Hospitality Design - December 2013 - 89

mid-priced brand revamps now
Among the more memorable episodes of Mad
Men's Season Five is the one in which Don and
Megan pay a visit to a Howard Johnson. For
many, seeing that iconic bright orange roof and
the Drapers enjoying scoops of Hojo's signature
ice cream harkened back to the past, during a
time when the classic car trip was just as joyous
as the destination. With Wyndham Worldwide's
ambitious plans to refresh the brand, that
era may soon be back. George Scammell,
Wyndham's vice president of design, says the
aesthetic will skew nostalgic rather than retro.
"We felt that retro was more of a trend that
didn't have longevity, and we wanted to move
forward, but with a nod to the past," he explains.
Contemporary Howard Johnsons will
bear the imprint of its glory days: a familiar,
but revitalized orange and turquoise palette
complemented by rich walnut; a Bertoia chair
to celebrate the brand's roots as a mid-century
modern furniture showcase; and artwork
behind the guestrooms' flatscreen TVs that
playfully depicts vintage rabbit ears. A large,
long desk, along with comfortable upholstered
headboards and plentiful outlets, respond to
guests' growing work demands. Wallpaper
flaunts prints that reference old road trip games,
but most significantly, gracing mahogany panels
in guestrooms is an abstract pattern delineating
the world's most famous orange roof. "The past
got us to the future," says Scammell.
Marriott isn't resurrecting the past, but it is
delving into the future with the international
growth of its select service and extended stay
categories, Courtyard by Marriott and Residence
Inn by Marriott, in countries like China, Brazil,
and India. "As the economies of international
markets continue to grow, and traveling
continues to grow at an accelerated pace, this
tier of hotels is in high demand," says Lionel
Sussman, Marriott International's vice president
of global select service/extended stay brands,
global services, architecture and construction.
Currently, Marriott has an eye on expanding
its Courtyard and Residence portfolios in the
Middle East and Africa with a new design
prototype, one that is "modern, clean, and
sophisticated, but still keeps the essence of
our brands," says Sussman. "Part of what the
next-generation traveler is looking for is to
have a unique experience that is connected
to the local culture." According to Sussman,
the new design responds to this need with a
"less is more mindset. How can we provide the
guest with memorable moments in a fast-pass
environment? The answer is in the details: the
richness of the materials used, the right amount
and use of color, and at the same time, delivering

1. Bright, airy lobbies
will become a Hilton
Garden Inn signature
under the Flourish
concept.
2. A rendering of a
revamped Courtyard
by Marriott guestroom
for the Middle East
and Africa, where rich
patterns stand in for
artwork.
3. A rendering of a
reimagined turquoise
and orange Howard
Johnson guestroom.

1

2
a design that is timeless." The highlights, he
points out, include "screens and patterns used
throughout, minimizing the need for artwork,
and using these elements as the bones and soul
of the spaces."
While poring over its own road map for
the future, Hilton Garden Inn determined that

Flourish was just the jolt of rejuvenation the
brand needed to build on its success. Under this
new concept, all properties across the U.S. and
Canada are slowly morphing to include in-room
perks like Keurig and healthier granola bars
at check-in instead of cookies. More noticeably
is the lobby, which Kurt Smith, vice president
of product quality and innovation at Hilton
Worldwide, says is now "bright and airy, with
more contemporary drapery, lighting, and
planters. We are creating different seating zones
here, so guests can sit and chat, order a drink,
or catch up on work." Although each hotel will
have its own look, Smith says Cincinnati-based
FRCH Design Worldwide has "established a
design intent of warm tones." Next order of
business: the guestroom. "We want to make sure
we are fresh and relevant," says Smith. "Let's not
rest on our laurels."

3

hospitalitydesign.com December 2013

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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
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