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Profiling ‘The Architect’: Is this your hotel of the future?

  Posted in Hotel Insights  Last updated 12/01/2021

The architect is a hotel of the future

By definition an architect is a builder, designer, and creator of practical constructions or objects. These are all qualities your hotel could adopt to build a successful business plan into the future.

According to research from Deloitte and Doblin, and laid out in SiteMinder’s interactive quiz, hotels in the future will take on specific characteristics to change the shape of hotel service and experience. The Architect is one of these.

An overview of The Architect

True to its functional and creative nature, The Architect will be a hotel that utilises the spaces inside and outside of a property to the benefit of all guests. It will pay particular attention to those who book for longer periods of time, visit frequently, or require flexibility.

Instead of using one space for one purpose, The Architect will imagine multiple applications for rooms, balconies, common areas, and more.

The main personality traits of The Architect are:

  • Flexible
  • Diverse
  • Resourceful
  • Distributory
  • Active
  • Intimate

The Architect will take on specific characteristics that shape hotel service.

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What inspires The Architect

The Architect recognises that many guests, such as business travellers, have specific and personalised needs. Travellers like these need the best of both worlds. They want a hotel that adapts to where they need to be, and also to where they want to be, like the local neighbourhood.

The feeling of feeling at home at the same time as being encouraged to explore is an ideal experience for guests. And when they have to work, they need a space that supports this mood too.

The Architect will design dynamic spaces that will give travellers the opportunity to take whatever attitude they like throughout the period of their stay.

What actions will The Architect take?

As a hotel The Architect will have three main functions:

1. Reimagine how space is used

Guests need options of where they want to stay. Sometimes the city centre is not the place for them, and sometimes it’s exactly where they need to be. The Architect will be incredibly smart about where it situates its guests to optimise their experience.

2. Redefine a typical hotel offer

New and more intimate experiences are what guests commonly seek, and their expectations are always changing. The Architect will offer spaces that are a homey comfort to weary travellers but are capable of being engaging and exciting at the same time.

3. Activate space and resources

Guests such as remote workers or business groups need particular spatial resources to work effectively and also be able to blow-off steam. The Architect will think carefully about how it can support these needs.

Specific attributes of The Architect

To put the above plans into practice, The Architect will need to implement four major features into its hotel business plan that will directly impact guests.

1.  Diverse spaces

The Architect will be very adept at using existing spaces to leverage them for new and extra purposes. For example, under-utilised common areas could become co-working or retail areas for guests and locals alike.

2. Resourceful partnerships

Recognising the strengths of a hotel and the possibilities within it is something The Architect does best. It will see the necessity of building partnerships with other companies to allow guests to enjoy specialised services and spaces.

3. Flexible ownership

The Architect doesn’t have to build everything itself. New markets can be explored by investing in solutions like co-owned apartments and time-share homes in order to offer guests more intimate spaces.

4. Distributed assets

Under The Architect, the hotel will be made up of a set of interconnected spaces, rather than a centralised one. This gives guests, and the hotel, more flexibility and choice about how the hotel is experienced.


Does this sound like the hotel experience you want to create in the future or do you have something different in mind? To find out what other hotel characteristics might appeal to you, take SiteMinder’s interactive quiz and enter the future of the hotel industry.


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