Hotels - The Resurrection Begins
When did you last stay in a hotel? For most of us the answer will be, ‘before the pandemic hit.’ As those looming lockdown clouds slowly start to clear, those in the hotel industry have seen the sign of life they were looking for. Many regard this moment as a unique opportunity to reset and rethink the way things work.
So, what does the resurrection of hotels look like?
We decided to tackle this question by looking at the way that Covid-19 has affected the hotel market, hotel design and hotel sustainability. We asked some of the renowned hotel experts that we work with to comment, including Firmdale Hotels, Shiva Hotels, EPR Architects and PSH Consulting.
EFFECTS ON THE MARKET
We were recently introduced to the term ‘BLEISURE’ and we rather like it! Hotels have traditionally catered to either the business or leisure market, but it would seem these lines are somewhat blurry now. Business travel is unlikely to bounce back entirely as we have learnt how much faster, cheaper and more convenient meetings can be on Zoom or Teams. Leisure travel will suffer from reduced mobility and the economic downturn. So it does feel safe to assume that this blurry ‘bleisure’ market will continue to grow. After a year of hibernation, who wouldn’t want to accompany their partner on a work trip! It will be interesting to see how hotels will cater to this ‘bleisure’ market.
The domestic market will also likely represent a more significant share of the hotel market than in previous years, particularly in the initial phases out of lockdown. How long will our feelings of trepidation and gingerliness last? How long until we feel a cheeky trip to the continent carries minimal risk, and how long until those on the continent feel the same about the UK? Until then, domestic travel will no doubt experience the booming effects of a nation that is simply dying to go anywhere outside of its own postcode.
Will there be an age shift in the hotel market? With the younger market less mobile than they had grown accustomed to, will their holiday budgets be redirected to domestic hotel stays? With the older market possibly more risk averse, will their holiday budgets be redirected to self-catering? Is this the return of the motorhome? We realise we have asked many questions and given few answers, but hey, we’re Cost Consultants, not Fortune Tellers!
EFFECTS ON DESIGN
We have always expected to get a clean room in a good hotel. But Covid-19 has changed that. Some industry experts think that the post-lockdown consumer may expect more than just a clean room. Arguably, they may want to know that the room is capable of being cleaned, thoroughly. The effects of this on hotel design are significant. Will rooms become more stark, with books, curios and soft furnishings being banished? Are we about to see the Marie Kondo effect on all hotel rooms? Will hotel operators be getting rid of unnecessary ‘clutter’ and pronouncing ‘joy’ upon minimalist spaces?
The Library and Drawing Room at Ham Yard Hotel showcases Firmdale Hotel’s rich design aesthetic.
And what does this mean for brands whose luxurious interiors are at the very core of their identity? When the post-lockdown consumer scrolls through what’s on offer, how will an uncluttered tech-filled hotel room stack up against a lavishly decorated home-from-home style? We asked Craig Markham, Marketing Director from Firmdale Hotels for his viewpoint.
“I think that most people, right now, are after a sense of adventure and normality. We’re craving those special experiences again, and the ability to make great memories. That’s what we do at Firmdale. We’re known for Kit Kemp’s unique style of design, personal service and for our amazing central locations which give our guests the most convenient access to theatres, bars and restaurants, world class galleries and museums and vibrant shopping and nightlife.
We have found that rate is less of an issue. Of course, Firmdale is at the higher end, and in keeping our rates consistent, we purposefully set expectations high. It goes without saying that this includes cleanliness, rigorous hygiene practices and safety. As a company, we have the infrastructure and systems in place to fully deliver on those expectations. And afterall, do you really want to stay at a hotel selling cut price deals, especially at this time? This is the time to upgrade your hotel experience.
Firmdale’s level of service continues to be second to none and we are ready to warmly welcome back guests with open arms.”
Craig Markham
Director of Marketing & PR
Firmdale Hotels
Another effect on design may include the adoption of more touch-free control. Hotels will be able to move to seamless and largely staff-free billing and servicing. The technology for this has long existed, but is widely under-adopted. One of the main reasons for this is that the check-in & check-out has traditionally been the main touch-point where a brand can interact with the guest directly and hopefully build brand loyalty. Will that be a thing of the past? Some brands such as Hilton have already made the move and are marketing their contact-free stays, as you can see in this Hilton “CleanStay” video.
But how will touch-free technology feature within hotel rooms? How will it feature within a hotels’ F&B services, washrooms, gyms, spas and other hotel facilities? Recently, Shiva Hotels defied the odds by opening not 1, but 2 new luxury hotels in central London, during the pandemic, namely, the Middle Eight Hotel in Covent Garden, and the Guardsman Hotel in Buckingham Gate. Both hotels were designed by Tonik Associates and both partner luxury with technology.
A Luxury Suite at Middle Eight Hotel, showcasing Shiva’s minimal aesthetic.
Having worked with Shiva Hotels for some time, and on the initial stages of the Guardsman Hotel, we became aware of their appreciation for touch-free technology. We asked Dominic Fitzgerald, the COO for Shiva Hotels for his thoughts on adopting more touch-free tech into their portfolio, and whether he felt it impinged on a brand’s ability to connect with its consumer.
“For the past few years, hospitality venues and hoteliers have strived to deliver a seamless experience, envisioned as a utopian experience in which every moment of a journey - before, during and after travel - happens effortlessly and yet is customized to the needs and interests of each traveller. Then came COVID-19 and contactless technology and service has become even more valuable.
Travellers, more than ever are aware of the potential invisible risks associated with physical touch-points and the goal of a hands-free experience has become of paramount importance for the future of hospitality, albeit without losing the core values of what it is to deliver a memorable hospitality experience.
As hoteliers and brands, it is our responsibility to seamlessly look to merge touch-free technology that further enhances guests experience, adding value and safety assurances without comprising on traditional personable service.”
Dominic Fitzgerald
Chief Operating Officer
Shiva Hotels
With all these updates, it’s essential that hotels do not become cold and impersonal. The uncluttered hotel room will only seem attractive if it is designed well. The touch-free bathroom needs quality sanitary-ware and top-rate finishes if it is still to convey a sense of luxury and comfort. While we may not be receiving as much personal service in the future, we can instead personalise our own spaces - if designed with the capacity to do so.
We have worked with hotel architect Mark Bruce from EPR Architects on various projects, but amongst others, EPR is renowned for their work with the Sydell Group and Soho House on The Ned. In redeveloping this Grade I listed building, the project team were able to create a seamless transition between old and new, using the finest materials in a modern context.
A bedroom at the Ned, designed by Soho House with EPR Architects.
We asked Mark for his thoughts on how hotel design can meet the desires of the post-lockdown consumer, without losing the essence of what a truly special hotel stay is.
“As we emerge out of lockdown many of us will be relishing a return to our social adventures - including a stay in one of our favourite hotels. How we balance this eagerness alongside our heightened concerns around cleanliness and safety proves an interesting conundrum.
As hotel designers, there are numerous ways in which we may meet this challenge as we move forward and build, or refurbish, hotels with a distinct focus and investment in wellbeing. From cleaner, separated environmental systems and immediate access to fresh air; to housekeeping-friendly-focussed bedroom designs, inclusion of touch free technologies and use of bacterial repellent materials. There should also be greater flexibility for in-room working, eating and exercising for those who may prefer their own self-sufficient space.
Interior design also has a large role to play. ‘Sleek and clean’ does not need to mean minimalist and stark. Designers can be ever more creative with their choice of hard-wearing, easy-clean materials - balanced with greater attention to detail and craftsmanship. No doubt we will also see the inclusion of more outside and green spaces.
As we move toward a post-pandemic world, we need imaginative solutions and thoughtful hospitality more than ever. Hotels are uniquely placed to withstand such stresses as they are highly managed and curated environments. For designers and operators alike, the goal is always to maintain the highest standards of service and so, are well placed to prosper.”
Mark Bruce
Main Board Director, Head of Hotels
EPR Architects
What else? Air. The very medium that likely represents the biggest factor of all. Will the resurrection of hotels include a return to individual ventilation systems? Will it see an increase in usable windows, balconies, air purifiers or internal green walls? If the post-lockdown consumer desires for their air to be theirs and theirs alone, then the implications for existing hotels and new builds is significant. We got our Hotel MEP expert James Denby to share his thoughts on the precious commodity of air.
Plenty of fresh air on the 16th floor at Firmdale’s Whitby Hotel in New York.
A private terrace, accessed through the Terrace Suite at The Ned in London.
An internal green wall inside the Middle Eight Hotel Luxury Suite, by Shiva Hotels.
“Whether existing hotels decide to change air systems will come down to a number of factors within a cost benefit analysis. However with good ventilation becoming a key feature in bringing customers back, enhancing existing systems in the interim is a primary objective.
It certainly helps when you get the basics right though! No matter how great the tech, or look, it’s no good if the acoustics are wrong or the finishes don’t feel right. Fewer things are more irritating than listening to mechanical plant or feeling a draft on your neck.
We look at features like the beautiful floor-to-ceiling windows that Firmdale do so well, as a prime example of getting the basics right. Even at entry level, most rooms provide the option of fresh air through their feature floor to ceiling windows, many of which include a generous window seat built into them, where a guest can recline to enjoy the view and fresh air. Of course, Firmdale also offers suites with private terraces, such as the Whitby Suite on the 16th floor! The private terraces found within The Ned are also examples of beautiful design. Who wouldn’t enjoy a hotel stay where you access your own outdoor space. We also look to clever enhancements like Shiva’s internal green walls - what a great inclusion to assist air filtering, or a guests’ perception of it.
Of course, outside of city based locations, we foresee hotel developers embracing the space around them by including luxurious versions of cabins, treehouses and other unique stays. This often translates into a cost per key that is similar to building a city centre room from scratch.
The technology for hotel guests to have their own air systems already exists and are readily available. However increased demand and inflationary pressures for these components will have an impact on cost.
As cost consultants, we do anticipate that enhanced maintenance regimes and smart air analysis tools may affect how hotels are designed in the future. Some items on our radar are improving air quality through air filtering or disinfection systems, using air sensors linked to building management systems, enhancing maintenance regimes using fault detection systems, and using smart systems to monitor density in front of house spaces. Of course, all of these items add cost! It’s not only the MEP engineer who needs to understand that, but also the architect who works out where to put the access hatch so that a filter can be accessed, or where to put additional sensors in aesthetically pleasing spaces. Finally, will professional fees increase owing to greater levels of design coordination being required? There are a lot of hidden cost implications that could arise, that many quantity surveyors across the industry aren’t necessarily planning for at the moment when they do their initial cost estimates using pre-pandemic benchmark data.”
James Denby
Director & MEP Specialist
Greenway Associates
EFFECTS ON SUSTAINABILITY
For some time now, Hotel projects have been very focused on sustainability. Now more than ever before, the demand for a return to a better normal is loud and clear. Covid-19 has represented a huge shift in many aspects of sustainability, and it’s not just a matter of hanging the towels up for re-use or swapping that plastic straw for a paper one. Sure, the unimaginative operator may slosh around some sanitiser and encase a few things in plastic. But in short, hotels will have to change. There has been much timely direction from bodies such as BREEAM on how we can make a cleaner, healthier and more equitably built environment. Those who want to gain market share in the hotel industry, will do so through intelligent analysis, creative design, clever specification and a real understanding of what tomorrow’s customer needs and wants.
We recently worked with BREEAM Adviser Jennifer Pugh, on the Hoxton Hotel project in Shepherds Bush. We asked Jennifer how she thought Covid-19 had already affected sustainability for Hotel projects, and how it will affect them in future.
“The COVID-19 pandemic has put ‘sustainability’ at the forefront of many agendas and hotel development will be seeking to ensure there is resilience built into their assets. However, there are fears that as we emerge from the COVID-19 crisis, financial support for sustainability initiatives will be dramatically reduced, as hotels concentrate their strategic resources on returning to some sense of normal business operations. Long-term investment strategies that integrate environmental, social and corporate governance (ESG) factors and effective stewardship will be central to the successful long-term sustainability of Hotels.
Going forward, there is likely to be more contact free technologies and smart innovations that adjust comfort parameters (such as air quality, temperature, light and humidity). The functionality of such systems will need to be fine-tuned and zoned in hotels appropriately to prevent building services competing against each other, resulting in unnecessary energy consumption and associated carbon emissions. Additionally, increased water consumption is anticipated in the Hotel industry, linked to more frequent hand washing, laundry and other cleaning/disinfection practices. When considered alongside the potential reduction in water availability as a result of climate change, this develops a need for hotels to develop access to alternative water sources in case of water scarcity (such as rain / grey water harvesting). It also underscores the need to utilise efficient appliances and sanitary fixtures, without compromising on guest comfort.
Sustainability will continue to be important in re-establishing, and potentially strengthening the relationship between the hotel industry and both the natural and social capital on which it ultimately depends upon.”Jennifer Pugh
Senior Sustainability Consultant
PSH Consulting
By all accounts, things are changing in this industry. We truly believe this next year will be the opportunity for hoteliers and hotel experts to reset, rethink and adopt new and improved ways of doing things. The question is, will we all be able to keep up?