How Resort Design Has Evolved

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SAN DIEGO—Resort guests are seeking a sense of place, intimate gathering spaces and a feeling of escape, Architectural Concepts Inc.'s principal Margit Whitlock tells GlobeSt.com. The full-service planning, architectural land interior-design firm was selected as the winner of the ARDY for Best Interior Design: Sales Center at the American Resort Development Association International Awards program in April in Orlando based on its design of Silverleaf Resorts' recently opened off-site sales center in Buford, GA. We spoke exclusively with Whitlock about trends in resort design and guests' changing expectations of the resort experience.

GlobeSt.com: What are the latest major trends in resort design?

Whitlock: In resort and hospitality altogether, people are looking for context, a locational experience. In the past, you would go to a Marriott, and it would look the same in every city. The big trend of the last decade is a sense of place—it's really important to Millennials, who are focused on lifestyle.

Another trend is sustainability—not just eco-systems, but farm-to-table concepts: local, fresh, organic food-and-beverage offerings and seasonality in décor. People are into cooking, socializing, family and friends, the outdoors.

Also, technology is important—being able to access your room quickly via your cellphone. When they want to look up amenities and the concierge, they don't pick up their phone, but their tablet.

They also want flexible space. Lobbies are no longer just check in and check out. Hotels are using the lobby for breakfast, Internet access, geek lounges and socialization. Within that flexible space is the opportunity to have intimate spaces for smaller groups—I can sit on a cozy couch in the corner with my kids, and we don't feel like we're in a big room. Sometimes furniture needs to move around to create a smaller gathering area or to allow for a big conference.

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GlobeSt.com: what new expectations do resort guests have, and how are resorts meeting them via design?

Whitlock: Easy and fast—people want it now. That's an expectation. It's a hard thing to really keep up with for any business. They want mobile check-in and check-out; they don't want to wait in line. They want to take their phone and go to their room and be checked in. This leads back to the expectation of technology.

On another level, they want uniqueness, which goes back to the locational experience. The word “boutique” is overused, but it's very relevant. At a resort, you want to feel as if you've arrived and it's a special place, whether you're into yoga or golf or hiking. You're going to a resort based on that uniqueness.

Delivering on design can be the hard part. That takes operational management and creativity from a design standpoint. Design is in the customer service: how uniforms display a brand, as opposed to furniture and color and materials. It's woven into other areas besides interior design and architecture. It's taking away the obstacles between the lobby and the room, removing barriers that are in the way. It's also about delivering on the promise, from the lighting systems to upgraded HVAC; it's meeting those needs, but it takes collaboration to establish those needs.

GlobeSt.com: How has resort design evolved over the years to its current state?

Whitlock: It's important to understand that resort as an architectural term is very broad. In the past, resort meant non-urban, low density, sprawling and lots of amenities—and it still is that, but the new reality is that resort is being used a lot in the urban-core concept. Even big hotels call themselves resorts—think of the resorts and casinos in Las Vegas. They can have 1,000 rooms, but as long as resort equals retreat, that is still the main concept of getting away and having a variety of things to do. Resort usually implies luxury and high amenities, and you can do that in a denser location or high-rise as long as you provide and deliver on what people need and expect.

GlobeSt.com: What else should our readers know about resort design?

Whitlock: Resort is synonymous with relaxation, luxury and get-away, a high level of service and a variety of amenities. You need to be really sensitive to space planning, volumes, colors, and materials. People are more tactile than ever, so use the five senses to win.