The Growing Role of Accessories in Hotel FF&E

By Amy Locke Director, Interior Design, Hatchett Hospitality | September 08, 2011

Our travel choices are shaped by today's lifestyles, fashions, and economy. At home, we're used to upscale amenities and technological conveniences - and we don't want to give them up when we're on the road.

That's why today, there's more to hotel design than just coordinating wall colors and furniture. The goal of every hotelier and interior designer is to create space which is practical yet appealing ... intimate yet dramatic ... elegant yet everyday.

Art and accessories have become increasingly important ways to combine a look that's "uptown" with a feel that's "down home." In the past, these items may have been overlooked or just an after thought - but now they are necessities used to add personality to a property and to enhance its appeal with travelers.

Just as the right belt or piece of jewelry can "make" a clothing outfit, the right accessories are the little touches that can finish space, "make" your hotel, and put you ahead of the competition. In short, accessories can enhance both a hotel's environment and its bottom line.

So exactly how does the FF&E process bring accessories to life?

First, a designer should learn a hotelier's tastes, timeline, and budget. Then those objectives are translated into comprehensive design sketches which are the foundation for an overall purchasing, delivery, and installation plan.

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Coming up in June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.