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/ BUILDING DIALOGUE / DECEMBER 2015
Designing for the Evolving Guest Experience
T
he emergence from the
economic downturn has
fueled a robust develop-
ment cycle in Denver and in the
state of Colorado. This is an excit-
ing time for the hospitality industry
as consumer trends are having an
incredible influence on leading edge
thinking.
In general, people are becoming more
discerning with their choices and the im-
pacts of those choices. As a result, consumers
are now expecting the hospitality companies
they do business with to do the same. A col-
lective shift in consumer values and behavior
began several years ago and likely will con-
tinue to evolve. The hospitality industry has
already started to address this shift, which has
resulted in several new trends described below:
Demonstrating True Environmental Stewardship
Hotels must increase visibility of sustainable
design efforts and operating practices, thus rais-
ing awareness of such programs among consumers.
This includes water conservation and recycling pro-
grams, energy management and reduction, and the
use of local, sustainable materials.
Providing a Uniquely Local Flavor
Hotels must convey an honest, authentic style that
integrates elements of the local environment and the
community, yet maintain the essence of the brand and
provide the expected level of service without sacrific-
ing quality or comfort.
Catering to Guests’ Personal Preferences
Over-the-top and extravagant experiential spaces are
now largely out of fashion, as consumers seek design
restraint instead. Simple, understated elegance is the
current aesthetic expression that consumers are seek-
ing. Consumers are also craving lobbies that are not
only just a point of arrival, but also serve as a place to
work, relax or socialize. In the guestrooms, consumers
are seeking flexibility to work, exercise and relax.
Leverage Innovative Technology
The desire to incorporate as much technology as
possible into guest services is becoming refocused to
the implementation of smart, straightforward technol-
ogy instead. Consumers look for integration of multi-
ple technologies, such as lighting, HVAC, TV, audio and
computer amenities, into single, easy-to-use controls.
Incorporating Wellness Into the Guest Experience
The consumers’ desire to stay fit and healthy – in
both mind and body – is growing. As spa services be-
come more about well-being than pampering, access
to fitness facilities, wellness treatments, and healthy
food and beverage instead are now considered must-
haves by hotel guests.
Bridging the Generational Gap
As consumers focus more and more on the well-be-
ing of their extended family, they also seek more time
spent together. This means spaces designed for multi-
generational uses, including kid-friendly spaces.
Savvy hospitality companies have already begun to
address the conscious consumer’s demands for many
of these trends. Armed with new research, the hos-
pitality industry now has the opportunity to address
these demands for the benefit of consumers at all
price points. This is an incredibly exciting time to be
in the hospitality industry as old paradigms fade and
new thinking, tailored to designing for the guest expe-
rience, comes to the forefront.
\\
Brent Mather
Principal,
Gensler
TRENDS
in Hospitality
Photo courtesy Andrew Bordwin
The Alexander Hotel in Indianapolis raises the bar when it
comes to an authentic, guest-focused lodging experience. It not
only creates an architectural statement in downtown India-
napolis, but also infuses the hotel with history as well as art.
Photo courtesy Gensler
The Shore Hotel is the first and only newly built,
sustainable hotel in Santa Monica to be Silver
certified by the U.S. Green Building Council Leader-
ship in Energy and Environmental Design.
