Design Hotels as trend observers - "Future Forum" for lateral thinkers
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Berlin (May 14, 2010). When Design Hotels host their "Future Forum" of "Hybrid Thinking" in the middle of June in Berlin, future prognoses will be the subject of discussion. For CEO Claus Sendlinger, the meeting with trend searchers and member hotel managers always triggers self-reflections about personal strategies. In future, he will increase the focus on authentic hotel concepts where design and architecture are ingrained.
"The future of Design Hotels lies in projects with clear and sustainable concepts," says Claus Sendlinger and is not only referring to architecture or design alone but also to the intention behind it: "How is it possible to build an environmentally friendly hotel in the centre of Manhattan for example? Or how can old traditions be brought back to life in an old mountain village? Hotels, which offer unique and authentic events and are strongly rooted in the culture at the same time, are the goal we are seeking. One model hotel of our cooperation is the Sextantio Albergo Diffuso, a restored village in the Abruzzi, which has become a hotel now. We would like to support such concepts."
Future prognoses are important not only for individual hotels but also for the consortium. Consumer trends have to be understood as market-spanning. Therefore, Claus Sendlinger and his team are dealing with movements in parallel industries, such as retail, in the fashion industry and clothing industry, car industry or telecommunications on a daily basis. Supplementary brainstorming with leading trend researchers and future institutes are the basis for his own strategic orientation and development of innovative marketing products.
Niche protects from vulnerability
Members are increasingly asking Design Hotels for more individual consulting and orientation. "Nearly every hotel is in a niche, which increases special loyalty to end consumers and makes hotels more immune to market changes which are subject to large hotel chains or profile-weak groups," explains Sendlinger more precisely. The profile of Design Hotels becomes clearer now: more than ever, the consortium is a partner for strong profiled hotels in a niche segment, and together they work intensively on positioning, occupancy and sales. "As most of our hotels are medium-sized hotels with an average of 75 rooms, decision-making is brief and the hotels are able to react to new situations spontaneously with our aid," says the CEO.
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Design Hotels regarded the last crisis as an opportunity to strengthen its sales and sales team; it is now approaching the market actively and presenting the member hotels to travel agents and event agencies. "Our members receive all services offered by individual chain hotels or franchisors," describes Sendlinger the modular service package.
The majority of the members will meet for the annual member conference "arena" in Berlin from June 7 to 10. "Here, we shall offer ideas as to how to improve the hotel''s occupancy and social media presence," says Sendlinger.
"Future Forum" for externals too
This year''s highlight is the "Future Forum", a symposium of architects and designers, offering new impulses to its participants. It takes place from June 10 to 11 in Berlin. This year''s motto is "Hybrid Thinking" in the context of the hotel industry. "Among the guest speakers are Sissel Tolaas, Artist and Professor at the Harvard Business School and "world-renowned scent expert"; Dr. David Bosshart from the Gottlieb Duttweiler-Institute in Zurich; and Robert Thiemann, Editor-in-Chief of the "Fame" magazine.
External guests are also welcome to the Future Forum for a fee (see link). hospitalityInside.com is media partner of the "Future Forum 2010". / kn
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