The Evolving Role of Architects in Hotel Development

The hospitality industry is evolving and that the role of the architect in adapting to the changing needs and preferences of travelers is becoming very important. There are also the many challenges and opportunities of the global context. As we enter 2023, hotel developers face new demands and expectations from guests, investors, regulators and society at large. Some of the key trends and innovations that will shape the future of hotel development in 2023 and beyond.

Sustainability and social responsibility

One of the most prominent trends in hotel development for 2023 is the increasing focus on sustainability and social responsibility. A Booking.com, showed that 81% of travelers think that sustainable travel is important. 70% said that they are more likely to book an accommodation that has implemented eco-friendly practices. Moreover, investors and regulators are also putting more pressure on hotel developers to comply with environmental, social and governance (ESG) criteria and reduce their carbon footprint.
This trend requires hotel developers to rethink their design, construction, operation and maintenance strategies, and adopt more sustainable solutions in all aspects of their business.

Hotel developers achieve this by

1. Implementing renewable energy sources, such as solar panels, wind turbines or geothermal systems.
2. The Implementation of energy-efficient technologies, such as LED lighting, smart thermostats, motion sensors or low-flow fixtures, to reduce their energy consumption and costs.
3. Incorporate green building materials, such as recycled or biodegradable materials, into their construction and renovation projects.
4. Applying circular economy principles, such as reducing waste, reusing resources and recycling materials, to their operations and supply chains.
5. Supporting local communities and social causes, such as hiring local staff, sourcing local products or services, or donating to charities or NGOs.

Motto by Hilton | via Hilton Hotels

Some examples of hotel developers that are leading the way in sustainability and social responsibility are:

1. Hilton Worldwide, which has committed to cut its environmental footprint in half by 2030 and double its social impact investment.
2. IHG Hotels & Resorts, which has launched a new brand called Voco that focuses on sustainability and wellness.
3. Kimpton Hotels & Restaurants, which has partnered with Clean the World to recycle soap and other hygiene products for distribution to communities in need.

Digitalization and personalization

Another major trend in hotel development for 2023 is the growing demand for digitalization and personalization. Travelers today expect seamless, convenient and customized experiences throughout their journey, from booking to check-out. They also want more control over their stay, such as choosing their room type, amenities or services. To meet these expectations, hotel developers need to leverage digital technologies and data analytics to enhance their guest experience and loyalty.

Some of the ways that hotel developers can achieve this are:

1. By offering online booking platforms, mobile apps or chatbots that allow guests to easily book, modify or cancel their reservations, check-in or check-out remotely, or access information or assistance at any time.
2. Providing smart rooms or devices that enable guests to adjust the temperature, lighting or entertainment options according to their preferences, or access personalised recommendations or offers based on their profile or behaviour.
3. Utilising artificial intelligence (AI) or machine learning (ML) to analyze guest data and feedback, and optimize their revenue management, marketing or operations strategies accordingly.
   Creating loyalty programs or partnerships that reward guests for their repeat bookings or referrals, or offer them exclusive benefits or discounts from other brands or services.

CitizenM Room | Via CitizenM

Some examples of hotel developers that are leading the way in digitalisation and personalisation are:

1. Marriott International, which has launched a new app called Marriott Bonvoy that allows guests to access a range of features and benefits across its portfolio of brands.
2. Accor Hotels, which has introduced a new concept called Flying Nest that offers mobile modular accommodation units that can be customized and transported to different locations.
3. CitizenM Hotels, which has developed a cloud-based platform called Ambassadors that enables its staff to provide personalized service and support to guests from anywhere.

Experience and innovation

A third important trend in hotel development for 2023 is the rising importance of experience and innovation. Nowadays it’s a fact that travelers are looking for more than just a place to sleep. They also want to have memorable experiences that enrich their lives. They want to be surprised and delighted by new concepts or features that differentiate one hotel from another. To attract and retain these travelers, hotel developers need to create unique value propositions that offer more than just functionality or comfort.

Some of the ways that hotel developers can achieve this are:

1. Designing distinctive themes or styles that reflect the local culture, history or identity of the destination or property.
2. Offering diverse facilities or activities that cater to different interests or needs, such as wellness, entertainment, education or adventure.
3. Incorporating art or creativity into their spaces or services, such as displaying artworks, hosting exhibitions or events, or inviting artists or performers to collaborate or interact with guests.
4. Experimenting with new technologies or materials that enhance the functionality or aesthetics of their properties, such as robotics, biometrics or 3D printing.

21c Museum Gallery | via 21c Museum Hotels

Some examples of hotel developers that are leading the way in experience and innovation are:

1. 21C Museum Hotel, which combines a boutique hotel with a contemporary art museum that features rotating exhibitions and installations.
2. Treehotel, which offers a collection of unique treehouses that blend into the natural environment and offer stunning views of the forest and river.
3. Yotel, which uses robotic technology to provide automated check-in and luggage storage services, as well as adjustable smart beds that transform into sofas.

To summarise

Hotel development in 2023 will be driven by three main trends: sustainability and social responsibility, digitalization and personalization, and experience and innovation. Hotel developers need to adopt new strategies and solutions that will enable them to meet the changing needs and preferences of travelers. They have to explore the future challenges and opportunities of the global context. If properly done, the hotel developers are able to create value for their guests, investors, employees and society at large.

THE WRAP UP

At CREATOR’S, we are always ready to help you turn your vision into reality with our creative design and planning services. These are some of the secrets that we have used to help my happy clients create their hybrid hotel models. If you want to learn more about how I can help you turn your hotel into a profitable hybrid one, please contact me at bert@bertbykes.com. I would love to hear from you!

To Your Succes!

Bert Bykes

Images: As Noted

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