BITAC Purchasing and Design East Conference Discussions

Edgy Design Replacing Traditional Style

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. October 14, 2008

JULY 14, 2008. Guests are continuing to demand more of the hotel experience. Well traveled, demanding and highly sophisticated, they're pushing designers to reevaluate the whole notion of which design elements should be included in a new or renovated property.

It's an issue those crafting the guest experience grapple with daily. And sometimes the challenge of delivering superior guest experience through design can seem like an insurmountable task. The good news is that it's getting better.

At this week's Buyer Interactive Trade Alliance and Conference: Purchasing & Design East (BITAC), an interactive panel focused in on getting to the root of what hotel executives and purchasing directors truly believe guests expect from the hotel design experience.

According to Carol Braslow, Corporate Purchasing Director for the Peabody Hotel Group, guests don't simply want practicality and things that work, they want to be surprised. "Edgy design is where it's at today. People would like to see things they've never experienced before," she said

"Edgy is given," agreed Kobi Karp, President of Kobi Karp, an architecture, design and interior design firm. "The basics are so important for us all to have. Just like a car with basic necessities such as an airbag and radio. That's how we look at a hotel room. Cutting edge design is critical these days."

Unfortunately, however, it seems as if too many designers are stuck in the old mold and are not thinking about ways to enhance experience through design, explained Richard Bennet, VP Design & Supply with Best Western International. "People recycle designs. People do not take the time or effort and it's affecting how guests can use the room," said Bennet.

Interestingly, when conference attendees were asked via an interactive polling mechanism if they thought designers are truly creating guestrooms that exceed expectations, 53 percent said 'no' with just 29 percent saying 'yes'. Sixteen percent were not sure how to respond.

But design of course is not limited to the hotel room. There are other areas in the property where it is also critical. Those polled during the session were asked where distinctive design matters most. Nearly half of respondents (48 percent) felt the lobby was the place for distinct design, while 42 percent said it was the guestroom. Six percent felt it was the F&B outlets were where it matters most. Just 3 percent felt meeting rooms needed a distinct look and a paltry 1.5 percent believed the building's exterior needed a distinct look.

Bennet agreed with the group's assessment that the lobby and guestrooms were the most critical elements. "We had older properties adding new areas for open spaces because if you put all the money in the rooms and not in the lobby, guests could be turned off. They could get an icky feeling and maybe not check in."

Kobi Karp agreed. "It's the wow factor. The lobby and the room are where [the guest] spends most of the time. Guests like to walk in and feel the atmosphere. It is the center of the traditional hospitality space and the lobby is a great way to generate revenue."

Gilbert Hardwick, Manager Design and Plan Review with InterContinental Hotels Group disagreed, noting that the exterior is a great place to grab attention of potential guests. "There is a lot of competition, so many of our hotels are spending 50 percent of their budget on the exterior. We want to catch their eyes," he said.

The most dominant design trend of all is the emergence of the lifestyle hotel. And more industry professionals are seeing this style as the future of design. In fact, 37 percent of attendees felt the lifestyle hotel trend has inexorably altered the way all hotels are designed. An additional 27 percent felt this was possibly true while 33 percent still feel traditional hotels still have their place.

"We are seeing so many owners to take interest in the trend. We see other brands are doing the same things," said Hardwick.

Finally, attendees were asked what they thought was the most in-demand design related amenity hotels guests are looking for. More technology was the clear winner with 46 percent saying that's what guests are demanding. Larger bathrooms got 25 percent of the vote while 15 percent said better lighting.

"It is the total package. If you can be successful, you are home free without breaking the bank. If you have the basic necessities the customers will be pleased and overlook less important features," said Karp.