Mr. Adams

Lawrence Adams

Principal

ForrestPerkins

Lawrence Adams AIA, Principal of ForrestPerkins, a design studio of Perkins Eastman, is a global authority on hotel and resort design. Mr. Adams co-authored Hotel Design, Planning and Development with Richard Penner and Stephani Robson. It followed the original 422-page edition of Hotel Design, Planning and Development, often referred to as the “bible” of hotel design, which Mr. Adams co-authored with Walter Rutes and Richard Penner and which was published in 2001. Both tomes were written for architects, designers, developers and hotel executives as comprehensive and professional guides for hotel and resort design and development. Mr. Adams served as adjunct faculty at New York University for nine years teaching Master Degree courses on Hotel Design and Development.

Mr. Adams has managed and directed the design of large-scale development projects at major architectural and planning firms for the past 40 years. His most significant hospitality design projects include the New York Four Seasons Hotel, on which Mr. Adams collaborated with I.M. Pei; the Chambers Hotel in New York, which he partnered with the Rockwell Group to design; and the RIHGA Royal Hotel, Manhattan’s first all-suite hotel, which is now called The London NYC. Adams also directed the architectural design for the addition and rebranding of the Westin Ft. Lauderdale Beach Resort Hotel. Most recently, Mr. Adams directed the design of the adaptive reuse of an iconic mid-century high-rise for the 326-room Westin Dallas Downtown Hotel, which opened in 2015.

His other significant non-hospitality projects include the Czech Mission to the United Nations in New York, Poydras Home Senior Living Community in New Orleans, and the National Headquarters of the Marine Corps Forces Reserve also in New Orleans. Mr. Adams is based in ForrestPerkins' Dallas office, is NCARB Certified, and is a registered architect in several states including Texas, District of Columbia, Florida, Louisiana, Massachusetts, Mississippi, and New York.

Please visit http://forestperkins.com for more information.

Mr. Adams can be contacted at 214-224-4515 or ladams@forestperkins.com

Coming Up In The June Online Hotel Business Review




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Feature Focus
Sales & Marketing: Who Owns the Guest?
Hotels and OTAs are, by necessity, joined at the hip and locked in a symbiotic relationship that is uneasy at best. Hotels require the marketing presence that OTAs offer and of course, OTAs guest’s email when it sends guest information to a hotel, effectively allowing OTAs to maintain “ownership” of the guest. Without ready access to guest need hotel product to offer their online customers. But recently, several OTAs have decided to no longer share a data, hotels are severely constrained from marketing directly to a guest which allows them to capture repeat business – the lowest cost and highest value travelers. Hotels also require this data to effectively market to previous guests, so ownership of this data will be a significant factor as hotels and OTAs move forward. Another issue is the increasing shift to mobile travel bookings. Mobile will account for more than half of all online travel bookings next year, and 78.6% of them will use their smartphone to make those reservations. As a result, hotels must have a robust mobile marketing plan in place, which means responsive design, one-click booking, and location technology. Another important mobile marketing element is a “Click-to-Call” feature. According to a recent Google survey, 68% of hotel guests report that it is extremely/very important to be able to call a hotel during the purchase phase, and 58% are very likely to call a hotel if the capability is available in a smartphone search. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.