Hotel Exterior Restorations to Enhance Sense of Place

Using Curb Appeal Tactics to Augment Guests' First Impressions of Your Property

By Larry Mogelonsky President & Founder, LMA Communications | November 15, 2015

Hotel architecture is one of the more intricate and creative aspects of our industry. Even though most of us will never have any input in the design of a new property from the ground up (leave that to the accredited architects), there are still numerous opportunities to leave your mark on a hotel via smaller-scale refurbishments projects – necessary tasks to keep up with the times.

Guestrooms need reconfiguration and new furniture purchases to better accommodate the modern, tech-centric business traveler. Lobby spaces require alterations to enhance their ‘third space’ hybrid functionality. Restaurants that feel dated should be renovated as should their menus. Bathrooms are constantly audited. And all other soft elements must go through the necessary cycle at least once a decade.

An aspect of architecture and design that is often neglected, though, pertains to that of a hotel’s exterior and how you populate these spaces to create dramatic points of interest and to generate a distinct sense of place. To borrow a term from the real estate field, what we are discussing here is ‘curb appeal’ – that gut reaction your guests feel when they first lay eyes upon your property, even before they enter the lobby or interact with a staff member.

The primary reason for establishing a strong sense of place even before guests physically enter the hotel is to tap into their emotional states of mind and build positive sentiments right from the start. A grand art deco facade and carport primes visitors to believe that they are in for a luxurious, sophisticated experience. Postmodern materials and angles at the entranceway cue guests to anticipate other hip and novel design features throughout their stay. Clean exteriors assure guests that the interiors are likewise hygienic. Eclectic sculptures build anticipate for more curious attractions in the lobby and corridors.

As you can see, there are many ways to enhance curb appeal and exterior sense of place. While many of these upgrades will break the bank, my bet is that you have neither the disposable cash nor the authorization to initiate such a sweeping overhaul. Hence, we must get creative with our solutions, and below are a few general suggestions to help you find something that works.

Façade Facelifts

Coming up in March 2018...

Human Resources: Value Creation

Businesses must evolve to stay competitive and this is also true of employment positions within those organizations. In the hotel industry, for example, the role that HR professionals perform continues to broaden and expand. Today, they are generally responsible for five key areas - government compliance; payroll and benefits; employee acquisition and retention; training and development; and organizational structure and culture. In this enlarged capacity, HR professionals are no longer seen as part of an administrative cost center, but rather as a member of the leadership team that creates strategic value within their organization. HR professionals help to define company policies and plans; enact and enforce systems of accountability; and utilize definable metrics to measure and justify outcomes. Of course, there are always new issues for HR professionals to address. Though seemingly safe for the moment, will the Affordable Care Act ultimately be repealed and replaced and, if so, what will the ramifications be? There are issues pertaining to Millennials in the workforce and women in leadership roles, as well as determining the appropriate use of social media within the organization. There are new onboarding processes and e-learning training platforms to evaluate, in addition to keeping abreast of political issues like the minimum wage hike movement, or the re-evaluation of overtime rules. Finally, there are genuine immigration and deportation issues that affect HR professionals, especially if they are located in Dreamer Cities, or employ a workforce that could be adversely impacted by federal government policies. The March Hotel Business Review will take a look at some of the issues, strategies and techniques that HR professionals are employing to create and sustain value in their organization.