Hotel Concept Design Scope

The Hotel Concept Designer plays a pivotal role in shaping a hotel’s vision, identity, and guest experience. Their scope of work encompasses the creative and practical elements of designing a hotel, from its aesthetic appeal to its functional layout and alignment with target market needs.

See also on HotelDevelopmentGuide.com – Hotel Concept Design Contacts

The Need for the Concept

A quality concept design is the key to success and requires designers with years of hotel experience. Public spaces must be inviting and functional and support the hotel’s ‘story’ in a memorable way. The BOH must be well arranged to secure a short service turnaround and content staff, resulting in a positive atmosphere that the guests will sense. The concept design gives the operator and developer an idea about operational merits and construction costs and is a milestone for both to agree and commit.

A frequent mistake is to rush to a design focusing on appearances, regulations and yield and jump over the critical analysis stage, looking at, for example, the site constraints, climate, views, and traffic that often points at opportunities that are not always obvious but can potentially add tremendous value to the project. Worse, if the architect is unfamiliar with the international standards and expectations of today’s traveller and starts in the wrong direction, the design process can be considerably delayed or become confused.

It is crucial during the concept design that the budget links directly to the hotel class, management choice, and the hotel brand. With the property’s revenue-generating functions identified, the development team can establish a coherent business plan from the concept design.

Initial Requirements for Concept Design

Before the designer can start the process of design, they will require, at the minimum, the following information and documentation:

  • Architectural brief: A document stating the client’s program needs, often prepared by the hotel operator and agreed with the client, describing the elements that require inclusion in the schedule of facilities
  • Site plan: Topographical plan (1:500), including the site dimensions with an accurate scale bar and sufficient contours of the property to avoid errors
  • Restrictions: Details of setback requirements, height limitations, basement confines (due to underground infrastructure or water table), and other restrictions and information relevant to the site 
  • Budget: General budget expectations
  • Client preferences: Favoured design styles of owner or project team 

On provision of the documentation, if the concept designer has not already been to the site, a visit would be undertaken, and the concept designer would need to meet with the project team, including the owner, lead architect and operator, before the detailed proposal and contract agreement. Simultaneously, there may be an exchange of ideas within the project team in workshops, meetings, conference calls and correspondence. 

Concept Design Function

Hotel concept design is based on location, demand, brand, management, and budget. Location covers site constraints, traffic, climate, and the context within a city or countryside setting. Demand encompasses the hotel class and functions such as conference, spa, or extended food and beverage facilities. The choice of brand influences the facility arrangements, guestroom layout, and ‘the story’ of the hotel. Below are some of the functions that the hotel concept designer will consider:

  • Defining Theme & Identity: Creating a unique theme or narrative that reflects the brand’s vision and resonates with the target audience.
  • Market Relevance: Application of industry trends, guest expectations, and local cultural or geographic influences.
  • Cultural Sensitivity: The concept must reflect and respect the local culture and heritage.
  • Brand Storytelling: Ensuring the concept integrates seamlessly with the brand’s story and values.
  • Spatial Planning: Establishing functional and aesthetically pleasing spaces aligned with the concept.
  • Material Selection: Choosing materials, colours, and furnishings that enhance the concept’s visual and sensory experience.
  • Sustainability: Incorporating eco-friendly and sustainable design solutions where applicable.
  • Unique Experiences: Creating touchpoints for guests to engage with the concept through amenities, activities, or decor.
  • Flow Optimisation: Ensuring smooth transitions between spaces (lobby, rooms, restaurants, spa, etc.) for guest comfort and convenience.
  • Sensory Design: Integrating lighting, soundscapes, and fragrances that align with the concept.
  • Practical Layouts: Coordinating with development teams to ensure the hotel is efficient for staff while maintaining guest satisfaction.
  • Integration of Technology: Recommending smart solutions to enhance the guest experience.
  • Theme Integration: Outlets align with the overarching concept. Collaborate with F&B development teams to align the culinary experience with the hotel’s brand identity.
  • Visual Identity: Guiding branding elements (logo, colour schemes, signage) to maintain consistency with the concept.
  • Content Creation: Offering input on internal and external promotional materials, digital content, and storytelling for investors or marketing campaigns.
  • Future Proofing: Designing concepts that allow efficient scalability and adaptability and ensuring the design is flexible enough to accommodate evolving trends or technologies.

Concept Design Deliverables

Following an objective analysis of the site and brief, a small start-up phase and a period for concept development upwards of 4 weeks, a concept (or set of concept ideas) unique for the property is typically provided with the following deliverables in adherence to the agreed program:

  • Site analysis: Orientation, existing/future situation, traffic, noise, views
  • Massing: General massing arrangement options 
  • Plans: Concept plans (1:300), section and elevations (and optional façade depending on project structure)
  • Flows: Traffic flows, drop-off and parking arrangement, and pedestrian flow for guests and employees 
  • Sketches: Outlines illustrating the feature elements of the concept
  • Nature: Illustrations for green areas and recreational facilities
  • Reference material: Images and photos of suggested styles and finishes
  • Explanations: Written clarification and rationalisation of the design ideas

Based on the comments collected from the project team, ideally, over a couple of rounds of information exchange, modifications to the concept design will be made until the project team can agree on the design concept.

Retention of the Concept Designer 

It may be in the owners’ interests, especially in emerging markets where the detailed designers have limited experience, to retain the concept designer to oversee, advise, and comment on the developed design. The concept designer can collaborate with the architects and interior designers to ensure that spaces are functional, aesthetically pleasing, and aligned with the concept.