Ms. Gould

Architecture & Design

Design Your Hotel to Fit the Lifestyle of Your Guests

By Nicole Gould, Senior Interior Designer, Hatchett Hospitality

Hoteliers face two trends which are seemingly at odds with each other, but now a definite winner seems to be emerging.

On the one hand, the economics of franchise brands and real estate development call for a uniform product that's easy to build and monitor regardless of where in the country the property is located. It's the "cookie-cutter" or "one size fits all" syndrome.

On the other hand, recent surveys show that having a memorable experience - whether at dinner, in a store, or on a trip - is quickly becoming more important to Americans than accumulating material wealth. This is the customer's request to "wow me" or "show me something special."

The result is that while hoteliers must adhere to certain franchise standards, they are also increasingly putting a local "lifestyle" stamp on their properties based on their location and their customers.

In short, "wow me" is beating out the "cookie-cutter." Here's why and how.

The Why

Travelers want to take the lifestyle they have at home on the road. If they're surrounded by technology at home, those are the gadgets they want in their hotel room. If they're used to the finest things at home, that's the level of quality they expect in their hotel.

Not too many years ago, hotels provided a luxurious experience that was better than what most travelers had at home. However, today most people have home bathrooms and bedrooms that are nicer than the traditional hotel bathroom and bedroom.

As people become more affluent and sophisticated in their home lifestyle, they want to be equally pampered in their lifestyle on the road. Travelers simply don't want to give up the "creature comforts" they're accustomed to at home and take what they perceive as a step backwards when they check into a hotel.

It's human nature for each of us to define ourselves by the products we consume - our clothes, our car, our food - and we want our hotel to reflect this lifestyle that we've carefully built. We each believe we stand out from the crowd in some way, so we think our hotel should help us accomplish that by itself standing out from the crowd.

The result is that traditional hotel amenities just don't measure up any longer. Guests think of themselves as special, so they want to be treated special and they want to be valued - as customers and as people.

This mindset is prevalent among all types of travelers - young and old, those on business and those on vacation - but especially among younger Generation X travelers, a group that hoteliers can literally not afford to ignore.

The reason is simple: while older "baby boomers" take more trips and fill more rooms than Gen X-ers, it's the Gen X-ers who spend more money and use more services per stay.

Actually, catering to Gen X-ers is profitable with all guests because everyone seems to appreciate the upgrades in hotel looks and services that are being inspired by Gen X-ers.

If you've gotten the impression that hoteliers are no longer just designing properties and checking in guests, you're right - they're also managing and massaging egos.

That may sound like a rather sweeping statement, but quite simply it means designing the hotel experience for the customer rather than for the company. And it's true not just at small, boutique-style hotels but also at mass-market properties.

The How

Every hotel tells a story - with the look and the amenities of its lobby, its public areas, and its guest rooms, plus with the look and the attitude of its staff.

First, consider your location and your clientele so you can translate those qualities into appropriate "lifestyle" designs and FF&E decisions. For example:

The objective is to get into sync with the rhythm of your guest's life - to give your guests a reason for NOT leaving your hotel, just as they wouldn't want to leave their own house.

Your designer can help you get the job done by selecting imaginative yet functional fabrics and furniture, stylish art and accessories, plus appropriate technology.

An especially effective technique involves using colors that evoke positive emotional responses, for example:

Still another successful way to design for your guests is to change the physical layout of guest rooms and bathrooms. For example:

Don't forget public space - this is the equivalent of the living room, den, or TV room in a person's home, so make it equally inviting and comfortable. For example:

Clothiers have long known that "one size does not fit all." Hoteliers are learning the same thing. It's all about the guests - attention to detail and attention what they want.

And what they want is a lifestyle where they can think more clearly, work more productively, and rest more refreshingly. Deliver this "lifestyle" to them and they'll deliver profits to your bottom line!

Nicole Gould is a Senior Interior Designer based at Hatchett Hospitality's regional sales and design center in Raleigh. Her responsibilities include coordinating with the company’s customers, sales people, and sales support staff to translate "design" into "reality." She works with manufacturers on developing new products. Ms. Gould has over seven years of hospitality design experience and is an allied member of the American Society of Interior Designer (ASID). She earholds a degree in interior design from East Carolina University. Ms. Gould can be contacted at 919-570-2050 or nicole@hatchetthospitality.com Extended Bio...

HotelExecutive.com retains the copyright to the articles published in the Hotel Business Review. Articles cannot be republished without prior written consent by HotelExecutive.com.