Trends for 2021 – why refurbishment could be the answer you’re looking for

Well, 2021 is finally here. Although, we can likely agree it’s not quite been the fresh start we were all hoping for with restrictions across the UK now extended well into February.

While we’re facing another spell of juggling work and home life, a lack of socialising, and for the bravest - home schooling (Good luck!), we’ve decided to look past the less than cheerful start to the year, and explore the new landscape our industry is facing. While it might seem a challenge at first, there are opportunities on the horizon and, hopefully, a chance for recovery.

So, what are the trends we’re seeing and what can you do to make sure your venue offers an experience to remember when you welcome guests back through the doors?

Domestic Tourism Boom

While 2020 saw a decline in tourism across all fronts, many have predicted that domestic, short stay, leisure trips will lead the recovery of the sector. Henry Jackson from Knight Frank has said that the pent-up demand could actually lead to a healthy market in 2021, and it seems the stats agree with him! Visit Britain has predicted a period of recovery where domestic tourism looks to increase by 79% compared with 2020.

We’re not here to take you through the stats, but we are here to tell you there’s a reason to be positive about what’s to come and it’s a great time to prepare for what this year may bring. Guests are still looking for a high-quality experience, so if you want to take advantage of the opportunity, making sure your venue is up to scratch is the place to start.

Covid – the context of travel in 2021

It’s hard to deny the impact of Covid in changing the views and concerns your guests might have about travel. A key route to overcoming this is trust.

Accor’s 2021 travel report showed that their customers feel more open to staying in a hotel than they do using public transport as the environment is more regulated. What’s more, we’re seeing more hotels looking to invest in soft brands. The investment could bring with it the best of both worlds; catering to the independent or boutique-style hotel sought by this new market, but with the security and support of a brand behind the scenes.

But how do you address guest concerns in design? Well, aside from clean surfaces, hand sanitizing dispensers and appropriate PPE for your staff, it’s important to give your guests the perception of space. We anticipate there’s still likely to be some reluctance for people to enter back in to overly crowded spaces – especially with strangers. Make your guests feel more comfortable by opening up public areas allowing all the space they need.

If you don’t have a lot of space to work with, there’s a lot you can do in your interior design to give the impression of a larger space. Think lighting, material selection and fabrics. A lot of this can be updated with a streamlined refurbishment – a cost effective refresh could make all the difference.

Looking forward – changes to design in the future and what you can do now to have the most impact

Over the years we’ve seen hotel interior design flex and change with the times. From a formal set up with distinctive dining room and lounge areas, to a more flexible interchangeable space – we expect to see a lot more of this in the future. Guests like options, they might work, meet, dine, chat, drink, all in the same space, and a formally segregated venue doesn’t cater well to this. The best way to adapt is by creating usable spaces.

We’ve seen a lot about this change in the industry press over the last few years, notably the shift to ‘Lifestyle’ hotels and brands catering to the Millennial market and the new demand for instant rewards. USA Today spoke to industry leaders from IHG, Choice Hotels, Best Western and Two Roads Hospitality back in 2018, all of whom discussed the need to focus more on the experience to meet these needs. The aim for these guys is to create timeless spaces that serve the aspirational ‘insta-worthy’ style of this generation, but allow for growth and adaptability as the trends change.

We’re about to see a lot more of this from Accor following their recent merger with Ennismore. They have a whole schedule of new hotels opening in 2021. In particular, the hotel group is focusing on the lifestyle category, expecting the number of lifestyle hotel openings to triple by 2023 – definitely one to watch!

So, how do you manage this change? Look at your public areas as flexible spaces that flow into each other and offer the experience and sense of place sought by today’s travellers. The big brands are reacting well to this change in guest behaviour by offering flexibility within the public areas and pushing for locally relevant bespoke design features throughout the interior.

You should consider how the space caters to different guest priorities (work, socialising, relaxing), and make sure to leave space to grow in the future.

Reduce, reuse, recycle… refurb!

Sustainability is another key trend to be aware of, so this is something to remember and build in to design. Refurbishments are a good way to achieve this, repurposing materials, furniture and fixtures can help reduce waste and keep your design costs low.

So, where do you go from here?

Our recommendation is to consider a refurb. It’s been a tough year so investing in your property right now may seem like a challenge, but looking at a refurb doesn’t have to cost the earth. We work closely with our clients at the start of each project to develop a strategy for design. We review the assets you do have and can recommend redesign options that get you the most bang for your buck.

Our approach starts by working with you and your design team, collaborating to guide you on where you can get the best value. There’s a lot you can do to a space by updating things like carpets and fittings, creating a space that feels fresh and new, without starting from scratch. We work to build a sense of place into your interior through the use of artwork, design details and objects providing an individuality that sets your hotel apart from the competition. We’ll review our concepts with you and your team, highlighting assets that are more cost-effective to enhance than replace and find a middle ground to keep your project well within budget.

With some downtime while restrictions are still in place, now is a great time to be thinking about how you can improve your guests’ experience to ensure they keep coming back well after you’ve reopened the doors.

Get in touch with our team today for help and guidance on how to uplift your property and gain a competitive edge by maximising your revenue per room this year and beyond.