The Influence of Hotel Design on the Guest Experience - Literature review Example

Running Head: Hotel Design & Guest Experience Hotel Design & Guest Experience [Institute’s Hotel Design & Guest Experience Since centuries, traveling and tourism is a major sector of the human society. However, it is an observation that globalization is causing rapid advancements in this hospitality sector that is inclining experts (Sandoval-Strausz, 2007) to carry out researchers for comprehensive understanding of different factors that may allow hoteliers to earn higher revenues, and at the same time, provide high standards of living experience to the customers. Although provision of living facilities to mobilize consumers during travelling was the major objective of hotel industry in the past, however, hotel industry is now transforming into a luxury industry that is putting efforts to fulfill dreams of guests in the hotels and provide high-quality lifestyles to the customers (Curtis, 2001, pp. 27-32). For such purpose, hotels are now altering even their representation and turning their buildings into a more lavish form to fulfill huge expectations of the guests. Thus, experts (Curtis, 2001, pp. 23-25) have indicated that hotel design or appearance is now one of the most efficient factors in terms of determining experience, satisfaction, and loyalty of the guests and customers visiting the hotel. In this regard, studies (Danziger, 2005, pp. 46-52) have specified that creating a satisfying hotel design and environment is now a crucial challenge for a majority of hotels, especially luxury hotels due to subjective nature of guest experience, and major involvement of concepts like servicescape. In other words, analysis has indicated that guest satisfaction is particularly a subjective notion that vary in every customer, and every guest will have a unique and different fantasy about his/her lifestyle, thus, studies (Danziger, 2005, pp. 46-52) related to hotel design and guest experience has specified their relationship as the most critical one. In another study (Talbott, 2004, pp, 555-568), an executive for 4-star hotels identified four particular factor that enhance guest experience, and hotel design or servicescape was one of the foremost factors that play a significant role in influencing guest’s perception regarding hotel experience. Besides hotel design, the expert’s other three factors were service, pampering, and comfort that all somehow relate to the hotel design and the concept of servicescape. It is a fact that guest satisfaction is very imperative and crucial for success of hotel business, and literature has indicated that hotel design and ambience is the major factor of guest satisfaction and experience. Thus, contemporary hoteliers are putting all their efforts in producing a creative hotel design that may allow subjective interpretation, essential for a comfortable and satisfied guest experience. In the year 1983, Smith and Houston (pp. 59-62) defined the term ‘satisfaction’ as determinant factor of an individual’s evaluation regarding his/her experience for a product or service. Further, their research’s findings specified that there has been an of paradigm shift in designs and ambience of hotels, as hoteliers, as well as guests are now expecting hotels to implement servicescape aspects and at the same time, provide luxury. Nowadays, guests prefer an integrated design of hotels that may consider both exterior, as well as interior facilities in the hotel environment that is now one of the challenges of hoteliers to create an interaction between customer and seller. For such purpose, hoteliers of luxury hotels are developing their hotel’s design to create a connection between exterior facilities, such as parking lots, signage, etc and interior facilities, such as internal ambience, lobby, etc to ensure positive perception on the guests’ experience (West & Purvis, 1992, pp. 15-22,). In this strive to create an integrated servicescape design for the hotel to ensure guest satisfaction; there has been origination of a conflict between servicescape and luxury, as a number of hoteliers find servicescape as in contrast of luxury that indicates lack of an apparent understanding about the terms. In specific, some hotels are building their hotel environment in a very simpler manner that is not an approach of servicescape, and thus, resulting in adverse consequences in terms of guests’ experiences. In hotel business, style and comfort play a major role in providing a luxury experience to the guests, whereas, servicescape designs of hotels portray unattractiveness and disturbances. In this regard, it has now become very imperative to provide awareness to hoteliers that may enable them to integrate notions of luxury with interaction between guest and the hotel staff, as its integration in some hotels has shown extraordinary positive outcomes regarding guests’ experiences. Besides, servicescape as a crucial notion of determining impact of physical environment on the guest experience, sustainable architecture in the hospitality sector is another major concept, originated in late 1960s, to become a concern for hoteliers during designing of hotels in an environmentally-friendly manner. Studies indicated that hoteliers are now building environments that have servicescape designs, comfort, style, as well as sustainability in their ambience (Jones & Ioannou, 1993, pp. 27-31). Moreover, it is not possible to ignore the notion of sustainability while discussing impact of servicescape or hotel design on guest experience, as it is now an essential component of servicescape, especially in the case study of luxury hotels. In the year 2008, Morano (pp. 22-23) indicated that guests select hotels based on their satisfaction of their previous experiences, recommendation from a friend, or the portrayal of aesthetical styles in the hotel design. Although it is now all about luxuries and fantasies, however, aesthetics has always been an influential notion of servicescape, and it is still playing a crucial role in affecting guests’ perception about their hotel experience. Due to this reason, hoteliers are focusing more on interior facilities that work on luxuries and fantasies, whereas, exterior designs to portray more lavish look. In the year 2007, Penny (pp. 286-295) specified that hotel owners feel that integrated servicescape of their hotels offer them economic advantages; however, due to major involvement of sustainability factor in servicescape in recent years, it is affecting guest experience in an adverse manner, thus affecting guest satisfaction and loyalty. In another study regarding hotel designing, servicescape, and guest experience, findings showed that although guests are aware of the importance of environmental sustainability; however, guests, especially luxury guests might detract from a hotel that is focusing more on conservation of energy resources rather than provision of luxury. Thus, it is important that future hotel designs should take a balanced approach in terms of building greener designs for the hotels while focusing on servicescape designs. In addition to these indications, usual perception of guests for luxury and fantasy during a hotel experience relates to exotic and lavish portrayal of hotel interiors that take guests into a sophisticated ambience involving striking features, big lightings, and plush bathtubs. At the same time, some attributes seem to contradict theory of servicescape designs that emphasizes utilization of physical evidence to impact customer experience. In this regard, although exotic style in the servicescape is the major factor that influences guest experience, however, future hotel constructions will confront bigger challenges in the future (Schor, 2008, pp. 16). In the year 2007, Sheehan (pp. 23) shared an innovative definition of sustainability, specifically in context of hospitality management. The definition emphasized utilization of energy resources to fulfill expectations and desires of present guests; however, without compromising with the rights and fantasies of prospective guests in the future ahead. Expert indicated that this definition will play an influential role in enhancing guest experiences in the hotels, as well as in reducing and eliminating the conflict between luxury and sustainability. For such purpose, researchers have emphasized over usage of the terms distinctive rather than sustainable for hotel designs that will be more beneficial for improving guest experience. Besides style and perception, luxury is an important term that derives the guests to become a part of hotel experience and in usual understanding, luxury represents as an attribute contradicting necessity. Moreover, when guests visit a hotel, they mix luxury with fantasy in their perceptions, and as earlier mentioned that such perceptions are subjective, it has resulted in challenges for researchers to evaluate influence of hotel design on the guests’ experiences, especially in masses. As with hotel design, service and comfort are the two other crucial factors that determine satisfaction of guests in the hotels (Danziger, 2005, pp. 55-57). Due to such need of integration in the evaluation process, Danziger (2005, pp. 55-60) have proposed four perspectives of luxury in the servicescape that enhances guest experience and satisfaction: luxury as a brand luxury as non-necessities luxury as power to chase your passions Luxury as luxe product features In specific to servicescape, the fourth angle of luxury emphasizes implementation of specific attributes to meet the criteria of luxury. For such purpose, it is an indication that usage of stylish décor, extraordinary lightings, etc seems to influence the guest experiences in a positive manner, and thus, hoteliers are now focusing primarily on this fourth dimension of luxury to enhance guest experiences, whereas, the other dimensions encourage improvement in services, pampering, and comfort components of the hotels. Danziger specified that only the fourth dimension that relates to interior designs of hotel seems to influence more than 75% of guests and consumers, whereas, 25% of the guests go for service and comfort factors. Another study (Sandoval-Strausz, 2007, pp. 19-27) regarding impact of servicescape on guest experience indicated that hotel designs are always a tool of portraying values and culture in a region. Contemporary hotel designs are also portraying culture that emphasizes technological advancements for higher level of comfort, and the same time, enhanced luxury level that is influencing the guest experience in an efficient manner. This is observable in the standards of international rating systems for luxury hotels that are now considering technological designs as one of the major features to influence guests’ experiences and fulfill their desires (Schall, 2003, pp. 51-65). In the year 2001, Curtis (pp. 29-36) specified that guests during their hotel experiences take first impressions of the hotel from its lobby that have now become a place of social interaction in most of the hotels around the globe. A number of luxury hotels are now offering social gathering services for not only guests but communities as well that is playing a significant role in presenting an influential look to the guests. In contemporary servicescape settings, hoteliers utilize lobby space as a theatre stage where actors portray their best abilities and capabilities. Similarly, lobby space is now an important component of hotel servicescape, and innovative designs such as organic gardens, ancient sets, etc are now a part of lobby spaces in the hotels that seem to influence customers. In specific, some hotels follow themes on monthly and weekly basis, an innovative way of inspiring guests and enhancing their experiences through the notion of servicescape that facilitates interaction of customers and staffs with the help of physical evidence. Due to such a significant effect of lobby spaces, every part of its interior design plays its specific role. For instance, check-in desk is an efficient place that strives to provide a personal feeling to the guests, and studies (Hagedom, 2007, pp. 2B) have indicated that hoteliers design check-in desks and lobby spaces in a way that it may allow guests to interpret them according to their subjective feelings and desires, rather than limiting it to a bounded perspective. In this regard, hoteliers are now benefiting from aesthetical studies that provide comprehensive understanding regarding the utilization of colors, material, angle, etc in hotel designing process, an essential factor in servicescape concept (De Lollis, 2007, pp. 08b). For instance, height bars with standing staff are now replacing conventional check-in desks that seem to enhance artistic appearance in the hotel designs. Besides lobby spaces, guestrooms are the second most critical place of the hotel servicescape that results in adverse or pleasant experience of the guests. In the year 2006, some experts (Heung, Fei, & Hu, pp. 270-97) indicated that besides fulfilling personal desires and fantasies, hotel guests use guestrooms as a learning and inspirational platform for their own homes. Luxury hotels portray high-standard lifestyle, and thus, every guest desires to have the same ambience in his/her home. Thus, besides lobby spaces and check-in desks, although guestrooms are not built to give personal feeling, however, they play an influential role in creating a personal relationship of guests with the hotel that is the major objective of servicescape. In this regard, some of the basic notions in guestrooms’ designs that seem to affect experiences and satisfaction level of guests are safety, privacy, comfort, and style (Heidi & Gronhaug, 2009, pp. 29-43). Nowadays, hoteliers are using distinctive design styles with the incorporation of technological advancements that are very important in the experience of guests. While standing bars are replacing conventional check-in desks, office spaces in guestrooms still prefer traditional desks that allow official guests to have a workplace feeling, crucial for their satisfaction. Interestingly, studies regarding internal facilities of servicescape have indicated that bathrooms are essential spaces focused by hoteliers and interior designers as guests spend more than 20% of their time in bathrooms. Thus, it is imperative to design bathrooms in a way that it may give a personal feeling along with privacy and comfort as well. In the past, hoteliers were not focusing on bathrooms; however, recent studies regarding servicescape (Michman & Mazze, 2006, pp. 51-58) are now emphasizing heavily on bathroom designs with huge bathtubs, showers with multiple showerheads, marble finishing, and technological applications that enhance the guest experience in an extraordinary manner. Due to such a long time spending of hotel guests in bathrooms, a huge number of luxury hotels are now installing LCDs into the bathrooms that seem to increase spending time of guests in there. Another element important in the hotel servicescape and relates to guest experience is integration of artwork in hotel designs. Nowadays, hoteliers are incorporating artwork in a cautious manner due to huge awareness of guests regarding different pieces of art. Some of the major spaces that use artwork in hotels are stairways, elevators, lobby spaces, guestrooms, restaurants, and even bedrooms as well that has been very influential in enhancing guest experience (Pullman & Gross, 2004, pp. 551-578). In the year 2007, Jones (pp. 15-31) along with his colleagues carried out a research in San Francisco to evaluate the influence of hotel design and factors of servicescape on guest satisfaction and customer loyalty. Findings of this research specified that although satisfaction plays a significant role in ensuring guest loyalty towards the hotel. In addition, the researchers indicated that although servicescape design is an essential and important element in satisfying guests, however, it is important to focus on the factors of service, value, and suitability that matter in enhancing guest experience as well. Another study (Rutes & Adams, 2001, pp. 25-35) regarded hotel ambience and servicescape as a crucial factor for satisfying guests during their hotel visits. In addition, researchers indicated that along with service quality, physical designs such as room decoration, furniture, hotel artwork, lobby spaces, etc play an influential role in providing a comfortable environment to the guests, crucial for their satisfaction and loyalty. Conclusively, the paper has discussed some of the significant aspects of hotel designs, especially servicescape with the review of literature, and attempted to evaluate their influence of guest experience. It is an expectation that the paper will be beneficial for students, teachers, and professionals in better understanding of the topic. References Curtis, E. (2001). Hotel: Interior structures. Wiley-Academy. Danziger, P. (2005). Let them eat cake: Marketing luxury to the masses - as well as the classes. Dearborn Trade Publishing. De Lollis, B. (2007). “If you build it, they will check in; Hotels plan to cash in on rising room rates.” USA Today, p. 08b. Hagedom. (2007). "RexCorp announces $40m rejuvenation of Ll hotel." Real Estate Weekly. Volume 54, Issue 15, 2B. Heide, M. & GrØnhaug, K. (2009). “Key factors in guests’ perception of hotel atmosphere.” Cornell Hospitality Quarterly, 50(1), 29-43. Heung, V., Fei, C., & Hu, C. (2006) “Customer and employee perception of a green hotel.” China Tourism Research, 2(3), pp. 270-297. Jones, D., Mak, B., & Sim, J. 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