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HOTEL BUSINESS REVIEW

NOVEMBER FOCUS: Architecture & Design

 

Home (Office) Away from Home

Tailoring Hotel Co-Working Spaces to Guests' Modern Lifestyles

By Kristin Fields Interior Designer, Baskervill | November 2023

'Flexibility' has become the ultimate buzzword in corporate America.

Workstyles have proven to be fluid, and as a result, remote work continues to reshape the landscape.

Hoteliers understand the opportunity remote work presents and, in response, are continually reshaping their brand standards to infuse their spaces with the co-working-style opportunities that speak to the distinctive needs of their carefully curated traveler profile. With layout, decor, and ambiance a decidedly physical reflection of branding, it's imperative to harmonize evolving style shifts with a brand's signature elements.

One way to create lasting impressions? Tailoring spaces that transport travelers to their home office - but better.

Gone are utilitarian work-only zones with large conference tables - today's public spaces are positioned for remote work wins with ergonomic seating, flexible furniture, and tech-centric amenities that have form and function top of mind. Corporate business center stylings of the past have given way to comfortable, residential-inspired interiors that prioritize the niche guest experiences and deliver on each brand's distinctive brand promise. 

AC Sacramento lobby rendering

Identifying Hotel Identities

Brand recognition and loyalty reign supreme in the hospitality industry, meaning properties need to differentiate themselves to garner the guest attention they desire. And it's well-known that a unique brand is one of the most important ways to set one hotel apart from another.

These brands, in turn, are built around a 'traveler profile' - a rigorously researched archetype a hotel brand hopes to attract. Oftentimes, hotels will consolidate the idea of their targeted demographic hyper-specifically; think of it as sculpting an experience for a specific person. A 20-something vacationer staying at a Moxy has different wants and needs than a pair of 40-something parents booking a room at a Hampton Inn while road-tripping for a soccer tournament. Narrowing down the unique preferences and expectations of each profile is where a brand truly finds its essence. And every decision made to create that all-important hotel experience (and, as a result, design) stems from that.

But it's important to remember that these profiles are not static. They're not just numbers in a report; these profiles represent real people who are constantly shifting and adapting to the times. Therefore, these profiles are, in essence, a reflection of the world we live in - a world that constantly evolves in response to the local, national, and global events shaping us.

Because interior designers craft designs around the 'who' of the space, as well as the 'why', 'where', and 'how', we must stay tuned into the ever-evolving lifestyles of our hotels' traveler profiles. There have been many obvious changes to the way we live that strikingly contrast when compared to twenty, ten, or even five years ago. For one, the seismic impact of the COVID-19 pandemic has prompted a massive surge of remote workers - many of whom may never return to an office. Added to the fact that technology today is better than ever before, professionals have the ability to work from virtually anywhere.

With these new norms, travelers have come to expect environments that seamlessly integrate work and leisure - albeit in different ways. The task for us as designers is to adapt the design of hotels to support remote work guests most effectively, all while staying true to the signature style guests have come to expect.

Cambria New Haven lobby co-working

The New Normal

Data has shown that, while spending time with loved ones is a highly prioritized reason for travel, business travel has tripled in the last two years. Yet even with this increase, work-related amenities don't outcompete the desire for traditional shared spaces. Travelers want the best of both worlds: the ability to stretch their stays into a 'workcation' without a dip in productivity.

Enter co-working. Flexibility takes center stage at this intersection between hospitality and workplace design, and co-working spaces have become a must-have in hotels over the past decade. While gaining in popularity pre-2020, the interest in co-working space in the post-2020 era has only grown.

This flexibility works to the hotel's advantage, too, with these co-working spaces being completely adjustable and scalable. Some hotels find that reserved areas inside eateries can work to accommodate remote working guests, while others have dedicated establishments where the guests can find some focus time during their stay. Select Hilton hotels we've designed- such as Hilton Richmond Downtown and Hilton Memphis - have even created collaborative spaces that can be reconfigured to function not only for work but also events, meetings, and even fitness classes.

Because these spaces can be designed in diverse ways with details derived from the specific brand and guest, co-working spaces are an easy way to adapt communal areas to fit the needs of a hotel's desired demographic. It's here that having a design that knows the brand's style and traveler profile inside and out is paramount.

Co-working spaces also have the unique ability to bridge the property and its community. They create an opportunity for properties to draw in younger traveler profiles who want to meet other like-minded travelers or have a professional setting to meet. These spaces also encourage locals to interact with the property in their home city and spend more time and, ideally, money on-site.

Hilton Richmond Downtown Ensemble space

Comfort is King

To put it simply, modern workers value comfort. This rings especially true for remote workers who have become accustomed to the cozy embrace of their own home as their primary office. Remote employees have defined their spaces on their own terms by personalizing their workspaces to fit their needs, many choosing aesthetically pleasing locales for their daily effort. So, when you've defined the ideal home office, why would you settle for less when you travel? Hotels see this shift and have begun adapting their co-working spaces accordingly. With the help of designers, brands are weaving this residential-forward experience into the very fabric of their shared spaces with strategic techniques to create the perfect home office away from home.

The remote work renaissance has more substantially defined the needed balance between 'me' and 'we' spaces. Research shows that privacy is extremely important to workers today, and in an era of common virtual meetings, travelers appreciate the luxury of a private, soundproof space. Offices and hotels alike have accommodated for this with secluded phone booths in shared areas where guests can take calls or participate in video conferences without interruption. The phone booths usually prioritize soft textures and colors, mirroring the cozy corners of a room at home.

However, data also indicates that individuals who work in collaborative settings are 50% more effective at completing tasks than those who work independently. Chatty collaboration stations and rentable hot desks in communal areas speak to the increased desire to be in the middle of the action for ultimate productivity. Remember, one person's distraction may be another's comforting white noise.

Another crucial element of a productive workday lies in the art of taking breaks. Designers understand this and incorporate amenities like coffee stations and snack-marts to keep guests fueled and focused. Much like the convenience of your kitchen pantry, these areas offer quick and easy solutions for busy, on-the-go travelers. They also serve as impromptu gathering points, combining the need for caffeine with the potential for that all-important causal collaboration.

Sheraton Nashua restaurant and phone booth

Bridging Home Comfort and Office Efficiency

Another key to creating that 'better than your home office' environment is to effortlessly integrate the essentials. It's important as a designer to put ourselves in the guest's shoes when creating intuitive, practical, and livable spaces. In our home office, we're spoiled by choice and have effortless access to docking stations, charging ports, and task lighting we can control. That is not always the case in public environments. We've all experienced sitting in the corner of a room just to be near the plug that can charge our devices.

The most successful hotel environments provide small, smart solutions that respond to these priorities. Think charging ports with varied options (such as USB, outlet plugs, and wireless) and furniture integrated with charging options that offer patrons the ease they've come to expect. One recent design project our team worked on introduced portable, rechargeable lamps that enabled guests to move from sofa to bar all while taking their personal power with them - eliminating the dreaded outlet search.

Every property owner strives for a 'buzz' when guests enter the lobby - that magical draw. But just like our homes, guests want the feeling of choice in their spaces. The most successful lobbies blend livable space with practicality in an effective footprint through ergonomic furnishings. Guest preferences vary, so, again, it's important to understand the traveler profile of the brand to know whether they desire the chatter of a bean bag lounge or the quiet hum of background noise in a task chair at a communal table. Either way, offering guests various seating solutions is critical to maintaining productivity and lobby use throughout the day.

As we bid adieu to the bland business center, we welcome spaces that feel as comfortable as your living room armchair, while being as dynamic as a co-working coffee shop. The fusion of forward-thinking innovations with changing workplace trends has redefined the parameters of hotel design. But this transition is more than just a nod to the changing times; it's a deep look into the lives of travelers, and a reflection of their unique lifestyles. Hotels are more than just places to sleep, they're a comprehensive experience that resonates with the diverse preferences of niche traveler profiles all while staying true to distinctive brand standards. No matter how the space is designed, one thing is for sure: hotels are transitioning from 'room for rent' to 'room for reinvention', and strategic interior design is the key to keeping up.

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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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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.

Scott Bent A Visitor's Guide to Hospitality REITs
  • By Scott Bent, Partner, Frost Brown Todd, LLP

    • The hospitality segment of the real estate investment market is having a moment. So called “revenge travel” was a major boost in 2022 and 2023 following the pandemic, and, while many feared the industry would slump as pent-up demand burned off, it’s still going strong through the first quarter of 2024. Both Hilton Worldwide Holdings Inc. and Wyndham Hotels & Resorts, for instance, reported growth and strategic advancement for Q1, and there are signs the momentum may continue throughout 2024 and beyond. In its 2024 Travel Industry Outlook, Deloitte reports that Americans have come to highly prioritize travel...

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Lawrence Adams Silence: A New Luxury Offering for Hotels and Resorts
  • By Lawrence Adams, Principal, Lawrence Adams Architect

    • As hotel companies strive to distinguish their brands at the ultra-luxury end of the spectrum, they promote opulent accommodations in splendid locations, dote on patrons with eloquent bespoke services, and offer superb culinary experiences. Some may deliver stimulating adventures in the jungle, in the mountains, or in the desert. Still others serve up a genuine state-of-the-art health-promoting experience of holistic wellness and therapeutic well-being. But for those patrons who are starved for simple solitude in a tranquil setting away from the din and cacophony of tumultuous urban life, the offer of a respite of pure sustained silence has...

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Shasta Townsend Leverage The International Real Estate Boom: A Golden Opportunity for Hoteliers
  • By Shasta Townsend, Real Estate Strategist, Property Rich Empire

    • The Puerto Vallarta airport in Mexico is bustling with jumbo jets, even in the sweltering summer heat. Despite the sauna-like temperatures, throngs of pale-skinned tourists and a surge of real estate buyers and investors seek their slice of paradise. With over 500,000 American citizens and a comparable number of Canadians owning homes in Mexico, the real estate market in destinations like Puerto Vallarta, Cabo, and Cancun is booming with record sales and volume.But Why Should Hoteliers Care About This Trend? The shifting landscape of how and where people live presents a unique opportunity for hotels to cater to...

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Jurgen Van Schaijk Amsterdam Manor Beach Resort Aruba: Where Warmth Meets Efficiency
  • By Jurgen Van Schaijk, Owner and Managing Director, Amsterdam Manor Beach Resort

    • Nestled along the pristine shores of Eagle Beach – the award-winning stretch of sand ranked the No. 1 beach in the Caribbean by TripAdvisor and consistently among the top beaches in the world – Amsterdam Manor Beach Resort Aruba is a boutique gem that seamlessly blends Dutch colonial charm with modern Caribbean comfort. Beyond its picture-perfect setting and distinctive architecture, what truly sets us apart is our deeply personal approach to guest service. From innovative digital tools to heartfelt hospitality traditions, every detail is intentionally designed to make each stay truly memorable. At Amsterdam Manor, hospitality isn’t just a department...

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Jeff Brainard Creating An Effective Work Culture
  • By Jeff Brainard, President, JJB Leadership Solutions, LLC

    • As businesses and industries move further and further away from the economic and social impact of the COVID-19 pandemic and the restrictions, rule changes, and impact on workforce associated with the pandemic dissipate, the importance of workplace culture is reemerging in conversation. Several have defined workplace culture as “The personality of an organization from the employee perspective.” Understanding how to build an effective culture is essential to organizational success and if we use this definition, ensuring that culture is aligned with employees as intended is critical to success in all business, but especially in hospitality. Gallup breaks down...

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Justin Taillon Investing in Employee Training and Development
  • By Justin Taillon, Full Professor & Department Head, Highline College's Hospitality & Tourism Mgt

    • Investing in employee training and development is essential for success in the hospitality industry, particularly in lodging. Organizations that prioritize structured employee training unlock a wealth of advantages that can enhance productivity and improve service quality. Furthermore, team members are supported for long-term growth, which also limits turnover. a focus on employee development cultivates a more skilled and motivated workforce whether conducted internally or facilitated through external resources. This commitment to growth constitutes an investment in employees and also strengthens an organization’s resilience to external influences. This has been studied and proven multiple times in the past decades,...

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Laurel Tiedeman How to Increase Foot Traffic at Hotels & Restaurants With Pop-Up Events
  • By Laurel Tiedeman, Senior Account Manager, Crowe PR

    • In today’s era where consumers seek out experiences above all else, hotels and restaurants are turning to an innovative strategy to generate engagement and boost foot traffic: pop-up events. These limited-time immersive experiences are a powerful tool to engage customers and bring relevancy to hospitality spaces. A pop-up event is a hyper-themed activation tied to a trend, seasonal observance, pop culture happening or niche interest. Often featuring themed decor, entertainment and specialty food and beverage menus, these limited-run offerings provide ample opportunity for hotels and restaurants to align themselves with relevant cultural happenings in today’s high-speed trend cycle. ...

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