Creating Memorable Guest Experiences by Design
By Jim Suggs Associate Vice President, CallisonRTKL | July 01, 2012
"For today's consumers, a hospitality brand should provide experiences or create the framework that allows guests to have the experience they seek," observed participants in the inaugural Cornell Hospitality Research Summit held last spring.
Many architects would argue that a hospitality brand can create the framework for memorable guest experiences by design-in fact, many have been arguing in favor of experience-driven design for a decade. Yet, while there is a lot said about the value of experience-driven design, there is a lot of sameness in hospitality design.
A hotel may be elegant and deftly designed. The materials may be of the highest quality. It may provide five-star service and amenities. But if a hotel looks the same in Chengdu as in Chicago, then it is only an elegant, high-quality, five-star hotel. It says little about the place. And a unique guest experience is inextricably linked to place.
What are the challenges and solutions to creating a memorable guest experience by design?
The most significant challenge is this: it is risky. A memorable experience by its definition is not common; it is not typical; it is unusual, if not unique.
If it's unique, it's risky. An investor or developer is looking to limit risk, and it isn't reasonable to think or expect otherwise.