Today's Hotelier - November 2017 - 30

Therefore, before design concepts begin, Marriott requires
designers do extensive research into the local context.
"This plays out in everything from architectural elements,
such as the dark, grittier textures we have at our upcoming
property in Minneapolis to represent the punk scene; to styling,
like the lanterns and plaid that we have planned for our new
Seattle property to represent a camping narrative," she says.

in NOLA
Moxy Grab and Go

Mox y bar in NOL A

M

arriott International's Moxy brand launched in 2014
and has 11 hotels with 2,277 rooms open. Another
73 hotels with 13,857 rooms are in the pipeline. Vicki
Poulos, senior global brand director for the brand, says Moxy
is designed to "give guests everything they want and nothing they don't."
The demographic: Poulos says the brand was created in
response to the changing needs of customers and offers a
high-energy, playful and dynamic experience.
"Moxy appeals to the young and the young at heart, calling its target guests Fun Hunters," she says. "They don't take
themselves too seriously; they live in the moment and want
to experience life to the fullest."
Public spaces: Moxy is a brand that lives in the public space,
Poulos says. The brand is communal with services such as
24/7 grab-and-go food-and-beverage options and a lively bar
experience. The reception desk is the bar, and the lobby is
really more of a game room.
"As today's millennial traveler spends more time in public
spaces, to work and play, Moxy's living rooms become the center of activity in all of the brand's hotels around the globe, giving guests exciting ways to work and play hard," Poulos says.
Check-in: At Moxy, the bar doubles as the hotel's physical
check-in area, which Poulos says was done for both functional
and fun purposes.
"Functional because since Moxy is an affordable lifestyle
brand with a lean service model, and crew members are
trained to multi-task," she says. "The most important element
for Moxy's front desk is that it conveys the feeling of walking
into your friend's house while still providing the functionality
of a seamless check-in experience that is quick and painless."
Mobile check-in, with room-ready alerts, and check-out are
also available to guests, she adds.
Local flare: "Moxy Hotels bring out the local flavor and
energy of the cities they are in through their bold design that
speaks to the creativity of each location and its community,"
Poulos says.
Because the brand's public spaces are as much for locals as
they are guests, Poulos says local flavor is critical to design.

3 0  | NOVEMBER 2017 | TODAYSHOTELIER.COM

ge
Hyatt Centric Loun

H

Hyat t Centric seating area

yatt Hotels Corporation launched its full-service, lifestyle Hyatt Centric brand in 2015. The global portfolio
comprises 15 hotels, and another five are in the pipeline ranging in locations from Tokyo to Dubai.
"Hyatt Centric hotels are thoughtfully designed to enable
exploration and discovery, and act as windows into the destinations, providing a launch pad for guests to get out and
explore," says Kenneth Villamil, global vice president of product and brand development.
The demographic: The brand was "created for guests and
locals who share the millennial mindset and want to be in
the middle of the action," Villamil says.
Public spaces: The Centric lounge is designed for the needs of
today's traveler and offers a multifunctional communal space
with an open concept, according to Villamil. That means the
lounge is interconnected with spaces such as the welcome
area, reception, and the bar and restaurant space.
"All of these spaces work together to act as the guest's
initial launch pad into the destination by promoting discovery through the locally inspired interior design, styling elements, art displays; as well as some hotels offering unique
programming in the lobby and throughout the hotel, such
as guest speakers, live music, demonstrations and pop-up
stores," he says.
Check-in: The traditional reception desk has been replaced
with a bespoke design that encourages engagement, Villamil
says, such as sculptural island fixtures, asymmetrical pods
and non-uniform segmented counters.
Color: Hyatt Centric uses playful pops of color, textures and
art in hotels' interior design that create visual interest and
stimulation, Villamil says.

PHOTO COURTESY OF HYATT

PHOTO COURTESY OF MARRIOTT

New brands design for a new kind of hotel experience


http://www.TODAYSHOTELIER.COM

Table of Contents for the Digital Edition of Today's Hotelier - November 2017

Letter From the Chairman
Letter From the President & CEO
The Perfect Storm for Hotel Owners
Design That Brings People Together
New Brands Design for a New Kind of Hotel Experience
Time for a Group Sales Tune Up
AAHOA Interview
Marketing
Technology
Small Business
Finances
HR
AAHOA @ Industry Events
AAHOA Founding Members
AAHOA Vendor Partners
Classifieds
Advertiser Index
Today's Hotelier - November 2017 - intro
Today's Hotelier - November 2017 - cover1
Today's Hotelier - November 2017 - cover2
Today's Hotelier - November 2017 - 3
Today's Hotelier - November 2017 - 4
Today's Hotelier - November 2017 - 5
Today's Hotelier - November 2017 - 6
Today's Hotelier - November 2017 - 7
Today's Hotelier - November 2017 - 8
Today's Hotelier - November 2017 - 9
Today's Hotelier - November 2017 - Letter From the Chairman
Today's Hotelier - November 2017 - 11
Today's Hotelier - November 2017 - Letter From the President & CEO
Today's Hotelier - November 2017 - 13
Today's Hotelier - November 2017 - 14
Today's Hotelier - November 2017 - 15
Today's Hotelier - November 2017 - 16
Today's Hotelier - November 2017 - 17
Today's Hotelier - November 2017 - 18
Today's Hotelier - November 2017 - 19
Today's Hotelier - November 2017 - The Perfect Storm for Hotel Owners
Today's Hotelier - November 2017 - 21
Today's Hotelier - November 2017 - 22
Today's Hotelier - November 2017 - 23
Today's Hotelier - November 2017 - Design That Brings People Together
Today's Hotelier - November 2017 - 25
Today's Hotelier - November 2017 - 26
Today's Hotelier - November 2017 - 27
Today's Hotelier - November 2017 - New Brands Design for a New Kind of Hotel Experience
Today's Hotelier - November 2017 - 29
Today's Hotelier - November 2017 - 30
Today's Hotelier - November 2017 - 31
Today's Hotelier - November 2017 - Time for a Group Sales Tune Up
Today's Hotelier - November 2017 - 33
Today's Hotelier - November 2017 - 34
Today's Hotelier - November 2017 - 35
Today's Hotelier - November 2017 - 36
Today's Hotelier - November 2017 - 37
Today's Hotelier - November 2017 - AAHOA Interview
Today's Hotelier - November 2017 - 39
Today's Hotelier - November 2017 - Marketing
Today's Hotelier - November 2017 - 41
Today's Hotelier - November 2017 - 42
Today's Hotelier - November 2017 - 43
Today's Hotelier - November 2017 - Technology
Today's Hotelier - November 2017 - 45
Today's Hotelier - November 2017 - Small Business
Today's Hotelier - November 2017 - 47
Today's Hotelier - November 2017 - 48
Today's Hotelier - November 2017 - 49
Today's Hotelier - November 2017 - 50
Today's Hotelier - November 2017 - 51
Today's Hotelier - November 2017 - Finances
Today's Hotelier - November 2017 - 53
Today's Hotelier - November 2017 - 54
Today's Hotelier - November 2017 - 55
Today's Hotelier - November 2017 - HR
Today's Hotelier - November 2017 - 57
Today's Hotelier - November 2017 - AAHOA @ Industry Events
Today's Hotelier - November 2017 - 59
Today's Hotelier - November 2017 - AAHOA Founding Members
Today's Hotelier - November 2017 - 61
Today's Hotelier - November 2017 - AAHOA Vendor Partners
Today's Hotelier - November 2017 - 63
Today's Hotelier - November 2017 - 64
Today's Hotelier - November 2017 - 65
Today's Hotelier - November 2017 - 66
Today's Hotelier - November 2017 - 67
Today's Hotelier - November 2017 - 68
Today's Hotelier - November 2017 - 69
Today's Hotelier - November 2017 - 70
Today's Hotelier - November 2017 - Classifieds
Today's Hotelier - November 2017 - 72
Today's Hotelier - November 2017 - 73
Today's Hotelier - November 2017 - 74
Today's Hotelier - November 2017 - 75
Today's Hotelier - November 2017 - 76
Today's Hotelier - November 2017 - 77
Today's Hotelier - November 2017 - 78
Today's Hotelier - November 2017 - 79
Today's Hotelier - November 2017 - 80
Today's Hotelier - November 2017 - Advertiser Index
Today's Hotelier - November 2017 - 82
Today's Hotelier - November 2017 - cover3
Today's Hotelier - November 2017 - cover4
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