Hotels Add Dimensions
I read an article today in the NYT business section. The article was about a new trend in hotels pointing out how a chain in Europe is re-thinking their approach. The hotel chain is called Le Meridien and it is reacting to the changing desires for experience of their clients. The hoteliers are finding they have to provide more depth to the hotel experience to cater to the increasingly hip and creative customer who is, “well-informed, individualistic, techno-savy with a creative mind-set.” Essentially they are finding a niche in providing more access to culture. That is offering more access to design, art, conversation, music, and lifestyle. Some examples being key cards decorated with artwork or information and access to local art galleries and museums.
As I pointed out on the Integral theory page culture is one of the 4 dimensions of reality. It represents the inner domain of the collective. Hotels have always focused on the outer realms, specifically catering to the behavior of the client and the systems in which the hotel fits and can provide. But now hotels are finding this is not enough; they “are reviewing the guest experience rather than simply their operational processes.” The customers are looking for more and that more comes from a increasing valuation of the inner domains. The hoteliers are calling it lifestyle branding, striving to be “chic, cultured and discovery-oriented.” The key being “discovery- oriented”, a feature I have highlighted of the emerging awareness. The hoteliers go on to point out that “For once, companies understand that dealing with culture is a key issue, and it needn’t be intimidating,” and “When a person leaves Le Meridien, we aim to give them a feeling that their life has grown.”
More dimensions are being considered because the marketplace is demanding it. As a society we have nearly mastered the external behavior and systems approach and now the internal demands to be heard. With hotels are now prepared to offer more access to culture, who knows what the next evolution of hotels will look like. Perhaps catering more to the growth and health of the individual client. Perhaps focusing on how lighting, ventilation, fabric, color, food, and design can all contribute to the health of the individuals interior and catering to that awareness.
And indeed that is happening. For the article goes on to describe how the hotels are employing furniture designers to create better beds for better sleep. Already some chains provide their own perfume fragrance and distinct music and sounds for the lobby, restroom, elevator and room experience. In another article I saw the other day I read how a trend emerging is for hotels to offer spa treatments instead of the traditional golf game to the business travelers. Again added awareness of dimensions of experience reflecting added desire for growth and health are emerging all around us. It is exciting with possibilities opening for deeper, more effective ways to reach the consumer and provide real benefit.
