Multifamily Design Strategies Hoteliers Can Apply to Boost Curb Appeal

By Felicia Hyde Design Director, Lifestyle Studio, H. Hendy Associates | July 15, 2018

The hotel industry is experiencing a period of significant evolution and opportunity. From technology innovations, evolving customer expectations and the rise of alternative accommodations, the hospitality industry is shifting dramatically to meet consumer demand. Despite these changes, a simple promise will continue to carry weight: deliver experiences that are centered on connecting people and places.

According to Skift's 2018 Travel Megatrends study, modern travelers prefer accommodations that adopt the "home away from home" concept and feature warm and inviting community spaces. Today, travelers crave intimate spaces, amenities and design features that reflect the history and culture of the surrounding community. These are concepts that are already transforming residential and multifamily communities nationwide, and hoteliers can apply similar design strategies to boost their curb appeal and attract more guests.

Rising Consumer Expectations

Millennials make up the largest segment of travelers today – more than GenXers and Baby Boomers. Understanding the needs of this demographic is crucial for hoteliers that want to remain relevant and increase guest count. Tailoring a hotelier's design strategy to meet millennial expectations, needs and preferences is one of the best ways to appeal to travelers and provide authentic and memorable experiences that accomplish their ultimate desires: to live like locals while traveling. Hotel design strategies to keep in mind include:

  • Instagram-Worthy Spaces

Consider this important stat: 97 percent of millennials share their travel experiences on social media and are more inclined to stay at a hotel that is Instagram-worthy over one that offers a fair price. Consumers have a rather strong connection to interior design and are well-informed when it comes to design trends more than ever before. This is a result of their exposure to broadcast networks like HGTV and the Design Network, as well as social media channels like Instagram and Pinterest – platforms that are flooded with influencers and businesses that share the latest design trends and concepts. Not only are consumers more design savvy, but they want to be part of the design experience. They want it in all parts of their life.

The Writers Cafe is designed to provide a creative space for residents to work on projects or relax with a cup of coffee.
The Training Club is The Hesby's onsite fitness facility. The gym features state-of-the-art Technogym fitness and weight equipment, a TRX suspension wall and a yoga and dance studio which is often used by residents for dance rehearsals.
For residents with an interest in music, The Hesby's Music Box provides an onsite studio complete with a PA system.
Another lounge provides a common space for residents to gather and mingle outside of their individual units. The space features a James Perse pool table, 3D television nook and a variety of seating areas.
The Hesby offers myriad lounge spaces and amenities artfully designed for the needs of its creative residents, many of whom work in the arts, music and entertainment industries.
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Coming up in March 2019...

Human Resources: An Era of Transition

Traditionally, the human resource department administers five key areas within a hotel operation - compliance, compensation and benefits, organizational dynamics, selection and retention, and training and development. However, HR professionals are also presently involved in culture-building activities, as well as implementing new employee on-boarding practices and engagement initiatives. As a result, HR professionals have been elevated to senior leadership status, creating value and profit within their organization. Still, they continue to face some intractable issues, including a shrinking talent pool and the need to recruit top-notch employees who are empowered to provide outstanding customer service. In order to attract top-tier talent, one option is to take advantage of recruitment opportunities offered through colleges and universities, especially if they have a hospitality major. This pool of prospective employees is likely to be better educated and more enthusiastic than walk-in hires. Also, once hired, there could be additional training and development opportunities that stem from an association with a college or university. Continuing education courses, business conferences, seminars and online instruction - all can be a valuable source of employee development opportunities. In addition to meeting recruitment demands in the present, HR professionals must also be forward-thinking, anticipating the skills that will be needed in the future to meet guest expectations. One such skill that is becoming increasingly valued is “resilience”, the ability to “go with the flow” and not become overwhelmed by the disruptive influences  of change and reinvention. In an era of transition—new technologies, expanding markets, consolidation of brands and businesses, and modifications in people's values and lifestyles - the capacity to remain flexible, nimble and resilient is a valuable skill to possess. The March Hotel Business Review will examine some of the strategies that HR professionals are employing to ensure that their hotel operations continue to thrive.