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Hawthorn Brand Design Essence. Jan 2011

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This document accompanies the Smart Marketing slide deck. Elements of the document were used to illustrate library experience and branding concepts and approaches mentioned in the Smart Marketing presentation.

Published in: Business, Travel

Hawthorn Brand Design Essence. Jan 2011

  1. 1. DESIGNESSENcE
  2. 2. DESIGN ESSENcE 2 TablE of coNTENTS History SECTION 3 – Experience 03 A Brief History of Hawthorn 19 the Zones 20 Plan 22 Approach SECTION 1 – The Brand 24 Welcome 05 our Audience 26 Engage 06 key Values 28 revive 08 tone of Voice 30 log on 09 Brand Position 32 log off 11 Brand Snapshot 34 live. Work. Play. rest. 35 Getting there SECTION 2 – The Guest 37 live 14 target Audience 39 Work 41 Play 43 rest 45 refreshclIck here to rEturN to INDEx
  3. 3. hISTOrY | THE BRAND | THE GUEST | ExpERIENCE DESIGN ESSENcE 3 a brIEf hISTory of hawThorN 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.clIck here to rEturN to INDEx
  4. 4. SEcTIoN 1ThE braND
  5. 5. HISTORY | The BrAND | THE GUEST | ExpERIENCE DESIGN ESSENcE 5 oUr aUDIENcE Our 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: THE GUEST our guests are special. Everything we do is focused on making their interaction with our brand a unique and rewarding experience. THE OWNER our brand is expressed through our owners and we believe it helps make them successful hoteliers and business professionals. THE DESIGNER While we encourage interpretation, we insist on an expression that is appropriate and consistent with who we are. THE pARTNER We want to collaborate with partners who share our values and our goals.clIck here to rEturN to INDEx
  6. 6. HISTORY | The BrAND | THE GUEST | ExpERIENCE DESIGN ESSENcE 6 KEy valUES At the core of the Hawthorn brand is a set of key values that reflect who we are and ultimately drive our success. pERSONALIZATION our 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. FLExIBILITY our 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. SERVICE Service 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.clIck here to rEturN to INDEx
  7. 7. HISTORY | The BrAND | THE GUEST | ExpERIENCE DESIGN ESSENcE 7 whaT’S ImporTaNT 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.clIck here to rEturN to INDEx
  8. 8. HISTORY | The BrAND | THE GUEST | ExpERIENCE DESIGN ESSENcE 8 ToNE of voIcE WELCOMING We’ve been expecting you. And we anticipate your needs. DELIGHT We offer small unexpected luxuries that are worth more than you pay for them. COMFORTABLE the comforts of home... but better. FUNCTIONAL Whatever you need, it’s here.clIck here to rEturN to INDEx
  9. 9. HISTORY | The BrAND | THE GUEST | ExpERIENCE DESIGN ESSENcE 9 braND poSITIoNING 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.clIck here to rEturN to INDEx
  10. 10. HISTORY | The BrAND | THE GUEST | ExpERIENCE DESIGN ESSENcE 10 WHAT dOes THis meAn? ‘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 complicatedclIck here to rEturN to INDEx
  11. 11. HISTORY | The BrAND | THE GUEST | ExpERIENCE DESIGN ESSENcE 11 braND SNapShoT Just Essence: our DNA what I need Emotional reward: What it means to me They know me here personality: the style in which it is done a little nicer than home functional benefit: the result of those values It was taken care of values: What characterizes those touchpoints convenience | comfortable | Social | fun | Upscale Services Signature amenities Environment attributes: Guest touchpoints Wyndham rewards™ logo Hawthorn room casual Signage Fitness center Flexible WoW Partnerships complimentary clean count on Me™ Breakfast Buffet comfortable Personalization WiFi Warm Business Services current Market Social Extended Stay Services WelcomingclIck here to rEturN to INDEx
  12. 12. HISTORY | The BrAND | THE GUEST | ExpERIENCE DESIGN ESSENcE 12 marKET coNTEXT uP-ScAlE loWEr uP-ScAlE MID-ScAlE UppEr ScalE mID-TIEr homewood Suites – “Make yourself at home” candlewood Suites – “Book a Room. Whenever. Wherever.” Implies a welcoming home-like atmosphere Appeals to the tech-savvy guest hyatt Summerfield Suites – “Welcome to More” Extended Stay america – “The perfect choice for any stay.” Implies more of everything adds value Appeals to the value-conscious consumer residence Inn – “Thrive at Residence Inn by Marriott” home2 Suites by hilton – “Smart choice, balanced, Promotes wellness, eating right, sleeping well, working smart contemporary, spirited” Appeals to a younger, contemporary demographic Staybridge Suites – “Get Comfortable” Promoting comfort Townplace Suites – “Live like you” Modern design appeals to younger demographicclIck here to rEturN to INDEx
  13. 13. SEcTIoN 2ThE GUEST
  14. 14. HISTORY | THE BRAND | The GUeST | ExpERIENCE DESIGN ESSENcE 14 IDENTIfyING ThE TarGET aUDIENcE who arE ThEy? CORE Business Travelers Men and women traveling for business, training and conferences Leisure Travelers Vacationing families and couples Relocating Professionals Military and civilian families relocating for new assignments, projects and career opportunities SECONDARY meeting Planners Professional bookers who schedule conferences and retreats for groups medical Travelers Families traveling for medical reasonsclIck here to rEturN to INDEx
  15. 15. HISTORY | THE BRAND | The GUeST | ExpERIENCE DESIGN ESSENcE 15 bUSINESS TravElEr 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 Being away from home is • Service hard enough. Hawthorn • Fresh Design made my three weeks not • Security just bearable but enjoyable. They had exactly what I WHAT KEEpS THEM COMING BACK needed to stay connected • Nicer than home and get my work done. and • Someone took care of it get home quickly.clIck here to rEturN to INDEx
  16. 16. HISTORY | THE BRAND | THE GUEST | ExpERIENCE DESIGN ESSENcE 16 lEISUrE TravElEr WHO ARE THEY? Making ends meet • Educated isn’t easy these days, • conservative so vacations are • Ages 30-50 sometimes a stretch. • Brand-conscious The kitchen allowed • Affordable luxuries (a weekly or daily ‘treat’) us to come and go at our own pace and WHAT THEY VALUE not have to rely on • Accessibility, because they want things close by restaurants. • 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 familyclIck here to rEturN to INDEx
  17. 17. HISTORY | THE BRAND | The GUeST | ExpERIENCE DESIGN ESSENcE 17 rElocaTING profESSIoNalS 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 It was great coming • Family amenities back to our clean room to relax and WHAT KEEpS THEM COMING BACK unwind and escape • Positive experience from the anxieties of • conveniences of home the move. It didn’t hurt • Value for Money that the kids could play their video games in one room, while my wife and I could relax in another.clIck here to rEturN to INDEx
  18. 18. SEcTIoN 3EXpErIENcE
  19. 19. HISTORY | THE BRAND | THE GUEST | experIeNce DESIGN ESSENcE 19 ThE ZoNES: whErE ThE EXpErIENcE UNfolDS ExpERIENCE ZONE pLAN Website/phone experience, Gotta’ go confirmation, follow-up RATIONS ApprOAch Airport presence (shuttle van), D OPE AN LOG ON i’m in the right place arrival sequence, entry statement CE RVI SE WeLcOMe Front door, lobby, check-in They know my name PATIO MARKET eNGAGe living room, F&B, social scene, Where everything happens indoor/outdoor, market PLAN APPROACH WELCOME ENGAGE LOG OFF reVIVe Fitness, pool, exercise Feel Good POOL LOG ON Business support, meeting LIVE. WORK. i can work anywhere rooms, in-room PLAY. REST. REVIVE LOG OFF WiFi, entertainment escape from the day LIVe. WOrK. pLAY. reST. Guest Suites make yourself at home OperATIONS &SUppOrT laundry services The glueclIck here to rEturN to INDEx
  20. 20. HISTORY | THE BRAND | THE GUEST | experIeNce DESIGN ESSENcE 20 ExPErIENcE: plaN easy to navigate website. Friendly, helpful voice. simple follow-up confirmation.clIck here to rEturN to INDEx
  21. 21. HISTORY | THE BRAND | THE GUEST | experIeNce DESIGN ESSENcE 21 ExPErIENcE: plaN SE RV ICE AN DO PERA TIONS LOG ON PATIO MARKET PLAN APPROACH WELCOME ENGAGE LOG OFF POOL LIVE. WORK. Human voice when Clarity and PLAY. REST. REVIVE they need it simplicity 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 websitesclIck here to rEturN to INDEx
  22. 22. HISTORY | THE BRAND | THE GUEST | experIeNce DESIGN ESSENcE 22 ExPErIENcE: approach Clarity and consistency of identity and a well-choreographed arrival sequence.clIck here to rEturN to INDEx
  23. 23. HISTORY | THE BRAND | THE GUEST | experIeNce DESIGN ESSENcE 23 ExPErIENcE: approach SE RV ICE AN DO PERA TIONS LOG ON PATIO MARKET PLAN APPROACH WELCOME ENGAGE LOG OFF POOL LIVE. WORK. Hawthorn sign and PLAY. REST. REVIVE main entry 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”clIck here to rEturN to INDEx
  24. 24. HISTORY | THE BRAND | THE GUEST | experIeNce DESIGN ESSENcE 24 ExPErIENcE: wElcomE The true first impression.clIck here to rEturN to INDEx
  25. 25. HISTORY | THE BRAND | THE GUEST | experIeNce DESIGN ESSENcE 25 ExPErIENcE: wElcomE SE RV ICE AN DO PERA TIONS LOG ON PATIO MARKET PLAN APPROACH WELCOME ENGAGE LOG OFF POOL LIVE. WORK. REVIVE Activity and A welcoming Free breakfast or PLAY. REST. REVIVE socializing smile a tasty snack ExpERIENTIAL BRAND-DEFINING • A little nicer than home ELEMENT • Personal welcome • A residential-feeling check- • An extra set of hands to in desk that promotes help human interaction • Branded identity wall ENVIRONMENTAL • Walk-off mat • Bright and warm • Market • residential • Approachable check-in • A comfortable place to sit JUST WHAT I NEED • Welcome back • We’ve taken care of your requestsclIck here to rEturN to INDEx
  26. 26. HISTORY | THE BRAND | THE GUEST | experIeNce DESIGN ESSENcE 26 ExPErIENcE: ENGaGE The social appeal of the Hawthorn Room. An informal and comfortable place that allows you to engage or remain at the periphery.clIck here to rEturN to INDEx
  27. 27. HISTORY | THE BRAND | THE GUEST | experIeNce DESIGN ESSENcE 27 ExPErIENcE: ENGaGE SE RV ICE AN DO PERA TIONS LOG ON PATIO MARKET PLAN APPROACH WELCOME ENGAGE LOG OFF POOL LIVE. WORK. A social buzz Comfortable, PLAY. REST. REVIVE inviting place ExpERIENTIAL JUST WHAT I NEED • relaxed and social • comfortable even for • Inviting but no pressure women traveling alone. • Indoor and outdoor / day • community activities and night • Flexible to accommodate BRAND-DEFINING different uses ELEMENT • “Wired” • Hawthorn room • library space ENVIRONMENTAL • Hawthorn Art Wall • Natural light and comfortable seating CO-BRANDING • communal and individual OppORTUNITY spaces • Food and Beverage • Views of the outdoors and • Business amenities other amenities (pool, • Social amenities patio, etc.) • Appropriate for morning, day and evening • technical infrastructure to support entertainment and connection needsclIck here to rEturN to INDEx
  28. 28. HISTORY | THE BRAND | THE GUEST | experIeNce DESIGN ESSENcE 28 ExPErIENcE: rEvIvE A sense of wellness and healthy livingclIck here to rEturN to INDEx
  29. 29. HISTORY | THE BRAND | THE GUEST | experIeNce DESIGN ESSENcE 29 ExPErIENcE: rEvIvE SE RV ICE AN DO PERA TIONS LOG ON PATIO MARKET PLAN APPROACH WELCOME ENGAGE LOG OFF POOL LIVE. WORK. Fitness Well-lighted Clean and PLAY. REST. REVIVE activities and safe fresh ExpERIENTIAL BRAND-DEFINING • Health and wellness ELEMENT continues even on the road • Graphic wall • clean, well-maintained amenities and services are CO-BRANDING within easy reach OppORTUNITY • Amenities to be enjoyed in • local services (gyms, private or public ways trainers, etc.) • Safety and security • Food and Beverage 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 trailsclIck here to rEturN to INDEx
  30. 30. HISTORY | THE BRAND | THE GUEST | experIeNce DESIGN ESSENcE 30 ExPErIENcE: loG oN Because work never stops, until it has to.clIck here to rEturN to INDEx
  31. 31. HISTORY | THE BRAND | THE GUEST | experIeNce DESIGN ESSENcE 31 ExPErIENcE: loG oN SE RV ICE AN DO PERA TIONS LOG ON PATIO MARKET PLAN APPROACH WELCOME ENGAGE LOG OFF POOL LIVE. WORK. professional environment PLAY. REST. REVIVE and equipment ExpERIENTIAL JUST WHAT I NEED • Wired for state-of-the-art • Pre-arranged local or • Access to complete business business services services • Everything I need is here BRAND-DEFINING • Professional ELEMENT • tech support ENVIRONMENTAL • technology infrastructure CO-BRANDING • Variety of zones: personal, OppORTUNITY small group, larger group • Food and Beverage • tiered services: access to • Business amenities administrative support and • Meeting planners services • In-room -Workspace / surface -chair -lighting -Plugs > charging • Public Space -Meeting rooms -cateringclIck here to rEturN to INDEx
  32. 32. HISTORY | THE BRAND | THE GUEST | experIeNce DESIGN ESSENcE 32 ExPErIENcE: loG off Because all work and no play...clIck here to rEturN to INDEx
  33. 33. HISTORY | THE BRAND | THE GUEST | experIeNce DESIGN ESSENcE 33 ExPErIENcE: loG off SE RV ICE AN DO PERA TIONS LOG ON PATIO MARKET PLAN APPROACH WELCOME ENGAGE LOG OFF POOL LIVE. WORK. Laughter people PLAY. REST. REVIVE having fun ExpERIENTIAL CO-BRANDING • on-demand access to OppORTUNITY entertainment choices • Entertainment providers • reliable access to local • Food and Beverage 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 interfaceclIck here to rEturN to INDEx
  34. 34. HISTORY | THE BRAND | THE GUEST | experIeNce DESIGN ESSENcE 34 lIvE. worK. play. rEST. GETTING ThErE – Finding my way . WORK. PLAY. RES IVE E AND OPERAT Elevator > corridor > address L T. IC IO NS lIvE – i take care of my family, myself RV SE living > dining > bath > relax > unwind worK – i’m connected Desk > chair > light > connections WORK REST play – i smile Monitor > seating > space rEST – i’m recharged GETTING LIVE Bed > art > lighting > entertainment THERE rEfrESh – i’m rejuvenated towels > shower > vanity > amenities > lighting > closet REFRESH PLAYclIck here to rEturN to INDEx
  35. 35. HISTORY | THE BRAND | THE GUEST | experIeNce DESIGN ESSENcE 35 ExPErIENcE: GETTING ThErE Because finding your room shouldn’t be difficult or confusing; it should feel like you’re going homeclIck here to rEturN to INDEx
  36. 36. HISTORY | THE BRAND | THE GUEST | experIeNce DESIGN ESSENcE 36 ExPErIENcE: GETTING ThErE E. W ORK. PLAY. RE LIV VICE AND OPERATION SE R S ST. WORK REST GETTING LIVE THERE REFRESH PLAY peace and Clear path to Fresh and quiet your suite clean ExpERIENTIAL BRAND-DEFINING • clear and logical paths ELEMENT • Safe • Front door knocker • 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 deliveryclIck here to rEturN to INDEx
  37. 37. HISTORY | THE BRAND | THE GUEST | experIeNce DESIGN ESSENcE 37 ExPErIENcE: lIvE Because the way you live your life shouldn’t stop because you’re away from homeclIck here to rEturN to INDEx
  38. 38. HISTORY | THE BRAND | THE GUEST | experIeNce DESIGN ESSENcE 38 ExPErIENcE: lIvE E. W ORK. PLAY. RE LIV VICE AND OPERATION SE R S ST. WORK REST GETTING LIVE THERE REFRESH PLAY A comfortable living space ExpERIENTIAL BRAND-DEFINING • the suite accommodates me ELEMENTS and my family • kitchen: stainless appliances, • Spaces are functional and quartz counters flexible • Art with local references • the kitchen and living room • Furniture accommodates offer the comforts of home work and entertainment • clustered, flexible seating ENVIRONMENTAL • Warm and comfortable • casual but current • residential JUST WHAT I NEED • Grocery services-stock the fridge for me • laundryclIck here to rEturN to INDEx
  39. 39. HISTORY | THE BRAND | THE GUEST | experIeNce DESIGN ESSENcE 39 ExPErIENcE: worK Because 9-to-5 no longer defines the way we work, the boundary between our living space and work space has become just as blurry.clIck here to rEturN to INDEx
  40. 40. HISTORY | THE BRAND | THE GUEST | experIeNce DESIGN ESSENcE 40 ExPErIENcE: worK E. W ORK. PLAY. RE LIV VICE AND OPERATION SE R S ST. WORK REST GETTING LIVE THERE REFRESH PLAY 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 chairclIck here to rEturN to INDEx
  41. 41. HISTORY | THE BRAND | THE GUEST | experIeNce DESIGN ESSENcE 41 ExPErIENcE: play Because my room is my castleclIck here to rEturN to INDEx
  42. 42. HISTORY | THE BRAND | THE GUEST | experIeNce DESIGN ESSENcE 42 ExPErIENcE: play E. W ORK. PLAY. RE LIV VICE AND OPERATION SE R S ST. WORK REST GETTING LIVE THERE REFRESH PLAY Downloadable Downloadable popcorn content content 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 contentclIck here to rEturN to INDEx
  43. 43. HISTORY | THE BRAND | THE GUEST | experIeNce DESIGN ESSENcE 43 ExPErIENcE: rEST Our guests deserve a good night’s sleep.clIck here to rEturN to INDEx
  44. 44. HISTORY | THE BRAND | THE GUEST | experIeNce DESIGN ESSENcE 44 ExPErIENcE: rEST E. W ORK. PLAY. RE LIV VICE AND OPERATION SE R S ST. WORK REST GETTING LIVE THERE REFRESH PLAY peace and Clean and Clean and quiet comfortable bed fresh 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 linensclIck here to rEturN to INDEx
  45. 45. HISTORY | THE BRAND | THE GUEST | experIeNce DESIGN ESSENcE 45 ExPErIENcE: rEfrESh A necessity to all, a sanctuary to some. And a step above home.clIck here to rEturN to INDEx
  46. 46. HISTORY | THE BRAND | THE GUEST | experIeNce DESIGN ESSENcE 46 ExPErIENcE: rEfrESh E. W ORK. PLAY. RE LIV VICE AND OPERATION SE R S ST. WORK REST GETTING LIVE THERE REFRESH PLAY Clean and Clean and bright fresh 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 storageclIck here to rEturN to INDEx
  47. 47. 20 JaNUary 2011clIck here to rEturN to INDEx 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.

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