Mr. Hill

Architecture & Design

The Importance of Integrating Hospitality into Other Markets

By Roger G. Hill , Chief Executive Officer & Chairman, The Gettys Group Inc.

There are countless ways to describe the meaning of hospitality – the very foundation of our industry. One definition is a cordial and generous reception of guests. Another, which has been turned into an emotion-evoking campaign by Shangri-La Hotels and Resorts states, “There’s no greater act of hospitality than to embrace a stranger as one’s own.” For those of us within the hotel industry, the connotation of hospitality strikes a chord deep within that is actually quite simple: to treat our guests politely, provide aid when needed, and act with kindness. Wouldn’t it be great if is this approach were applied to all sectors of the business world? As back to basics seems to currently be prevalent in our industry and societies the globe over, perhaps we ought to remember the Golden Rule: treat others how you wish to be treated. Who says it has to be just a part of hospitality as we know it?

When one considers taking the definition of hospitality and adding that to design as an approach for interior design, architecture and development, good things can happen. It is not just the ability to provide an aesthetic environment that appeals to visitors, quality products that stand the test of time, meeting furniture, fixtures and equipment (“FF&E”) and construction budgets. Although all of these aspects are important, there is so much more that you cannot see. Hospitality design is about the feeling the spaces evoke, the emotionality the interiors create for the guests and the comfort level the surroundings provide. As Coco Chanel once said, “Luxury must be comfortable, otherwise it is not luxury.” The unseen elements within these compositions and the vibes created within these spaces are the experiences your guests don’t see, but they experience.

There are a myriad of genres within the hospitality industry: hotels, mixed-use buildings, vacation ownership, condo-hotels, restaurants and nightclubs are just some of the first that come to mind. If we are to take it a step further and open our minds to some of the aforementioned ideas, what other areas might provide a feeling of comfort you might be looking for when you embark on a holiday, for a night out on the town, or retirement?

For example, the face of senior and assisted living facilities is changing very quickly. With a large portion of the population reaching an age where they are looking at these facilities along with a heightened expectation for comfort, the design and functionality of these spaces are turning a corner and implementing many conveniences we would normally execute on a hospitality project. The feeling of home, the need for everyday life and warmth are factors where hospitality is becoming an integral part of this particular market.

When you consider healthcare facilities, we should not just allow for the environments in which the patients stay, but also account for the lodging facilities adjacent to the hospitals and healthcare centers for the patient’s family. What better place than to feel you are at your home away from home? The trends are showing these spaces moving away from the typical sterile designs and towards an elevated level of sophistication and a warm space helping to evoke compassion and good feeling.

One of our most recent experiences as a firm includes a residential facility for the families of those ill. As discussed above, the design elements and thoughtfulness of these spaces are the main tenant for the design team. The goal of these spaces were to focus on the day-to-day physical and emotional needs of the guests, the low maintenance durability requirements of the staff and the evolving operational parameters of the program. All of these are critical aspects of hospitality thinking, and the collaborative design and review process between the designers and the ownership team were a necessity for the success of the subject property.

Beyond hospitals and senior living facilities, there are university living developments and hotels adjacent to specialized conference centers as well. Although each of these have varying purposes and specialties, they all benefit from the infiltration of hospitality design elements and the intellectual capital and experience of a seasoned hospitality design consultant.

Whether you are visiting a hospice facility, reside in university housing, spend time in a health club or a spa, the final goal is always the same; the guest is looking for a hospitable experience that enlightens the spirit, provides an elevated experience than they have at home and a new adventure. This speaks not just to the interior spaces of the building, but the people who make the visit and assist in creating a positive memory.

With all this discussion about the design and construction of the spaces, the one essential facet of the hospitality experience we cannot discount is the staff members who truly provide a vital part of the experience at the property. The training, patience, organization and responsive qualities of a well managed team will make the visit, whether it is in a hospital lodging environment or hotel. In planning your next steps for implementing this experience, always make sure your plan includes advisory services from a professional and experts in the field.

There are so many products out there that cater to the hospitality and design industries; you don’t have to use the products that have been out there for years. Widely-used hospitality products such as new flooring products and innovative fabrics provide the residential quality aesthetic the projects are looking for, all while not compromising the standards and maintenance requirements for this type of installation. Whether it is flooring, wall finishes, energy efficient lighting or technology, ongoing sensitivity to the needs of the property and others remain the first priority.

In addition to finish selection decisions, construction methods and carefully planned implementation are the phases of the design also not seen by the guest. If done well they are positively felt by the guests, patients and staff not to mention the ownership’s financial team. Smart and sustainable efficiencies all unite for the best end result – aesthetically and monetarily.

Development groups just like design consultants, brand companies and ownership entities have increased exposure to these products and construction methods, making these decisions not only operationally sensitive, aesthetically correct but also budget conscious and socially responsible. For all these reasons, we strongly recommend making sure you have team members who are familiar and will creatively implement a combination of these factors for the best return on your investment.

Around the world, there are experienced, talented and professional design consultants and contractors that are the right partner for your project. Every firm offers a variety of tactical specialties, visionary expertise, geographical locations and prolific creative teams to get the job done. In finding these consultants, it is best to weigh all your project factors and allow the selected team to be the best they can be for your project.

Overall, the fusion of the hospitality mindset and characteristics, thoughtful design aesthetic and pragmatic approach to the interior design of a space has growing popularity on many market sectors of design, construction and development. We have touched on a plethora of aspects that make hospitality a beneficial and helpful proposition for all areas of design and development, showing that it does not need to be confined to just the sectors of the market we typically refer to in the industry.

With hospitality, the experience ends exactly where it began – with a gracious reception of guests at the front door, ceaseless engaging experiences and conveniences. Whether you are a five-star hotel brand boasting ‘it is in your nature’, positioning your property and hotel chain through trademarked products as an elevation in a guests’ lifestyle or a campaign tugging at the alter ego in all of us, there is something for everyone. Each of these will appeal to the global population and if you can successfully unify this with great service and beautiful aesthetics, you have mastered the art of hospitality as we define it.

Nearly 25 years ago, Roger Hill co-founded Gettys, a Top 10 hospitality interior design, procurement and development firm. Under his leadership, Gettys has grown to a global team of business-minded professionals who specialize in hotels, resorts, spas, casinos and mixed-used developments the world over. A respected industry veteran, he is frequently called upon by hospitality and business media outlets to provide insight into the redevelopment, renovation, and repositioning of hotels. A graduate of Cornell University, Roger has served as an appointed delegate for the White House Conference on Small Business, and is a member of ULI, YPO and ISHC. Mr. Hill can be contacted at 312-836-1111 or info@gettys.com Extended Bio...

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