Hospitality Design - March/April 2018 - 70

perspectives

brand identity two roads
DESTINATION HOTELS

Orchards Inn's pooldeck offers breathtaking
views of Arizona's Sedona Red Rocks

Serpentine banquettes snake through the lobby and
Maple & Pine restaurant at the Quirk Hotel

Photos by KIP DAWKINS and courtesy of TWO ROADS

A Cliff House Maine guestroom evokes a ship's
cabin with a blue and beige palette and fireplace

> Destination Hotels, which debuted in 1972 and is
now shedding its longtime reputation as a management
company, is perhaps the most challenging of the Two
Roads brands. With 29 properties and 11 residences
across the States and the Caribbean, amongst them
a number of well-regarded spas and golf courses, the
Destination portfolio is a vast one, spanning oceanfront
Terranea Resort in Rancho Palos Verdes, California
(BAMO is behind the recent room refresh); the Quirk
Hotel in downtown Richmond, Virginia, courtesy of local
firm 3north and the Connecticut-based husband and
wife team Poesis Design; the La Cantera Resort & Spa in
Texas Hill Country from local firm Looney & Associates;
and the luxurious redesign of Cliff House Maine in Cape
Neddick from Burlington, Vermont's TruexCullins and
Cooper Carry of New York. Connecting the dots between
such a motley group of properties is certainly "a hard
nut to crack," Treviño points out, "but we are making
headway by creating brand touchpoints." Capitalizing
upon the best of each location is proving an asset to both
unifying the brand and differentiating the hotels.
Shirli Sensenbrenner, senior vice president of
design and construction for Two Roads, says that
"playing up individuality and independence have
always been in Destination's DNA." As the brand
evolves, the goal becomes how to revel in the hotels'
differences while creating loyal customers of the brand.
For Sensenbrenner, it begins with the little things
like offering guests wine or desserts specific to that
location to get the conversation started. "It's all about the
connections you make," she says. "We like to interact
with our guests."
It's an approach that is paying off. "Destination is
probably the biggest resort brand in the U.S. right now,
and well positioned for growth. 2017 RevPAR grew
twice as fast as upper upscale and luxury," says WynneParry. For example, Two Roads recently announced
that L'Auberge de Sedona and the neighboring Orchards
Inn in Sedona's Red Rock country would be joining the
Destination Hotels collection.
Obviously, design is one effective way of enriching
connections between Destination Hotels because it
represents the locations in such a thoughtful manner,
a driver for the brand. Take the Tempe Mission
Palms Hotel & Conference Center in Arizona,
which is undergoing a guestroom renovation this
summer. Director of design for Two Roads Elizabeth
Pavisha is working with Scottsdale-based Studio V to
contemporize a classic Southwestern look.
In 2020, when Destination Hotels opens in
Oceanside, California in tandem with the adjacent JDV
property, San Diego-based Bill Bocken Architecture &
Interior Design will have another opportunity to create
a hotel's personality inspired by its breezy environs.
"For that couple in their 50s whose kids are gone
and moved to the oceanfront, this is their villa," says
Sensenbrenner.
Hospitality Design - March/April 2018

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