Professional Design & Purchasing Is a Wise Investment

By Amy Locke Director, Interior Design, Hatchett Hospitality | May 06, 2010

In the hotel industry, good design is good business - a more stylish property generates more return visits, so it's worth more now and at the time of re-sale. However, too many owners still resist hiring a professional designer and purchasing firm because they want to save money by handling the design themselves.

Yes, working with experienced FF&E specialists costs - but more importantly, it pays. Here's how.

The Designer

An interior designer can be one of an owner's most valuable weapons in the "hotel wars" because today's travelers want more than a hotel stay - they expect a hotel "experience" from check-in through check-out.

For example, amenities that were considered luxuries just a few years ago are now "must have's" even in mid-priced hotels - things such as flat panel TV's, granite countertops, designer furniture, high speed internet service, high-quality bedding, high tech gadgets, and bathrooms many extras.

However, it takes an interior designer to put these special amenities into a proper context and an attractive look which achieves a balance between ambience and functionality, as well as between design innovation and brand consistency.

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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.