Editorial Board   

Ms. Freud

Johnna Freud

Qualitative Research Moderator, Saul Cohen & Associates

Johnna Freud is a Qualitative Research Moderator with Saul Cohen & Associates, LTD. Her background includes 16 years of experience in focus group moderating, interviewing, group facilitation and project management, involving both consumers and business professionals. The diversity of her experience is reflected in the types of companies with whom she has worked. These include service companies, publishers, consumer package goods firms, retail chains, manufacturers, educational institutions, consulting firms, and advertising agencies. Research objectives have included concept evaluation and refinement, communications and advertising assessment, product repositioning, employee/student recruitment/performance evaluation, and packaging and displays. Since 1987, Saul Cohen & Associates has conducted qualitative marketing research on behalf of a wide array of domestic and international companies. With specific regard to travel and leisure, the company's experience includes hotels, theme vacation destinations, airlines, restaurants and credit card companies. Clients have included Sonesta International Hotels, the Rainbow Room, Williamsburg Virginia, Bermuda Hotel Association, Cayman Islands Department of Tourism, Cayman Airways, Delta Airlines, USAir, Special Expeditions, the Walt Disney Company, VISA, American Express, New York Mets, Hartford Ballet, and the Massachusetts Department of Tourism.

Ms. Freud can be contacted at 203-322-0083 or scohenqual@aol.com

Coming up in November 2020...

Hotel Design: Home Away From Home

With the rise of the sharing economy and the peer-to-peer marketplace for lodging options, hoteliers are re-thinking the look, feel and appeal of their locations. There is an emphasis on re-creating a feeling of homeyness - a comfortable, cozy and inviting space that feels like home. 'This is accomplished through the careful selection of furniture design, paint colors, lighting design, artwork, bathroom fixtures and textile accessories. In addition, some hotels are providing their guests with upscale amenities, such as a book and movie library, home-style kitchenettes, a coffee machine with locally-sourced beans and tea, or even a batch of fresh-baked cookies. Similarly, there is a growing design trend based on the concept of place-making. Travelers are searching for experiences that are unique and authentic to the locale in which they find themselves, and so hotel designers are integrating a sense of place into their work. This is partially achieved by incorporating traditional artisanal crafts and other local artwork into hotel rooms and communal spaces. Another design trend includes the creation of full-service, co-working environments within the hotel. Guests don't like to stay alone in their room when they need to work, so now they can go downstairs to the lobby-or up to the roof-to work among others. These areas encourage guests - and non-guests alike - to stay as long as they like and to partake of hotel amenities. Finally, recognizing the importance of the Wellness Movement, some designers are exploring how room design can increase the likelihood of deep and restorative sleep. Creating dark and quiet spaces, blocking excessive light, providing guests with a selection of different kinds of pillows, and the ability to control room temperature, are a few of the best practices in this area. These are some of the architecture and design topics that will be covered in the November issue of the Hotel Business Review.