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David Daniels, Design Principal, Studio at SSH, presented a talk on ‘Hotels of the Future’ at the Arabian Hotel Investment Conference, a hospitality industry event held at Madinat Jumeirah, in Dubai.
Using the ‘PechaKucha' format of presentation, where speakers present 20 slides for 20 seconds each, David outlined that hotel brands must adapt to current consumer trends and move towards a more immersive and authentically local experience for their visitors that competitive models, such as home-sharing portals, provide.
By recreating the home-sharing accommodation trend, but with the perks of hotel living and set within an architecturally stunning concept, such as the building designs SSH is known for, the hotel industry can keep pace with consumer desires for new lifestyle experiences.
David stressed the importance of building brand recognition and the key role tools such as social media and an online presence have in promoting that message to consumers and, ultimately, that iconic architectural hotels help to drive the recognition hospitality brands seek.
“People want to buy into a culture … they want to take that shot and put it on Instagram to be recognised as part of that luxurious lifestyle. That social presence [for hotel brands] is invaluable,” David said. “And what the hospitality industry can do going forward is to hire really good architects to design buildings for them that creates that really good brand image.”