how to find your hotel’s “mood”
Having a “mood” or theme for your hotel helps guests set expectations, and it creates the mental picture your guests will remember long after their stay.
As much as I don’t like branded hotels they do #brand their hotels well. For me, its a little too nose on the head or direct, but when I travel for business I have realized why some people like it. Guests know what to expect. So my advice is before designing or refreshing your hotel, take a pause and think about what your hotel’s theme or voice will be.
To share one more story, Iain and I just went up to BC, Canada and stayed at an amazing hotel (Executive Suites Hotel & Resort). It was right in the mountains and paradise valley (I think that is the actual name of the greater area) and there were so many great things about the hotel. As the name alludes, every room was a suite. They were completely dog friendly and only charged a $20 fee per night for dogs - so our pup Reuben could join us. At check-in they gave us a dog bowl for water and a baggy of dog treats. But the hotel was even cooler, they also understood their cliental are probably environmentally friendly (and ya know, being good to mother earth is good for all of us). So they had a water bottle fill up station in their lobby. And it made me smile, they also had a local newsletter there and lots of local art throughout the hotel. Nothing was too over the top though, and the price was right for our last minute weekend trip. The Executive Suites Hotel & Resort understood their theme, and it was beautifully executed.
I don’t describe myself as a creative person, but I have taken the below process when thinking about setting a mood or theme. My main “mood” setting experiences have been this blog and planning my wedding … and then all the weird random things when my friends and I have decided we want a theme (see fun pics below) and of course at work. So that is my warning that this blog is not data backed. But in writing this I realized I appreciate a good theme. And if you are feeling stuck on finding your hotel’s “mood”, there are many consultants and designers who would love to help you.
Step by step process:
1. Create some mental quietness.
This looks different for everyone. I have heard of some people meditating (I’m not the best at that), or playing some music and just thinking about the idea. For me, I tend to like a good meal, maybe a glass of wine and a friend who I can chat with about the idea and take notes. Whatever your method is, create that mental space and I recommend journaling. Think about your guests, your location, what inspires you, why you are doing this, etc.
2. Once you have the ideas swimming around in your head (or on a napkin) take time to put real pen to paper.
This can be a word doc, a powerpoint (see the photo below of my wedding “mooood board” powerpoint), an actual mood board or sketch. Whatever it is but take your time with this step. If you end up taking a more creative approach (ie a sketch), I recommend adding words and tangible things you can touch, physically or mentally.
3. Put the vibe to work.
Now bring the mood to reality. What does your vibe / mood / whatever you want to call it mean for your hotel. Is your hotel going to be a bit more art deco so the theme of the restaurant going to be vintage Great Gatsby. Is your hotel near a college so you want to have black and white college campus photos throughout. Do you love a specific tea brand so want to have that tea in all the rooms. The possibilities are endless, so spend time and come back to this.
3.5 Make sure you think about your target guests as you put the vibe to work.
As you are “putting the vibe to work” make sure you think about your guests. What are things that they would want. Make sure you incorporate that into the hotel.
4. Make it happen and go back to your “mood” and refresh things (small or big) every three years.
This will make sure you hotel keeps current, fun, and fresh.
I hope this blog helped!
and last thing, I always have the hardest time thinking of a name. If you start obsessing over it, it will never come to you. My advice, create a temporary (maybe cheesy) name that you will change before the hotel opening. Then you can focus your energy where you need it more, and I bet the real name will come to you.
