Harry Wheeler
by Harry Wheeler
Despite some of the obvious differences among today’s generational groups, when evaluating the travel needs and preferences of modern-day travelers, our global population has a lot more in common than you may think.
For hotel brands today, it is more important to consider guests’ mindset and travel approach than what demographic category they may inherently fall into.
Simplicity: common table
Convenience. When comparing a 41-year-old Gen X male, 59-year-old female Baby Boomer, and 30-year-old Gen Y male, what do they have in common? They crave convenience.
Simplicity; Immediate Gratification. Today’s travelers — despite their age or gender — desire a seamless check-in process, one-stop service approach, included amenities, a full bar, and food/beverage options that are easily accessible.
Comfort. One of the main things we are experiencing in the evolution of hospitality design is the elevated importance of the lobby and public spaces as focal points of hotel architecture and design. Why? The majority of our guests want energetic and interactive public spaces for work and play. As technology continues to offer travelers the ability to maintain their work and social connectivity anywhere in the world, it is key to provide guests with well-designed common areas that allow them to maximize their time, relax, and interact with other guests.
Comfort: furniture with integrated technology
In guest rooms, we are implementing significant design changes to traditional furniture pieces. The days of two phones and an alarm clock in the room are over. Conventional nightstand space is being transformed into a drop area for guests’ mobile phones. We are also increasing the number of outlets where guests can plug in their electronic devices and are strategically placing them in areas that make sense. Closets are incorporating more open design concepts with boutique-type shelving, allowing guests to easily store and access their clothes and belongings. Moving away from the traditional bureau dresser/drawers (once the focal point of guest room design), the typical desk and clothes bureau is being combined into a contemporary workspace area with the desk doubling as extra storage space.
Location. Guests today want all things local. Business and leisure travelers are seeking out authentic properties that draw inspiration from their surroundings, and where they can have a unique and personal experience. Think destination neighborhoods. Local food. Local drink. Easy access to nearby events and attractions.
Adaptive reuse and conversion projects also come into play here as hotel owners and developers look to urban areas where properties can incorporate strong design themes tying back to their geographic location. In one recent project, Group One renovated a turn-of-the-century warehouse building into a Residence Inn by Marriott hotel located in Boston’s historic Fort Point Channel district. It is a unique property, unlike any other Marriott Residence Inn, which features a custom 1900s-era subway tiled atrium, the building’s original 1901 boiler doors as an art expression, and local artists’ custom wall wrap photography displaying nearby landmarks.
Value. Although value can be tricky to define, most travelers identify the worth of a hotel by a combination of factors including amenities, service, convenience, comfort, and location — all at a price point that makes sense for their budget. Unsurprisingly, free Wi-Fi is the most sought after amenity when choosing a hotel while traveling for business, according to a 2014 survey by Skift and American Express. Free Wi-Fi topped the list of must-haves for both men and women alike and was No. 1 in every age category (18-24, 25-34, 35-44, 45-54) except the 55-64 age range.
A New Mindset. Customer brackets are blending. The age gap is narrowing. With travelers’ desired experience playing a critical role in their decision-making process, the hospitality industry has the unique opportunity to consider guests’ preferences based on lifestyle choices and mindset — instead of just demographics alone.
After all, age is just a number.
Harry Wheeler AIA, NCARB, LEED, is a principal at Group One Partners, Inc.
