The look and feel of your property can tell guests a lot about the experience they can expect during their stay. And with guests increasingly choosing their accommodation based on images alone, architecture and design play a major role in capturing a consumer’s full attention.
“The external visual appearance of the hotel is the first thing the guest will see and this ‘arrival’ experience will deeply influence their overall impression of the hotel and the resulting satisfaction with the stay,” says Martin Jochman, Founder and Principal Director of JADE +QA. “It is therefore very important to create a special, innovative and visually exciting combination of not only architecture, but also interior design and the surrounding landscape environment to give the guest such feeling of uniqueness.”
Crafting your story
While architecture and design enable properties to curate a memorable stay, it’s also a powerful tool for communicating a brand’s message. “Telling a story is an essential in the hospitality industry,” says Jochman. “It becomes part of the unique character of the place and a primary reason for choosing, visiting and staying at the hotel.”
It’s important to embed this story throughout every touch-point the guest has on their journey, so ensuring your architect and interior designer are aligned is crucial. “Architects are generally appointed by the owners, where the interior designers are normally directed by the operators, so in some ways there are different priorities,” says James Dilley, Head of Interior Design and Hospitality and a Director at Jestico + Whiles.
“The owners are trying to get architecture which uplifts the value of their estate and attracts the right operators, but the operators will deal with the interior designers who, in their opinion, are maximising occupancy and room rates. So there’s a slight difference in priorities between the two and therefore there’s often a slightly different direction between the architects and the interior designers.”
The process of renovating or refurbishing your property can be a costly venture at first, but in the long run it’s a worthwhile investment that has the potential to bring ample returns – such as enhanced guest satisfaction, positive reviews and loyal customers. The key to capitalising on these benefits, however, is a thorough planning process from the get-go.
“Good architecture has to be considered and created from the very start of the project and carried through to the completion,” says Jochman. “Attention to good planning, high quality but not necessarily expensive materials, and construction quality – both externally and internally – are essential to create a product that the guests will appreciate.”
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