Hospitality Design - December 2013 - 78

now

six trends from martin raymond

Martin Raymond, editor in chief at the Future Laboratory, a futures
consultancy, shares what they are seeing affecting hospitality today.

New Authenticity

"Increasingly, hotels are allowing themselves to be infected with the
immediate neighborhood, rather than merely reflecting the neighborhood."
He points to the new Ace Hotel London Shoreditch, where the original
streetscape-complete with a flower shop-was replicated. "It's about the
micro local operators, the really local guy, pulling in the texture of the
street. It's a move from a boutique hotel with an ambiance that appeals to
the creative to something that smells of the locality."

1

Man-venturism

"As women are redefining the business landscape, we see the return of
man holidays. These are men in their thirties, who have very balanced
lives, clear outlooks, but still need time out. It's about testing, improving,
and exploring their masculinity, while vesting more, from food and
accommodation to transport. A lot of hotel brands are misreading it, seeing
this as traditional adventure-but it's a new sector of adventure, activity,
and language."

Sublimity Tourism

There are the 'bleisure'-loving Millennials, and
then there are those who want their life-work
balance back. According to the Future Laboratory's
Future Poll's Consumer Attitudes Audit 2012, 62
percent of consumers now want to be completely
unreachable on holiday, and 47 percent of them
want to spend time away from the internet. At the
same time, one in three people feel overwhelmed
by their communications technology. That equates
to "guests wanting hotel rooms for contemplation
and a true get-away," says Raymond. He points to
the Renaissance Pittsburgh, which offers a gadgetfree stay for guests with its Zen and Art of Detox
package; when checking in, guests hand over their
electronic devices and the rooms are void of a TV
and telephone but stocked with books. Bivouac New
York, a temporary rooftop encampment with seven
lean-to shelters and a family-sized canteen (which
hopes to set up camp in Boston and London as well),
gives guests a similar experience: there's no internet,
electricity, or showers-guests live their normal lives
and spend their "domestic hours" roughing it. And
Grupo Habita's Hotel Endemico offers isolation in 20 standalone eco-lofts
set on stilts in Mexico's wine country.

Phy-gital

"Physical-digital innovations: hotels are embracing social media, digital
concepts, and outreach. Technology is altering the services guests now
expect from hotels. Traditionally, there is concierge, and maybe someone
contacted the guest beforehand, but now social service is live and dynamic
and more about the conversation, which is ongoing-three weeks before
and even after guests leave. Guests expect to get feedback in live time.
Content also has become king again-every hotelier wants to have an
influence on who is staying in the hotel and they turn their website into

078

December 2013 hospitalitydesign.com

1. Four Seasons'
interactive epicurean
website, Taste.

2. To get to Hoi Polloi
restaurant at the
Ace Hotel London
Shoreditch, guests have
to walk through Hattie
Fox's That Flower Shop.

something that is content driven. They are putting an editorial voice in
the brand, reminding people there is heritage and coming to stay at the
hotel is an experience." He points to Morgans Hotel Group, which has
launched a new interactive website, complete with
curated Google Maps social media integration and
2 content from Back of House, the group's online culture
magazine. Other examples: The Marriott Australia
is recruiting teens as virtual concierges; a guest's
smart-device is both the key and concierge at the
Aloft Bangkok; to celebrate its London opening,
CitizenM invited guests to become journalists and
share their city experiences on a microsite; and Four
Seasons created an interactive epicurean website,
Taste.

Return to Glamour

"Hotel designs are changing. Traditionally hipsterindustrial was the default standard if you want to do
a no frills hotel, but now there's a return to a glamour
and comfort. Where 'bleisure' is about blurring the
spaces for the twenty-five to thirty-five year olds,
there is a different demographic in their late thirties
and forties who want to get back to the pleasure
and lust of what hospitality was-and quietly some
hoteliers are relieved about it. The hotel industry is
yet again splitting itself, chasing this kind of über
burlesque feel. It's a reinvestment in the business traveler; a GenX-ers who
are now probably higher up in business. They want a flexible space, but
with things that work-ultra internet-and fantastic conference facilities;
those that make the business person king or queen-especially as more
women are making the business decisions-again."

Old Gourmet

"Consumers in their mid-twenties are bored of the organic, seasonal, and
local F&B offerings, and are rediscovering the joys of standard, slightly old
school beer and reconstituted junk foods. A trend that started in Canada,
it's food that people would eat without admitting to it-those in a big slab,
with loads of mayonnaise and ketchup."


http://www.hospitalitydesign.com

Table of Contents for the Digital Edition of Hospitality Design - December 2013

Contents
Hospitality Design - December 2013 - Intro
Hospitality Design - December 2013 - Cover1
Hospitality Design - December 2013 - Cover2
Hospitality Design - December 2013 - 1
Hospitality Design - December 2013 - 2
Hospitality Design - December 2013 - 3
Hospitality Design - December 2013 - 4
Hospitality Design - December 2013 - 5
Hospitality Design - December 2013 - 6
Hospitality Design - December 2013 - 7
Hospitality Design - December 2013 - 8
Hospitality Design - December 2013 - 9
Hospitality Design - December 2013 - 10
Hospitality Design - December 2013 - 11
Hospitality Design - December 2013 - 12
Hospitality Design - December 2013 - 13
Hospitality Design - December 2013 - 14
Hospitality Design - December 2013 - Contents
Hospitality Design - December 2013 - 16
Hospitality Design - December 2013 - 17
Hospitality Design - December 2013 - 18
Hospitality Design - December 2013 - 19
Hospitality Design - December 2013 - 20
Hospitality Design - December 2013 - 21
Hospitality Design - December 2013 - 22
Hospitality Design - December 2013 - 23
Hospitality Design - December 2013 - 24
Hospitality Design - December 2013 - 25
Hospitality Design - December 2013 - 26
Hospitality Design - December 2013 - 27
Hospitality Design - December 2013 - 28
Hospitality Design - December 2013 - 29
Hospitality Design - December 2013 - 30
Hospitality Design - December 2013 - 31
Hospitality Design - December 2013 - 32
Hospitality Design - December 2013 - 33
Hospitality Design - December 2013 - 34
Hospitality Design - December 2013 - 35
Hospitality Design - December 2013 - 36
Hospitality Design - December 2013 - 37
Hospitality Design - December 2013 - 38
Hospitality Design - December 2013 - 39
Hospitality Design - December 2013 - 40
Hospitality Design - December 2013 - 41
Hospitality Design - December 2013 - 42
Hospitality Design - December 2013 - 43
Hospitality Design - December 2013 - 44
Hospitality Design - December 2013 - 45
Hospitality Design - December 2013 - 46
Hospitality Design - December 2013 - 47
Hospitality Design - December 2013 - 48
Hospitality Design - December 2013 - 49
Hospitality Design - December 2013 - 50
Hospitality Design - December 2013 - 51
Hospitality Design - December 2013 - 52
Hospitality Design - December 2013 - 53
Hospitality Design - December 2013 - 54
Hospitality Design - December 2013 - 55
Hospitality Design - December 2013 - 56
Hospitality Design - December 2013 - 57
Hospitality Design - December 2013 - 58
Hospitality Design - December 2013 - 59
Hospitality Design - December 2013 - 60
Hospitality Design - December 2013 - 61
Hospitality Design - December 2013 - 62
Hospitality Design - December 2013 - 63
Hospitality Design - December 2013 - 64
Hospitality Design - December 2013 - 65
Hospitality Design - December 2013 - 66
Hospitality Design - December 2013 - 67
Hospitality Design - December 2013 - 68
Hospitality Design - December 2013 - 69
Hospitality Design - December 2013 - 70
Hospitality Design - December 2013 - 71
Hospitality Design - December 2013 - 72
Hospitality Design - December 2013 - 73
Hospitality Design - December 2013 - 74
Hospitality Design - December 2013 - 75
Hospitality Design - December 2013 - 76
Hospitality Design - December 2013 - 77
Hospitality Design - December 2013 - 78
Hospitality Design - December 2013 - 79
Hospitality Design - December 2013 - 80
Hospitality Design - December 2013 - 81
Hospitality Design - December 2013 - 82
Hospitality Design - December 2013 - 83
Hospitality Design - December 2013 - 84
Hospitality Design - December 2013 - 85
Hospitality Design - December 2013 - 86
Hospitality Design - December 2013 - 87
Hospitality Design - December 2013 - 88
Hospitality Design - December 2013 - 89
Hospitality Design - December 2013 - 90
Hospitality Design - December 2013 - 91
Hospitality Design - December 2013 - 92
Hospitality Design - December 2013 - 93
Hospitality Design - December 2013 - 94
Hospitality Design - December 2013 - 95
Hospitality Design - December 2013 - 96
Hospitality Design - December 2013 - Cover3
Hospitality Design - December 2013 - Cover4
https://www.nxtbook.com/nxtbooks/hd/201805
https://www.nxtbook.com/nxtbooks/hd/201803
https://www.nxtbook.com/nxtbooks/hd/201802
https://www.nxtbook.com/nxtbooks/hd/201801
https://www.nxtbook.com/nxtbooks/hd/201712
https://www.nxtbook.com/nxtbooks/hd/201711
https://www.nxtbook.com/nxtbooks/hd/201710
https://www.nxtbook.com/nxtbooks/hd/201709
https://www.nxtbook.com/nxtbooks/hd/201708
https://www.nxtbook.com/nxtbooks/hd/201707
https://www.nxtbook.com/nxtbooks/hd/201706
https://www.nxtbook.com/nxtbooks/hd/201705
https://www.nxtbook.com/nxtbooks/hd/20170304
https://www.nxtbook.com/nxtbooks/hd/201702
https://www.nxtbook.com/nxtbooks/hd/201701
https://www.nxtbook.com/nxtbooks/hd/201612
https://www.nxtbook.com/nxtbooks/hd/201611
https://www.nxtbook.com/nxtbooks/hd/201610
https://www.nxtbook.com/nxtbooks/hd/201609
https://www.nxtbook.com/nxtbooks/hd/201608
https://www.nxtbook.com/nxtbooks/hd/201607
https://www.nxtbook.com/nxtbooks/hd/201606
https://www.nxtbook.com/nxtbooks/hd/201605
https://www.nxtbook.com/nxtbooks/hd/20160304
https://www.nxtbook.com/nxtbooks/hd/20160102
https://www.nxtbook.com/nxtbooks/hd/201512
https://www.nxtbook.com/nxtbooks/hd/201511
https://www.nxtbook.com/nxtbooks/hd/201510
https://www.nxtbook.com/nxtbooks/hd/201509
https://www.nxtbook.com/nxtbooks/hd/201508
https://www.nxtbook.com/nxtbooks/hd/201507
https://www.nxtbook.com/nxtbooks/hd/201506
https://www.nxtbook.com/nxtbooks/hd/expo2015_showguide
https://www.nxtbook.com/nxtbooks/hd/201505
https://www.nxtbook.com/nxtbooks/hd/20150304
https://www.nxtbook.com/nxtbooks/hd/20150102
https://www.nxtbook.com/nxtbooks/hd/201412
https://www.nxtbook.com/nxtbooks/hd/201411
https://www.nxtbook.com/nxtbooks/hd/201410
https://www.nxtbook.com/nxtbooks/hd/201409
https://www.nxtbook.com/nxtbooks/hd/201408
https://www.nxtbook.com/nxtbooks/hd/201407
https://www.nxtbook.com/nxtbooks/hd/201406
https://www.nxtbook.com/nxtbooks/hd/20140506
https://www.nxtbook.com/nxtbooks/hd/expo2014_showguide
https://www.nxtbook.com/nxtbooks/hd/20140304
https://www.nxtbook.com/nxtbooks/hd/20140102
https://www.nxtbook.com/nxtbooks/nielsen/hd_201312
https://www.nxtbook.com/nxtbooks/nielsen/hd_201311
https://www.nxtbook.com/nxtbooks/nielsen/hd_201310
https://www.nxtbook.com/nxtbooks/nielsen/hd_201309
https://www.nxtbook.com/nxtbooks/nielsen/hd_201308
https://www.nxtbook.com/nxtbooks/nielsen/hd_201307
https://www.nxtbook.com/nxtbooks/nielsen/hd_201306
https://www.nxtbook.com/nxtbooks/nielsen/hd_201305
https://www.nxtbook.com/nxtbooks/nielsen/hd_20130304
https://www.nxtbook.com/nxtbooks/nielsen/hd_20130102
https://www.nxtbook.com/nxtbooks/nielsen/hd_201212
https://www.nxtbook.com/nxtbooks/nielsen/hd_201211
https://www.nxtbook.com/nxtbooks/nielsen/hd_201210
https://www.nxtbook.com/nxtbooks/nielsen/hd_201209
https://www.nxtbook.com/nxtbooks/nielsen/hd_201208
https://www.nxtbook.com/nxtbooks/nielsen/hd_201207
https://www.nxtbook.com/nxtbooks/nielsen/hd_20120506
https://www.nxtbook.com/nxtbooks/nielsen/hd_201204
https://www.nxtbook.com/nxtbooks/nielsen/hd_201203
https://www.nxtbook.com/nxtbooks/nielsen/hd_20120102
https://www.nxtbook.com/nxtbooks/nielsen/hd_201112
https://www.nxtbook.com/nxtbooks/nielsen/hd_201111
https://www.nxtbook.com/nxtbooks/nielsen/hd_201110
https://www.nxtbook.com/nxtbooks/nielsen/hd_201109
https://www.nxtbook.com/nxtbooks/nielsen/hd_201108
https://www.nxtbook.com/nxtbooks/nielsen/hd_201107
https://www.nxtbook.com/nxtbooks/nielsen/hd_20110506
https://www.nxtbook.com/nxtbooks/nielsen/hd_201104
https://www.nxtbook.com/nxtbooks/nielsen/hd_201103
https://www.nxtbook.com/nxtbooks/nielsen/hd_20110102
https://www.nxtbook.com/nxtbooks/nielsen/hd_20101112
https://www.nxtbook.com/nxtbooks/nielsen/hd_201010
https://www.nxtbook.com/nxtbooks/nielsen/hd_201009
https://www.nxtbook.com/nxtbooks/nielsen/hd_201008
https://www.nxtbook.com/nxtbooks/nielsen/hd_201007
https://www.nxtbook.com/nxtbooks/nielsen/hd_20100506
https://www.nxtbook.com/nxtbooks/nielsen/hd_201004
https://www.nxtbook.com/nxtbooks/nielsen/hd_201003
https://www.nxtbook.com/nxtbooks/nielsen/hd_201001
https://www.nxtbook.com/nxtbooks/nielsen/hd_200912
https://www.nxtbook.com/nxtbooks/nielsen/hd_200911
https://www.nxtbook.com/nxtbooks/nielsen/hd_200910
https://www.nxtbook.com/nxtbooks/nielsen/hd_200909
https://www.nxtbook.com/nxtbooks/nielsen/hd_200908
https://www.nxtbook.com/nxtbooks/nielsen/hd_200907
https://www.nxtbook.com/nxtbooks/nielsen/hd_20090506
https://www.nxtbook.com/nxtbooks/nielsen/hd_200904
https://www.nxtbookmedia.com