Ms. Locke

Furniture, Fixtures & Equipment

FF&E Tips That Will Make Your Hotel Appeal to Corporate Road Warriors

By Amy Locke, Director, Interior Design, Hatchett Hospitality

This positive turnaround continues in 2005 and gives hoteliers a special opportunity to appeal to business travelers, who are looking for a hassle-free stay that balances productivity with enjoyment.

Our industry must especially adjust its FF&E design and purchasing to the values and habits of younger, more style-conscious travelers. While the older "baby boom" travelers take more trips and fill more rooms than their younger Generation X colleagues, it's the Gen X-ers who spend more money and use more services per stay.

Some hotels are trying to straddle the fence with their FF&E decisions and appeal to both categories of business travelers, so that they don't offend either.

Other hotels are taking the attitude that Gen X-ers are leading our country's cultural trends while boomers are following, so why not appeal to the cutting edge - and so far, boomers show no sign of backlash to the Gen X-inspired changes.

Quite to the contrary, baby boom travelers seem to appreciate the fresh new wave of upscale amenities, comfortable colors and fabrics, and state-of-the art technology that are being offered by hoteliers.

So exactly what are today's business travelers looking for?

Here are some design and purchasing tips which will help you appeal to business travelers as you plan your hotel construction or renovation.

Guest Rooms and Bathrooms

Most business travelers, especially Gen X-ers, want to make the most effective use of their time in the guest room but they want to be comfortable, so set up the room in a way that makes work easy. For example, valuable features and amenities include:

A comfortable, upscale bed is essential, both because business travelers check in to a hotel for a good night's sleep and because they typically use the bed to work or to watch TV. Essential elements of upgraded bedding include:

Business travelers are very comfortable with and savvy about technology. They have the latest technology gadgets at home, so they expect to have them available on the road.

In addition, business travelers typically carry a computer, cell phone, Blackberry, and perhaps even a digital camera, so they want - and need - the most-up-to-date electronics which will make this equipment work easily and quickly in their hotel room.

High speed internet access, including wireless, is essential, but also consider such items as:

• an entertainment center with a flat screen, high definition TV
• a digital music and movie library available on demand
• a stereo system or MP3-compatible clock radioIn new construction, especially of extended stay hotels or properties with larger guest rooms, consider moving the closet away from the door. When possible, the visual "welcome" for a guest should be something other than the closet, as happens in traditional hotel rooms.

Business travelers always expect upgraded, resort-style amenities, but especially in the bathroom. Examples include:

Lobbies and Guest Services

Gen X-ers prefer to be more casual and informal, so consider eliminating the traditional front desk at which the clerk and guest stand opposite each other, in favor of a friendlier check-in that uses a self-service kiosk or a comfortable desk with sitting chairs.

Similarly, dress hotel staff in clothes that look more like business attire and less like uniforms. Gen X-ers appreciate staff members who are friendly and approachable, but without an attitude. Think of it as service that is personalized, but unobtrusive.

Design a living room-like lobby which has some open space, but also plenty of alcoves for privacy, so guests can use the area to have coffee, to socialize with colleagues or fellow travelers, or to use their computers or MP3 music players.

Business travelers use the internet for everything from checking e-mails to staying in touch with friends and family to making restaurant reservations, so make sure the lobby has internet access and plenty of data ports, including wireless access.

Functional lobbies are especially important to female travelers who want to work with colleagues or meet with friends without going to a guest room.

With Gen X-ers you are selling to the senses, so create an environment that's less structured and more casual:

• by featuring comfortable seating with plush armchairs and sofas
• by using lots of leather, wood, stone, luxurious fabrics, and warm colors
• by incorporating architecture, furnishings, wall coverings, music, and artwork into a total "look" After you've given your lobby the right blend of ambience and technology, add some of the "creature comforts" which especially appeal to Gen X travelers:

Don't forget the amenities that are essential to all business travelers - and which they expect without any "hidden" or add-on charges:

• a business center that's accessible 24 hours a day
• free local telephone calls
• easy access for long distance calls
• easy access for faxes and photo copies
• complimentary morning newspaper
• complimentary deluxe Continental breakfast buffet
• a frequent traveler programIn summary, business travelers want a hotel that combines work with some play - that is a "cool" experience because of several very specific features at the property.

With the right design and purchasing - and with the help of your interior designer - you can use FF&E to create that special hotel experience which business guests will remember and which will have them anxious to come back again.

That's what builds customer loyalty, brand differentiation, and word-of-mouth excitement.

Amy Locke is director of interior design at Hatchett Hospitality. She works with franchisers and franchisees on a wide variety of hotel brands, styles, and themes – from economy to luxury, from resort to business conference, and from traditional to modern. Previous to joining Hatchett, she held a position in interior design with Ethan Allen Interiors. Ms. Locke earned a bachelor of fine arts degree from the Art Institute of Atlanta. She is completing a degree in feng shuiand is an allied member of the American Society of Interior Designers (ASID). Ms. Locke can be contacted at 770-227-5232 or Amy@HatchettHospitality.com Extended Bio...

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