted everywhere have enabled people to open their minds to new ideas. Where the unknown used to be scary, there is very little unknown these days because you can tap into new experiences from friends and strangers gaining comfort in your interests. You can follow innovators and be exposed to what others are seeing and what they are experiencing and put those ideas on your bucket list. READ MORE

Leon Fresco

There are two main challenges the hospitality industry faces from the new Administration's immigration policies - increased labor costs and decreased demand. With regard to labor, policies are likely to be promulgated that may remove millions of non-U.S. citizen workers from the U.S. workforce and make it far more challenging for the hospitality industry to obtain the labor needed operate its facilities. With regard to demand, policies have already been put in place, and are likely to continue to expand, that will reduce the demand from foreign visitors to enter the United States and consume hospitality resources. READ MORE

David Ashen

In the sea of ready options, limited service properties that define who they are get noticed. No one wants to choose a hotel by price alone and there's no need to. Because a place has reasonable prices, no longer negates the presence of good design. In fact, some guests even leave inspired to replicate the look of a hotel's public spaces or furnishings in their own homes, the hallmark of engaging, aspirational design. Like the new Hyatt Place near Cleveland, complete with spacious rooms with mini-refrigerators and free Wi-Fi; complimentary hot breakfast and Starbucks coffee; beer, wine and mixed drinks; a fitness gym; and eco-friendly heated indoor pool, today's limited service brands are pushing the envelope while staying affordable and providing guests with a memorable experience. READ MORE

Justin Effron

The combination of increasing customization and advancing technology is bringing the world together. What used to take ten or more separate devices is now all in one smartphone. Platform-based services like Uber, Netflix, and Airbnb are revolutionizing business as we know it. Just about every industry has jumped on board this trend towards tech-based simplicity except one. The hotel industry has been slow to adapt, preferring instead to stick with separate systems for their various departments—if using systems at all. Thanks to the increasing awareness of hospitality platforms however, all that's about to change. At long last, the hotel industry is getting its long-awaited wake-up call. Just don't go back to sleep, before making room for a platform in your upcoming budget. READ MORE

Mia A. Mackman

The magnitude of wellness and mindfulness has ushered in new perceptions of performance and program authenticity. While the nature of the hospitality industry is to serve, care, and exceed guest expectations; there can be considerable breaks in delivery, legitimacy and company culture, making it a challenge to quantify value and maintain significance and consistency. This article examines the central mainstays of delivering wellness with a mission and purpose that effectively ties to company cornerstones, employee ethos and crafts genuine, wellness-focused guest experiences. This article also looks at internal value propositions that add meaningful engagement, and enhance employee investment in stride with operating and fiscal performance through integrally focused wellness models. READ MORE

Scott Acton

According to IBISWorld, the theme park industry has grown strongly over the past five years to more than $18 billion at a 5.4% annual growth rate, largely driven by the operators securing intellectual property rights to major film franchises and entertainment, bringing films and characters into exciting new features and experiential rides that have been driving revenue and increasing profit margins. These theme parks have long known what intrigues customers and keeps them coming back, and smart hoteliers are now catching on to this trend. Let's take a look at how theme park attractions are impacting the hospitality industry's growth by infusing the elements of the big screen into the guest experience. READ MORE

Brenda McGregor

In an industry where so much depends on a hotel management company's ability to deploy motivated, experienced and talented people, attracting and retaining high-quality employees is an urgent-and constant-priority, especially today. It's one thing to say “we need good people” and another thing to make it happen. Brenda McGregor, Vice President of Human Resources at Chesapeake Hospitality, offers critical insight about how companies can boost their recruiting and retention efforts to attract top talent. Let's take a look at some of her expert tips and the company's best practices that have translated into a strong industry retention rate and defined company culture. READ MORE

Michael  Schubach

When one thinks about the word “personalization,” many images can be conjured. Perhaps it's a monogram or engraving to signify ownership of an object. Or maybe it's home decor: the artwork and memorabilia that make the space your own. Some people might be reminded of their desk at work, loaded with little time-killer toys to amuse oneself during those occasional hiatuses of inactivity. What may not have made your list of highly personalized experiences is a hotel room - or even a hotel stay. Odd, isn't it? Especially now that the hospitality industry's newest, most popular mission is to provide not just the bed and the bath but the “beyond” - the unique guest experience. READ MORE

David Lund

In the hotel business payroll is the number one cost. STR recently reported that labor made up 50% of revenues for a sample of over 4,000 hotels of all types and sizes. This should not be even a little bit of a surprise to anyone. Many hotels are well north of the 50% mark. We have all become accustomed to serious REVPAR growth year over year which has taken the bight out of wage and expense increases. But what happens when the REVPAR bubble bursts. We all know it's not a matter of "if" it bursts it's when will it burst. READ MORE

Richard Hudak

On the night of October 1, 2017, a gunman opened fire on a crowd of concertgoers at the Route 91 Harvest music festival on the Las Vegas Strip in Nevada, leaving 58 people dead and 546 injured. Instead of assigning blame for the shooting incident, more discussion should focus upon the value of 360 degree of protection and the layers of security the Mandalay Bay resort provided which altered the shooter's behavior, and minimized how much more destruction he could have unleashed. The impact of this tragedy is that although security can alter criminal behavior, even outstanding security measures, may not be able to prevent it. READ MORE

Brenda Sandoval Valdes

In today's technology dominated society, the days of hotels and resorts creating brand loyalty through old-fashioned classic mailers, television commercials, and print ads are all but obsolete. In a world where tablets, computers, and smart phones stream blogs, social media, and videos that are readily available and at the customers' disposition 24/7, today's travelers are more knowledgeable and particular about the content they process and the brands they choose. Amidst this endless streaming of information, opportunities have emerged for hotels to share their messages across a multitude of direct platforms. Quality content has always been important, but now with the rapid evolution of markets and the overload of information it is more essential than ever. READ MORE

Josias Dewey

Earlier this year, the travel company Webjet announced it was in the process of converting a blockchain pilot it had developed into a commercial grade application. The blockchain-based application will be able to provide accurate information about hotel inventory, on a real-time basis, for hotels around the world. This article will discuss these and other possible use cases important to the hospitality industry, including their business justification. Beyond the explanation of use cases, the article highlights several legal considerations that hotel counsel will need to confront and consider as the technology is deployed, including intellectual property, privacy laws in the United States and the European Union and FinCen's current guidance on convertible virtual currencies and the potential relationship between money laundering and blockchain-based loyalty programs. READ MORE

Steven D. Weber

Competitive intelligence is a powerful tool used to maintain an advantage over competitors. A wealth of competitive intelligence can be obtained through public documents like public filings, earnings reports, and legal documents. Compiling, reviewing, and extrapolating the competitive intelligence from those documents takes time and money. Succumbing to the temptation to shortcut the necessary effort can have costly legal consequences. Hospitality industry companies must thus be wary of engaging in methods that cross legal and ethical boundaries. Companies must also be watchful of any efforts by their competitors to gather intelligence from them. READ MORE

Paul van Meerendonk

The evolution of revenue management has taken hotels from dynamic pricing of transient rates to a holistic strategy of maximizing profitability across multiple revenue streams. True hotel profit optimization leverages multiple hotel functions to ensure goals are aligned to achieve optimal results. It encourages hotels to intelligently decide which business to accept across multiple revenue streams at all times, based on greatest overall value to the asset. This holistic approach to revenue management goes beyond guest room rates and maximizes profits from the strategic management of other key hotel revenue streams; like sales with group bookings and meetings & events teams with catering sales. READ MORE

Raul Jose Gutierrez

There is no doubt that the bar is constantly being raised; the global explosion of new businesses, innovative new ideas and the strive for domination from heavy players such as Marriott have created a cycle of competition that pushes all businesses to get extra creative if they wish to have any kind of relevance in the market. Regardless of the industry, a strategic alliance will give a company competitive advantage and the opportunity to enter a broader range of expertise and resources. Partnerships should come about not only for the obvious benefits of expansion but to offer distinctive product lines and skill sets that differentiate them from the competition. READ MORE

Coming up in March 1970...