Mid-scale Hospitality Embraces Wood Laminate Furniture

By David Foliot Vice President, Hospitality, Foliot Furniture | October 12, 2014

Co-authored by Daniel Foliot President of Foliot Furniture

There was a time when hotels of all scales used only furniture made from solid wood and veneer. Furnishing a hotel room with a laminate desk, armoire, or headboard was unheard of. In fact, the use of laminate of any type in the hotel industry was seen as somewhat taboo. Considered an inferior alternative to wood, laminate offered little in the way of durability, modularity, and aesthetics. It was therefore widely avoided by hotels.

However, just as the hospitality industry has grown and evolved, so to have the offerings of today's laminate.

The Advantages of Modern-Day Laminate

1. Multiple Finish Options

Gone are the days of monotone faux-wood or brown laminates. Wood laminate is now offered in an almost endless variety of styles and finishes. This allows designers to mix and match virtually any style or color of furniture.

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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.