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 January 2019...

Mobile Technology: The Future is Now

Mobile Technology continues to advance at a relentless pace and the hotel industry continues to adapt. Hotel guests have shown a strong preference for mobile self-service - from checking-in/out at a hotel kiosk, to ordering room service, making dinner reservations, booking spa treatments, and managing laundry/dry cleaning services. And they also enjoy the convenience of paying for these services with smart phone mobile payments. In addition, some hotels have adopted a “concierge in your pocket” concept. Through a proprietary hotel app, guests can access useful information such as local entertainment venues, tourist attractions, event calendars, and medical facilities and services. In-room entertainment continues to be a key factor, as guests insist on the capacity to plug in their own mobile devices to customize their entertainment choices. Mobile technology also allows for greater marketing opportunities. For example, many hotels have adopted the use of “push notifications” - sending promotions, discounts and special event messages to guests based on their property location, purchase history, profiles, etc. Near field communication (NFC) technology is also being utilized to support applications such as opening room doors, earning loyalty points, renting a bike, accessing a rental car, and more. Finally, some hotels have adopted more futuristic technology. Robots are in use that have the ability to move between floors to deliver room service requests for all kinds of items - food, beverages, towels, toothbrushes, chargers and snacks. And infrared scanners are being used by housekeeping staff that can detect body heat within a room, alerting staff that the room is occupied and they should come back at a later time. The January Hotel Business Review will report on what some hotels are doing to maximize their opportunities in this exciting mobile technology space.