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HOTEL BUSINESS REVIEW

NOVEMBER FOCUS: Architecture & Design

 

Design Strategies to Promote Wellness in Urban Hotel Environments

By Scott Lee President & Principal, SB Architects | October 2021

The layout and organization of spaces, outdoor access, visual appeal, and lighting all have a tremendous influence on people's mood and frame of mind. The emotional fallout of the COVID-19 pandemic has heightened our focus on mental health and well-being as designers.

There has been a shift, not necessarily away from physical wellness, but rather in looking at how people feel – calm, reassured, and connected or stressed and out of sync? – and considering both the psychological and physiological impacts of the built environment.

While we might associate wellness with travel experiences in far-flung locales - where retreats are tucked away in the mountains or beachside - urban destinations challenge us to think creatively about how to design escapes in the heart of metropolitan cities with wellness-supportive elements.

Despite widespread prognoses about the death of cities due to remote work and people leaving urban centers for more space and greenery, the enduring appeal of urban life and travel is undeniable.  Prior to the pandemic, the urban resort concept was on the rise, with brands like Aman and Six Senses embracing the model as part of their growth strategy, and the trend will continue to grow, especially with the lines between work and leisure blurring and increased desires to take a break from the grind and enjoy urban adventures and cultural exploration.

By tapping into sensibilities that we might leverage in a horizontal resort environment, and applying them to an urban context, we can create spaces where people can "get away from it all" while remaining in the middle of it.  Urban resorts deliver immersive experiences through rooftop experiences and iconic, place-defining food and beverage, and although in urban settings, they prioritize connections to nature, seamless transitions between indoor and outdoor spaces, natural light, and, of course, guests' health and wellness.

Whether in a dense, urban hotel environment or surrounded by natural settings, creating seamless transitions between indoor and outdoor spaces with floor-to-ceiling glass windows and extending the interior ceiling straight out into the architectural ceiling can create the sensation of being outside, with positive implications for lowering stress levels and enhancing mental clarity. 

Harkening Back to a Pastoral Past and Creating Meaning Through Thoughtful Materiality

Facilitating connections to nature is key to creating a sense of emotional and mental well-being in hospitality environments, but in urban hotel environments, where there is less immediate access to green space, thinking outside the box is a must. At an urban resort in Sunnyvale, we created an immersive, regenerative experience by tapping into the agricultural past of the locale.

Bringing the agrarian history of Silicon Valley to the forefront of the experience, we took an architectural vocabulary grounded in the size, scale, and pedestrian nature one might expect in a Napa Valley retreat, to a region renowned for its busy streets and booming tech scene. We also locally sourced rustic materials that will age gracefully, to authentically connect the guest to the place and its past.

We can remove part of the anonymity of the urban experience – where big buildings with nameless and faceless corridors can feel soulless – by attaching meaning to otherwise anonymous elements. Salvaged materials can elicit positive psychological responses for carrying vestiges of the past, just as natural phenomena like marine terraces carry traces of their formation hundreds of thousands of years ago in wave-cut surfaces. When reclaimed wood or another salvaged material is woven into an urban hotel environment, not only does it aid the environment by keeping products out of landfills, but it also carries a timestamp and story that deepens the guest experience.

1 Hotel Central Park, for example, where the building exterior is covered in ivy, features natural materials in their raw form, including woods and textiles with original markings, veining, knots, and color variations. These materials celebrate difference and "imperfections" in what otherwise might feel like an artificial, overly manufactured environment.  Reclaimed redwood timbers from decommissioned New York City water towers were also branded with their source and integrated in the 1 Hotel Central Park's design as headboards.

Such materials contribute to the wellness experience by bringing the outside in, and by indicating that beauty and relevance remain despite these materials being "past their prime." If these materials can age gracefully, so might we; this sentiment brings peace of mind and might be considered when selecting materials in urban hotel environments.

Choreographed Journeys Designed to Help Guests Decompress

The aforementioned Sunnyvale project adds a wellness element to its urban context with a more gradual arrival experience that serves as a prologue to a series of curated experiences that unfold as you move through the property. In contrast to a heavily fortified, purely vertical configuration built right up to the property line, our team created a choreographed procession that creates a sense of escapism from the tech fabric of Silicon Valley. Rather than arriving in a standard hotel lobby, guests are greeted in an arrival pavilion with an unexpected whimsical twist, thus setting the stage for moments throughout the site that are meant to surprise and delight.

"The arrival sequence is meant as a decompression zone, instantly transporting the guest to the simpler times of a bygone era through a series of building and landscape follies," said SB Architects Vice President and Associate Principal, Matt Page.  "Guests enter a motor court and encounter a beautiful heritage oak at its center, with hanging lights that will be particularly amazing at night."

As you leave the hustle and bustle and concrete jungle of Silicon Valley and enter the motor court at this urban resort, you discover you are in a different place – maybe even a different time, within an intimate and relaxed agrarian environment that was prevalent in Sunnyvale prior to WWII.

At St. Regis Longboat Key Resort and Residences, a forthcoming resort community that we are designing on a barrier island outside of Florida, our design partner HBA Miami created portals into nature with the resort interiors, featuring an immersive, barrel-vaulted digital ceiling in the entry corridor where ambient lighting reflects the brilliant colors of the sunset. The corridor serves to calm and transport guests into a peaceful environment, as projectors display birds in flight across the ceiling, bringing the outdoor environment inside.

One of our other interior design partners, BAMO, leverages transition chambers to create "decompression zones" in residential projects, a technique that can be applied to the urban hotel environment if the guestroom is spacious enough. Transition chambers, or smaller, darker spaces that feel more intimate and protected, can reset your frame of mind and signal that you are departing one world and ready to experience another.

"Urban hotel designers can leverage such spaces to make guests more receptive to seeing something new," said BAMO Principal Anne Wilkinson. "Transition chambers serve to heighten the senses, allowing you to take in more information versus it being all a blur."

This desired effect is not dissimilar to the "relaxed attention" that yoga practitioners strive for. In Savasana, the final resting pose in yoga, the idea is to slowly relax one part of the body at a time, soaking up the benefits of the active poses that opened, lengthened, and released tightness and tension in the body. Creating a sense of "active stillness," the resting pose is not necessarily for zoning out – although it's certainly tempting to fall asleep - but rather to relax and become more aware of the body, breath, and mind. Rather than abruptly ending the active poses, rolling up your yoga mat and departing, you transition into another stage before re-entering the world.

The prioritization of periods to "reset" the body and nervous system is evident in a relatively new urban hotel environment, Equinox Hotel Hudson Yards, in New York. With a very urban sensibility, Equinox' first entree into hospitality is built around the concept of "high-performance living," and seeks to maximize guests' cognitive and physical abilities by leveraging the latest innovations in technology.

As a core component of the hotel's full integration of fitness, health, and mind and body wellness, the spa experience and its technology driven therapies are conduits for training the mind and body, representing a paradigm shift for the spa category. A private infrared sauna isn't a passive treatment designed for relaxation; instead, far-spectrum wavelengths penetrate the body and warm it from the inside, accelerating muscle repair and rejuvenating cells.

Enlisted to activate the space and craft the spa program at Equinox Hotel Hudson Yards, the globally recognized spa design and consulting firm TLEE Spas oriented the spa experience toward peak performance balanced by recovery, restoration, and regeneration.  In addition to an infrared sauna, spa guests enjoy direct views of the Hudson River and have access to cryotherapy, an indoor saltwater lap pool, hot and cold plunges, and private relaxation cabins. 

These E.Scape pods include private meditation sessions incorporating an intelligent audio library and EEG data, developed with sleep scientists, to help manage guests' stress and help them decompress. Guests can supplement the E.Scape experience with "add on amplifiers" such as targeted light therapy sessions that deliver health benefits, not just cosmetic benefits, promoting cellular healing and stimulating collagen production and pain reduction.

One innovation in the spa menu is quantum harmonics, a sound therapy session designed to train the brain to relax through acoustic and vibrational therapy. Included as part of a circuit involving cryotherapy and infrared treatments, a session centered around a Wave Table delivers sound and vibrational therapy to help guests wind down and stimulate rest phases in the brain, so the relaxed body doesn't have to compete with a mind that is racing.

To ease guests' transition from their Spa Alkemia experience back out into the world, TLEE Spas created a room for guests to soak up all the benefits of their treatment while lying on the ground and receiving the physical vibration of music while their brain absorbs the acoustical aspects.

"TLEE Spas created a "Savasana Sound Room" at Spa Alkemia at Zadun, a Ritz Carlton Reserve in San Jose del Cabo, Mexico, that carries the same principle as the Wave Table, but in this case, the whole room is dedicated to sound therapy where the benefits of acoustic and vibrational therapy resonate from the floor and walls and resonate through the entire body.  "This creates a meaningful post-treatment experience," explained Vice President and Chief Operating Officer of TLEE Spas, Michael Lahm.  "Partnering with SO Sound out of Colorado, we created just as intentional a sequence in the departure as in arrival, to maximize the benefits of the experience."

Related to this idea of creating intentional sequences and punctuating hotel stays and spa experiences with impactful, small moments, is creating a prelude to the hotel itself, a design strategy that can break down the seriousness of the urban hotel and make it approachable, casual, and familiar.

The Myst Dong Khoi, for example, is in Ho Chi Minh City, a very populous city where tall buildings, scooters, motorcycles, cars, and people create a frenetic environment, yet the hotel's outdoor cafe is designed to greet guests even before they arrive at the lobby, creating a peaceful and welcoming vibe. The lobby itself is adorned with artifacts, industrial parts, and scraps salvaged from the 200-year-old Ba Son Shipyard across the river, making the space a cultural destination unto itself.

The Myst Dong Khoi departs from what you might expect an urban hotel to be in its eclectic materials, textures, and façade. When you arrive at your room, you discover an outdoor shower on the terrace, and a variety of tropical flora growing to partially obscure city views for privacy.  The hotel façade is composed of irregularly shaped windows unevenly spaced and featuring plants of different sizes and shapes.

Colin Ellard, an environmental psychological and neuroscientist who researches the psychological impact of design at the University of Waterloo in Canada, found that building facades play an especially important role in impacting people's psychological state, positively impacting people if complex and intriguing, and creating a negative response if simple and monotonous.

Sameness in color, material, and surface can negatively impact our mood and mindset before even entering a building. For 100 Las Olas, a 45-story high rise whose luxury residences, hotel guest rooms, fine dining and select retail comprise the tallest building in Fort Lauderdale, SB Architects sought to balance a dense urban area with design that creates contrasting feelings of light and expansiveness, expressed in curved geometric shapes wrapped in steel and glass.

The tower embraces the round element of the corner on which it sits with subtle curves, creating a softer, water-like counterpart to urban areas dominated by hard surfaces and straight edges. The design also allows light to dance across surfaces and reveals long city views from private terraces with glass balconies. While it is not a beachfront building, its position on Las Olas, Spanish for "waves," is echoed in the building's design, creating a uniquely serene source of luxury within a bustling downtown.

The 45-story luxury hotel and residential high rise 100 Las Olas features unique, curved geometric shapes that are friendly to light and wrapped in steel and glass, offering urban dwellers and visitors a refreshing departure from concrete-clad buildings.

There are other ways to add dynamism to a building's façade and add an element of gracefulness to the arrival experience at an urban hotel. At The Joule Dallas, the lobby is designed with a "prelude" that defies expectation and encourages connection. Instead of walking into the lobby for a spiritless check-in experience, guests discover the entire downstairs experience is woven into the fabric of the city; the community is there mingling with guests amidst retail and restaurants inspired by Dallas itself.

On the 10th Floor, a pool cantilevers eight feet out over the ground below. While the entire pool area is an oasis in delightful contrast to the surrounding buildings in the heart of Dallas' central business district, the pool design gives swimmers the exhilarating sensation of floating off the building's edge.

The glass-fronted pool feature is akin to integrating floor-to-ceiling windows to draw in more natural light and enhance views. At St. Regis Longboat Key Resort and Residences, SB Architects underscored connections to the unique environment through contemporary buildings comprised mostly of glass, featuring clean lines and floor-to-ceiling windows. Resort guestrooms and luxury residences offer unobstructed views of the Gulf of Mexico with frameless glass railings.

BAMO leverages this technique in its interior design practice to create seamless connections between inside and outside.

"Wherever we can, we leverage floor-to-ceiling windows, so the eye has a seamless view," said Wilkinson. "By extending the interior ceiling straight out into the architectural ceiling, you can blur the lines between interior and exterior spaces, making it appear to guests as if they are outside because their eyes don't have a stopping point or dividing line. This is especially important now, when people are gravitating toward being outside and associating outdoors with a feeling of safety."

Creating Uplifting Sensations and Reassurance with Interiors and Lighting

Not only do we associate the outdoors with a feeling of safety, but we also know that access to daylight and views is important to triggering biochemical reactions in the brain, improving cognitive function, and boosting mood. More new builds will call for giving people the ability to get outside and enjoy more of an indoor/outdoor experience. Where there are fewer opportunities to get outside, designers can open up the view to engage people with the landscape or sky.

BAMO is currently working on the interiors for Waldorf Astoria Miami, the tallest residential and hotel tower south of New York City, designed by Sieger Suarez Architects in collaboration with Carlos Ott. The project was envisioned as a unique, freestanding sculpture within the sky, comprised of nine spiraling, offset cubes. The cube-style architecture – by which the first cube is tilted upward, followed by other cubes that are offset and a top cube pushed out further – delivers breathtaking views from each residence, kitchen, balcony, and bedroom. The exterior is also reflective; depending on which direction the glass cubes face, you see a different color, reflecting the sky and the surrounding atmosphere.

To capture a superlative, inspired, and uplifted feeling of being up in the sky, the main lounge bar area on the 19th floor features incredible views out to Miami Beach and the Atlantic Ocean, transporting residents and guests into a seemingly boundless, transcendent experience through interior design.

Delivering a sublime sanctuary for residents and guests that is still distinctly urban, Waldorf Astoria Miami features a 19th floor bar and lounge that BAMO enveloped in windows and a mirrored wall to inspire a liberating sense of expansiveness.

"The lounge features open space with windows on three sides, and the last wall is mirrored to give guests the sense of being in a glass-walled 'conservatory in the sky,'" explained Wilkinson. "With the connections to the sky and vista containing the ocean and the little bit of city, the space epitomizes the idea of an urban retreat, hovering in the clouds yet with access to activity down below."

Mirroring the fourth wall in the lounge interiors creates a sensation of being enveloped by the sky, light, and its reflections. In his work, Nick Albert – an architectural lighting design expert and founder of Chromatic, an advocacy-based firm foundationally rooted in advancing diversity and inclusion in lighting design – celebrates the malleability and transience of light in rendering a space and significantly influencing how people experience it.

One of his focus areas is using light to fulfill biological needs with respect to daylighting. When our bodies are responding to natural patterns of light and darkness, it positively impacts our sleep, level of relaxation and calm. Leveraging circadian adjusted lighting has biological, scientific benefits – not interrupting your sleep-wake cycle, not exposing yourself to as much blue lighting – and can have an emotional impact as well.

"If a building's lighting system can follow a circadian arc, it can anchor people," said Albert. "After deplaning, finding your luggage, and jumping in a cab, entering a space that feels more naturalistic can create a kind of decompression. It can even gesture toward walking out onto a deck with a cup of coffee at your favorite retreat or taking a walk on the beach after dinner. Lighting can help envision those cues in your mind's eyes. If you're at an urban hotel and we can't give you the beach, we can still make you feel relaxed, vibrant, or energized with lighting."

So, in the absence of outdoor space, it is possible to create the sensation of being outdoors, just as in the absence of natural light one can leverage lighting technology to achieve naturalistic cues associated with circadian wellness. LEDs that can change their color temperature from cool, crisp blues to bright neutral warms in the middle of the day and very warm, subtle calm lighting in the evenings can stimulate the natural circadian rhythms that our bodies and minds crave. In our new office space in San Francisco, Albert and his team integrated sophisticated light fixtures that have been designed to imitate windows, and skylight transoms.

"The LEDs will brighten and darken and warm and cool based on the quality of daylight in that particular part of the world, at that time, and at that side of the building – it is not a trick as much as it is decluttering, removing the mental anxiety that spaces can produce, and suspending the stress of the world beyond the room," said Albert.

LED technology gives you the flexibility to sync lighting components with other aspects of the building and base it on a human cycle rather than on purely mechanical considerations of when lighting should be on and off. Some building systems in general – HVAC, lighting, water, air quality, sanitization with UV light – are beginning to operate more as an operating system rather than as a set of discrete touchpoints. When all those pieces start to operate cohesively, you can build a wellness experience in which the building is not adversarial with its occupants. Instead, people are in sync with the space and the building is more in sync with what people are needing.

Lighting can be used in a space from an aesthetic and experience standpoint, and those same light fixtures, if leveraging the right technology – whether LEDs producing UVC or far spectrum UV – can help sanitize a space. Part of a natural cycle of a space is morning to noon and night when a guest is in it and when the guest departs from it; working within this cycle, a room can sanitize itself or the air moving through it using the same kind of sensor technology we utilize for energy efficiency.

The next step past using UVC lighting to sanitize a space is conveying to guests when the sanitization process has been conducted. That building intelligence can give guests peace of mind, delivering the mental wellness that they are entering a safe, clean space.

Whether through subtle cues like intentional sequencing in the built environment and interiors that blur boundaries between the inside and outside, or by leveraging innovative technologies in the spa and lighting, in the future, designing for wellness in urban hotel environments will demand more of a holistic perspective. Not just in the sense of how all elements of a building can work together to reinforce a sense of safety and well-being, but also looking at how the hotel can help enhance the surrounding neighborhood.

Does the lobby experience (or the prelude to it) draw in the larger public? How does the hotel building impact the wellness of the larger community, in terms of lighting? Can people still see the night sky, and is the brightness balanced to create a more inviting pedestrian experience?

Just as COVID-19 heightened our attention to the importance of safeguarding our individual wellness, it also underscored the significance of taking care of our communities, which will inform our design strategies going forward.

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7. ACTIONS WE MAY TAKE AT OUR SOLE DISCRETION

HotelExecutive may take any or all of the following actions at our sole discretion:

Remove any member profile (including photographs) or other material that, in our sole discretion may be inappropriate or we suspect to be illegal, subject us to liability or which may violate these Terms of Access and Use or where required to do so by law;

Issue members with verbal or written warnings and may take such further action as we deem appropriate if such warnings are not heeded;

Suspend or terminate a member's access to the members's area of HotelExecutive or a member's account without notice at any time;

Inform the appropriate authorities and provide them with information regarding any suspected illegal activity; or bring legal action against a member or other user of HotelExecutive in relation to any breach of these Terms of Access and Use or any illegal or suspected illegal activity.

8. GOOD SAMARITAN CONTENT AND COMPLAINT PROCEDURES POLICY

A. Policy

We have provided opportunities for you to contribute Content to our Site. It is our policy, however, not to allow any Content which may constitute intellectual property infringement; violations of federal, state, or local law; obscene or defamatory material, or may otherwise be unacceptable or inappropriate. Upon learning of such Content, we will attempt, and you hereby give HotelExecutive the right, to delete, edit, remove, disable, change, or restrict access to or the availability of the Content, which in our sole discretion, is otherwise unacceptable or objectionable. We may or may not notify you about what action we take with respect to the disputed Content. The provisions of this section are intended to implement this policy but are not in any way intended to impose a contractual obligation upon us to undertake, or refrain from undertaking, any particular course of conduct.

B. Complaint Procedures

If you believe that another user or other third party has posted Content which violates this policy or specifically the USE RESTRICTIONS in Section 3 above, you may notify HotelExecutive via e-mail at editor@HotelExecutive . In order to allow HotelExecutive to respond effectively, please provide HotelExecutive with as much information as possible in your correspondence, including: (1) the nature of the right infringed or violated (including any applicable registration numbers of the federally-registered intellectual property allegedly infringed), if applicable, or the unacceptable or inappropriate Content; (2) all facts which lead you to believe that a right has been violated or infringed, if applicable; (3) the precise location where the offending Content is located; (4) any grounds to believe that the party or user which posted the Content was not authorized to do so or did not have a valid defense (including the defense of fair use), if applicable; (5) if known, the identity of the party or user who posted the infringing, offending, or inappropriate Content; and (6) in the case of alleged copyright infringement claims, information sufficient to identify the work and your claims to ownership.

C. Indemnification/Waiver of Certain Rights

By contacting HotelExecutive and complaining of an alleged violation, you agree that the substance of your complaint shall constitute a representation made under the pains and penalties of perjury pursuant to the laws of the State of California. In addition, you agree, at your own expense, to defend and indemnify HotelExecutive and hold HotelExecutive harmless against all claims which may be asserted against HotelExecutive, and all losses incurred, as a result of your complaint and/or our response to it.

D. Waiver of Claims and Remedies

We expect all users of our Site to take responsibility for their own actions and cannot and do not assume liability for any acts of third parties which take place at our Site. By utilizing the Good Samaritan procedures set forth herein, you waive any and all claims or remedies which you might otherwise be able to assert against hotelexecutive under any theory of law (including, but not limited to, intellectual property laws) that arise out of or relate in any way to the content at hotelexecutive or our response, or failure to respond, to a complaint.

E. Investigation/Liability Limitation

You agree that we have the right, but not the obligation, to investigate any complaint received. By reserving this right, we do not undertake any responsibility in fact to investigate complaints or to remove, edit, disable or restrict access to or the availability of Content. We will not act on complaints that we believe, in our sole discretion, to be deficient, incomplete, or otherwise questionable. If you believe that Content remains on HotelExecutive which violates your rights, Your sole and exclusive remedy shall be against the user or other party responsible for said content, not against HotelExecutive. your sole and exclusive remedy against HotelExecutive shall be to terminate your use of HotelExecutive and service.

Digital Millennium Copyright Act Compliance. As set forth in Subsection (b), you must contact our agent if you believe that a work protected by a U.S. Copyright which you own has been posted on our Site without authorization or that our Site, in some material way, contributes to its infringement. It is our policy in appropriate circumstances, if possible, to terminate the access rights of repeat infringers and other users who use HotelExecutive in an inappropriate or objectionable manner.

9. COOPERATION WITH LAW ENFORCEMENT

HotelExecutive reserves the right to fully cooperate with any law enforcement authorities or court order requesting or directing HotelExecutive to disclose the identity or other information regarding any user or member alleged by any governmental entity to be using HotelExecutive or any Content or materials available in, at, through or in association with HotelExecutive in violation of any law or regulation, or in violation of this Agreement, including, without limitation, the posting of e-mail messages, or publishing or otherwise making available any such materials. By accepting this agreement you waive and hold harmless HotelExecutive from any claims resulting from any action by HotelExecutive during, or as a result of, its investigations, and from any actions taken as a consequence of investigations by either HotelExecutive or law enforcement authorities

10. APPLICABLE LAWS, VENUE, JURISDICTION & MANDATORY ARBITRATION

If any provision(s) of this Agreement is held by a court of competent jurisdiction to be contrary to law, then such provision(s) shall be construed, as nearly as possible, to reflect the intentions of the parties with the other provisions remaining in full force and effect. HotelExecutive's failure to exercise or enforce any right or provision of this Agreement shall not constitute a waiver of such right or provision unless acknowledged and agreed to by HotelExecutive in writing. The section titles in this Agreement are solely used for the convenience of the parties and have no legal or contractual significance. This Agreement may be assigned in whole or in part by HotelExecutive. This Agreement may not be assigned in any manner by you without the express, prior written permission of HotelExecutive.

Any and all disputes or controversies of any kind, including but not limited to any performance, duty, obligation or liability arising under or related to this Agreement which are not first resolved informally, shall be determined by binding arbitration in San Francisco, California, in accordance with the rules of the American Arbitration Association. The final award in any such arbitration proceeding shall be subject to entry as a judgment by any court or competent jurisdiction, provided that such judgment does not conflict with the terms and provisions hereof. The jurisdiction of the arbiter (or arbiters) with respect to legal matters shall be limited only by the statutory and common law of the State of California and the United States.

Notwithstanding the foregoing, any and all disputes, which the parties cannot informally resolve, regarding the scope of issues or matter with the jurisdiction of the arbitrator, shall be resolved by a separate dispute resolution process whereby HotelExecutive, in its sole discretion shall elect the dispute to be resolved by either (1) a court of competent jurisdiction in the State of California or (2) a panel of three new arbitrators.

This Agreement shall be governed by and construed in accordance with the laws of the State of California notwithstanding any conflict of laws provisions. You and HotelExecutive agree that the venue for all legal disputes, controversies, actions of any kind arising under or related to this Agreement shall be San Francisco, California. You and HotelExecutive further agree that in case of any litigation regarding this Agreement, you irrevocably and unconditionally (i) consent to submit to the exclusive jurisdiction of the state and federal courts in the County of San Francisco, California for any litigation or dispute arising out of or relating to this Agreement, (ii) agree not to commence any litigation arising out of or relating to this Agreement except in the California Courts, (iii) agree not to plead or claim that such litigation brought therein has been brought in an inconvenient forum, and (iv) agree the California Courts represent the exclusive jurisdiction for all litigation relating to this Agreement.

11. MEMBERSHIP FEES

Hotel Business Review Subscriptions

If you choose to purchase a subscription, member subscription payments can be made in U.S. Dollars, as well as a variety of international currencies. Membership terms are Annual Recurring, and Monthly Recurring. The Annual Recurring subscription is an annual commitment and subscribers will be charged each consecutive billing cycle. Annual Recurring subscriptions can be cancelled after the first billing cycle and within 30-days of the billing date for a full refund. Monthly Recurring subscriptions are ongoing and subscribers will be charged each consecutive monthly billing cycle. Monthly Recurring subscriptions can be cancelled after the first month and within 7 days of the monthly billing cycle for a full refund.

12. PAYMENT AUTHORIZATION

Payment for the services provided to you in, at, through or in association with HotelExecutive may be made by automatic credit card, debit card, direct debit, bankwire or Paypal and other approved payment means offered in, at, through or in association with HotelExecutive, and you hereby authorize HotelExecutive and its agents to transact such payments on your behalf.

You hereby authorize HotelExecutive's Internet Payment Service Provider to charge your credit card to pay for your membership to HotelExecutive. You further authorize HotelExecutive's Internet Payment Service Provider to charge your credit card for any and all purchases of products, services in association with HotelExecutive. You agree to be personally liable for all charges incurred by you in association with your access or other use of any content provided by HotelExecutive or any third party in association with HotelExecutive. You acknowledge and agree that your liability for all such charges shall continue after termination of your access or any type of membership arrangement with HotelExecutive.

In the event that you have chosen to have your membership automatically rebilled, unless and until you notify HotelExecutive that you wish to cancel or terminate your membership to HotelExecutive, you hereby agree and authorize HotelExecutive's Internet Payment Service Provider to automatically renew your membership to HotelExecutive on a continuing basis and to charge your credit card (or other payment means you have selected) to pay for the ongoing cost of your membership. You hereby further authorize HotelExecutive's Internet Payment Service Provider to charge your credit card (or other approved payment means you have selected) for any and all purchases of products, services and entertainment provided to in, at, through or in association with HotelExecutive.

13. PRIVACY POLICY

The following is the Privacy Policy for HotelExecutive

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.

Cookies: Our system requires the use of cookies to enable the user to log back into our website to access information from the newswire, without having to log in each time using the required username and password.

If you do not want to receive email from us in the future, please let us know by following instructions included in our communication with you. Users who supply us with telephone numbers online may receive telephone contact from us regarding their account, or informing them of new products and services available on the HotelExecutive website. If you do not wish to receive such telephone calls, please edit your account and remove your phone number from your account profile. This can be done from your user account menu.

Ad Servers: We do not partner with or have any relationship with any ad server companies. From time to time, we may use customer information for new uses not previously disclosed in our privacy notice. If our information practices change at any time, we will post the policy changes to our website to notify you of these changes and provide you with the ability to opt out of these new uses. If you are concerned about how your information is used, you should check back at our website periodically.

Upon request we provide site visitors with access to all information (including proprietary information) that we maintain about them. Users can access this information by logging in to their account.

Security: We always use industry-standard encryption technologies while transferring and receiving user data exchanged with our site. We have appropriate security measures in place in our physical facilities to protect against the loss, misuse, or alteration of information that we have collected from you on our site. We do not store credit card information in our systems.

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

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