Hospitality Design - December 2013 - 70

now

affordable luxury

According to Stay Wyse, a trade association for organizations involved in
youth travel, the percentage of business travelers choosing to stay in hostels
has increased from one percent in 2009 to 10 percent in 2013. But why
wouldn't they when UK-based brands like YHA are spending $20 million
on refurbishments that include bridal suites with roll-top baths and sixfoot art installations? Across the pond there is also Safestay Hostel, set in
an 18th-century building that was once home to the Labour Political Party,
and Hoax, a new brand that debuted in Liverpool with an exposed brick
restaurant and en-suite bathrooms.
At the forefront of the swank hostel trend is Generator, with eight
properties across Europe in Barcelona, Berlin, Copenhagen, Dublin,
Hamburg, Venice, and London. It debuted in 1995, but recent rebranding
efforts have helped their properties see an upswing in guests over the age
of 30. "Our aim is to dispel the hostel myth that they are all cheap bed
factories. We want to revolutionize not only the hostel experience, but the
hospitality industry's understanding of that space-and our new look is
a key part of that mission," explains Carl Michel, Generator's executive
chairman. "Design, technology, innovation, service, and events are the
cornerstones of our new ethos." One of their newest hostels is their second
in Berlin, in the Mitte neighborhood. Set in an early 20th-century building,
it features an outdoor courtyard; exposed ductwork and concrete ceilings;
street art-inspired corridor walls; and raw copper panels, dreamed up
by Anwar Mekhayech of Toronto's the Design Agency, in collaboration
with local firm WAF Archtects. It delineates the brand's principle,
says Mekhayech, of "injecting new life into old buildings and recycling
the urban fabric." Energizing public spaces are also crucial to Michel.
Knowing that "guests like to combine their city breaks with local events,

2

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December 2013 hospitalitydesign.com

we're making the most of our social spaces and building on our community
feel with a calendar of events to showcase local talent," he says. "These
vary from art installations to live music." Generator's grand plan includes
15 locations in 2015, with Paris and Rome next on the agenda.
It isn't just hostels that are showcasing the union of affordability and
luxury. Posh brands are honing in on this sweet spot with their own spinoffs. All to attract their next luxury consumer today-the lucrative and
influential Millennials.
Consider Marriott. In 2011, it joined forces with Spanish hotel chain AC
1. A rendering of the
AC Hotels by Marriott in
Miami Beach.


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
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Hospitality Design - December 2013 - 88
Hospitality Design - December 2013 - 89
Hospitality Design - December 2013 - 90
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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
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