Transformative Role Of Design In The Hospitality Industry
Design is the doorway to the hospitality experience.
Today, consumers across the world are largely influenced by aesthetics. If a product, service or experience catches their eye, they will further interact with the offering.
Similarly, interior design and architecture play a significant role in a consumer's experience in the hospitality industry. The ‘look’ of your space influences the way customers perceive, experience and evaluate your brand across physical and digital touchpoints. Therefore, the positioning of your brand directly depends on the visual backdrop you offer.
Power of First Impressions
The first impressions in the hospitality industry last beyond that moment. And, a good first impression, according to a recent study by Dimensional Research, retains about 24% of the customers for up to 2 years.
It’s safe to say, in a hotel, the interior design of a lobby is the ‘ground zero’ for making a good first impression. It unveils the narrative of the hotel experience a guest is about to receive. From a guest’ perspective, it lays the groundwork for the expectations of a hotel’s quality, comfort, interest and functionality.
Today, consumers, especially the millennials are willing to pay a premium for visual aesthetics and experience. This new breed of travellers has ignited the ‘experience economy’.
According to a recent survey conducted by Eventbrite, 78% of millennials prefer buying into an experience rather than a physical product. Thus, the design, architecture and aesthetic of the place play a huge role in attracting customers.
Business Impact of Good Interior Design
Good design and good business go hand in hand.
Hoteliers across the world view interior design as an extension of branding. In fact, it is the very secret behind many worldwide hotel chains. Starbucks, one of the largest coffeehouse chains, stays true to its brand identity by designing locally relevant stores with signature Starbucks design elements. Thus, when a consumer enters Starbucks, they know the exact experience they are about to receive.
A study conducted at the Hikkaduwa hotels in Sri Lanka, suggests the interior and exterior designs of a hotel directly impact its demand. 67% of travellers interviewed agreed they consider a hotel’s design before making a buying decision. Thus, investing in the interiors of your venues can not only create a better guest experience but also result in profitable financial projections.
The Influence of Statement Pieces in Hotels
Art pieces have always been present in hotels, however, today, it has evolved into an element of hotel design. Today, the industry is incorporating statement pieces such as lighting installations, graphic murals, larger-than-life artworks and more to offer a unique experience that reflects both the brand and the hotel’s geographic location.
One of the best examples would be the Taj Hotels. The Taj empire is built on their ability to successfully weave the Indian heritage and culture into their services. Each of their hotels reflects the aesthetic of the geographical location, for example, the Taj Bengal displays terracotta sculptures of life-size musicians in the lobby.
Keeping the same principle in mind, I recently had the opportunity to create a 35 feet permanent metal installation for Hotel Taj, Ahmedabad. We drew inspiration from the Ghagra and Odhani of the most largely celebrated festival of Navaratri in Gujarat.
As the world around us becomes increasingly visual, and guests look for Instagrammable moments, hotels will need to make their venues aesthetically exciting. That’s why hotels are hiring curators in order to bring that unique art appeal to enhance their guests’ experience.
Final Thoughts
Design influences everything in our lives and it is no surprise it does the same for the hospitality industry. Interior design has now changed from being just the cherry on top to an integral part of the foundation of a brand’s positioning in the market. The impact it has on the customers has changed how the industry functions. It is no longer about aesthetics; it is about building a better business.
