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HOTEL BUSINESS REVIEW

NOVEMBER FOCUS: Architecture & Design

 

Checking in for Success: the Art of "Workspitality" Design

By Samuele Sordi Chief Architect, Pininfarina of America | November 2023

It's no secret that the nature of both work and leisure have undergone dramatic transformations in the last few years.

Accelerated by the pandemic and a sizable shift in attitudes about how we spend our valuable time, the lines between work and life are continuing to blur, and those who would have traditionally found themselves working 9-5 in an office may now, thanks to remote work, be sending those all-important email updates next to the pool in Bali.

It's challenging on several fronts; on one hand, conventional offices are faced with evolving into ecosystems that prioritize teamwork, creativity and the welfare of employees, or becoming obsolete. On the other, traditional places of leisure - namely, hotels - must adapt to keep up with the growing demand for stations and collaborative spaces designed for working remotely.

According to Forbes, 12.7% of full-time American employees work from home while 28.2% work a hybrid model, as of 2023. And looking ahead, remote and hybrid work's popularity is only projected to grow, with an estimated 32.6M Americans (or 22% of the workforce) working completely remotely by 2025. It's clear that hybrid and remote work are popular with employees, and as more companies adopt these policies, it also opens the door for more Americans to travel while they work rather than having to take time off. In fact, despite looming recession threats, mass layoffs and continuing inflation concerns, 49% of Americans have planned to travel more in 2023 than they did in the previous year.

With this in mind, the logical solution would seem to be equipping hotels and other traditional leisure spaces with the tools necessary to support a growing remote, often traveling workforce. But we are at a critical juncture -  how can we as architects and designers create spaces that feel hospitable and communal but also support productivity?

Infinity Business, Brazil

Over the past few years, the hospitality industry has completely transformed the concept of guest engagement, dedicating its efforts to creating spaces that foster tranquility, social connections and individualized care. Taking a cue from hospitality, the most important building block for the future of work is to recognize remote and hybrid employees exactly as hospitality recognizes guests - as valued, integral members of the community who deserve to be treated to a world-class experience.

Enter the concept of "workspitality" - an elegant integration of work and hospitality design, resulting in a harmonious merging of boundaries between the two. Workspitality draws inspiration from the hospitality industry to design work spaces with warm, inviting atmospheres that cultivate a sense of community and, likewise, equips hospitality settings with the amenities to support an increasingly nomadic workforce.

This approach acknowledges the human need for comfort, pleasing aesthetics and sensory stimulation, transforming spaces, whether they're offices or hotel lobbies, into experiential hubs that empower the individuals who frequent them to do their best work and live their best lives.

For architects, interior designers, operators and more, it's a lot to consider - so how do you put it all together?

Lobby of Infinity Business, Brazil

Embrace Diversity

To outfit hotels for the future, we must expand beyond the typical boundaries of work and leisure and understand that the needs of today's remote and hybrid workforces are very different from those in the past - and the people are as well.

One of workspitality's most essential design principles stems from a profound understanding of the rich tapestry of diversity that characterizes the modern workforce. This approach acknowledges that each employee is a unique individual, bringing a distinct set of work habits, communication styles and preferences to the table. Embracing diversity goes beyond mere compliance - it is about fostering an inclusive environment where all individuals, regardless of their backgrounds, can thrive.

In a traditional office environment, embracing diversity may look like expanding employee workstations to accommodate different work styles, investing in DE&I and mental health awareness training, and more, but in a workspitality context, where hotel guests are both workers and patrons, it becomes a bit more complicated. After all, embracing diversity properly is not a one-size-fits-all strategy. It's about creating multifaceted spaces that accommodate a wide spectrum of needs and preferences. Flexibility takes center stage as a cornerstone of this principle, ensuring that guests can find suitable environments for various activities during their stay, including their work.

For example, private workstations acknowledge the necessity for focused concentration, particularly for tasks that demand undivided attention, and collaborative areas cater to team interactions for larger groups who may be staying at the hotel, as well as brainstorming sessions and building rapport between the guests and the hotel staff. Meanwhile, relaxation zones offer a retreat for moments of rejuvenation. This flexible approach empowers remote workers to customize their work experience directly from the comfort of their favorite hotel.

Even with ample workstation options, acknowledging the diverse needs of your guests in a workspitality context extends beyond the tasks that remote workers undertake. Workspitality recognizes that individual mood and emotional state play a pivotal role in shaping productivity and overall well-being. Creating warm, inviting atmospheres where remote workers feel luxurious even as they work presents an opportunity for architecture and design teams to think outside the box and craft unique solutions that will satisfy different needs. In fact, many of the lobby spaces I've designed with Pininfarina of America embody this core workspitality concept. Each project prioritizes areas for both social and work-related activities, ensures privacy, minimizes distractions and provides a professional work environment in your home away from home.

Amend Your Amenities

Designing with workspitality in mind offers the opportunity to curate an experience that transcends the ordinary. Of course, traditional hotels already provide many amenities on their own, but hotels of the future will be designed with a more diverse array of guests in mind. Additionally, hotels that were previously heavily associated with business travelers will have more of an opportunity to showcase their relaxing amenities and great guest experiences.

Workspitality design emphasizes the importance of wellness zones - designated areas for mindfulness, meditation and relaxation with comfortable seating, soothing lighting and calming elements like water features. Fitness facilities, including gyms and exercise studios, also encourage physical activity, boosting energy levels and helping travelers stick to their routines, especially if they are on an extended stay.

On-site cafes or restaurants can also serve as convenient hubs for both refueling and creating community connections. Even when travelers decide to dine off-campus, workspitality-minded hotels can offer personalized recommendations for restaurants in the area, bolstering local businesses and creating an even deeper bond with travelers.

Other amenities like game rooms provide opportunities for short breaks, promoting mental rejuvenation and team bonding. Curated art installations can also infuse creativity into any space, helping to spark inspiration, innovative thinking and cultural enrichment.

Go Green

Beyond amenities, aesthetics also play a key role in workspitality design. Recognizing their power to significantly influence not only the physical environment of the hotel but also the mental and emotional states of the guests and workers within it is crucial. The integration of natural elements, such as biophilic design, natural lighting and greenery, becomes a cornerstone in shaping spaces that not only inspire but also nurture the well-being of all who enter them.

Biophilic design brings the essence of nature indoors. By incorporating organic shapes, materials and patterns, hotel lobbies or workspaces can be transformed into environments that echo the tranquility of the outdoors. Whether through curved wooden furniture, fluid lines reminiscent of natural forms or even artwork depicting picturesque landscapes, biophilic elements evoke a sense of connection with nature. This connection serves as a soothing counterbalance to the often bustling nature of work, offering moments of respite and reflection that come with a luxurious vacation.

Another key aspect is the infusion of abundant natural light. Large windows, skylights and well-placed mirrors maximize the entry of daylight, not only reducing reliance on artificial lighting but also uplifting the atmosphere. Natural light has been shown to regulate circadian rhythms, improving sleep quality and boosting mood and alertness.

Greenery is also a transformative component in the integration of nature into hotel lobbies or workspaces. Indoor plants, living walls and green decor create a refreshing visual contrast and add a touch of life to the environment. Beyond their aesthetic value, plants also purify the air, increasing oxygen levels and reducing pollutants.

Moreover, the integration of natural elements aligns with a broader sustainability narrative. By choosing renewable materials, utilizing energy-efficient lighting solutions and incorporating plants that improve indoor air quality, these spaces exemplify the concept of workspitality design and in turn help contribute to a healthier planet overall.

Overall, the strategic integration of sustainable biophilic design is a core tenet of workspitality - all of the elements working harmoniously to create an ambiance that reduces stress and promotes mental clarity as your guests work away from home. In the workspitality paradigm, aesthetics and well-being intertwine to shape spaces that inspire, energize and offer a sense of solace amid the demands of modern life.

Trust in Tech

In an increasingly technologically-advanced world, hotels designed with workspitality principles in mind incorporate tech in a way that goes beyond aesthetics. The integration of advanced tech serves as a testament to a hospitality group's commitment to embracing the future and creating an environment that is not only fun and welcoming but innovative and conducive to productivity.

The digital age has ushered in a new era of possibilities, transforming the way we interact with our surroundings. Workspitality seizes this opportunity by incorporating smart systems and IoT devices that seamlessly merge with the architectural framework of a hotel, especially of the hotel work station. These technologies bring about a sense of automation and intelligence that extends beyond convenience – they become enablers of enhanced, optimized experiences.

Smart lighting systems, for instance, adapt to the light of the sun throughout the day, creating an environment that aligns with circadian rhythms. Sensors can detect occupancy and adjust lighting accordingly, minimizing energy waste while providing personalized comfort. Smart climate control systems follow similar principles, ensuring that temperature and ventilation are attuned to the preferences of individuals, while IoT devices amplify connectivity and information access. Guests can seamlessly interact with their surroundings using their smartphones or other devices, from booking individual work stations to adjusting the lighting and temperature in their rooms.

With more and more business travelers working from their favorite destinations, flexible and sophisticated remote work options are essential to the workspitality paradigm. Various remote work solutions, teleconferencing systems and virtual reality environments allow for seamless collaborations across geographical boundaries. These technologies break down barriers and facilitate dynamic teamwork, encouraging the exchange of ideas and giving remote workers the opportunity to explore the world without having to take time off.

But amid the allure of fancy tech, it's crucial to strike a balance that preserves the human touch. The integration of tech should not replace the warmth and authenticity that come from face-to-face guest interactions. Instead, tech should serve as an enabler that augments these interactions, creating an environment where both human and digital elements coexist harmoniously.

In the modern world, workspitality design emerges as a catalyst for profound change. The core tenets of its approach intertwine the threads of guest well-being and enjoyment with employee productivity, weaving a fabric where freedom and comfort nurture boundless creativity. Yet, workspitality isn't just about optimizing the present; it's an investment in the future. It allows remote workers to have access to state-of-the-art amenities wherever they go, opening up new avenues for hotels to become experiential hubs that seamlessly integrate the productivity of work with the joys of exploring a new place - forging long-lasting customer relationships in the process.

Main Image: Torre Designo, Mexico City

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We can be reached via telephone, email, or online at our contact page. When you visit our site we do not log any information regarding your domain or email address. Information Sharing: We do not share user information with any third parties other than via press release distribution as described below.

Hotel Newswire is a newswire service that distributes press releases on behalf of our users. If you decide to submit a press release for distribution through our system we will transmit your entire press release including any personal information therein contained to our media contacts and online distribution points including search engines. This is the only redistribution of your information that we engage in. Your submission of press releases through our system indicates consent with this policy. The information we collect during your registration process is used to notify users about updates to our service and inform users of any special events hosted by Hotel Newswire. This information is not shared with other organizations for commercial or non-commercial purposes.

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If you feel that this site is not following its stated information policy, you may contact us.

Jaime McMahon Challenges Faced by Hospitality Organizations in Overcoming Communication Silos
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    • Hotels are an extremely unique business sector that regularly faces many challenges, from supply chain issues to seasonal fluctuations in demand, yet one pivotal element of a successful hotel operation that many leaders in the space might not consider is communication. Given how intricate the structure and operation of hotels are, even when compared to other organizations in the hospitality industry, quality communication is a fundamental characteristic that these businesses must invest in. With the exception of small mom-and-pop operations, most hotels are medium-to-large chains full of moving parts, including front desk staff, housekeepers, bellhops, valets, maintenance workers,...

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