Observe consumer trends, says Designinc design director Carolyn Varney
The hotel industry is at an interesting juncture, where refinement and quality are no longer simply defined by one-, five-, six- or seven-star ratings. The consumer has become more savvy and particular about the travel experience they are looking for, and with the opportunities for hotel property selections and price comparisons available so easily on the internet, hotels need to be offering far more than a ‘star-rated bed factory’.
The successful hotel owners and operators that we work with are constantly looking into the hearts and minds of their customers to really understand what they are seeking now and in the future. With so many properties coming on line in the Middle East and North Africa, those truly delivering a memorable experience will succeed.
The international trend towards mixed-use developments incorporating a variety of leisure and entertainment activities in close proximity to offices and hotels will continue to appeal, as it enhances the experience and adds value when you can relax by not having to think about driving anywhere during your stay. Likewise, the growth of the boutique hotel industry has attracted a new segment of clients by responding to the guests’ desire for unique and personalised experiences related to the location, where some unique element is linked to the city or brand of the hotel. Art hotels with signature artists and designer-branded hotels are also developing, while memorable lobbies and check-in, a sense of journey and discovery until you reach your room, and an element of surprise that delights, are all important factors in good hotel design.
Worldwide, consumer awareness of sustainability and increasing demands by discerning consumers for the green credentials of their suppliers will also drive innovation in hotels, which are typically high energy users. They will need to demonstrate a greater effort than a sign for re-using towels or energy-efficient shower heads to gain credibility. This is a major opportunity to drive real innovation and have a positive effect on the triple bottom line; economic, social and environment.
I believe that some hotel brands now need to re-look at their core elements and also allow some flexibility to enable innovation to succeed in new developments.
Innovation in response to market sentiment with a real purpose is important. Innovation for its own sake can become gimmicky and have a short lifespan.
cvarney@designinc.ae
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