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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Eco-Friendly Practices: Corporate Social Responsibility

The hotel industry has undertaken a long-term effort to build more responsible and socially conscious businesses. What began with small efforts to reduce waste - such as paperless checkouts and refillable soap dispensers - has evolved into an international movement toward implementing sustainable development practices. In addition to establishing themselves as good corporate citizens, adopting eco-friendly practices is sound business for hotels. According to a recent report from Deloitte, 95% of business travelers believe the hotel industry should be undertaking “green” initiatives, and Millennials are twice as likely to support brands with strong management of environmental and social issues. Given these conclusions, hotels are continuing to innovate in the areas of environmental sustainability. For example, one leading hotel chain has designed special elevators that collect kinetic energy from the moving lift and in the process, they have reduced their energy consumption by 50%  over conventional elevators. Also, they installed an advanced air conditioning system which employs a magnetic mechanical system that makes them more energy efficient. Other hotels are installing Intelligent Building Systems which monitor and control temperatures in rooms, common areas and swimming pools, as well as ventilation and cold water systems. Some hotels are installing Electric Vehicle charging stations, planting rooftop gardens, implementing stringent recycling programs, and insisting on the use of biodegradable materials. Another trend is the creation of Green Teams within a hotel's operation that are tasked to implement earth-friendly practices and manage budgets for green projects. Some hotels have even gone so far as to curtail or eliminate room service, believing that keeping the kitchen open 24/7 isn't terribly sustainable. The May issue of the Hotel Business Review will document what some hotels are doing to integrate sustainable practices into their operations and how they are benefiting from them.