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National Identity and Local Flair: Creating an Authentic Experience for Today's Hotel Guests

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National Identity and Local Flair: Creating an Authentic Experience for Today's Hotel Guests

Today’s guests have a strong desire to connect with their environment and be an integral part of an authentic destination when they travel, and hospitality designers are responding by creating unforgettable hotel experiences that reflect the surrounding community. And authenticity is more important than room size, finishes, and brick and mortar. Authenticity means tasting local food and beverages, being able to walk to city landmarks, and ultimately bring a unique story back they can share with family and friends.

DLR Group Principal Brian Murch, AIA
DLR Group Principal Brian Murch, AIA

Many hotels have, for a long time, utilized identical branding across all flag locations, giving guests a “same hotel, different city” feel. However, guests have increasingly become fatigued with feeling as though they could be anywhere in the world when they stay in these hotels. More and more, travelers want to feel welcomed in, they want to feel connected to the locale or the community – and this desire for a sense of place is driving an evolution in the way we design hotels and the experiences that make them great.

Read how this demand is changing the way we design hotels, as told by Principal Brian Murch.

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