Hospitality Design - December 2016 - 20

from the editor

here's to 2017

STACY SHOEMAKER RAUEN < Editor in Chief
stacy.shoemaker@emeraldexpo.com
646.668.3751
MICHAEL ADAMS < Editorial Director
michael.adams@emeraldexpo.com
646.668.3690
JONATHAN MARSLAND < Creative Director
jonathan.marsland@emeraldexpo.com
646.668.3733

Photo by JEFFREY MOSIER

It's been a turbulent month or so politically here in the U.S., so I for one threw

myself into work. For our trendspotting issue, it's been almost therapeutic to take a
deep dive into not only what's happening in our industry but also other spaces that are
informing us-and vice versa. And though we take a look at those fashionable concepts
throughout the year (an influx of design-forward extended stay hotels and good looking
fast-casual concepts, to name a couple) there are always more to cover (or uncover).
I have participated in various talks and panels these last few months (in fact, as I
write this I am on a plane to moderate a session at the Sleep conference in London) and
at almost every single one, the panelists spoke about
the importance of creating an authentic experience
that speaks to a mindset, not a demographic. One
stat that proves that point is from Ted Jacobs, vice
president of global design for W, Le Méridien,
the Luxury Collection, and St. Regis, who once
shared with me that 40 percent of the St. Regis
customers are under 30 years old. Another: The
Brandwatch blog recently noted that "at 111 million
strong, Boomers are the largest consumer age
demographic in the United States, far exceeding
Gen X's 61 million and Millennials' 75 million. Yet
Baby Boomers get 10 percent of brands' marketing
dollars, but provide more than 50 percent of
national consumption. Millennials, meanwhile,
get more than 50 percent of marketing budgets, yet provide a much smaller fraction
of revenue." Insert Baby Boomers or Gen X in place of Millennials and they would
want the same attributes in a hotel stay or night out-local, unique, social, memorable.
Millennials may have changed how we look at travel, but they are not the only ones who
want experiences that speak to them.
Achieving this important intangible is not an easy feat, which is why everyone is
out to attain it. But when looking at the 21 trends presented in this issue, experience
(sometimes a very niche one) is what they all have in common-from social mediadriven hostels and interactive retail, to resorts for the active traveler and striking
architectural museums that speak to the area and topic at hand. In a world filled with
technology, it's about human interaction, building a community, and creating a place
that people want to be in and, yes, experience. We hope some of this provides food for
thought as we enter 2017.
With the new year quickly approaching, I want to wish you all a wonderful holiday
season, filled with hope, joy, and love, and hopefully a bit of rest and relaxation.

Stacy Shoemaker Rauen

Editor in Chief
stacy.shoemaker@emeraldexpo.com
@StacyRauen

hd editorial advisory board
Andrew Alford AJ Capital Partners David Ashen dash design Jeffrey Beers Jeffrey Beers International Malcolm Berg
EoA Mark Boekenheide Related Companies Glen Coben Glen & Co. Meghann Day HBA Gary Dollens Hyatt Hotels
& Resorts Deborah Lloyd Forrest ForrestPerkins William Harris AvroKO Kemper Hyers Starwood Capital Amy Hulbert
Best Western International Tom Ito Gensler Ted Jacobs Starwood Hotels & Resorts Gulla Jónsdóttir Gulla Jónsdóttir
Architecture & Design Helen Jorgensen Host Hotels & Resorts Jon Kastl Champalimaud Aliya Khan NeueHouse
Studio Raul Leal Virgin Hotels Scott Lee SB Architects Tony Machado Morgans Hotel Group Lisa McClung INT LLC
Margaret McMahon Wimberly Interiors Will Meyer Meyer Davis Studio Julia Monk HOK Alessandro Munge Studio
Munge Barry Nidiffer Chartres Lodging Group Lionel Ohayon ICRAVE Robert Polacek Puccini Group Thomas
Schoos Schoos Design Lisa Simeone Simeone Deary Design Group Kellie Sirna Studio 11 Design Sam Suleman
Equinox Hospitality Shawn Sullivan Rockwell Group Michael Suomi Stonehill & Taylor Roger Thomas Wynn Design
& Development Larry Traxler Hilton Worldwide Audra Tuskes Lightstone Group Joel Villalon BraytonHughes Design
Studios Anne Wilkinson BAMO Glenn Wilson Marriott International

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Hospitality Design - December 2016

Table of Contents for the Digital Edition of Hospitality Design - December 2016
