Editorial Board   Guest Author

Ms. Hawksworth

Cheryl Hawksworth

Regional Sales Manager, IDeaS, a SAS Company

Cheryl Hawksworth is a Regional Sales Manager for IDeaS - the premier provider of Pricing, Forecasting and Optimization solutions and services for the Hospitality, Travel & Transportation Industries. Ms. Hawksworth has a wealth of regional industry knowledge and leadership experience and she joined IDeaS following a successful tenure as the Head of Revenue for Grosvenor House, London. Prior to that, Ms. Hawksworth served as Group Commercial Manager at Champneys, a UK-based luxury Spa and Resort Group. Ms. Hawksworth regularly consults with individual hoteliers and hotel groups alike, to implement strong revenue management cultures across portfolios, supported by a strong commitment to her client's ongoing financial success. Ms. Hawksworth is also a founding member of the Association of Professional Revenue Management and the BAHA Hospitality Revenue Management Community.

Ms. Hawksworth can be contacted at +44(0) 7887 486181 or Cheryl.Hawksworth@ideas.com

Coming up in November 2019...

Architecture & Design: Biophilic Design

The hospitality industry is constantly evolving to meet and exceed guest expectations. As a result, hotels are always on the lookout for new ways to improve the guest experience, and architecture and design is an essential part of this equation. Bold design is often the most effective way to make an exceptional first impression - an impression guests use to distinguish between brands. One design trend that is being embraced worldwide has become known as “Biophilic Design.” Biophilic design is based on the concept of biophilia, which is the theory that human beings have an innate tendency to seek out nature, natural elements, and natural forms. Biophilic design is more than hotels simply adding a surplus of plants; it involves incorporating specific design elements into a hotel in order to imbue it with a sense of wellness and well-being. Some of those elements include exposure to natural lighting; views of nature and rooms with a view; natural architectural patterns; salvaged or reclaimed woods of all types; reclaimed metals; sustainably sourced stone; living green walls and vertical gardens; and direct and indirect exposure to nature. Hotels that have incorporated biophilic design into their properties are reaping the benefits associated with this trend including reduced stress responses, better air quality, lower energy costs, and more positive guest reviews. Biophilic design has also been shown to improve guest moods and to satisfy consumer demand for environmental responsibility. Savvy hotel owners and managers are aware that nature-inspired elements enhance their guests' comfort and well-being, which is why this trend is becoming so prevalent. Biophilic design is just one topic in the fields of hotel architecture and design that will be examined in the November issue of the Hotel Business Review.