"We aim to create that special sensory moment that keeps them coming back"... so says Patrick Hatton the general manager of the James Hotel, one of the Chicago based hotels that have upgraded their interior design to rebrand their Inn and attract a completely new market. Traditionally, hotels such as the Hilton, Hyatt, Marriott and Holiday Inn would opt for a generic design across the board, but that all changed when the Starwood Hotels & Resorts opened the doors of the W Hotel in 1998.
The W Hotel's design was chic - high fashion even according to the article - perfect for New York's "Sex & The City" market and a perfect marketing tool...
But how successful has this approach been for Chicago's James Hotel? Well..."The 297-room James, on North Rush Street, has an enviable clientele: Gen-X travelers with incomes of $100,000-plus who are eager to sample the newest adventure. Its lobby and David Burke's Primehouse restaurant have become places to glimpse fast-track business executives, such entertainers as Kanye West and Ashlee Simpson, and local sports celebrities. When it opened, Chicago had only a few other high-end boutique inns. It's getting more all the time."
However, can this approach be applied to the Caribbean marketplace? Of course. A perfect example of this would be the relaxed, comfortable, but definitely Caribbean look of the Coblentz Inn In Trinidad. Their themed rooms ensure that each visitor is treated as an individual and also learns about Trinidadian heritage. Especially as design tastes are personal to each visitor. "Design trends may also be moving away from the sleek style epitomized by the James and toward homier places notes Rick Swig, president of RSBA & Associates, a hotel consultancy in San Francisco..."
For the full article please see the following link:http://www.businessweek.com/bwdaily/dnflash/content/may2008/db20080514_404451.htm?chan=top+news_top+news+index_innovation+%2Bamp%3B+design
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