Ensuring relevance in the hospitality industry, through design
The hospitality industry is competitive. Always has been. Research shows that even though the cost-of-living crisis is minimising travel abroad, consumer spend on hotels, resorts, and accommodation is actually increasing. And as a result - expectations for accommodation during staycations are actually higher than in previous years.
With budgets tight and guests expecting more than ever, how do hotels stay relevant enough to compete on the new competitive landscape? How do they set themselves apart? We can think of a few ways.
Understanding your USP
Identifying your Unique Selling Point is the first piece in the puzzle. It could be your location, the history of the building, or the scene in the surrounding neighbourhood – whatever it is, you need to recognise it. Unsure how to find it? Speak to your guests. Securing guest feedback is a sure way to learn more about your product, and in most cases, identify the USPs that resonate with your customers.
Once you understand more about your USPs, you need to make the most of them.
Let’s take the Loch Rannoch Hotel as an example. Set in the idyllic surroundings of the Scottish Highlands, the hotel’s location is one of its strongest USPs. Sat on the shores of Loch Rannoch it features spectacular views and access to wild and rugged Scottish countryside. How did the hotel make the most of this? In their recent renovation project, the interiors reflected the calm and organic surroundings, and kept many of the hotel’s traditional features which perfectly framed the incredible views.
What’s more, they built local procurement into their food and service offering, another effective way of highlighting everything the unique location has to offer.
Hone your guest experience
We mentioned that consumers are more expectant than ever when it comes to choosing a hotel – and so offering an exceptional guest experience can go a long way to creating a connection with the customer. And as we know – connections create memories, and memories generate return visits!
Yet again, this process all begins with understanding your guests and learning about what makes them comfortable. Do you welcome a lot of couples or working guests? Privacy within your public spaces might make these areas more inviting to those demographics. Do your customers tend to use your public or leisure spaces, as opposed to staying in their rooms? Then make these spaces as comfortable and as appealing as possible. Bell & Swift client, Hilton Glasgow, did exactly this in their recent refurbishment project – they knew there was a demand for large events and event spaces, and so they brought glamour and sophistication to event spaces whilst balancing it against more informal, cosy bar areas.
Tailoring your guest experience can go beyond the design of your spaces too. If you’re based at the heart of a dynamic food scene, or a city that’s a hot tourist destination, consider your local partnerships. What can you do to introduce your curious customer to the community around you? It could be business partnerships or complementary offers – any initiative that you know your demographic of guests will appreciate.
Cater for conscious consumers
The rise of the conscious consumer is well documented – spanning all demographics and industries. And with more coverage and knowledge of the climate crisis and civil injustice than ever before – businesses need to consider how their brand looks in the eyes of these consumers.
More and more customers are taking sustainability credentials into consideration when making choices. Which means that you need to make more sustainable choices across your business – and highlight these choices to guests.
You can be sustainable through design, by buying locally or reusing existing materials in any refurbishment projects. Or you can highlight other ways that you’re benefitting the environment through your operations.
But this conscious consumerism goes beyond the environment. The same consumers that care about how you’re helping the planet, care about their own wellbeing – and that of others. Figure out how you can build wellbeing into your hotel; through flexible use spaces, fitness spaces, or quiet areas that cater to those overwhelmed by busy public spaces. For an example of what this looks like from a design perspective, take a look at our recent work with Four Points in Edinburgh. This whole project took into account the needs of the community and the surrounding area, providing diverse and accessible spaces for all. Testament to how you should also pay consideration to helping the community around you. Whether it’s local employment drives or supporting local community initiatives – if you’re passionate about helping your neighbourhood, make sure you highlight this to your guests, because they care!
If you’re planning refurbishment work and would like to discuss how to set yourself apart from your competitors – get in touch!