The Top Ingredients for a Great Hospitality Design Brief

When it comes to hospitality design, the focus is often on creating a visually appealing space for guests. However, while aesthetics are important, they should not be the only consideration. A great hospitality design brief will have clearly defined outcomes, such as helping deliver greater sales by volume, value or frequency. Without this focus, any commercial creative solution is unlikely to be a wise investment no matter how good it looks.

Increasing your volume of sales

Volume of sales can be increased by attracting new customers while retaining your existing clientele. The design approach is likely to be one of evolution and refinement of the current offer. Too much change and you may alienate those loyal to your offer.

How does great design attract new customers?

It’s all about the details. Design can be used to guide customers through your space, highlight key features and create an overall experience that is unique and memorable.

How does great design retain existing customers?

Creating a sense of belonging is key. If customers feel comfortable and at home in your space, they are more likely to return. Design can be used to create a sense of familiarity, even in new environments.

Increasing your sales value

Sales value may be increased by repositioning your offer to drive away the value focused customer to make more room for the higher spenders. Re-positioning your offer can be a controversial move, but if done correctly it can have a big impact on your bottom line. To successfully re-position your offer, you need to understand your customer base and what motivates them. Once you have this information, you can begin to design an offer that is tailored to your target market.

Creating an experience with hospitality design

An unforgettable experience is one of the most powerful sales tools at your disposal. By creating a space that is both visually and experientially appealing, you will give customers a reason to keep coming back.

Frequency of sales

Frequency of sales or increased dwell time grows income through customer loyalty and commitment. You’re giving your consumers what they want and desire: a service that meets their needs and objectives, rather than one that they have to shop around for. Customer loyalty can never be undervalued; it’s what keeps businesses afloat during tough times.

The bottom line in interior design

No matter what your goal, every great hospitality design brief should have a focus on increasing sales. By understanding your customer base and designing an experience that is tailored to their needs, you can create a space that will encourage them to spend more. With the right approach, hospitality design can be a powerful tool for driving up sales and boosting your bottom line.

Get emotional with your hospitality design choices

The emotional response to what the design looks like will always be part of the design process. The focus should be on creating an emotional response that lasts long after the initial visual impact has faded. Customers see something they want to be a part of or a lifestyle they want to live – his can be achieved by creating a space that is both functional and comfortable, while also being visually appealing. These principals apply to a traditional local pub through to the Michelin star restaurant. If customers like what they see, feel comfortable and you can follow this up with good service and product you have a recipe for success.

Emotions are essential in interior design

Customer emotions are key drivers in the hospitality industry. Use design to tap into these emotions and you will create a space that guests will love and feel passionate about. They are important because they provide the connection between customer and the business.

Functionality first

While emotional appeal is important, it should not be the only consideration. A great hospitality design brief will have clearly defined outcomes, such as helping deliver greater sales by volume, value or frequency. Without this focus, any commercial creative solution is unlikely to be a wise investment no matter how good it looks.

Key takeaways

• A great hospitality design brief should have a focus on increasing sales.
• Design can be used to create an experience that is both visually and experientially appealing.
• Use design to tap into customer emotions and you will create a space that guests will love and feel passionate about.

More than aesthetics

Great design is about more than just aesthetics. It should also be focused on achieving clearly defined outcomes. By considering all of the different ways that design can impact your business, you can create a hospitality design brief that will help you to increase sales, retain existing customers and create an unforgettable experience.