Hospitality Design - December 2016 - 88

trendspotting
>Travel Predictions

Skift is one of the largest online platforms for
insights into all travel sectors. Here, co-founder
and editor in chief Jason Clampet defines the
top three travel trends of the moment.

Importance of
Loyalty

The Starwood-Marriott
merger and how quickly the
companies brought their
loyalty programs together,
"signals how important
loyalty is, and that brands
are really thinking about
what loyalty means," he says,
adding that Hyatt announced
a new program for 2017.
"The desire for brands to own the customer
is stronger than ever, and they are not just
focusing on price."

Lean Luxury

"This is the opposite of Donald Trump luxury,"
says Clampet. "It is a measured look at luxury, a
bespoke product, not defined by size and flash,
but rather personalization, uniqueness, and a
designer touch." He says this isn't only saved for
smaller, independent properties, but also brands

The Spa at the Four Seasons Hotel New York Downtown, designed by Yabu Pushelberg

such as Four Seasons, as they open hotels with
fewer than 100 rooms.

American Travel

2016 has been the year of the U.S. traveler. "It was
a good year to be an American traveling abroad
as exchange rates were amazing, especially
in London and Europe." But 2017 remains to
be seen, partly because "if the pound remains

A West Elm Hotels room prototype

> Hotels From Furniture Companies

The bedroom at the Parachute penthouse

Familiarity is a key tenet to building loyalty, and well-known furniture
companies are taking advantage of their brand awareness and in-house
design teams by extending into the hotel space, including West Elm
and up-and-coming boutique furniture brand Parachute (and other
companies are also rumored to be following suit).
"It was a natural progression" for chic West Elm to expand into
hospitality, says David Bowd of DDK (and Salt Hotels), the management
and operating partner for West Elm Hotels, which plans to open
five properties in Detroit, Minneapolis, Savannah, Charlotte, and

088

December 2016 hospitalitydesign.com

weak, tourism [to the U.S.] will decline," and
President-elect Trump's immigration policies
could have an impact. In fact, Skift surveyed
almost 1,100 UK residents and asked if they
were more or less likely to visit the U.S.
following the presidential election, and 6.2
percent of respondents said they are more
likely, 34.3 percent are less likely, and for 59.5
percent, it doesn't make a difference.

Indianapolis in 2018. And the additional exposure gives consumers
another avenue to purchase and become acquainted with its wares,
he adds.
The same goes for Parachute's 2,200-square-foot penthouse (open
for events, private stays, and parties) in Venice Beach, California,
crafted by designers Scott Horne and Peter Dolkas, who also handled
the company's showroom located downstairs. Parachute's bedding and
textiles are featured throughout, along with products from like-minded
vendors. It's not only about introducing and selling products, says brand
founder and CEO Ariel Kaye, but also about building a community and
a lifestyle.
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