Laura Huerta, Director of Interior Design at U Interior Design, talked at length with the best guest of honor: Llanos Espinosa, Investment Consultant and Hotel Operators.
According to Llanos Espinosa, repositioning a hotel is essential to increase its profitability and value. This process makes it possible to adjust rates, improve infrastructure and services, and renew the hotel’s image and online reputation. The key to success lies in knowing in depth the profile of the client to be attracted and exhaustively studying the competition to identify areas for improvement.
So what should we consider when repositioning a hotel?
- Customer profile: It is vital to understand the needs and preferences of the target customer, which vary greatly depending on the location and type of hotel (urban, vacation, etc.).
- Competitor study: Analyze the strengths and weaknesses of both the hotel itself and the competition.
- Marketing strategy: Adapt to new trends, such as the rise of OTAs (Online Travel Agencies) and direct sales through the web.
- Service quality: Ensure that the service meets the customer’s expectations, which vary according to the hotel’s category.
- Application of technology: From online check-in to advanced technology in guest rooms and common areas.
- Sustainability: Investing in sustainable practices and technologies, which not only reduce operating costs but are also well valued by customers.
Interior design and architecture are crucial factors that can differentiate a hotel from its competition. Good design not only attracts more guests, but can also significantly influence a hotel’s profitability. For example, a well-designed hotel can become a destination in its own right, attracting guests looking for unique experiences.
“It is very important for an interior designer to know the entire operation of a hotel.” – Llanos Espinosa
The choice of the interior designer is fundamental. Here, Llanos emphasizes the importance of experience and knowledge of regulations specific to the hotel industry. A good designer must be able to work as part of a team, stay within budget, and be flexible and open to collaboration with owners and operators.
“I like to go back to a hotel after 1 or 2 years and see how the design has aged.”. – Laura Huerta
When it comes to selecting ideal clients, there is no single pattern. What is crucial is to thoroughly study the category in which the hotel is to be positioned, the location and the characteristics of the target market. Every detail, from the style to the materials used, must be aligned with the expectations of the target client.
In the episode, Llanos also shared with us an anecdote about the repositioning of a hotel in Sicily with U Interior Design during the pandemic, highlighting the importance of resilience and teamwork in difficult circumstances. This project was for her a clear example of how, despite adversity, it is possible to achieve great things when everyone involved works with dedication and commitment.
“It was very special for me to have the hotel repositioned in Sicily together with U Interior Design.” – Llanos Espinosa
If you haven’t seen the full episode yet, you can watch it here. And don’t forget to subscribe to Espacios que Hablan on YouTube, Spotify and other digital platforms so you don’t miss our next episodes.