Editorial Board   

Ms. Lutz

Didi Lutz

President, Didi Lutz PR

Didi Lutz is an internationally acclaimed hospitality public relations professional specializing in boutique hotels, luxury travel, destination and tourism communications. Prior to starting her own business in February 2005, Ms. Lutz was the Director of Communications for the Hotel Commonwealth, a 150-room luxury property in Boston. Within the first year of the Hotel Commonwealth's opening, she established the media relationship that led to worldwide recognition for the property as one of Ten Best New Business Hotels by Forbes.com. After starting her own consulting practice in 2005, Ms. Lutz expanded her client list. She worked with the historic Century House, the oldest continuously operating inn on Nantucket, and opened the boutique Hotel Providence in Rhode Island's theatre and entertainment district, along with the property's restaurant. Ms. Lutz has worked on various other destination marketing initiatives, including executing a media relations plan for the Provincetown Office of Tourism in cooperation with a Boston-based public relations agency. Her reputation expanded internationally when she started working with the four-star boutique Hotel Heritage in the charming historic city of Bruges in Belgium, and the Zacosta Villa Hotel in Rhodes, Greece. Ms. Lutz has also worked on lifestyle consumer campaigns including Snip-its, the fastest growing children's salon in the nation, which won a Bellringer Award for Best Consumer campaign by the Publicity Club of New England in 2009. Most recently, she assisted in the media relations campaign for the US launch of the luxurious Hotel Chocolat in Boston's Newbury Street.

Ms. Lutz can be contacted at 561-628-7422 or didi.lutz@gmail.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.