The transformation generation of the new roaring twenties – Where do hotels go from here?

This is the year of ‘Future Thinking and resetting’ at Harrison, and our recent planning and brainstorming session was all about that. It was a truly dynamic session with contributions from the global team in Melbourne, London, Dallas and Dubai.

We’re all mindful that the industry we work in is under pressure like we’ve never seen before, but hotels are still under construction, entrepreneurs are still designing and building, chains are still growing, but in the shadows, we experience record numbers of lifetime closures, sales declines and job losses which we cannot get away from.

But what of the hotel assets that have had a year of hell from lockdown after lockdown, how can they continue to survive? …… We have a clear view that they have to.

 

The Future of the Hotel.

We talked about the role that large hotels will play in owner portfolios, hypothesising whether there was still a place for them in cities where office worker behaviour has transformed and what once might have been unthinkable is now becoming acceptable ‘working from home’ and the role of Zoom becoming so common place it’s hard to see a return to the social and working habits of the noughties.

So, what of these assets?

Can whole floors be transformed from single night stays to permanent residences? Can staid all day dining becoming destination dining? Perhaps a whole floor transformed to a gaming and sports themed destination with a global brand perhaps, such as Goose Island Craft Beer Bar, an AB InBev concept?

Meeting rooms transform to technological spaces that replace the traditional meeting room, to a Boardroom by the hour or day and other cavernous space transformed to destination social meeting and workspaces relieving the boredom of home working.  Why couldn’t additional space be used to home retail services and shops aligned to the needs of the new user, guest, resident, visitor, worker and owner?

Can a 600-bed hotel become a 350-bed hotel and multi-purpose asset that relies on multiple income, multiple destination purpose driven rather than the traditional dual income streams they currently rely?

These assets have to sweat and sweat differently. Imagine hotel revenue directors being complemented (even replaced) by single building asset managers looking after leasing etc., not just maximising the revenues of single night stays.

And then we went on, how do we make these spaces even more dynamic, future thinking and pace setting, like fashion statements but more physical and permanent. Many owners crave trophy assets, be they the hotel brand or restaurants and bars within, but that list is a relatively short one and as we transform how do we lift stunning indulgent design and make it equally captivating, atmospheric and command crave?

 

 

Hospitality Trends & Ideas to Look Out for in 2021

Our fashion analogy is that it’s a bit like taking couture fashion off the catwalk and into the mainstream, still generating awesome brand awareness but affordably in spaces that drive essential footfall from the residents but also the surrounding community as a new destination, but also a space that can quickly evolve, maintain and drive footfall.

Dining, drinking, social and meetings spaces that used to last several years or longer won’t now as innovators and entrepreneurs teach us how to create dynamic spaces so brilliantly and affordably. The consumers’ emotional needs crave value; atmosphere, comfort and the trend are now a given expectation.

We’re looking forward to seeing how hotels evolve in the transformation generation of today’s roaring twenties.

Futuristic thinking is demanded to make sure that guests still get their jaw dropping experience, but owners too can sleep better at night knowing their assets are sweating while they’re sleeping, whatever the time of day it is.  And that is what the design, branding and strategy team at Harrison are focusing this year with their theme of ‘Future Thinking’ as ‘Global Brand Transfer’ experts.

 

Hospitality Consulting at Harrison

The team at Harrison have proven their ability to take brands and successfully ‘glocalise’ them from home brand to a global brand particularly in the franchise sector with brands such as Hard Rock Café, Pizza Hut, Wynham Hotels and Resorts, Hilton, Slim Chickens and TGI Fridays.

The Harrison Global Brand Transfer program now offers clients a full end-to-end service from design, branding, and franchise consulting services.
Offering clients

Brand Development on behalf of the Franchisor

Building design brand books for franchisees to deliver consistent global brand guidelines.

Brand Delivery on behalf of the franchisee.

Taking the brand books and providing detailed drawings for local contractors to build and deliver.

Strategic market entry guidance to both franchisor and franchisee with expert guidance and consultancy to ensure a successful development plan roll out

Guidance and advice for new brands going to market with franchising aspiration

Working with operators to build a robust franchise model.

Guidance and Advice for established brands with a franchise strategy.

We have over the years in fact created a Harrison ‘franchise ecosystem’

For further information or a chat about your franchise plans then please contact us on richard@harrison.hn or via our websites contact us page.

Hilton Metropole Hotel NEC – Birmingham

We are both delighted and excited to announce that Harrison have been appointed to redevelop the iconic Hilton Metropole Hotel NEC in Birmingham.

Our remit will include strategic insight and brand positioning, storytelling, brand creation and ID development for each zone, in addition to Interior design and project management services.

The redevelopment of the entire ground floor F&B areas at the Hilton Metropole Hotel, NEC, Birmingham will be divided into three distinct zones, which are currently identified as lobby lounge & bar, a breakfast and events Restaurant area and the Terrace. Our brief is to create a unique, practical but sophisticated and contemporary environment for conference and event visitors. This project will encompass developing three distinct F&B propositions.

Whilst employing the same interior language throughout our aim is to provide a range of coherent spaces which can be flexible and cater for different offers creating a cohesive guest journey through the space.

We will keep you updated on progress over the months to come.

Front Burner’s New Slider Concept – Son of a Butcher – Makes a Stand in Dallas.

Harrison would like to thank and congratulate the Front Burner Restaurant team on the launch of the Son of a Butcher (SoB) restaurant concept in an iconic building on Greenville Ave. Dallas.

Harrison have been working in partnership with the Front Burner Restaurant team to develop this memorable architecture & interior design concept for the last year. Get yourself down to the restaurant, the sliders are incredible!!

Also a big thank you to the Harrison team who collaborated closely with Front Burner Restaurants throughout the concept, branding, architecture & interior design, construction documentation stages as Architect of Record on this project.

Click on this link for more details.  

 

It’s not just about plonking a logo on a cup!

Surely, it’s more than just plonking a logo on a cup?

Is your brand ready to step up?

Does your brand identity look or feel dated?

Has your brand message changed?

Change is happening at an accelerated pace …

Phil Seddon, Head of Brand and Graphics, recently presented his thoughts on the changing behaviours and lifestyle of tomorrow’s consumers and what will influence which brands they decide to develop a long term relationship with. To review his slides follow this link

 

Phil focused on the following areas –

• Doing the right thing
• It’s more than plonking a logo on a cup!
• It’s all about me, me, me
• Get (hyper) local.

His summary is;

— Now is the time to do the leg work and get your house in order.
— A strong clear strategic plan needs to underpins all this.
— It’s time to re-evaluate your purpose and impact.
— What story do you want guests to tell about your brand?

Why not contact us for a no obligation review.

Brand Development – Process

Our brand creation and development process helps our clients differentiate themselves through having a coherent Brand DNA, storytelling and compelling differences.

Over the past 30 years working with clients such as Nando’s, The Restaurant Group, Hard Rock Cafe, Hilton and Wyndham Hotels and Resorts we have added millions of dollars to their valuations through innovation, new sales, differentiation and increased perceived customer value.

Keeping and acquiring new customers is the most important thing you can do right now to ensure your business recovers and thrives.  One of the key drivers for your future business growth is evaluating and evolving to these changing times and importantly making sure that your brand is still relevant and agile to adapt to the new normals.  Research shows that tough times are actually a good time to secure a long term competitive advantage and your brand is the most valuable asset you have.

Why not contact us for a no obligation brand review? We will provide you with a number of new ways to help you build a new and relevant brand for tomorrow’s customers?

Contact me on

richard@harrison.hn

 

Dog and Fox, Wimbledon Village – Sunday Times Best Hotels 2020

We’re delighted to announce that our recent interior development at The Dog and Fox, Wimbledon Village has been added to The Sunday Times Best Hotels 2020.

Our design direction was inspired by flora and fauna found in the nearby common and the adjoining equestrian centre.

We created 12 new build bedrooms, using three different luxury and artistic styles using artwork that reflected the warm, rich nature influences and references to the Dog and Fox.

Well Done Jackie and the team.