Ms. Hehir

Architecture & Design

What Types of Design Elements Create a Successful Hotel

By Kim Hehir, VP of Strategic Planning, The Leading Hotels of the World

In the United States, the car became king, and families took to the roads, giving rise to the motel phenomenon. Accommodations in these establishments did not have to be elaborate, as most guests stayed only a night or two before moving on.

In urban environments, as business travel began to boom, room and public space design began to reflect the needs of the executive on the move - working desks and adequate lighting, multiple telephone lines, business centers open 24 hours a day - became de rigueur. Hotel restaurants also underwent major changes, as power breakfasts emerged as an additional opportunity to conduct meetings and strike deals.

The growth of international travel led to a mini-trend in globalization - a hotel belonging to an international chain tended to look the same and have familiar design characteristics whether it was in London, New York or Tokyo, in an effort to give the guest a sense of familiarity and security.

As travelers became more sophisticated, the demand arose for hotels with design elements that spoke of the destination; that used indigenous concepts and materials to help create a total experience. This demand for authenticity is very strong today.

Mrs. Grace Leo-Andrieu, President of GLA Hotels agrees that an important element in hotel design is preserving the history and natural charm of the surroundings. "Working local tradition and craftsmanship into a unique design such as furniture, decoration and lighting can make the difference. The design of a hotel should be in some ways a reflection of the local culture."

For affluent consumers, travel is now an integral part of their lifestyle; experience is the currency of sophistication; and the hotel itself has become an evocative and critical component of the total travel experience.

With it all, there is a move away from heavily traditional environments. "There is more modern decor at all price levels," says Craig Nealy of Craig Nealy Architects. "Now, opulence and exclusivity are associated with innovative and somewhat theatrical design, rather than traditional signifiers like Persian carpets and wood paneling."

Built-in case pieces, flat-screen televisions and simplified bedding materials are used to maximize guestrooms space. Furthermore, bathrooms have become more spacious and an important part of guestroom design. What worked a decade ago for the guestroom does not work today. Marcus Calvani of DiLeonardo notes, "The concept of 'zones' within the room has not changed, there is still a sleeping, relaxing, working, dressing and bathroom 'zone' but the way in which these zones are now laid out and have started to overlap has changed and is continuing to evolve with the increased focus on guest 'life-style'."

The guestroom must be able to function on a number of levels in addition to providing a comfortable place to sleep. For the business traveler, the room should be able to function as office and meeting space. At then end of the day, literally, it should also feel more like an entertainment area than strictly a bedroom.

Technological capabilities that enable the guest to accomplish various tasks from the privacy of the room are highly desirable - Interactive in-house television systems that let the guest review the bill, order movies, check e-mail and check out are increasingly popular.

But it certainly is not just the guestroom that is critical to effective design. Public areas are increasingly being incorporated into the rhythms of the guest experience.

Mr. Nealy illustrates the point, saying, "Many newer hotels use their lobbies or spaces immediately adjacent as gathering places, most frequently putting a bar or lounge next to or in the lobby. The activity is now seen as fashionable, where a hushed, silent lobby remains at a minority"

Elaborating on the concept, Mr. Calvani observes, "The creation of large scale residential settings where the guest almost feels like they are at a party at a friend's house is becoming a concept for hotel lobbies and public area spaces. The set area boundaries of the past are melting away to give us the ability to cross-utilize spaces depending on the demand for each area at different times."

There are also critical elements of the exterior design which are different now from ten years ago and can have an impact on customer perception. With increased competition, hotels must be creative in attracting guests' attention, before they even enter the lobby.

According to Mr. Nealy, "With so many new hotels around the world in mixed-use complexes, the entrance to the hotel are often the only exterior part of the hotel the guest sees. Many popular, luxury properties are housed in buildings whose overall appearance is very plain. Chic resort hotels, particularly in warm climates, have definitely pushed owners towards more innovative architecture and the use of more luxurious materials".

In addition to spas which have become increasingly popular in recent years, other amenities, such as media rooms, libraries, screening rooms and full-fledged theaters, are now being considered as developers are looking to add new dimensions to the guest's perception of overall value, and which lend a unique aspect to the hotel atmosphere. These areas offer obvious benefit to the individual traveler, but can also be used very creatively for groups and incentives as ways to generate additional revenue.

The guest is better traveled, more educated, sophisticated and surrounded by design elements through all forms of media therefore the expectations are far more difficult to meet. Another trend in hospitality design is the "designer" touch. Armani just announced the opening of its new hotel in Dubai, following the Palazzo Versace and Bulgari openings. Louis Vuitton and Tiffany & Co are also said to follow the trend with developments in the United States and Europe. In any case or era, the success of a hotel's design can be gauged by how well it has anticipated and met the tastes and needs of its guests. More importantly, the continuing success of an innovative change lies in how functional that change is. New just for the sake of being new doesn't last long.

Sir Rocco Forte of Rocco Forte Hotels adds that "Comfort and practicality are all important, and this is often forgotten in striving to achieve avant garde and stylish design. The architecture creates the base, whether the building is an old or modern one, and defines the overall feel of the hotel. Some hotels are architecturally beautiful but lack a human dimension. Design has to create a sense of intimacy and proportions to which the guest can relate, leaving him in comfort and at ease. A touch of excitement and glamour will also help." Gordon Campbell Gray, Managing Director of One Aldwych London and Carlisle Bay, Antigua agress, "Good design should be visually exciting and original. It should be functional but above all it should offer great comfort."

As is true of any successful business person, hoteliers must know and anticipate what their guests want. Whatever changes are instituted, they must continue to fulfill their brand promise to the customer. This is not to say that very forward-thinking innovations won't work, but they must be delivered in a context which is consistent with the customer's expectations. Any design component must be regarded from the point of view of how it will enhance the overall guest experience, and how will it augment guest satisfaction.

Kimberly Moffitt Hehir is Vice President of Strategic Planning for The Leading Hotels of the World since. She manages joint ventures and ancillary businesses and acts as liaison between each department within Leading Hotels of the World. She is responsible for sourcing and evaluating new business opportunities which yield a substantial return on investment, deliver value to the shareholders, enhance member benefits, and will achieve the company's overall goal of becoming an all-inclusive provider of goods and services to the luxury marketplace. Ms. Hehir can be contacted at 212-515-5630 or khehir@lhw.com Extended Bio...

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