Design Alone Cannot Sustain a Brand
By Paula J. Azevedo Principal, dash design | April 10, 2016
Think of a hotel brand, and itís a sure bet that far more than its logo will come to mind. From the initial booking of a room, to interactions with the valet, bellhop and reception desk staff, to the overnight roomís comfort plus amenities, and right through to the check-out process, hotel brands are banking on providing an enhanced guest experience, overall.
Certainly, the design of a hotel matters to its brand, but no matter how pleasing it may be, design alone cannot sustain a brand. It can, however, elevate the experience from start to finish Ė and thatís powerful.
Business? Pleasure? Both?
As designers, our job is to be forward thinkers and lead individual brands and personalities, as well as keep relevant and respond to the marketís needs. These days, that means addressing changing attitudes in business and leisure travelers, the heart of many hospitality brandsí focus. What was, in the past, a divided category of business and leisure travelers, today has become a hybrid class or whatís widely becoming known as the ďbleisure customer.Ē Driven largely by societyís high use of mobile connectivity, along with a desire for social networking, discovery and intrigue, this customer isnít looking to separate business travel from leisure like those before him did. Instead, he is weaving the two together, eliminating the divide and nuances between the types of travelers, entirely.
In catering to this guest, itís important that a brandís design aesthetic aligns and integrates with its operational needs, culture and services. To do so, all facets of the design need to be up-to-date, innovative and technologically advanced. The execution is important and it is the mission of designers to reimagine the possibilities and understand the unique selling points of each brand, since design can contribute to a hotelís success or failure to resonate with guests.
Together, on Their Terms
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