Hawthorn Brand Design Essence. Jan 2011

DESIGNESSENcE

DESIGN ESSENcE 2

clIck here to rEturN to INDEx

TablE of coNTENTS

History03 A Brief History of Hawthorn

SECTION 1 – The Brand05 our Audience06 key Values08 tone of Voice09 Brand Position11 Brand Snapshot

SECTION 2 – The Guest14 target Audience

SECTION 3 – Experience19 the Zones20 Plan22 Approach24 Welcome26 Engage28 revive30 log on32 log off34 live. Work. Play. rest.35 Getting there37 live39 Work41 Play43 rest45 refresh

DESIGN ESSENcE 3


hISTOrY | THE BRAND | THE GUEST | ExpERIENCE

the Hawthorn chain was founded in 1983 to serve an increasingly mobile consumer seeking comfortable extended-stay accommodations. under various owners, the brand grew to over 100 properties, competing strongly in the upper moderate to low upscale segment of the market. Wyndham Worldwide acquired the chain in July 2008 as part of a larger asset purchase and, the following year, announced that it would be known as Hawthorn Suites by Wyndham. today, Hawthorn Suites by Wyndham is part of a family of brands that includes Wyndham Hotels and resorts; the Wyndham Grand collection, Wyndham Garden Hotels, Wingate by Wyndham and tryp by Wyndham. As of September 2009, there are approximately 90 Hawthorn Suites locations. the brand continues to expand around the country and worldwide.

a brIEf hISTory of hawThorN

ThE braND

SEcTIoN 1

DESIGN ESSENcE 5


HISTORY | The BrAND | THE GUEST | ExpERIENCE

THE GUESTour guests are special. Everything we do is focused on making their interaction with our brand a unique and rewarding experience.

THE OWNERour brand is expressed through our owners and we believe it helps make them successful hoteliers and business professionals.

THE DESIGNERWhile we encourage interpretation, we insist on an expression that is appropriate and consistent with who we are.

THE pARTNERWe want to collaborate with partners who share our values and our goals.

oUr aUDIENcEOur brand touches many people across multiple channels, and every touchpoint is an opportunity to convey our values, what we stand for and our commitment to service. This document has been developed to communicate with a specific audience:

DESIGN ESSENcE 6



pERSONALIZATIONour guests seek experiences that respond to and reflect the way they live their lives. they are plugged in—to new ideas, new technology and new approaches—and they seek to connect on many levels. Whether they are moving at the speed of business or the more relaxed pace of family time, they want an experience that suits them.

FLExIBILITYour guests lead busy, sometimes hectic lives and seek ways to save time, boost efficiency and reduce stress. they don’t expect luxury but do seek things—technology, a trusted advisor, a guiding hand—that can help them adapt to the myriad situations life presents and not only accommodate but anticipate change.

SERVICEService is at the core of everything we do—it defines us. Providing the appropriate level of service takes a measure of creativity and professionalism but it also takes a personal touch and an understanding of our guests’ expectations.

KEy valUESAt the core of the Hawthorn brand is a set of key values that reflect who we are and ultimately drive our success.

DESIGN ESSENcE 7



our world is changing faster than we can gauge. What was once fashionable, now seems dated. What once seemed fast, now seems long and arduous. Sure, technology has a lot to do with this, but so does the way business is conducted, the hectic tempo of family life, the circadian rhythms of life. Any way you look at it, things just seem to be moving faster.

And yet in the midst of all this, we seek order—we want things in the right place at the right time. We look for ways to help us tailor the world around us to suit our needs, to reflect who we are, to reduce the stress, to get where we need to be when we need to be there. We look for openings in the speeding traffic that let us merge on and off that great highway that is our lives.

We don’t want luxury or conspicuous consumption. We want simple, honest solutions that save us time and money and make us happy in small ways.

whaT’S ImporTaNT

DESIGN ESSENcE 8



WELCOMINGWe’ve been expecting you. And we anticipate your needs.

DELIGHTWe offer small unexpected luxuries that are worth more than you pay for them.

COMFORTABLEthe comforts of home... but better.

FUNCTIONALWhatever you need, it’s here.

ToNE of voIcE

DESIGN ESSENcE 9



Despite all the technology we now have to help us communicate, so much of business--and so much of our lives--relies on human relationships. on face-to-face meetings. on showing up in person and staying as long as we need to stay. the smaller the world gets, and the more we take to the road or the skies, it seems the more we want to stay connected, plugged in to work, to our families and friends, to our communities and to that huge ever-buzzing conversation that’s happening out there.

And so we go.

to Hawthorn, where they’ve been expecting us. And they know that we’re looking for a little more than just a nice, convenient place to stay. We want an experience that offers the comforts of home without the stress of home, where the business traveler is accommodated as well as the traveling family, where comfort and convenience don’t break the bank.

A little nicer than home.

braND poSITIoNING

DESIGN ESSENcE 10



‘A little nicer than home’ means we know and understand our guests and anticipate their needs because we:

• Have prepared for their visit but also have the flexibility to respond to changing demands and situations

• offer them the choice to log on or log off, engage or retreat

• Allow them to tailor their stay to suit their needs

• Provide the amenities and services they need to stay fit, connected and entertained

• Have the connections to keep them plugged in

• offer things that make their stay easy, unstressed, simple

• consider single travelers as much as traveling families

• offer those daily necessities that make a long stay away from home less complicated

WHAT dOes THis meAn?

DESIGN ESSENcE 11



Essence: our DNA

Emotional reward: What it means to me

personality: the style in which it is done

functional benefit: the result of those values

values: What characterizes those touchpoints

attributes: Guest touchpoints

Just what I need

They know me here

a little nicer than home

It was taken care of

convenience | comfortable | Social | fun | Upscale

ServicesWyndham rewards™

WoW

count on Me™

Personalization

Environmentcasual

Flexible

clean

comfortable

Warm

current

Social

Welcoming

amenitiesHawthorn room

Fitness center

complimentary Breakfast Buffet

WiFi

Business Services

Market

Extended Stay Services

Signaturelogo

Signage

Partnerships

braND SNapShoT

DESIGN ESSENcE 12



UppEr ScalE

homewood Suites – “Make yourself at home”Implies a welcoming home-like atmosphere

hyatt Summerfield Suites – “Welcome to More”Implies more of everything adds value

residence Inn – “Thrive at Residence Inn by Marriott”Promotes wellness, eating right, sleeping well, working smart

Staybridge Suites – “Get Comfortable”Promoting comfort

mID-TIEr

candlewood Suites – “Book a Room. Whenever. Wherever.”Appeals to the tech-savvy guest

Extended Stay america – “The perfect choice for any stay.”Appeals to the value-conscious consumer

home2 Suites by hilton – “Smart choice, balanced, contemporary, spirited”Appeals to a younger, contemporary demographic

Townplace Suites – “Live like you”Modern design appeals to younger demographic

uP-ScAlE loWEr uP-ScAlE MID-ScAlE

marKET coNTEXT

ThE GUEST

SEcTIoN 2

DESIGN ESSENcE 14


HISTORY | THE BRAND | The GUeST | ExpERIENCE

who arE ThEy?

Business TravelersMen and women traveling for business, training and conferences

Leisure TravelersVacationing families and couples

Relocating ProfessionalsMilitary and civilian families relocating for new assignments, projects and career opportunities

meeting PlannersProfessional bookers who schedule conferences and retreats for groups

medical TravelersFamilies traveling for medical reasons

IDENTIfyING ThE TarGET aUDIENcE

CORE

SECONDARY

DESIGN ESSENcE 15



WHO ARE THEY?• Educated • Web-savvy (Yelp, trip Advisor, Hulu)• Plugged in (travel with laptop and smart phone in hand)• Brand-conscious (Starbucks vs. Maxwell House)• Affordable luxuries (a weekly or daily ‘treat’)

WHAT THEY VALUE• Efficiency, because time is money• technology, because staying connected is critical• Work tools, because 9 to 5 doesn’t exist anymore• logging off, because sometimes they power down• Socializing, because all work and no play...

WHAT THEY ExpECT• convenience• comfort and cleanliness• Service• Fresh Design• Security

WHAT KEEpS THEM COMING BACK• Nicer than home• Someone took care of it

Being away from home is hard enough. Hawthorn made my three weeks not just bearable but enjoyable. They had exactly what I needed to stay connected and get my work done. and get home quickly.

bUSINESS TravElEr

DESIGN ESSENcE 16HISTORY | THE BRAND | THE GUEST | ExpERIENCE


WHO ARE THEY?• Educated • conservative• Ages 30-50• Brand-conscious• Affordable luxuries (a weekly or daily ‘treat’)

WHAT THEY VALUE• Accessibility, because they want things close by• Value, because they have a family to feed• Green, because they want the world to be a better place• Something extra, because they like special treatment

WHAT THEY ExpECT• convenience• cleanliness• comfort• Value

WHAT KEEpS THEM COMING BACK• there was something for everyone• It was easy• Enough space to be a family

Making ends meet isn’t easy these days, so vacations are sometimes a stretch. The kitchen allowed us to come and go at our own pace and not have to rely on restaurants.

lEISUrE TravElEr

DESIGN ESSENcE 17



WHO ARE THEY?• Educated • Middle- and upper-middle managers• Military families

WHAT THEY VALUE• convenience, because moving is hard enough• local connections, because this will soon be home• Family time, because that’s the most important thing • Space, because a family sometimes needs to spread out

WHAT THEY ExpECT• community information• clean and convenient• Family amenities

WHAT KEEpS THEM COMING BACK• Positive experience• conveniences of home• Value for Money

It was great coming back to our clean room to relax and unwind and escape from the anxieties of the move. It didn’t hurt that the kids could play their video games in one room, while my wife and I could relax in another.

rElocaTING profESSIoNalS

EXpErIENcE

SEcTIoN 3

DESIGN ESSENcE 19


HISTORY | THE BRAND | THE GUEST | experIeNce

pLAN Gotta’ go

ApprOAch i’m in the right place

WeLcOMe They know my name

eNGAGe Where everything happens

reVIVeFeel Good

LOG ONi can work anywhere

LOG OFFescape from the day

LIVe. WOrK. pLAY. reST.make yourself at home

OperATIONS &SUppOrTThe glue

Website/phone experience, confirmation, follow-up

Airport presence (shuttle van), arrival sequence, entry statement

Front door, lobby, check-in

living room, F&B, social scene, indoor/outdoor, market

Fitness, pool, exercise

Business support, meeting rooms, in-room

WiFi, entertainment

Guest Suites

laundry services

PLAN APPROACH WELCOME LOG OFF

REVIVE

LOG ON

LIVE. WORK. PLAY. REST.

ENGAGE

POOL

PATIO

MARKET

SERVICE AND OPERATIONS

ThE ZoNES: whErE ThE EXpErIENcE UNfolDS

ZONEExpERIENCE

DESIGN ESSENcE 20



ExPErIENcE: plaNeasy to navigate website. Friendly, helpful voice. simple follow-up confirmation.

DESIGN ESSENcE 21



ExpERIENTIAL• Website-Make it user friendly• Phone-Be courteous, helpful

and informative

JUST WHAT I NEED• customized experience• Flexible options• Easy• content-rich

BRAND-DEFINING ELEMENT• Hawthorn app for PDA users• “Bulletin board” or social

network

CO-BRANDING OppORTUNITY• Airline and rental car

companies• Grocery service• Gatekeeper websites

ExPErIENcE: plaN

Human voice when they need it

Clarity and simplicity


REVIVE

LOG ON


ENGAGE

POOL

PATIO


MARKET

DESIGN ESSENcE 22



ExPErIENcE: approachClarity and consistency of identity and a well-choreographed arrival sequence.

DESIGN ESSENcE 23



ExpERIENTIAL• Shuttle van• readable and legible at

60 mph• Well-lighted and inviting• Safe, clear and navigable

(I know where to go)

ENVIRONMENTAL• clear and consistent signage• Well lighted and open• Porte cochere or canopy• Indigenous landscaping

JUST WHAT I NEED• Easy approach• Safe parking• reserved parking

BRAND-DEFINING ELEMENT• Signage• Indigenous landscape• “Front porch”

ExPErIENcE: approach

Hawthorn sign and main entry


REVIVE

LOG ON


ENGAGE

POOL

PATIO


MARKET

DESIGN ESSENcE 24



ExPErIENcE: wElcomEThe true first impression.

DESIGN ESSENcE 25



ExpERIENTIAL• A little nicer than home• Personal welcome• An extra set of hands to

help

ENVIRONMENTAL• Bright and warm• residential• Approachable check-in• A comfortable place to sit

JUST WHAT I NEED• Welcome back• We’ve taken care of your

requests

BRAND-DEFINING ELEMENT• A residential-feeling check-

in desk that promotes

human interaction• Branded identity wall• Walk-off mat• Market

ExPErIENcE: wElcomE

Activity and socializing

A welcoming smile

Free breakfast or a tasty snack

REVIVE


REVIVE

LOG ON


ENGAGE

POOL

PATIO


MARKET

DESIGN ESSENcE 26



ExPErIENcE: ENGaGEThe social appeal of the Hawthorn Room. An informal and comfortable place that allows you to engage or remain at the periphery.

DESIGN ESSENcE 27



ExPErIENcE: ENGaGE

ExpERIENTIAL• relaxed and social• Inviting but no pressure• Indoor and outdoor / day

and night• Flexible to accommodate

different uses• “Wired”

ENVIRONMENTAL• Natural light and

comfortable seating• communal and individual

spaces• Views of the outdoors and

other amenities (pool,

patio, etc.)• Appropriate for morning,

day and evening• technical infrastructure to

support entertainment and

connection needs

JUST WHAT I NEED• comfortable even for

women traveling alone. • community activities

BRAND-DEFINING ELEMENT• Hawthorn room• library space• Hawthorn Art Wall

CO-BRANDING OppORTUNITY• Food and Beverage• Business amenities• Social amenities

A social buzz Comfortable, inviting place


REVIVE

LOG ON


ENGAGE

POOL

PATIO


MARKET

DESIGN ESSENcE 28



ExPErIENcE: rEvIvEA sense of wellness and healthy living

DESIGN ESSENcE 29



ExPErIENcE: rEvIvE

ExpERIENTIAL• Health and wellness

continues even on the road• clean, well-maintained

amenities and services are

within easy reach• Amenities to be enjoyed in

private or public ways• Safety and security

ENVIRONMENTAL• Energetic• Fitness, pool and work-out

rooms appropriately located• DVDs and equipment to loan

for in-room use

JUST WHAT I NEED• Pre-booked reservations for

services and amenities• Information on local parks

and jogging trails

BRAND-DEFINING ELEMENT• Graphic wall

CO-BRANDING OppORTUNITY• local services (gyms,

trainers, etc.)• Food and Beverage

Fitness activities

Well-lighted and safe

Clean and fresh


REVIVE

LOG ON


ENGAGE

POOL

PATIO


MARKET

DESIGN ESSENcE 30



ExPErIENcE: loG oNBecause work never stops, until it has to.

DESIGN ESSENcE 31



ExpERIENTIAL• Wired for state-of-the-art• Access to complete business

services• Everything I need is here• Professional

ENVIRONMENTAL• technology infrastructure• Variety of zones: personal,

small group, larger group• tiered services: access to

administrative support and

services• In-room

-Workspace / surface

-chair

-lighting

-Plugs > charging• Public Space

-Meeting rooms

-catering

JUST WHAT I NEED• Pre-arranged local or

business services

BRAND-DEFINING ELEMENT• tech support

CO-BRANDING OppORTUNITY• Food and Beverage• Business amenities• Meeting planners

ExPErIENcE: loG oN

professional environment and equipment


REVIVE

LOG ON


ENGAGE

POOL

PATIO


MARKET

DESIGN ESSENcE 32



ExPErIENcE: loG offBecause all work and no play...

DESIGN ESSENcE 33



ExpERIENTIAL• on-demand access to

entertainment choices• reliable access to local

offerings• Social network

ENVIRONMENTAL• technology infrastructure• Variety and flexibility• In-room

-Monitor and equipment

-Input device / interface• Public Space

-Monitor and equipment

JUST WHAT I NEED• Pre-arranged local or

community services

BRAND-DEFINING ELEMENT• content interface

CO-BRANDING OppORTUNITY• Entertainment providers• Food and Beverage

ExPErIENcE: loG off

Laughter people having fun


REVIVE

LOG ON


ENGAGE

POOL

PATIO


MARKET

DESIGN ESSENcE 34



GETTING ThErE – Finding my wayElevator > corridor > address

lIvE – i take care of my family, myselfliving > dining > bath > relax > unwind

worK – i’m connectedDesk > chair > light > connections

play – i smileMonitor > seating > space

rEST – i’m rechargedBed > art > lighting > entertainment

rEfrESh – i’m rejuvenatedtowels > shower > vanity > amenities > lighting > closet


GETTINGTHERE

LIVE

WORK REST

REFRESHPLAY


lIvE. worK. play. rEST.

DESIGN ESSENcE 35



ExPErIENcE: GETTING ThErEBecause finding your room shouldn’t be difficult or confusing; it should feel like you’re going home

DESIGN ESSENcE 36



ExPErIENcE: GETTING ThErE

peace and quiet

Clear path to your suite

Fresh and clean


GETTINGTHERE

LIVE

WORK REST

REFRESHPLAY


ExpERIENTIAL• clear and logical paths• Safe • clean and fresh• residential and personal

ENVIRONMENTAL• clear signage and

wayfinding• Visual clues for orientation• Well-lighted and maintained

spaces• residential and warm• Durable, quality materials

JUST WHAT I NEED• Pre-requested room type • Pre-arranged services

- Newspaper delivery

BRAND-DEFINING ELEMENT• Front door knocker

DESIGN ESSENcE 37



ExPErIENcE: lIvEBecause the way you live your life shouldn’t stop because you’re away from home

DESIGN ESSENcE 38



ExpERIENTIAL• the suite accommodates me

and my family• Spaces are functional and

flexible• the kitchen and living room

offer the comforts of home

ENVIRONMENTAL• Warm and comfortable• casual but current• residential

JUST WHAT I NEED• Grocery services-stock the

fridge for me• laundry

BRAND-DEFINING ELEMENTS• kitchen: stainless appliances,

quartz counters• Art with local references• Furniture accommodates

work and entertainment • clustered, flexible seating

ExPErIENcE: lIvE

A comfortable living space


GETTINGTHERE

LIVE

WORK REST

REFRESHPLAY


DESIGN ESSENcE 39



ExPErIENcE: worKBecause 9-to-5 no longer defines the way we work, the boundary between our living space and work space has become just as blurry.

DESIGN ESSENcE 40



ExPErIENcE: worK

plugs and outlets

ExpERIENTIAL• Plug and play • Wired, or wireless, for

anything, anytime, and

anywhere• organized and

comfortable

ENVIRONMENTAL• connections• Well-lighted• Flexible and comfortable,

like a home office

JUST WHAT I NEED• tech support• cables and connections• Jacks and chargers

BRAND-DEFINING ELEMENT• Ergonomic desk chair


GETTINGTHERE

LIVE

WORK REST

REFRESHPLAY


DESIGN ESSENcE 41



ExPErIENcE: playBecause my room is my castle

DESIGN ESSENcE 42



ExpERIENTIAL• Doing what I want, when

I want• tailorable and personal

ENVIRONMENTAL• connections• comfortable, flexible

seating

JUST WHAT I NEED• on-demand entertainment

BRAND-DEFINING ELEMENT• Media devices• on-demand content

ExPErIENcE: play

Downloadable content

Downloadable content

popcorn


GETTINGTHERE

LIVE

WORK REST

REFRESHPLAY


DESIGN ESSENcE 43



ExPErIENcE: rESTOur guests deserve a good night’s sleep.

DESIGN ESSENcE 44



ExpERIENTIAL• luxurious but not luxury• clean, crisp and fresh• My sanctuary: I control my

environment

ENVIRONMENTAL• relaxing palette• Quality mattress and linens• Easy access to controls• Acoustic

JUST WHAT I NEED• Pre-arranged requests

(pillows, scents, MP3

docking station, air

filters, etc.)

BRAND-DEFINING ELEMENT• Headboard wall color• custom linens

ExPErIENcE: rEST

peace and quiet

Clean and comfortable bed

Clean and fresh


GETTINGTHERE

LIVE

WORK REST

REFRESHPLAY


DESIGN ESSENcE 45



ExPErIENcE: rEfrEShA necessity to all, a sanctuary to some. And a step above home.

DESIGN ESSENcE 46



ExpERIENTIAL• Spa-like• clean, fresh and soothing• Sanctuary

ENVIRONMENTAL• Quality fixtures and

finishes• Ample room for toiletries

but tidy and uncluttered

JUST WHAT I NEED• Pre-arranged requests

BRAND-DEFINING ELEMENT• laundry hamper• Shower curtain • Branded toiletries• toiletry shelf and towel

storage

ExPErIENcE: rEfrESh

Clean andbright

Clean and fresh


GETTINGTHERE

LIVE

WORK REST

REFRESHPLAY


20 JaNUary 2011

this document includes information that may be superseded or replaced by additional or more recent material, surveys or studies. All drawings, measurements, product information and specifications are to be considered non-site specific and prototypical and are subject to change without notice. All users of this manual are encouraged to confirm the information prior to any construction, production, fabrication or installation. All photography and imagery is used with permission and may not be re-used or reprinted without the written consent of Wyndham Hotel Group llc.

©2011 Hawthorn Suites Franchising, Inc.


Hawthorn Brand Design Essence. Jan 2011

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Transcript of Hawthorn Brand Design Essence. Jan 2011