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When most people think of design, they typically think of it as the process of making something, like a hotel, look a certain way. However, when designing a hotel, there is more to the process than just looks. One also needs to consider things like guest experience, as well as operational efficiency. When done right, design serves three major constituents: the guest, the hotel/brand, and the owner/developer. For example, a well-designed hotel lobby can put guests in a state of being and bring them into a world that personifies the brand, as well as differentiate the hotel from its competitors. Good design leaves a memorable and unique experience in the guest’s mind that he/she will attribute to the hotel’s brand.
Owners and designers should also keep in mind that design is always undergoing change and innovation. For example, the rapid change in technology has created a need for a more “human” experience in certain industries, especially the hospitality industry. Thus, some luxury hotels have redesigned their lobbies and front desks to eliminate the mechanical feel of the check-in process to one that is more personal and welcoming. Design can make or break any hotel. Owners should try to create a balanced atmosphere and avoid over-emphasis on any one factor. For example, a design heavily focused on appearance may look extravagant, but could be distracting and make it harder to navigate through the hotel if the floor layout is poor. On the other hand, a guest may be able to get to certain areas with ease, but a hotel lacking flair is easily forgettable (i.e., chain hotels). So, when designing or redesigning a hotel, stay inline with the image and brand of the property. For a good example of good design in a hotel, see Hank Freid's properties.
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