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MOVEMENTS IN ARCHITECTURE 02 | 2008 Hotel Emirates Palace Abu Dhabi by WIMBERLY ALLISON TONG AND GOO The Authentic and the Unique ­ new Trends in the Hotel World The Metamorphosis of the Hotel Room Harry's Hotel Home ­ Apartmenthotel for Residents on the Road "Affordable Luxury" ­ a Visit to Concrete Architectural Associates » Editorial John Whiles from the London-based architectural office Jestico + Whiles is an expert on hotel design. In recent years he has led the design projects for over 30 luxury hotels world-wide. To the point: Hotel Design pulse, in conversation with John Whiles of Jestico + Whiles architects In what way have demands on hotel design changed over the last 20 years? Operators are becoming very conscious of their target markets and are being influenced by the changing patterns of travel. The world is becoming very experienced in travel and their expectations are high. So you have budget hotels becoming more design aware and strictly 'service' focussed, while the major luxury operators are competing in decadence to attract the 'new money'. Is it possible to make out a trend toward individuality with regard to hotel concepts? Yes, but the degree of individuality varies naturally with the brand. I recently visited a Motel One outlet in Germany that was very distinctive in its style. While it may be the same image in all their units, it is very distinct from their competitors. At the luxury end, I would say that operators are getting very keen to imbue their individual hotels more with the spirit of place rather than their standard brand ethic. How can hotel operators achieve uniqueness? Through their attitude to service. Some go for good design with a reduced service offer, others focus their core offer on the level of service then wrap it with a great environment. There's nothing worse for a hotel designer than delivering a wonderful hotel only to have the whole experience dissolved by a miserable standard of service and management disinterest. What type of customer presently demands individuality? All clients are individuals and have their own demands. It's only the operators who create repetition, either for cost reasons or for fear of confusing the brand standard. However there are those owner operators who indulge in their individuality where every single space in every Philip Sayer hotel is a different experience, the Firmdale Hotels in London being a good case in point. Should the interior design of a hotel establish a regional reference? How do you handle this subject in your concepts? We believe every building or design should be contextual. It can take many forms. I happen to believe that Gehrys Bilbao Museum, while an extraordinary confection of titanium, is perfectly contextual. We really enjoy the challenge of context be it in the conversion of a former textile mill in Poland, to the construction of a brand new Hilton in India, we research the local context and culture seriously, and tr...