It is a commonly held misconception that interior designers are responsible for the development of a hotel concept. In reality, a hotel concept goes far beyond space planning and considers aspects such as the service design, the storytelling and the communication strategy. Indeed, a beautifully designed hotel cannot succeed without a good service concept or an enticing story. We are convinced that the success of a hotel concept relies on the integration of both “soft” and “hard” elements. Our approach is unique because it takes into account the four key components of a hotel concept: Creative Design, Trends, Market Segment, Competitors Review.
1. Research + Analysis
In this initial phase, we take a 360 view of your business and look at its broad context. We review competitors, cultural offerings and retail scene. This enables us to identify the opportunities of your project and ensure that we create something truly unique.
2. Concept Development
We use the insights we collect as our creative constraints to come up with a core idea for your hotel. That means deciding if your hotel could/should be a Boutique hotel or Smarts hotel. We then make sure that the entire customer experience reflects the core idea. We look at the zoning of the property and the type of outlets it will contain. We look at the zoning of the property and the type of outlets it will contain. We develop a narrative that tells the story of the hotel and identify the best ways to communicate it throughout all the customer touchpoints. Once again, the result should be an integrated experience, from booking to check-out.
To ensure the concept coherence from theory to practice, we follow through on the project evolution. Our role as an agency is to make sure that all the project stakeholders (owner, developer, operator, consultants etc.) are and remain aligned behind the same concept. This phase typically includes feedback on architect and interior designer drawings as well as reviews of mock-up rooms and advice on the go-to-market strategy.