Design-Driven Strategy of Lifestyle Hotel

Design-Driven Strategy of Lifestyle Hotel | 1
여성과 경영
(제2권 제2호)
Design-Driven Strategy of
Lifestyle Hotel
Seoul School of Integrated Sciences and Technologies,
Assistant Professor, Bo-Young Kim
This paper aims to investigate the evolution of the lifestyle hotel operations
with a case of ‘Hotel Fox’ in Copenhagen, which led to the successful creative
lifestyle hotel. This paper investigates the origin and evolution of the so-called
‘design’, ‘hip’, ‘boutique’, and ‘lifestyle’ hotels by reviewing the major European
players in the category. The case study of Fox Hotel shows that ‘design’ better
describes a group of hotels that provides individuality and uniqueness on a scale
that makes consumers feel ‘special’. This research finally presents the new
tourism trends and the lifestyle hotels and explored the Hotel Fox as one of the
cases of using creative design strategy. Through the case study, this paper
reflects
how design-based
innovation
strategy renovates
and
businesses of the hotel industry.
Key words: Lifestyle Hotel, Design Strategy, Design Marketing, Trend
creates
the
2 | 여성과 경영 제2권 제2호 (2010. 6)
I. Introduction
A number of service sectors have transformed reflecting the experience
economy. Entertainment and infotainment increasingly takes place in a
highly aesthetic and eclectic atmosphere where it becomes further styled
and designed(Fesenmaier and Gretzel, 2002). This phenomenon is also
evident in the hotel industry by witnessing the transition from natural
environments and pure historic sites locations to designed or staged
environments and events in which aesthetic dimensions play an increasingly
important role(Rutes et al., 2001).
Although hotel design and aesthetics research is still in its infancy, its
importance on hotel management application has been pointed out in
consumer behaviour literatures as well as in other disciplines. Without any
doubt,
design
is
a
key
marketing
variable
that
carries
appreciable
competitive importance in the marketplace of most business industries,
especially those industries that are faced with saturation of consumers and
market stagnation(Hundt and Bloch, 1995).
Furthermore many products
today can be differentiated from others only on the basis of aesthetic and
design criteria. Therefore aesthetic elements and design issues of the hotel
business constitute important dimensions for information processing and
attitude formation of consumers(Kotler and Rath, 1984).
By treating
design
geographical
as a
strategic
tool,
a
hotel
and
its
immediate
environment can gain a sustainable competitive advantage. This research
discusses the role of design within the new or changed hotel consumer
demands and behaviour and future business development.
The modern hotel industry is faced with a more experienced and quality
conscious consumers who demands unique personalized tourism experiences
in an aesthetic and authentic atmosphere but, at the same time, is looking
for comfort, convenience and choice of everyday life to which they have
become accustomed. More and more hotel and tourism enterprises attempt
to create such an image personality through an aesthetic, design or
architectural
corporate
identity.
Although
hotel
design
and
aesthetics
research is still in its infancy, its importance on hotel management
application has been pointed out in consumer behavior literatures as well as
Design-Driven Strategy of Lifestyle Hotel | 3
in other disciplines.
This paper investigates the origin and evolution of the so-called ‘design’,
‘hip’, ‘boutique’, and ‘lifestyle’ hotels by reviewing the major European
players in the category. The case study of Fox Hotel shows that ‘design’
better
describes
a
group
of
hotels
that
provides
individuality
and
uniqueness on a scale that makes consumers feel ‘special’. This research
finally presents the new tourism trends and the lifestyle hotels and
explored the Hotel Fox as one of the cases of using creative design
strategy. Through the case study, this paper reflects how design-based
innovation strategy renovates and creates the businesses of the hotel
industry.
Ⅱ. Literature Review
2.1 Growing the cultural tourism
Today the modern travelers are basically information rich. Information is
the most precious commodity in the modern marketplace and the modern
traveler
is
very
well
inform
welbout
different
products.
Access
to
information makes the traveler more discerning. Consumers are more
professional,
and
yet
there
is
more
confusion
and
indecision
than
ever(Veryzer 1995). Both of these are a natural by-product of a surge of
information. It should be noticed in this respect that consumers considerate
fond, accommodation and culture merely as elements of a greater whole
relating to a total experience.
As consumers living in the so-called experience economy, tourists are
increasingly searching information which enables them to ‘experience’ the
destination instead of simply obtaining facts about ‘how the destination is’
(Cho and Fesenmaier, 2001). The fast growth cultural tourism has
undergone is a direct result of the rising interest for art, culture, and
history, which can be explained by demographic, social and cultural
changes. These changes will be discussed here as far as they influence the
choice of the hospitality product as a factor of the guest’s cultural
4 | 여성과 경영 제2권 제2호 (2010. 6)
experience.
Most of all travelers have become especially concerned not with just
‘being there’ but with participating, learning and ‘experiencing the place’
they visit. This trend for tourism suggests that travel has become a means
for finding personal fulfillment, identity enhancement and self-expression.
And the modern hotel guest is searching for unique experiences, new
challenges and multi-entertainment in the form of action, emotion and
aesthetic adventure. The lifestyle hotel is a hotel product meeting the
needs of this special interest market and the same goes for entertainment,
a combination of eating and entertainment, for example a medieval banquet
livened up by troubadours, dancers and acrobats(see Figure 1). Another
relevant trend is the rising interest for regional and national history and
culture as an expression of the own identity. This search for authenticity
is a reaction to the uniformity and the large-scale effects of globalization,
the post-modern culture is driven by nostalgia. Not only historic hotels
respond to this “back to the roots” trend, but also the regional gastronomy.
<Figure 1> Expanding the Cultural Tourism Product
2.2 New Trend on Hotel Industry
Urbanization created by modernization and industrialization has brought
tremendous growth of hotel demand along with city development issues
such as population's centralization, living environment changes, consumption
emphasis, and internationalization. Furthermore, the modern traveler is more
experienced, more educated, more destination-oriented, more independent,
more flexible, and more environmentally conscious. The main differences
between the “old” and “new” consumer is threefold, firstly the sharp
increases in disposable income for a large section of society, secondly, the
allocation of that income on leisure goods and service, and thirdly, access
to information(Veryzer, 1995). For these reasons, the modern hotel not
only offers a place to sleep, but also provides its guests with an escapist
experience through its design, and five senses including spectacle and
amenities. Staying in a hotel is no longer a question of getting only a nice,
Design-Driven Strategy of Lifestyle Hotel | 5
clean and comfortable room. It is an experience, an event, a happening.
However this does not mean that today’s guests do not require service
and quality. On the contrary, guests want to pay for the pleasure of
staying in a nice hotel but they do demand that everything is at high
standard. They sleep and shower there, both highly personal activities
which, depending on the mood of the individual, might require mere
functionality or a higher level of sensory or emotional simulation.
The expansion of the international hotel chains, in the vast majority, was
accompanied
and
enabled
in
the
process
of
standardization
and
commoditization. This process gave birth to the concept of the box hotel,
characterized by the uniformity of core and peripheral facilities. The
absence of differentiation between and among the hospitality products and
services has resulted in a typical type of the global hotel industry. This
systematic
standardization
of
the
hospitality
product
provoked
a
counter-movement inspired by consumers who search for hotels that
provide unique experiences with sophisticated and innovative characteristics,
notably boutique design or lifestyle hotels. In the beginning of the 1990s,
the term ‘boutique hotel’ swept through the market and was used to
describe
unique
50-100
room
properties,
non
chain-operated,
with
attention to fine details and individual decorations in European and/or Asian
influenced furnishings(see Table 1). Sophistication and innovation explain
the growth of the niche sector of design and lifestyle hotels. In order to
describe a generic term for these new niches, the hotels will hereafter
refer to the boutique, design and lifestyle concepts as the term lifestyle
hotels.
<Table 1> Box hotel vs Lifestyle hotel
2.3 Lifestyle Hotels in Europe
According to a recent survey by PricewaterhouseCoopers Hospitality and
Leisure Group, the European lifestyle hotel sector is confident of continued
growth, with plans a further 6,800 new rooms over the next 5 years. The
survey 'Mapping an Innovative Niche Sector in Europe: Goodbye Boutique
and Hello Lifestyle Hotels' also identified that there is a lack of clarity to
6 | 여성과 경영 제2권 제2호 (2010. 6)
determine what constitutes "design". The survey further identified that
German and Spanish brands Sorat and Melià Boutique lead the field of
European lifestyle hotels with 2,203 and 757 rooms respectively, followed
by Sweden's Malmaison (740 rooms), Spain's Derby Hotels (720 rooms)
and USA's Art'otel brands (661 rooms). Now the large hotel chains are
seeking to emulate the uniqueness of hotel sector that grows in popularity
as value-orientated consumers (corporate and leisure) seek individuality
(see Figure 1). The survey found that corporate users account for 68%
and leisure users 32% of the customer mix, and those 'lifestyle' operators
surveyed stated that they would foresee little change in this mix over the
next five year(Hall, 2002)(see Figure 2).
<Figure 2> ADR(American Depositary Receipts) trend
<Figure 3> UK lifestyle ADR and UK ADR
Lifestyle hotels offer, above anything else, individuality(Riewoldt 2002).
It stands in contrast to many chain hotels that are designed and furnished
to similar specification. The traditional view of a hotel and its design was
strongly tied to social and cultural values. Today, in order to better
accommodate the customer's sensitivity and viewpoint, design conscious
hotel management offers a variety of hotel trends to suit each customer.
Essential features of lifestyle hotels include unique identity, modern
character, smaller properties, high levels of personal service, reflective of
the personality/style of their designer and/or operators and owners, and
stylish design led architecture and interiors, often offering high quality high
tech in-room facilities(Curtis, 2003). The traditional view of a hotel and
its design was strongly tied to social and cultural values. Today, in order
to better accommodate the customer's sensitivity and viewpoint, design
conscious hotel management offers a variety of hotel trends to suit each
customer(see Table 2).
<Table 2> Lifestyle hotels
Design-Driven Strategy of Lifestyle Hotel | 7
2.4
Renovation
of
hotels
by
design-driven
strategy
Design has become one of the key elements in the evolution of the hotel
product and not only for unique entrepreneurs opening unique hotels.
Starwood launching in 1998 its hotel concept ‘W’, is an early example of a
traditional box hotel company turning to the lifestyle hotel sector. In the
hotel business with respect to the evolution of the cultural and emotional
market, design and style have become a basic requirement to attract clients
and are no longer enough in their own right. This research argues that the
design-driven
renovation
of
hotels
in
Europe
has
a
three-fold;
designer-based innovation, design project-based innovation and design
consultancy-based innovation.
1) Designer-based innovation
The
hotels
develop
a
new
brand
reputation
hooked
to
attractive
innovation for keeping the new customer by engaging a star or super
designer. Semiramis is Karim Rashid’s first hotel project(see Figure 4). St.
Martins Lane Hotel, located in the London, introduced the world to the
concepts of ‘smart’ and ‘witty’ by Philippe Starck. The well-known fashion
designer Nikos and Takis, whose Rhodes hotel was recently created. John
Rocha is getting in on the act by designing the interiors of The Beacon
Hotel in Dublin.
<Figure 4> Semiramis Hotel in Athens
2) Design project-based innovation
Design project-based hotel renovation is for promotional marketing
strategy though new storytelling and events to maintain promotion of the
hotel by communication designers, advertisers, media groups. Bulgari is
emphasizing Bulgari style to the Ritz as the first hotel project. Birger Jarl
Hotel in Sweden is the first hotel with the concept of modern Swedish
8 | 여성과 경영 제2권 제2호 (2010. 6)
design by 22 designers. 3Rooms Italy, Milan is three expensive designer
suites in the 10CorsoComo complex. This intimate hotel project offers
personal hospitality to a weary traveler.
<Figure 5> Case of Hotel Fox in Copenhagen
3) Design consultancy-based innovation
This
case
related
to
the
business
level
for
the
innovative
hotel
management by joining with a hotel design consultancy company. For
examples, from traditional luxury brands to independent contemporary
boutiques, HBA/Hirsch Bedner Associates haent signed more than 600 of
the world’s greatest hotels, resorts, and spas such as Landmark Hotel at
London, and Park Hyer at Zurich. Ilikai hotel undertook renovation plan
with
Powerstrip
Studio.
Marriott
Rewards
worked
with
produck
and
experiential design firm IDEO.
<Figure 6> The Fullerton Hotel in Singapore
This research discovered that the design-driven innovation strategies
consisted of a special pattern that depended on the combination of four
factors; designer, design group or design firm, profit value, and non-profit
value. For the pattern arrangement, this research suggests the conceptual
model built on four design-based innovation strategies; (1) professional
design strategy is partly and short term one for the aesthetic remodelling
by professional interior designer like Raymond Morel and Christian Derory,
who have worked for Murano Urban Resort in Paris; (2) consulting design
related to the business level for the innovative hotel management by
joining with a hotel design consultancy company such as HBA, KIMTON,
Moganhotel Group and Yabu Pushelberg;
(3) In the creative design
strategy, the hotel develops a new brand reputation hooked to attractive
innovation for keeping the new customer by engaging a star designer like
Karim
Rashid,
storytelling
and
Phillipe
events
Starck:
to
(4)
promotional
maintain
promotion
communication designers, advertisers, media groups.
design
of
through
the
hotel
new
by
Design-Driven Strategy of Lifestyle Hotel | 9
<Table 3> Design strategic types for hotel business innovation
As hotel experiences become available to an increasing population, the
hotel industry is faced with, more a experienced and quality conscious
consumer who demands unique personalized tourism experiences in an
aesthetic and authentic atmosphere but, at the same time, is looking for
comfort, convenience and choice of everyday life to which they have
become accustomed. More and more hotel and tourism enterprises attempt
to create such an image personality through an aesthetic, design or
architectural corporate identity. There is a consensus that the design-based
innovation strategy is topical issue for remodelling and creating business in
the hotel industry. This research shows the successful case studies and
suggests a concepaual model fot the creative hotel innovation strategy.
Ⅲ. Case Study
3.1 Project Fox
The Fox is the new “Clever Little Number” from Volkswagen. With two
doors, a large tailgate and loads of space, it is comfortable, safe and
incredibly agile. It was developed in Brazil and Germany, the Fox will be
on sale all over Europe. A modified version of the Fox is already enjoying
great success on the South American market. Copenhagen, the capital of
Denmark is Scandinavia's most fantastic city, and part of the most dynamic
region in Northern Europe, the Øresund Region. The city is one of
Europe's
oldest
and
most
wonderful
capitals
with
a
royal
touch.
Copenhagen, was the perfect host city for the project since it is currently
one of the most active cells of young art and a recognized design capital in
the reason is that it is one of the most beautiful cities in Europe where
traditional meets avant-garde.
Project FOX based on the celebration of the smallest addition to the
Volkswagen family, the FOX. The project is Volkswagen motto for this
10 | 여성과 경영 제2권 제2호 (2010. 6)
comprehensive mentoring project for creative young people from various
industries and gives young people the opportunity to develop new ideas,
test and realize them. Project FOX creates a complex work of visions and
life blueprints of young people from all parts of the world. Consequently,
the players of the project are not only creative in the classical sense but
also people that are involved in the creation of everyday life far away
from the arts.
Project FOX generated many diverse stories. Such as speakers of the
FOX-Academy, cooking-or hotel-scholars, artists during the production
phase of the rooms or musicians in the club, members of the jury in the
hotel-workshop, hostesses of the driving presentations, craftsmen of the
hotel-family or fashion-designers of the studio-outfits, all made their
individual experiences in the team and with the project. Although Project
FOX creates a platform for the car, it is not only young designers that are
being mentors. More so, the project is directed to all self-starters that
want to leave the beaten path and bring their energy into the design of
everyday life. Project FOX gives young people the opportunity to develop
new ideas, test and realize them. They are invited to develop new
concepts for designs and routines of urban life, to rethink and redefine the
given and already known. There are basically no restrictions. The full
development of the creative potential is paramount.
<Figure 7> The platform of Fox project
3.2 Fox Hotel
The origins of Hotel Fox lie in a massive marketing event laid on by
Volkswagen earlier 2005 to promote its latest small car, the Fox, which,
when it comes on the British market this summer, should retail at around
£6,500. No car launch is complete without stupidly lavish amounts of
publicity and hospitality, but in this case German company Event Lab
thought outside the box, and at least came up with an idea for something
that would be less wasteful than your average automotive jamboree. Event
Lab proposed taking over an existing three-star hotel and customizing it to
Design-Driven Strategy of Lifestyle Hotel | 11
host a string of launches and accommodate hundreds of journalists over a
month.
The Hotel Fox opened in Copenhagen, the capital city of Denmark. The
goal of the Hotel Fox was to create a hotel for the “Young Urban
Traveler”. In the project fox, the hotel
various backgrounds
a meeting point for people with
is the perfect ‘Playground’. The owners of the hotel
formerly known as Park Hotel in downtown Copenhagen made newly
renovated white rooms available, creating space for the unusual concepts of
the artists. The result is the sixty one rooms. Fox is decorated throughout
by twenty one young artists, illustrators, graphic designers and graffiti
artists from places as far apart as Brazil and Neasden. Rooms were
stripped out, preparations made, and then the chosen twenty one were
given just a couple of days to decorate several rooms each.
<Figure 8> Logo of Hotel Fox
For example, there's room 214, in which a living Disney cartoon meets
Jeff Koon Kitsch, with green carpets and red curtains, shelves loaded with
cute little ornaments and a bed smothered with cute soft toys. Another by
Australian designer Rinzen, has a tent erected on its brown carpet and
koalas and platypuses drawn on the walls. Others offer everything from
manga, means comics and print cartoons in the Japanese language, to
hardcore graffiti to early 20th-century padded furniture purchased off
eBay. Besides, inspired by the room designs young hotel business scholars
worked out a service concept that through their enthusiasm and fresh ideas
became a successful continuation of the artistic room designs. That’s why
the Hotel Fox became and still is a worldwide unique patchwork of visions
and a lively place to come together. No wonder the Hotel Fox has become
one of the most sought after lifestyle addresses in Copenhagen.
<Figure 9> The rooms of Hotel Fox
12 | 여성과 경영 제2권 제2호 (2010. 6)
3.3 Findings
Volkswagen
simply
wanted
to
house
the
mass
movement
of
auto-industry journalists who descended upon the city in Spring 2005 for
the unveiling of the automaker's revamped products. 21 artists created
more than 1000 ideas for the 61 rooms of Hotel Fox. It finally has built a
successful creative design strategy which drives the hotel renovation and
generates creative new ideas for hotel marketing and/or service with
designers and artists. The success are following as below six factors;
1) Synergy Effect: Project networking
The cooperation’s with club fox, restaurant fox, studio fox, V1 and two
local galleries supported the local acceptance and mobilized many interested
guests. Through this and countless other collaborations Hotel Fox not only
created international partners but also coproject networks.
2) Messenia Effect: Working with fresh designers
International representatives from very different industries were involved,
people not yet established in their line of work but bringing experience and
above all enthusiasm to the project. This was true for the scholars and
designers as well as for the freelance artists.
3) Originality Effect: Individual piece of art and story
Each room is an individual piece of art from whacky comical styles to
strict graphic design. While the artists realized their own concepts, the
scholars developed their ideas together with renowned unconventional
thinkers of their industry. The advance three-day workshops not only
served to help select the scholars but also to transfer the expertise.
Design-Driven Strategy of Lifestyle Hotel | 13
4) Promotional Effect: Creating the unique hotel services
A unique hotel design calls for a unique service. A specialized jury panel
selected 22 talents for the team to manage the Hotel Fox on their own for
the duration of the event, the fresh energy and consistently growing group
dynamic gave the hotel an atmosphere that seeks its own. And there is a
shop selling artists' goods, an introduction of Hotel Fox, a video with
artists' interviews and photos documenting the making, exhibited in the
venue.
5) Communication Effect: The circle of speakers
Some of the speakers were artists that had made a name for themselves
by cooperating with businesses and some that as icons of street-art reject
such
cooperations.
Also
marketing
directors
and
designers
of
global
corporations participated in the discussion. The circle of speakers improved
the project’s efficiency and creativity.
6) Creativity Effect: Leading the creative design
The only rules were that the bathrooms complete with brightly colored
rubber Agape shower heads, were standard and all the bed are the same.
And there could be no pornography. However except these three things,
the designers freely, could choose any kind of carpet or flooring and what
to do with the walls, and the curtains.
<Figure 10> The designers to Hotel Fox
Today’s competitive hotel landscape is rapidly evolving into a new world
where new rules apply. As can be seen from the case study of Hotel Fox,
aesthetic and design issues gain a sustainable competitive advantage. Yet,
not just in tourism, many entrepreneurs neglect aesthetics and design as a
strategic tool for they cannot appreciate that it can enhance marketing,
environment, communications and corporate identity of a company or a
14 | 여성과 경영 제2권 제2호 (2010. 6)
destination. Hotel Fox shows that especially in hotel aesthetics and design
issues as a creative strategy can play a crucial role in adding value to a
mature and declining hotel experience.
With these backgrounds, the following points have to be considered.
First, Hotel Fox was commissioned by Volkswagen as a part of the 2005
launch of the newest incarnation of its compact Fox automobile, and was
intended as a foundation for a high energy press offensive. Hundreds of
journalists would pass through the hotel during the three weeks of the
launch event, and no effort was spared in convincing them of the vibrant
and youthful energy of the new Fox. Secondly, Hotel Fox is a stunning,
over whelming and eye-popping graphic experience, one that eclipses even
the most adventurous boutique hotels, and one that is hardly recognizable
as being of the same species as the typical chain hotel stay. Each room is
not just different but wildly different from all the others, and each bears a
conceptual element that is more thought slate approach of the traditional
hotel space. Finally, the artwork networking in Project Fox, regarding
aspects of design and aesthetics find agreement at the high level of the
creative design strategy to evoke positive beliefs, positive emotions and
stimulate responses among tourists.
Ⅳ. Conclusions
This research presents the new tourism trends and the lifestyle hotels
and explored the Hotel Fox as one of the cases of using creative design
strategy. There is a consensus that the design-based innovation strategy
is topical issue for renovation and creating business in the hotel industry.
Through the case study, the paper reflected the creative strategy for
design-driven renovation in the hotel industry.
Nowadays and more than ever, design reflects the customer’s needs and
the hotel industry has taken full advantage of this factor. The modern
cultured tourist, catered for by the hotels focused on design and lifestyle,
is the so-called lifestyle guest. This growing user segment can be
described as art and design interested, early adopters of fashion, media and
Design-Driven Strategy of Lifestyle Hotel | 15
technology, and also share a passion for quality or even luxurious living.
To meet such demands, many modern hotels have utilized a more consumer
centric renovation strategy by incorporating design-oriented factors. This
study presents the direction of such hotel innovation through analysis of
design-based strategies of domestic and international hotels, collection of
various customer requests, and by suggestion of conceptual models of
design strategies as a guide to innovating when developing a new hotel.
16 | 여성과 경영 제2권 제2호 (2010. 6)
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Design-Driven Strategy of Lifestyle Hotel | 17
Appendix
<Figure 1> Expanding the Cultural Tourism Product
Adapted from Daniela Freund de Klumbis and Wil Munsters, 2005
<Table 1> Box hotel vs Lifestyle hotel
Box Hotel
- Demands quality guarantee
- Minimum Standards
Lifestyle Hotel
- Expects quality given the high
quality level of lifestyle hotels
- No annoying surprises
- Exceeding standards
- Experiences are sought outside
- Surprise-adventure-history
the hotel
- Recognition of the product
- To feel at home by means of
- The hotel stay is an experience
in itself
- Recognition as a guest
18 | 여성과 경영 제2권 제2호 (2010. 6)
the hardware
- Reliable unique selling
propositions
- Familiar with the brand image
- To feel at home by means of
the software
- Really unique selling
propositions
- Search for a specific identity
<Figure 2> ADR(American Depositary Receipts) trend
Source: Lifestyle segment from a sample from Hotel Benchmark TM Survey by DELOITTE June 2006
<Figure > UK lifestyle ADR and UK ADR
Source: Survey by DELOITTE June 2006 *ADR: American Depositary Receipts
Design-Driven Strategy of Lifestyle Hotel | 19
<Table 2> Lifestyle hotels
New hotel trend
Lifestyl
e Hotel
Cases
Boutique Hotels
Hotel de Buci (France), Albergo Cesari (Italy),
(Themed &
Manohaus(U.K), Misc Hotel (Netherlands), 987
Aspirational Hotel)
Hip & Cool Hotels
Progue Hotel (Czech Republic)
Hotel V (Netherlands), 25Hours (Germany), Hi
(Fun & Stylish
Hotel (France), Hollmann Beletage (Austria),
Boutique Hotel)
Malmaison (U.K.)
Nordic Sea Hotel (Sweden), Malmaison Oxford
Funky Hotels
(Cultural & Historical
Unique Hotel)
Tablet Hotels
(Unique Hotel for
Global Nomards)
Castle(England), Gran Hotel La Florida (SPAIN),
Mövenpick
Hotel
Prague
Château De Bagnols (France)
La Villa Gallici (France),
(Czech
Le
Republic),
Manoir
aux
Quat'Saisons (U.K.), The K Club (Ireland), Villa
Fontelunga (Italy), The Schlosshotel Grunewald
Design & Designer
(Germany)
Skt Petri (Denmark), KLAUS K (Finland), Fresh
Hotels (Artistic and
Hotel(Greece), Farol Design Hotel (Portugal),
Creative Design Hotel)
Golden Apple Boutique Hotel (Russia)
<Figure > Semiramis Hotel in Athens
<Figure 5> Hotel Fox in Copenhagen
20 | 여성과 경영 제2권 제2호 (2010. 6)
<Figure 6> The Fullerton Hotel in Singapore
<Table 3> Design strategic types for hotel business innovation
Subject
Objective
Profit value
Designer
Design Group
Professional
(or Firm)
Consulting
(Direct effect)
Non-profit value
design strategy
Creative
design strategy
Promotional
(Indirect effect)
design strategy
design strategy
<Figure 7> The platform of Fox project
Design-Driven Strategy of Lifestyle Hotel | 21
<Figure 8> Logo of Hotel Fox
<Figure 9> The rooms of Hotel Fox
22 | 여성과 경영 제2권 제2호 (2010. 6)
<Figure 10> The designers to Hotel Fox
Design-Driven Strategy of Lifestyle Hotel | 23
The Journal of Women & Management
(Vol. 2, No. 2)
Design-Driven Strategy of
Lifestyle Hotel
김 보 영*
국문초록
감성경제, 경험경제의 도래에 따라 서비스 산업의 비즈니스 모델과 전략이 변화
하고 있다. 호텔 산어 역시 이러한 환경적 영향으로 디자인 중심의 혁신전략을
서비스 상품을 제공하는 새로운 변화를 이끌어가고 있다. 본 연구는 호텔 산업
의 변화된 패러다임 속에서 도래된 라이프스타일 호텔을 대표하는 덴마크 코펜
하겐의 ‘Hotel Fox’의 디자인 혁신 전략을 다루고 있다. 기본적으로 디자인 호
텔, 부띠끄 호텔, 힙 호텔 등 전 세계적으로 다양한 이슈로 대두되고 있는 라이
프스타일 호텔의 현황과 기존 연구 그리고 비즈니스 혁신을 위한 디자인 중심
전략의 유형을 살펴보았다. 이를 기반으로 ‘Hotel Fox’이 디자인 중심 혁신 전
략을 자세하게 분석하였다. 결과적으로 ‘Hotel Fox’은 아마추어 디자이너들을
활용한 프로모션 중심 디자인 전략을 활용했다며, 디자인을 통해 새로운 경험
중심 호텔 서비스를 창출하여 성공한 사례임을 살펴볼 수 있었다. 본 연구는 호
텔 산업의 창조적인 비즈니스 창출과 혁신을 위해 디자인 중심 전략을 어떻게
활용할 수 있는지에 대해 제시할 것이다.
키워드: 라이프스타일 호텔, 디자인 전략, 디자인 마케팅, 트렌드
* 서울과학종합대학원 조교수