Studying the necessary stages and conditions for the optimal specification of each new hotel accommodation, we present the reasons why the Hotel Concept is now one of the necessary steps.
The truth is that people's desire to build a hotel accommodation is not accidental or unexpected. First of all, the tourism industry is one of the safest investments for Greece, as, regardless of its ups and downs, it remains strong and evergreen. On the other hand, there is the opinion that the feeling of hospitality is deeply engraved in the DNA of the Greeks and, most of the time, it finds its sincere expression through small and family hotels.
But in a market with an ever-increasing amount of accommodation on offer, the need for differentiation is more important than ever. Especially in popular destinations, such as Athens, Mykonos and Santorini, there has recently been a huge growth of similar and even identical accommodation which, on the one hand, creates a problem in the purchasing decision of travelers, on the other hand does not guarantee the viability of accommodation in a period of potential recession.
The solution for this specific issue is one: the specification and development of a Hotel Concept , before the start of construction or total renovation of an accommodation. In this particular article, the importance and the benefits that accompany the decision to develop a Hotel Concept will be analyzed, while the basic elements that a hotelier must keep in mind in order to get his hands on a properly specified Concept will be presented.
When should a Hotel Concept be developed?
Before anything else, it is important to discuss what is the ideal time to specify and develop the Concept for our hotel. From my experience so far in the wider hotel sector, it is observed that in almost all cases, old and potential hoteliers first turn to the architectural office with which they work, asking for a "concept" to be created for their new accommodation . But this is where the big confusion arises, as what these professionals are called to create is the Design Concept , which, although incredibly important and essential for the creation and positioning of the hotel, does not involve pieces of functionality, operation and experience of the customer.
The Hotel Concept actually precedes the Design Concept. It is what will capture and gather all the " philosophy " and the "idea" of the new accommodation, not only at the level of image, but in all aspects and manifestations of communication with the client and also the experience of the latter within it. The Hotel Concept is the "guide" and the "gospel" for every third partner, on which he will rely in order to develop the part that corresponds to him. As long as all the partners of the hotel follow the same, common line of development, then the final result is expected to be harmonious and in absolute alignment with the prescribed concept.
What should I pay attention to when creating the Concept?
First of all, a hotel concept cannot be developed by everyone. As in every part of the development of the accommodation, here too the hotelier should turn to the experts , who will guarantee the right result. Many times, several hoteliers do have very specific and interesting ideas for their hotels under development, which can indeed be the main axis of the Concept.
However, putting all the individual pieces in order and properly structuring all the stages of specification, development and positioning of the hotel is not an easy task. The Hotel Concept is not something "theoretical". It is not a simple "philological" description of the idea of accommodation. It's a multi-layered job , managing to infuse the idea into every aspect and detail of the hotel, from the Design to the logo, the photography, the food — even the staff uniforms! And above all, the Concept defines how the various services should be provided within the accommodation, and identifies those experiences that are truly unique and will significantly upgrade the customer experience.
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How does a Hotel Concept help the architect and Interior Designer of the hotel?
As mentioned above, one of the most important and pivotal parts of any hotel product is its planning and design - both building and interior. Greek architects and interior designers are truly distinguished for their ingenuity and creativity , which find an ideal field of development and promotion through the multitude of hotel projects developed in recent years.
The architect, however, in order to exhaust his creativity and professional expertise, needs to receive the correct "brief" in advance. And the correct "brief" is not what is often heard: "I want you to build me the best hotel in the country". The right brief is the one that results from the correctly recorded and analyzed Hotel Concept, and which essentially presents the entire product we want to create in its full development, giving the architect necessary information and directions, which, anyway, do not they concern his own activity.
For example, if we want to enhance in-room dining and have decided that we want to have a complete dining set-up inside the rooms, with a dining table, chairs and all the necessary equipment, the architect should be informed in advance , in order, not only to predict the necessary space inside the room, but also to present us with a truly unique and upgraded result, which will develop our idea and purpose to the maximum extent.
The Hotel Concept is not something "theoretical". It is not a simple "philological" description of the idea of accommodation. It is a multi-layered job that specifies the entire hotel product we are called upon to create!
The role of the Hotel Concept in the customer experience and the increased upselling prospects it creates
Beyond the obvious necessity of Concept in the specification and development of the new hotel product, it is of great interest to consider how it affects the customer experience in the accommodation, reviews , and overall sales and revenue.
After the experience of staying in several hotels, most of which had nothing to leave behind, despite their "good design" or their "expensive furniture", it seemed that the hotels that, in the end, managed to be etched in the memory, they are hotels that, having a specific Concept, made sure to include me in it and imbue every moment of the visitor inside the accommodation, with elements that were directly (or indirectly) connected to the story they wanted to tell.
Hotel Concept: Yes or No?
Based on all of the above, the answer to this particular question is obvious: Certainly and Yes. Because the Hotel Concept will not simply describe to the Hotelier the idea and philosophy of his new accommodation, but will present it in front of him in flesh and blood, making him visualize it and imagine himself walking in its premises, sleeping in his beds, to eat in his restaurant.
And if it is not the Hotelier, the person who invests money, effort and effort in all this, the first person who will "live" the accommodation, then who can it be?
ARE YOU A YOUNG INVESTOR, HOTELISER OR ARCHITECT?
Meet Destsetters and create a unique Hotel Concept that will help your accommodation stand out from the competition.
Hotel Concept Development is Destsetters' most advanced service that aims to create unique hotels, with high profit margins, proper operation , but also with recognizable features that will help them stand out from the competition.
Taking into account the location of the plot or building, the wishes of the owners, the competition and the relative demand , we take care to specify the characteristics and strategy of the investment , so as to create a separate accommodation that responds to the needs of travelers, with real profit prospects .
Our team works with new investors, hoteliers, consulting firms and architectural firms , who wish to have a complete hotel specification that will provide all the necessary research and hotel know-how , identifying the commercial characteristics of the new accommodation as well as defining the details of his strategy, which should be reflected in the design and concept of the accommodation, so as to lead to a successful investment .
AUTHOR
Zenios Zeniou
Founder & Creative Director
Zenios is the co-founder of Destsetters where he works as Creative Director. He also writes, edits and oversees the content of the channels, since he is a travel expert, a lover of books, excellent with words and "obsessed" with details.
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