One way to approach the various design layers involved in planning a hotel property is to view the design logic as a kit of parts. Within that kit is a three-tier pyramid where the diverse style strata can be logically organized. At the base of the pyramid is the Foundation layer. This layer addresses a typical set of materials, colors, finishes, furnishings and fixtures that provide the underpinnings and will likely be consistent across all properties in a hotel group with unified branding. It represents about 60 percent of a hotel’s total palette. Context is at the core, covering the elements that create each property-specific personality. In this 30-percent stratum of the pyramid lies the opportunity to create a unique look for a hotel and to introduce a regional design language. At the apex, Accent includes features used to add punctuation and high notes to the hotel experience. Representing only about 10 percent of any property’s palette, accent options should be vibrantly unique and easily changed or refreshed over time. Here lies the opportunity to develop a local storyline by celebrating the regional culture in a cohesive, demonstrable, and intriguing manner.

Looking ahead at the needs and preferences of tomorrow’s guests, we know the importance of embracing the motivations and the work/leisure styles of millennial travelers, and of smoothing the way for baby boomers as they transition to a more leisurely lifestyle. Flexible, multi-functional design is a prerequisite in addressing the changing needs of hotel guests on a 24/7 basis. At Embassy Suites, our new design prototype, Design Option III, introduces a more cost-effective, scalable model of hotel with a simplified structural system and improved operational efficiencies. It reflects our commitment to sustainability in design, construction, and material sourcing. From a developer’s perspective, its smaller footprint with side-by-side suites cuts construction costs, making an affordable franchise option for owners with limited space.

The public’s needs change as well, and we’re now experiencing an industry-wide elevation of our guests’ expectations in terms of design. There’s a call for a warm, modern design style to be woven into all areas of the guest experience. Out-of-the-box thinking is a must, and at Embassy Suites we’re looking across different genres of commercial, retail, spa and residential design to bring new life and vitality to our hotels.

We believe that it’s important to foster natural connections through design that speaks to the traveler we all aspire to be. It starts with easing those transitions that can sometimes make travel a challenge, and enabling guests to enjoy the travel elements that delight, inspire, and spark memories. At the same time, brand awareness is a top priority. Through an innovative design approach, we’re creating brand moments that deliver a series of touch points unique to Embassy Suites. In each physical space, a distinctive focal point or experiential discovery is designed to capture guest interest, drawing on the imagination. With consistent brand imagery and iconography, we’re ensuring a charismatic identity in the built environment.

In defining the new styling of Embassy Suites, we have built our design concept around the following key design features:

Atrium at the Embassy Suites Birmingham-Hoover, in Birmingham, Alabama

• Lobby Transformation: The lobby is a relevant gathering and guest interaction space, and should be designed for use from the early morning hours into the evening. At each Embassy Suites property, an atrium is central to the lobby design, with fine threads of the atrium experience weaving subtly throughout the hotel. The vastness is dispelled with the introduction of a series of comfortable and well-scaled social and work spaces that invite guests to linger. Everything guests might want to experience is connected to the atrium, either physically or through material or experiential reminders. As a result, they are never far from all that’s happening in our hotel. Individually designed at each property, but always featuring flowing water and rich landscaping, this vital, natural space provides a welcoming venue for breakfast and evening receptions, and a place where guests will want to spend time throughout the rest of the day.

• Reception Revitalization: In contrast to the typical airport check-in process, the hotel check-in experience is heavily focused on becoming a much more engaged and welcoming experience. A collaborative environment created by smart design can break down the barriers between hotel team members and guests, and encourage more physical interaction and more engagement. Individual pod-like desks with low counters and warm materials are a more sociable option than those high, bank-teller-style stations that impose a barrier and instill a feeling of separation. Advanced technology can also reduce the visual impact of equipment and reduce clutter at the front desk. Of course, a well-designed departure experience helps guests to capture memories and motivate a return visit.

• Dining Venues with Flexibility: Clearly, restaurant concepts must reflect current thinking from the entrepreneurial and rapidly changing world of destination restaurant design. With a growing demand for healthy food choices accessible at any hour, new food and beverage venues call for increased flexibility in design and must also provide increased operations efficiencies. Flying Spoons™ is our innovative F&B solution that delivers upscale offerings in keeping with the brand image. Over the course of 24 hours, these dining venues can transform in looks and ambiance through light, music, and food set-up, encouraging guests to return frequently for a totally different experience each time. This is born out of a goal to create multiple locales out of a single dining space.

• Guestrooms Refreshed: Hotel guests want smart, clean design that is functionally relevant. This can be achieved through simple, sleek décor that features natural colors and fabrics, brighter lighting, a crisp white bed, and perfect freshness in rooms and bathrooms. A warm residential feel helps guests transition effortlessly between business and leisure. Of course, in-room technology is a major component of the guest stay, and must offer excellent connectivity and multi-media diversity to meet the ever-growing demand for instantaneous information and entertainment. Strategically placed integrated lighting and temperature controls are important, and a great convenience is a wireless control panel that enables guests to manage all controls easily and to customize the ambiance. The end result is a functional, adjustable, digital guestroom.

• Leisure with Style: Because time is now such a valuable commodity, guests want their leisure time to be filled with peak experiences. Consequently, we’ve expanded our leisure amenities at Embassy Suites properties and introduced more contemporary designs in our fitness centers, where Fitness by Precor® offers advanced health-maintenance and workout choices. We’re refreshing these areas with new, residential-style materials and using lighting and music for a continually changing ambiance. We find that guests appreciate the consistency of design throughout our spas. When time is pressing, familiarity with the layout helps them get into their workout routine without wasting a minute.

Embassy Suites has sought from the outset to develop a brand and marketing strategy that is truly global, relevant, and scalable around the world. Our objective is to deliver the service and amenities generally associated with properties in the upscale bracket at a more value-driven price, and to make our product both accessible and inclusive for all our guests. Design Option III reflects the Embassy Suites brand consistently with overall warmth and a welcoming ambiance, and at the same time makes a visit to each hotel a unique guest experience and a one-of-a-kind journey. Our focus on lobby, reception, dining, accommodations and styling all combine to delight our guests and make their stay at Embassy Suites the highlight of their travel experience.

Larry Traxler, Senior Vice President, Global Design Services, Hilton Worldwide contributed to this article. Mr. Traxler oversees all Hilton design team managers around the world and directs the design review process for all existing and leased hotels. His global design team is additionally responsible for delivering new hotels into the Hilton Worldwide system.

As the global head of brand management for Embassy Suites Hotels since 2006, Jim Holthouser leads marketing, sales, revenue management, research and development and franchise owner relations efforts for the $1.8B annual revenues brand. Mr. Holthouser also serves as global head of full service brands (Hilton, Doubletree and Embassy Suites) for Hilton Worldwide. Under Mr. Holthouser’s leadership over the last three and a half years, the Embassy Suites brand has won numerous awards for product and service quality. Mr. Holthouser can be contacted at 703-883-1000 or Maggie.Giddens@hilton.com Extended Bio...

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