At the same time, it should be noted that some scenes will cause people to have “aesthetic fatigue”, because the designer deliberately pursues and expresses the “aesthetic”, and this “aesthetic” is easy to be paranoid about decoration and stacking. So far, the “aesthetic” of display and excessive expression is still the mainstream of hotel design, cognitive limitations lead to most decision-makers and designers are still repeating this fatigue-prone aesthetic interpretation, and the pursuit of pure novelty and novelty has accelerated the iteration of such “aesthetic” style.
Therefore, luxury hotels must not give up the essentials in the renewal, give up their advantages in the precipitation, and pursue “new and strange” too much.
Hu Ping, the lead designer of Ou Pu, first shared a sentence from an interview with architectural design master Mr. Wang Shu, “In fact, over the years, local buildings have not been much different…” At present, the aesthetic presented by these luxury hotels has been recognized by market research and evaluation agencies. Therefore, when luxury hotels are faced with new opportunities, rather than major surgery, it is better to inject some “fresh blood” to welcome new guests, such as combining the evaluation criteria of “carbon peak” and “carbon neutrality” to make the hotel greener, such as deeper links with local urban development and cultural progress. At present, many luxury hotels and museums do customized activities to achieve good results.
Lu Kang, project director of LEO DESIGN China in Thailand, believes that the development of interior decoration art has experienced several stages of complicated and simple replacement, and each stage has a new market demand for aesthetics.
Most of the existing luxury hotels need to be updated. If minor changes are made, the original space layout should be kept simple, the space should be empty, the decorative traces should be hidden as far as possible, and the touch sense should be enhanced and the intimate atmosphere should be enhanced through lighting, furniture, flower art and other elements. Let the “people” in the space become the protagonist, which is a point that many old-school luxury hotels are easy to ignore. Only when walking people become an indispensable factor and people can perceive the cultural attributes of the hotel at close range, can they personally feel the added charm brought by the space.
At the same time, he stressed that the creation of freshness is not only a decorative design problem, but more of a market problem. You can start from the cross-border, the use of the hotel’s generous and diverse space advantages, to seek business cooperation, hotel brands and joint brands through their respective advantages to empower each other, to achieve 1+1 > 2 market response, every cross-border object replacement means new elements injection, often do often new.
He also pointed out that people do not have the same perspective on luxury hotels as before, and it is crucial for luxury brands to maintain their unique DNA. The homogenization of hotel decoration design is very serious, if there is no unique tonality of the brand, how to “endure”? Only by constantly enlarging the brand DNA through space, service and vision, so that customers can recognize and think that choosing this brand is the embodiment of their own life and taste in the true sense of “new”, so luxury brands must make more efforts in brand building.
Do not idle, continue to bring forth the new
Luxury hotels have always been proud of their high quality and ultimate service, and make every effort to provide top service for guests is the luxury hotel’s requirement for itself, but consumers are becoming more and more “well-informed”, and they are also “immune” to the services directly received. Luxury hotels need to constantly seek change and innovation, and strive to use cultural connotations and quality services to re-enshrine consumers with “freshness”.
Different from the traditional approach based on the sale of rooms, Bailin Hotel has launched an immersive seasonal holiday product in accordance with the spring, summer, autumn and winter seasons combined with local resources, and designed the most recommended local food, beauty and culture as boutique experience products, bringing different experiences to guests.
In the midst of the serious homogeneity of hotel parent-child products, Four Seasons Hotel Guangzhou integrates the cross-border IP prince to create immersive parent-child rooms, which has generated a sensational effect and achieved impressive financial results, attracting the imitation of Four Seasons hotels in the Asia-Pacific region.
Personalization is also a major demand of luxury hotel customers. At present, the customized experience projects of luxury hotels are becoming more and more abundant: in the past, private guides have been upgraded to take guests to tour the scenic spots exclusively open to hotel guests, so that consumers can experience a sense of dignity; The private SPA experience is upgraded to a full range of health and wellness services for individuals; Personal chef customized service, from the chef’s door to the top chef and sommelier on-site innovative interpretation, unique and cannot be replicated. These programs are tailored to the needs and preferences of the guests, giving them a unique service and experience.
In terms of maintaining product innovation in luxury hotels, the importance of the hotel team is self-evident, and the hotel should encourage team members from different backgrounds and fields to promote diversified thinking and exchange of views. Diverse teams can bring broader creative space and innovative perspectives. A diverse team should also include members of different ages. In the eyes of a post-60 whimsical or even slightly “naive” idea, who knows that it will not be the “dish” that the post-00 generation likes to see? We should also strive to build a positive culture and atmosphere of innovation in the team, encouraging employees to come up with new ideas and try new methods, and giving them appropriate rewards and recognition. At the same time, encourage team members to participate in industry conferences, training courses and workshops, and constantly learn and update knowledge, if you do not learn, I am afraid that a new terrier will not be able to touch the end, how to lead the trend?
In the past, many fashion trends originated from luxury hotels, and now there are still many services originating from luxury hotels that people talk about. Regardless of whether the trend will be recycled or not, luxury hotels with a certain history should cherish their cultural accumulation and brand cultivation. Regardless of whether it is “new wine in old bottles”, luxury hotels should meet the fundamental demands of target customers. In the changing market environment, steady and steady, change to maintain their own unique personality and close connection with consumers.
