LAS VEGAS– Amid the flurry of activity on the show floor at the Hospitality Design Expo & Conference taking place here was a number of educational seminars addressing issues such as the changing face of brands and how designers are tackling the challenge. Jonathan Nehmer, president, Jonathan Nehmer + Associates; Jim Looney, president, Looney and Associates; Patrick Terwilliger, senior vp, design and construction, Hilton Hotels Corp. and Nancy Keyes, vp, prototype design, Starwood Hotels and Resorts came together to weigh in on how to adapt a hotel to fit the seemingly ever-changing brand standards. Terwilliger stressed how the importance of brand standards has grown considerably over the years, particularly now as more new brands are coming into the market. “As a philosophy, branding is extremely important. Consistency drives the revenue stream at each hotel so it is critical that the standards are safeguarded,” he said. “When brand standards are communicated clearly, that creates a consistent hotel experience and that is the best representation of the brand,” said Keyes, who worked to develop Starwoods Aloft and Element prototype designs. “The standards protect, enhance and differentiate each brand.” Looney commented that although brand standards can be complex, there is still room to adapt each property to maintain a sense of individuality. “Brand standards used to be static, but now they are much more dynamic. I liken them to building codes, they are like a set of parameters or a bracket to work within,” he said. “It used to be very tough to distinguish between brands, but now they are differentiating because your identity is what you project to the guest.” Regarding moderating the design of each hotel he said, “You have to know the DNA of the brand– whats important and has to be there no matter what.” Looney noted flexibility of certain aspects of brand standards is often necessary, particularly with adaptive reuse projects. “If the standard is a five-foot vanity, and you can only fit one that is four feet, we have to examine what we have to do to make things work. As designers, a lot of creative solutions come out of that challenge.” Terwilliger addressed how Hilton is adapting the brand standards of some of its brands to better fit within international markets. “You dont have to start from scratch. You need to meet local needs and also stay true to the brand. For example, in India, our Hilton Garden Inn will have larger F&B and meeting spaces and a Hampton Inn in Europe will look more contemporary, but will also have the homey feel U.S. travelers will recognize,” he said. The panel also touched on the issue of green or sustainable elements being incorporated into brand standards. “Weve got to be proactive about it because its when not if its going to happen,” said Keyes. “Green is real and its a great opportunity to work together with the design community. Customers are going to start demanding it, but they arent willing to pay more for to stay at a green hotel.
