The sweet summertime — with all of the sunshine, warm air, long days and outdoor activities that hospitality has to offer — is winding down. What did you most look forward to in your travels and stays this summer? Chances are it included plenty of time soaking in the natural beauty of our world, sometimes reveling in the simple pleasures of life.
The term “biophilia” stems from the Greek, meaning “love of life.” In this vein, biophilic design is a great opportunity for design teams to elevate the guest experience while improving the return on investment in a hotel new-build or renovation project. Biophilia is the innate human desire to connect with nature, now amplified even more due to the global pandemic, when people often were forced outdoors to find a whole new world beyond their own walls and windows of work and home.
When presenting schematic design concepts, the design firms that educate owners and developers early on with the compelling positive data regarding biophilic design impacts are proving their commitment to both the best possible design, as well as the best possible outcome for the owner. Connectivity to the outdoors, views, windows and fresh air all positively influence a guest’s stay. This enhanced guest experience increases the value associated with the room cost, resulting in a win-win for guest and owner.
Below is a snapshot of a room rate survey published in a 2017 Interface Hospitality report — Human Spaces 2.0, which demonstrates the value of biophilic design with views.
A talented and motivated design team will jump at the opportunity to incorporate effective daylighting strategies and well-planned artificial lighting throughout the 24-hour cycle of a property. Maximizing the amount and quality of natural daylight should reduce the number of electric lighting fixtures needed to light the hotel, thus saving the owner money. Ever wonder why Vegas has so many bright lights indoors? Owners know that energetic, well-lit spaces will encourage guests to linger longer than darker spaces.
Also in the report previously cited, on-site analysis of hotels with and without biophilic design found that 36% of occupants in the lobby were actively using the space, as opposed to 25% in standard hotel lobbies. By extension, hotels that incorporate natural elements into their spaces have additional opportunities to meet customer needs. Memorable experiences make for repeat customers.
In an analysis of online reviews, hotel locations that incorporate biophilic elements received more mentions about the “experience” at the hotel compared to more standard hotels. Maintenance and service were mentioned most in guest reviews of conventional hotels, while in biophilic hotels, nature and design of the space took precedence.
Lobbies can easily increase linger time through biophilic design, and thus revenue. These spaces can bolster feelings of community while also improving health and well-being. These principles enable us to not only create a more engaging design experience, but also trigger a deeper affinity to certain brands. A majority of travelers and guests return to hotels where they have enjoyed a fantastic experience, and it becomes a known quantity.
Today’s "work hard, play hard" ethic generates a need and expectation to rejuvenate well. Research tells us that refuge conditions support restoration and that quality light at the right times of the day — think circadian rhythm — supports healthy sleep cycles. Biophilic design strategies for hotel guest rooms can offer a compelling restorative experience that supports feelings of safety, comfort and mind-body recharge. Research has shown that providing guests with connection to nature, whether literally or figuratively, helps to reduce stress, improve cognitive performance and mental clarity. It also enhances positive emotions and moods, a definite “must” for those family vacations or romantic getaways!
And when there isn’t an opportunity for visual connection to nature, designers and owners can maximize multi-sensory experiences, which also lead to positive health impacts. These can include: providing auditory sounds of nature — such as ocean waves lapping — in an appropriate interior space; a crackling fireplace in some form; nature-inspired food presentation; and a variety of tactile connections with nature.
At the beginning, middle or end of the day, why wouldn’t you want to be surrounded by natural beauty? Biophilic design is a great way to provide “a room with a view.”
Suzie Hall is the founder and president of Cornerstone Design.
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