i+D - July/August 2021 - 27

I currently would feel
comfortable traveling...
Key findings from Gensler
Research Institute's U.S.
Hospitality Pulse Survey
People are nearly 3x more likely to go
on vacation with their families than with
friends this summer/fall
People are prioritizing local trips that
will last 1-4 nights
Within my state
People are ready for indoor dining
They're returning to in-person retail shopping
They're ready to go back to bars/clubs
Tom Ito, Gensler (Los Angeles)
(Image: Courtesy of Gensler)
Total 78%
Trip(s) planned 81%
No trips planned 71%
Leisure travel is centered on spending quality time with loved ones, which
many of us have missed during the pandemic. Most (81 percent) of those surveyed
by Gensler say they will be going on trips that include their families this year.
Outside my state
" Families are traveling now not only to be together, but also to experience
something together. It can be as simple as having dinner at a great restaurant
overlooking the ocean. Or you can go on an excursion or participate in activities
that have a tie with the local community. The pandemic has taught us what is
truly important, " explains Tom Ito, principal, studio director, global practice area
leader, hospitality, Gensler in Los Angeles. " We need to socialize, and hotels help
us do that. And there's no better way to get back to traveling than by taking a
trip with the people you are most familiar with. We've really revived that kind
of interaction. "
Total 59%
Trip(s) planned 64%
No trips planned 46%
Bonding with family is key, but it is not the sole impetus for leisure travel.
Consumers are seeking places and events that are not the norm. " We're looking
for unique experiences, and we knew this before the pandemic, but it has been
reinforced. We're looking for that connection to nature. We want to understand
the culture of a place. We're looking for those differentiators that hotel managers
are slowly starting to bring in, " says Ana Ardon, senior associate, design manager,
global practice area leader, hospitality, Gensler in Costa Rica.
Details like color, pattern, and fabric contribute to the appeal of the spaces
and places we visit. " We do a lot of research before going into a design.
We put a narrative together, and that is really based on either cultural or local
influences. People want to go to certain places based on the story, " Ito says.
" The sustainability aspect influences what we specify because we are on a big
mission to reverse the negative effects of climate change. We're thinking about
those things that are not only beautiful but that will not harm the environment. "
Outside of the U.S.
Neufang says leaders are considering both nature and people as valuable resources.
" I think that sustainability is a big piece coming out of the pandemic. Airlines
are stepping up to the plate and making commitments to get to net-zero carbon
emissions by 2050. Hotels are certainly coming up with strategies to reduce energy
and water consumption. Hospitality coalitions are thinking about hiring and
diversity, " she says. " It's not just about climate; it's about human sustainability
as well. "
Total 25%
Trip(s) planned 27%
No trips planned 18%
Source: U.S. Hospitality Pulse Survey, Gensler Research Institute
i+D - July/August 2021
A native of California, ANNA ZAPPIA
has been in New York City for more than a
decade covering a range of topics from fashion to
architecture. She has provided content
and worked on research projects for Google,
Zagat, and Sidewalk Labs. She currently serves as
a contributor to Floor Trends magazine.
27

i+D - July/August 2021

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