As we approach a halfway point in 2023, in a recent article for Hotel Owner, Sarah Acres, Senior Interior Designer at Harrison discusses her thoughts on key Design Trends for 2023.
The world of design is always evolving. Couple this with changing consumer demands, and it can be argued it’s more important now than ever before to keep up with the overarching trends that enhance the hospitality industry.
Whatever the current trend of the moment may be, the customer experience must always remain the focus. The goal is to engage and inspire customers, both old and new, starting from the moment they step foot into their destination. Or – really – with the prominence of social media, even before that. What they experience during their time in a venue is essentially what will drive whether they return and refer.
As we look forward to the rest of this year and also the next, at Harrison we have noticed a number of emerging trends which we are applying to our design strategies that have helped fulfil the goal of bringing back recurring customers. We believe it’s important to bring a space together to tell a story that will always be engrained in customers minds.
Here are some key trends to integrate in order to enhance the customer experience:
Technology Will Continue to Evolve in Design
Not all technology will work for every venue – touch order screens, for example, would jar with an experience which centres on interaction and a personalised experienced. However, by hand-picking the right tech for the space – whether that be digital screens or robot service or simply a high-end audio experience – it can both create a unique customer experience alongside assisting staff.
For example, many hotels have begun using robot butlers to complete tasks such as delivering room service and overall improving customer service. For owners that operate on a smaller budget, I’ve seen a lot more ‘digital concierge’ services now where they use WhatsApp to communicate to guests when they have questions on restaurant recommendations and general guidance.
The pandemic undoubtably sped up the implementation of some technologies, such as the introduction of QR codes to order food and drink vs bar or traditional table service. While today many venues offer more than one option, there are still huge benefits to hotel owners who have a restaurant or bar within their venue to keep these adaptations alive.
For example, there is the opportunity for point of sale upsell if a customer must scroll through the bar snacks before reaching the drinks section. There is more opportunity for a personalised experience too – guests can specify adaptations in writing, creating the ability to concisely communicate exactly what they want and ensure it gets relayed to the kitchen team. It also eliminates the waste of paper and plastic menus and speeds up table turnover. A recent project Slim Chickens included QR codes into the design of the floor tiles – creating a fun and interactive way to search through the menu.
Smells and Sounds are Big Factors to Enhancing the Overall Experience
Hotels can be an oasis – an escape from the everyday busyness of life and lead customers into the world of luxury, relaxation, and to see their stress ebb away. The experience can be amplified through the little details in the lobby, the pillows in the room, and even the soap dispensers in the bathroom. Believe it or not, smell and sound integration are big factors when it comes to creating that memorable experience which keeps people coming back, as they are linked to memories.
The use of sound is very important to the overall experience but can be often overlooked. It ties in with what the brand wants to be portrayed as – i.e., a spa will play calm, meditative music while a sports bar will have a more upbeat sound. Within a hotel, different sounds can be used to differentiate distinct areas. Within the hotel bar, a resident DJ or live singer may come in to enhance the vibe. The same goes for smell. Once a person steps foot into a hotel lobby, one of the first things they notice is the smell. If it gives off an unpleasant odour, it may deter customers from completing their stay. On the other hand, if the lobby has a subtle but enticing smell, whether it be from candles or wafted through the vents, it automatically creates a more premium feel to the experience.
Longevity of Design Through Re-Used Materials
Sustainability – and designing with sustainability high on the agenda – shouldn’t be seen as a trend but something we should all be striving towards. However, within this, there are trends, such as the integration of second-hand, consciously mish-mashed furniture into design has continued to evolve. It goes together with high-street fashion, where many customers care about second-hand vintage clothes. Many aspiring DIYers will find a vintage dresser or table and make it their own. We have seen this become relevant in homes, and now see it trending within hotels. When designing a space, the goal is to make everything last and to be used time and time again.
At Harrison, we strive to create memorable spaces that deliver sustainable success. We have noticed many of our clients are leaning towards incorporating more sustainable materials into their designs. A great example is Nando’s, who we have worked with for nearly 25 years. We incorporated materials that don’t harm the environment, are not filled with chemicals, while using local suppliers in South Africa. They have shared they are open to new products such as furniture and lighting that are sustainable and recyclable.
Create an Exclusive Experience with Multi-Use Spaces
Multi-use spaces are essentially areas that can be used for more than one purpose. They create the feeling of exclusivity and provide a more personal experience. These spaces also increase revenue and be used for office parties, wedding venues, conferences, etc., so you can ensure the space is filled and functional more frequently.
Customers want every experience to feel as those it has been tailor made for them – regardless of how big the budget is. By designing spaces which are adaptable and multifunctional, there is the opportunity to create seemingly bespoke events and the appeal will grow to find out just what will be different next time.
Simple changes can create a whole new experience. For example, the setting may be different for breakfast and lunch than it is for dinner. To change the overall setting of the restaurant, by switching out the tablecloths, the whole restaurant can look and feel different, as if the customer is transported into a new space. The subtleness of changing the lighting, the music, and even the scent, can create a whole new atmosphere.
On the flip side, for those with the space, it would be good to create different areas for different functions alongside those multi-use spaces. They create more of an experience for customers and more reason to stay in the venue rather than spending their time and money elsewhere. A great example is BrewDog located in Waterloo. All within one venue, customers can bowl, have a relaxed dinner and drinks, or have a more intimate setting depending on the vibe.
By providing a multi-functional space, customers can feel their time at the venue is customised and personal to them. Recently, we finished a project with ETM called Greenwood in which we built a sound system within the furniture, creating an immersive experience that changed the dynamic of the bar.
Regardless of what trends may come and go, hotels and venues need to stay true to their brand identity, keep their target audience in mind, and ensure that customer experience is always front and centre to avoid the risk of becoming muddled and lost.