Multifamily Design Strategies Hoteliers Can Apply to Boost Curb Appeal
By Felicia Hyde Principal & Lifestyle Studio Director, 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.
From their homes to their travel accommodations, consumers seek trendy spaces that deliver customized experiences. Multifamily properties are already meeting this need by including design elements such as accent walls, natural lighting, unique furnishings and finishes, local art and minimalist spaces that seamlessly transition from indoor to outdoor. Hoteliers that offer these types of increasingly personal and uniquely tailored experiences can extend and deepen their relationship with travelers – and help make them feel right at home.