Five Most Important Features in Hotel Design for Leisure Travelers

By Jim Holthouser Senior Vice President Brand Management, Embassy Suites Hotels | October 10, 2010

We all appreciate that a hotel functions as a critical component of the travel experience. Over the years, I've come to think of the hotel stay itself as a journey as well. From arrival and check-in, through corridors and public areas to experiencing the accommodations, enjoying the dining options … every moment forms a key element with potential for making the entire visit an adventure that is at once enjoyable, memorable, and worth repeating. Smart design is the first step in ensuring this journey is a success every time, and presents an important opportunity for developing a brand storyline.


alt text
A rendering of the Design Option III prototype, Option B

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.

Choose a Social Network!

The social network you are looking for is not available.

Close

Hotel Newswire Headlines Feed  

Kathleen Pohlid
Paolo Boni
Bob Carr
Stephen Hall
Gary Henkin
Andrew Glincher
Mike Steensma
Michael Doyle
Tina Stehle
Bob Dauner
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.