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JOI-Design’s Corinna Kretschmar-Joehnk details the ways designers can make hotels more female-friendly.
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At last hoteliers have begun to recognize that it is often a woman who has the final say as to which hotel a couple, a family or she herself as a solo traveler selects for a stay. So while hotel marketing is becoming increasingly geared towards females, operators and designers need to step up their understanding of what matters to women and create an environment with that in mind.
Take the lobby. To be marketable to women, there have to be private areas within the public spaces. Women lingering over a coffee with their girlfriends want seating arrangements secluded enough so to avoid being overheard by passersby, yet close enough to the action so as not to be forgotten by hotel staff.
A woman traveling alone can feel uncomfortable, if not vulnerable, in a hotel. Corridor design should ensure there are no dark corners in the corridors. Light and transparency are essential to engendering a feeling of security along circulation patterns in public areas as well as on guest room floors. Bars can be daunting for women who'd like to relax with a glass of wine after a hard work day, but don't want attention – positive or negative. That can be addressed by providing cozy enclaves or just a comfortable armchair within a well lighted area.
When it comes to the guest room, the women on JOI-Design's staff agree that comfort means having enough space for all the extra “stuff” we bring. With all the jewelry, clothes, shoes, scarves we pack alongside our work materials, our suitcases are bigger. So guest rooms should allocate a larger area for storing them.
JOI-Design recently convinced a client to install an additional clothes hanging rail in the guest room closet. When multiplied by 300 rooms, it did add to the project. But it delivers measurable payback in terms of increased convenience for the guest –and, thereby, higher guest satisfaction. Even small changes can have big impact. For example, a few hooks can be installed for hanging necklaces, purses, scarves, etc. When space allows, a make-up vanity table in the guestroom is an unexpected amenity that can make the stay more memorable.
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