If you really want to stay in a memorable hotel, choose one with
a strong design theme. Far more than having room names with a common link, a
strong design runs through everything the hotel does and makes the whole guest
experience more interesting. Choosing a definite theme can be a risk though and
only those who have planned, researched and marketed properly pull it off.
The theme
A hotel can base its design around any theme, and most of
the obvious ones have been done: books, music and artists, for example. Ideas
for a theme need to be matched with a market for that theme, to ensure that the
hotel can maintain profitable occupancy rates without having to compromise on
its design principles. This is easier said than done, and some hotels have to
tone down their original designs in order to attract a wider market.
The planning
Once a theme has been settled on, a great deal of planning
is required in order to ensure that the design is properly thought through
rather than just based on a couple of colours and a few pieces of artwork.
Creating an individual hotel through themed design is a challenge and the planning process needs to be organised and well-managed to ensure that the
eventual design runs clearly through all the hotel’s rooms and spaces.
The execution
Once the design has been approved, the project moves on to
execution. This usually includes some architectural and building work as well
as decoration, furnishings and fittings. For a themed design to work well,
everything has to be from authentic sources, so hotel owners and designers
often spend some time finding exactly the right furniture, art and accessories
to create the themed look they are looking for. It is this attention to detail
and finish that often distinguishes a boutique hotel from a run-of-the-mill
hotel.
The marketing
Once the hotel is nearing completion, the owners need to
market it. The best way to do this often depends on the theme, but a target
market should have been established at the very beginning and this market now
needs to know about the hotel and what it offers. From magazines to online
advertising, the hotel needs to use its strong theme to attract attention and
from that, to attract bookings.
A strongly-themed hotel usually narrows its market, but if
the design and execution are properly planned and managed, the hotel can fill a
niche and enjoy high occupancy rates.
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