Design Forecast 2016

Gensler Design Forecast 2016
Hospitality
Catering to next-gen
travelers
While traveler segments over the past
decade were primarily classified by business
versus leisure, the next generation of traveler
classifications will be more focused on
travelers’ behavioral patterns and
expectations. Hotel providers can cater
to each group’s distinct needs and
characteristics—from cultural purists and
ethical travelers to reward hunters and
social capital seekers. To better serve these
new segments, hospitality brands are
developing places for “members”—people
with strong affinities—revamping loyalty
programs and creating exclusive experiences
to bond with and grow their clientele. They’re
creating club-like spaces that appeal to
lifestyle categories and behaviors, rather than
demographics, allowing people to come
together based on the brands they affiliate
with and the experiences they want to have.
Hyperpersonalized, bespoke packages satisfy
guests’ desire to collect new skills and
authentic, immersive experiences.
Technology is also redefining hospitality.
Location services offer added value to guests
with mobile apps that recognize preferences
and offer membership benefits, mobile room
key technology, and check-in/checkout
services. In-room handheld devices that
provide complete control of the guest
environment will become the norm in midto
upper-scale markets.
left: Hyatt Incheon, Incheon, Korea
below: Westin hotel and transit center at Denver
International Airport, Denver
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