With over 5 million hotel guests each night in the U.S., how does a hotel distinguish itself from the competition as the market continues to rise? Rethinking the use of public spaces has become an integral part of the solution and hotels are transforming into dynamic mixed-use properties for their guests. We have seen the increasing focus and investment on wellness for hotels and travelers. But for hotels immersed into their communities, they are seeking to provide co-working spaces, offices, residential, as well the restaurants and fitness centers.
The Harvard School of Design describes mixed-use as “three uses in one building, where no component makes up more than 60 [percent] of the overall space. Typically uses include hotel, office, residential, entertainment, retail and food and beverage.”
Some of the benefits for a hotel in a mixed-use property aside from the obvious goal of increasing the property’s bookings and foot-traffic are developing more daily experiences for guests. Incorporating the perfect blend of retail and entertainment offerings will increase brand awareness but provide the unique experiences guests may not find at other area hotels. The key here is the integration of these offerings and experiences folded into the hotel amenities.
“In general, we have started to see a major shift in the traditional definition of a hotel. It’s no longer enough to be a rectangular building with a traditional brand name; instead hotels need to keep up with the ever-evolving lifestyle and tech needs. Many are already changing by incorporating larger social spaces — like lobby lounges and bars — and co-working spaces are the next logical step. If hotels aren’t considering demand for live-work spaces, they stand the risk of becoming one dimensional.” – John Hardy, CEO of The John Hardy Group and Founder of Radical Innovation in Hospitality
Mixing F&B options into your hotel should provide guests with diverse options for a cohesive dining experience—include options for all three meals and late night. Instead of traditional brick-and-mortar restaurants, you may consider a food hall or public market to increase foot traffic and expand your offerings.
Photo Courtesy of Public Hotel New York – A retail walk through area for guests to experience.
A key for success is for the hotel to source locally when it comes to artwork, food, drinks, entertainment to reflect the overall energy, theme and experience of the property. With that being a critical element, it requires market analysis for local and out-of-state travelers. This research includes which tenants, suppliers to bring in and assessment of who they are appealing to and what they are for. It takes diligence to maintain the right mix with a mixed-use format for your property and community.
Photo Courtesy of Christian Horan – Jack Rose Restaurant, Pontchartrain Hotel – New Orleans
Photo Courtesy of Hotel Ketchum, Idaho – Lobby displaying framed potato sack art.
“For example, if your hotel is located within a metropolitan area, consider tenants that would be beneficial for business travelers such as meeting and conference space, fine-dining options, rooftops, outdoor spaces and coffee shops with Wi-Fi and other key amenities. Mixed-use hotels can transition your hotel into a lifestyle hub to come back to again and again rather than simply a place to stay.”
Crowne Plaza has developed innovative seating within their public spaces for business travelers to hold meetings and transformed these into work spaces to transcend the traditional conference rooms or business centers.
Photo Courtesy of: IHG, Crowne Plaza featuring “The Huddle Spot” and “The Nook” seating.
It is critically important to create amazing experiences for all guests. The term “Experiential Luxury” is what many travelers are seeking in lieu of extravagant furnishings and expensive material items. Whether business or pleasure or a combination of both, hotels must put this at the top of their list. Technology that provides guests and hotel with connectivity and the immersive experience for what is going on around the hotel and in the city is highlighted with the use of PORTER 24.
Photos Courtesy of Porter 24
Hotels that want to set themselves apart are also creating revenue streams with their online retail presence incorporating it into their assortment of offerings and mixed-use developments.
“Boundaries are being blurred to help promote connectivity between the guest and the host.” – Jackson Thilenius, Principal at Retail Design Collaborative. Thilenius has worked on designs for Marriott and Hyatt to smaller boutique brands including Red Lion Hotels and Pacifica Hotels, and now he is seeing hotel design inform retail.
“Everything is colliding today! Retail in-particular has been aggressively adopting hospitality standards to provide a more personalized experience to its customers. Taking cues from the hospitality industry, the retail sector is discovering that there is real value behind curating an authentic experience for their customers. If people enter a store, they crave a more personalized, interactive experience that represents their individuality. While online shopping has decimated many traditional retail models, the curated retail experience is definitely on the rise. We have enjoyed exploring with our clients what those experiences entail, and our designs are taking us to places we never could have anticipated. The maker-space is growing, and I believe the commodification of authenticity as it relates to unique interactions will dominate the future of retail and hospitality.”
Photo Courtesy of Shinola Hotel (credit: Nicole Franzen)
Detroit’s new Shinola Hotel is named for the retailer by the same name known for elegant “saving Detroit” products made locally, such as watches, bikes, leather goods. Each suite has a coveted Shinola Runwell turntable (retail price $2,500) and a curated collection of vinyl. Guests can try out Shinola’s popular products in the rooms, including the Power Supply Extension Cord, and the shoe polish and leather care kit. Everything is for sale: bedside clocks, leather throw pillows, custom blankets.
Additionally, multi also means providing retail services so that your business traveling guests do not need to leave the hotel for taking care of business-related items such as shipping a package, printing and document services as well. UPS is expanding their on-site hotel locations as well.
“We are always looking for new opportunities to expand, as long as they are the right fit for our brand and business model,” said Chris Adkins, VP of franchise and business development at The UPS Store. “The hospitality industry is a natural fit where we can provide value to hotel properties through the convenient on-site business services that we offer guests in addition to other financial benefits that can impact the hotel.” The UPS Store retail locations can be found in more than 60 hotels around the country and the number continues to grow.
“The Omni Louisville location helps their guests to package, ship and mail all of the guest’s tourist purchases to avoid taking them on the plane,” said Adkins. “In a similar concept, we are also located in popular tourist areas such as Las Vegas, San Diego, Dallas and Tampa, FL. We are in places where vacationers have an easy way to send their purchases back to family.”
Now with all this information, the million-dollar question you may be asking is how do you find the financial resources to improve your own property and incorporate these elements to attract more guests? Well you don’t have to look any further than your guest room furniture. It is the largest component of your existing assets and managing them is what we do best at The Refinishing Touch®.
Photo courtesy of The Refinishing Touch®
When you look at providing the best guest experience, that should include the condition of the guestroom furniture. Don’t replace your FF&E, simply refinish it. With 42 years of experience and over 7,000 completed projects, we are the FF&E Solutions Experts! Take a look at some of our completed projects.
Look at the real costs savings by making the sustainable decision to refinish and not replace your FF&E. These are actual projects and savings for The Refinishing Touch® customers. Reinvest these incredible savings into creating great guest experiences and adding upgrades in technology, security, HVAC, lighting and much more that your guests are expecting!
Photo courtesy of The Refinishing Touch® – Featuring Completed Refinishing Project – Hilton Bayfront San Diego. Read more about this project and The Refinishing Touch® as one of the select Environmentally Responsible Suppliers that worked on this extensive renovation project with HILTON.
Photo courtesy of The Refinishing Touch® – Re-engineering, Refinishing, Color-Change, Decorative Hardware Replacement
Photo courtesy of The Refinishing Touch® – Refinishing, Color Change, Solid Surface Replacement, Decorative Hardware Replacement
Photo courtesy of The Refinishing Touch® – Reupholstering and Refinishing
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If you are seeking ways to maximize your ROI, then call our team at The Refinishing Touch® today. Call 1.800.523.9448 and request your free online quote with Erek Schwartz, Sales Manager at [email protected].
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RESOURCES:
Consider benefits, challenges of mixed-use hotels, by Jonathan Webster, Vice President Lodging, Geronimo Hospitality Group
The UPS Store Upgrades the Traditional Hotel Business Center By Corris Little, Hotel Business Magazine
Steal This Idea: Beyond the Soap, Hotels Maximize Retail as a Revenue Stream (And DMOs Could, Too?) by Laurie Jo Miller Farr, The Travel Vertical
Hotel Co-working – an emerging trend in the Hospitality Industry
When Hospitality and Retail Collide – rdc collaborative
At the recent 2019 Hotel Data Conference, Vail Ross, Senior Vice President of Global Business Development and Marketing at STR – Parent Company of Hotel News Now, discussed that although the hotel industry is seeing positive results, the ever presence of slowing performance is here to stay.
