Hotel Interior Design: The Business of Great Hotel Interior Design Many hoteliers regard hotel interior design as a “one-way” expense, but if conducted effectively, an expensive refurbishment can repay dividends. Hotel interior design is an important factor for guests and can increase customer satisfaction. It can also act as a benchmark for the levels of service, quality and comfort that a guest expects – therefore, good quality hotel interior design is more important than ever before. Effective hotel interior design needs to find a balance between operational functionality (ease-of-use, economics and safety requirements, for example) and the physical environmental elements (such as hotel furniture, fixtures, equipment, plants and art) to create the required ambience for guests. By understanding and meeting the requirements of these two approaches, the hotel’s interior design will be based on a firm, long-term operational and functional footing. Hotel Interior Design Business Planning Comprehensive planning is crucial for any design proposal and needs to be based on the knowledge of hotel operations and accurate cost data. This will establish solid budget proposals at the early planning stage of the project. Through a wide-ranging perspective, control of the concept and a detailed design direction, a relationship between the pragmatic and environmental factors can quickly be identified to create a balanced and integrated environment. On top of being able to meet the operational functions and comfortable atmosphere aspirations that are specific to running a successful hotel, the choice of furniture, fixtures and materials in guest rooms and public spaces is also very important, especially if a unique brand identity is trying to be created or supported. Textures, colours and lighting are critical interior factors that can effect the presentation of areas, whilst also creating the desired hotel design. It is this idea that informs the approach of Furniture Realm. “The importance of individuality can make a big difference to your profit margin,” explained a spokesperson at Furniture Realm in a recent article on hotel-industry.co.uk. “Your clients are looking for that something special that appeals to them. It is vital for you to show them you are not a pack animal following the crowd, dare to be different!” “Be bold in your designs as well as your food. Create a look and taste that they can remember.” Effective differentiation of the hospitality product lies at the heart of the business case for hotel interior design. In an interview with hotel-industry.co.uk, Richmond International managing director Richard Garland said, “with the increasing importance and proliferation of branding and stronger focus on market segmentation, design is a crucial factor in the differentiation of one hotel from another in locations of high concentration that have a range of different products, which the consumer can find confusing. Through a combination of understanding the client’s target markets and an intimate knowledge of the fundamentals of hotel keeping, a designer’s contribution to the success or failure of a hotel can be pivotal.” Financial Benefits There are clear financial benefits for hoteliers that implement effective interior design, as an enormous investment will go into creating an environment that both customers and staff will feel comfortable in. However, a successful interior design will have to factor in a durability of the conception to increase its overall longevity and prevent the need for big refurbishments every few years. Richard Garland added, “With their operating partners, hotel investors appreciate that to maintain standards they are likely to change the software, furniture, fixtures and equipment in most bedrooms and public areas on average every three to five years. However, they would not expect to replace the hardware, other than adding or upgrading technology, for 15-20 years, or possibly even longer.” “If required to do so, this would come about through a combination of bad planning, under investment and poor or inappropriate design. Successful hotels are generally those that have avoided these pitfalls through careful pre-planning, detailed feasibilities, comprehensive market research, disciplined financial management and controlled realistic programming to meet their investment and operational objectives.” It is unfortunate that many hoteliers (especially those in independent operations) perceive hotel interior design as a “one-way” expense. However, a strong business case can be made and the ROI can be effectively measured. Certainly, hotel interior design makes both aesthetic and financial sense.
Posted on: Mon, 02 Sep 2013 11:36:00 +0000
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