Today’s hotel industry is fueled by a desire to build and create exciting properties to meet the demands of savvy travelers across the globe. Considering the high cost of debt, materials and labor, owners and brands are often reluctant to break ground.
While trending in a positive direction, the U.S. economy has not yet recovered to the point where hotel development can resume in earnest. This leaves the remainder of the year wide open to continue refreshing distressed assets to reposition them for today’s evolving marketplace.
Enter the reimagined roadside properties of yesteryear.
In the wake of the pandemic, travelers took to the roads for a change in scenery and a chance to explore more nuanced locales. Secondary, tertiary and remote destinations saw an upswing in demand from these adventure-minded guests in mid-2021, and that trend continues.
This new nomadic traveler is not to be confused with the Griswolds circa 1980-something. They are far more discerning and less rate-sensitive than their predecessors, which cements their position as one of the most coveted targets in the hospitality industry. This guest is seeking experience and design-rich properties within a comfortable driving distance of more metropolitan areas.
With a reasonable infusion of capital and a healthy appetite for creativity, we can reach these guests and restore the cache that was once abuzz within many dated roadside properties.
These destinations are among hospitality's most nostalgic elements, and their roots run deep in American society. They can be found across every U.S. state, varying from high-end getaways to modest stops on longer trips. However, one consistent element is how badly most of these properties need a refresh.
To succeed, these hotels must stand out from their competitors, boasting a unique location or adjacency to more known attractions, dynamic curb appeal and increased on-property amenities, such as food and beverage, a pool, retail, etc.
Reinvigorating these properties can be challenging. For instance, many classic exterior-corridor hotels and motels are constrained by a limited footprint for designers to program. Developers must fully know how flexible a property’s footprint can be and whether there is room for expansion — particularly to embrace new amenities.
Exterior-corridor properties are also often surrounded by large parking lots. And in many cases, every room on-property faces parking of some kind. Creating curb appeal, privacy and a fresh take on the arrival experience is paramount to reimagining these properties. Finding new ways to endear these quirks sometimes requires entirely reimagining the guests’ interaction with them.
Isn’t that our job as hoteliers? To find ways to accommodate and anticipate a traveler’s need no matter the challenge? The lodging industry is full of professional problem solvers, and we have been presented with a new opportunity to shake up the guest experience in the very best ways.
Designing Memories
Today’s adventure-minded travelers are driven by a desire to create memories above all else. They are utilizing social media more than ever to scout destinations, review properties and formulate their travel plans.
Key drivers for guest bookings include retro appeal, uniqueness of accommodation, and cultural or historical significance. Many people are drawn to the charm and character of vintage motels, which often evoke feelings of nostalgia for a bygone era of travel.
Renovating these properties allows owners to preserve or evolve their retro aesthetic while updating amenities to meet modern standards.
With the rise of Airbnb and boutique hotels, travelers increasingly seek unique and authentic accommodation experiences. Reimagined roadside destinations offer a distinct alternative to traditional hotels, providing guests with a memorable stay in a one-of-a-kind setting.
Modern travelers have expressed a desire to immerse themselves in the culture and local history now more than ever before. They are seeking a deeper connection. Restoring and reintroducing heritage properties can contribute to preserving cultural heritage and history. These establishments often have a rich backstory and have played a significant role in developing their communities.
Revitalizing a Bygone Era
What are the motivations for owners and developers to invest in renovating and reimagining roadside hotels and motels? Not only are these projects ripe with creative design opportunities, they also present openings for economic revitalization, sustainability and adaptation to changing market demands.
The reimagination process beckons to designers and architects with a refreshed call for creativity and innovation in transforming outdated spaces into stylish, compelling and functional accommodations. From repurposing vintage furniture to incorporating modern amenities, there are endless possibilities for creative design interventions.
In addition, renovated motels can serve as anchors for tourism-driven economic development initiatives. These conversion and renovation projects create jobs and stimulate economic activity in the communities where they are located, often nestled in small towns and along routes between major cities. Investing in local economies may come with government incentives and much local enthusiasm. Revitalizing older properties can help breathe new life into struggling neighborhoods or rural areas by attracting tourists and stimulating local businesses.
As an obvious benefit, renovating existing structures is often more sustainable than building new ones from the ground up, as it reduces the environmental impact associated with construction materials and waste. Incorporating energy-efficient features allows developers to reduce their environmental impact further. Adaptive reuse of old hotels can also help prevent urban sprawl and preserve open spaces.
The hospitality market is competitive, and renovating older properties can provide a cost-effective way for hoteliers to refresh their offerings and remain relevant. Guest sentiment reflects a growing interest in preserving the past, fostering unique travel experiences, and supporting sustainable and community-focused development initiatives. By preserving the character of these properties while updating them with modern conveniences, hoteliers can appeal to travelers looking for conscientious, memorable, and social-media-worthy stays.
Ashley Parrott is the principal and creative director at AEP Hospitality Consulting.
The opinions expressed in this column do not necessarily reflect the opinions of Hotel News Now or CoStar Group and its affiliated companies. Bloggers published on this site are given the freedom to express views that may be controversial, but our goal is to provoke thought and constructive discussion within our reader community. Please feel free to contact an editor with any questions or concern.