Adaptive Re-Use of Existing Facilities: Instant, Authentic Architectural Character
By Ken Martin Hospitality Expert, DLR Group | November 20, 2016
Hotels have long been a piece of the urban fabric, but more often than not they keep to themselves, so to speak, through both design and programming. Aware of the locals, but inward-looking and more focused on the happiness of their guests; in the city, but not really of it. And that's been a function of the industry's decades-long branding and business model: Provide guests comfort through universal similarity no matter the location, from architecture to furniture to amenities.
Yet travelers are in search of unique and authentic experiences, moments rooted in the essence of wherever it is they're visiting. And hotel operators are learning that this desire doesn't stop at their revolving front door, that their guests respond strongly and positively to properties that absorb, understand, and reflect the local culture. As a result, hotels are learning how to be better neighbors when they move in.
And increasingly, what they're moving into is an existing building. As the hotel industry evolves to succeed in a shifting marketplace, adaptive reuse is becoming a key piece of many brands' strategies. Instead of erecting a cookie-cutter design on empty space or tearing down what already exists, hotel brands are infusing older spaces with new life and joining communities in a way they haven't previously.
Could adaptive reuse be an opportunity for your company? Here are a few things you should think about.
For a hotel operator, the two best aspects about adaptive reuse are things that can't be duplicated or matched: instant, authentic architectural character and that abiding real estate mantra: location, location, location.
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