Multi-Generational Hotel Design
By Andrew Simmons Director of Hospitality Studio, Nadel Architects | May 05, 2019
Hotels, like any other consumer product, can vary drastically from one another, tailored to meet the demands of unique demographics. The hospitality industry has often identified target audiences on the basis of generational background or specific mindsets as a way to build brands. Whether the brand has mass appeal or exists in a more esoteric arena, the root of what attracts a hotel guest of any generation begins with the built environment.
Hospitality spaces can be as creative or as standardized as they wish in their objective to maintain market share among select consumers. Across the spectrum, one truth remains – some elements of hotel design are timeless. Visual appeal and comfort must transcend generational lines and translate to all hotel guests regardless of age and, where applicable, mindset.
The Experiential Craze
An emerging trend lies in the experiential element hotels offer. Hotels are increasingly inserting themselves as a part of the city and as a destination rather than just a place to sleep at night. Where visitors used to focus on brand names, now they are selecting a location based on the attributes of the destination. Multi-generational hotel design envelops a myriad of social and cultural norms, time periods, genres, and subtypes. At first glance, it may seem simple to design for the multi-generational category by adopting a policy of inclusion across all elements. The reality is that prioritizing universally desirable qualities and creating gratifying experiences for all age groups is the key to multi-generational design.
Including a local expressive element in the hotel design such as a micro-brewery or food trucks can be an easy way to integrate the city life or the bring the location's unique experience into the hotel itself. By making the hotel a destination, the hotel can welcome the community as well as its visitors. The trend of offering mixed-use spaces has become essential to new hotel design.
The Ace Hotel, and Tommie Hotels brand are both good examples of the benefits of a hotel truly integrating itself as a part of the city. This can include special events, shows, or different nightly entertainment options, open to all ages. By maintaining flexible spaces within the hotel, they are able to cultivate a home or residential atmosphere. One example of a hotel utilizing these features is the San Leandro Hyatt Hotel. The San Leandro Hyatt Hotel, a dual-branded Hyatt Place and Hyatt House project is a waterfront property, with both mixed-use and family friendly areas. The hotel combines residents and the concept of a waterfront destination into one unique experience. Dual-branded properties are a modern and innovative way to blend both business and the guest experience into "bleisure".