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Holiday Inn teams up with IDEO to bring in SmartTech

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Holiday Inn's Express chain of affordable hotels is undergoing an exhaustive redesign. The brand has been working with IDEO and Forpeople to develop brand new interior designs for its hotels that use “Smart technology” to make guests' stays more convenient and more memorable. Mobile check-in for InterContinental Hotel Group club members and custom streamed entertainment through Smart TVs are both on the cards, with the design built to suit the needs of the “Smart traveller,” looking for a short-stay that is an uncomplicated as it is efficient, but is still remarkably comfortable.

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The designs were set upon following a period of “Guest insight” led by IDEO, which saw them interviewing guests who had used Holiday Inn Express hotels and their close rivals. The design consultancy has been working with the brand since the start of 2014, and the designs they have set on are clean, bold, colourful and resolutely modern. Before they were finalised, however, a full-sized mock-up of the new designs were built so that guests could be walked through them. Their feedback was then collected and acted upon. According to Holiday Inn vice president of brand management Mike Greenup, “A hotel room is no longer just a place to sleep.” and their approach to technology and service began with “Understanding guests and their needs across their entire journey.”

Holiday Inn's Express chain of affordable hotels is undergoing an exhaustive redesign

IDEO London brand experience portfolio director Chris Grantham said they were excited by the ambition of the brand “To create a hotel experience that was entirely based on guest insight.” He said throughout the whole design process, they “Put the smart traveller at the centre of the innovation process to learn about their digital, space, service and food preferences,” and that the most surprising thing that came out of the testing was that “Guests considered the desk in the room unnecessary.” A valid point considering the hotel's clientele is largely made up of overnight travellers, and as such, the traditional hotel desk has been removed and replaced with a chair and table which can be moved around the room, and has multiple USB ports to charge devices. Another area that surprised them was “People’s desire to be a lot more progressive around their health (particularly food) while travelling.” All of these insights were absorbed into the final designs, which can be seen scattered about this very page.

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The designs cover the interiors for the guest rooms, the hotel lobby and the dining room, as well as a complete rethink of the way service delivery works at the hotels. IDEO was apparently inspired by air travel accord to Grantham. He said they were “Interested in providing some continuity from air travel into hotel travel, and were attracted to the flexibilities and efficiencies that industry offers.” This inspiration is “Reflected in the room selection tool during check-in, and ensuring the lounge areas are laid out to create an atmosphere where people are comfortable on their own and don’t feel too conspicuous, similar to that of an airport lounge.” Beds will also feature a padded noise-reducing headboard, which takes inspiration from a business-class aeroplane seat. The bar menu, meanwhile, was also inspired by in-flight drinks menus and “The principle of doing a few things very well.”

The new designs are set to roll out across Europe within the next three years

The new designs are set to roll out across Europe and will be adapted for new hotels and properties undergoing renovation. The first “New generation” hotel will open towards the end of the year and the brand is aiming for at least a quarter of its European hotels to feature the new interiors within the next three years.

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