Hawthorn Brand Design Essence. Jan 2011

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 refresh

clIck here to rEturN to INDEx

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.


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.



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.



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.



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.



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.



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
complicated


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 Welcoming



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 demographic


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 reasons



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.


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 family



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.


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 glue



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



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 websites



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



ExPErIENcE: approach SE
RV
ICE
AN
DO
PERA
TIONS
LOG ON

PATIO

MARKET


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”



ExPErIENcE: wElcomE
The true first impression.



ExPErIENcE: wElcomE SE
RV
ICE
AN
DO
PERA
TIONS
LOG ON

PATIO

MARKET


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
requests



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



ExPErIENcE: ENGaGE SE
RV
ICE
AN
DO
PERA
TIONS
LOG ON

PATIO

MARKET


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 needs



ExPErIENcE: rEvIvE
A sense of wellness and healthy living



ExPErIENcE: rEvIvE SE
RV
ICE
AN
DO
PERA
TIONS
LOG ON

PATIO

MARKET


POOL

LIVE. WORK.

Fitness Well-lighted Clean and
PLAY. REST.
REVIVE

activities and safe fresh

• 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 trails



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



ExPErIENcE: loG oN SE
RV
ICE
AN
DO
PERA
TIONS
LOG ON

PATIO

MARKET


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
-catering



ExPErIENcE: loG off
Because all work and no play...



ExPErIENcE: loG off SE
RV
ICE
AN
DO
PERA
TIONS
LOG ON

PATIO

MARKET


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 interface



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
PLAY



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



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

• 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 delivery



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



ExPErIENcE: lIvE E. W
ORK. PLAY. RE
SE
R S
ST.

WORK
REST

GETTING LIVE
THERE

REFRESH
PLAY

A comfortable
living space

• 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
• laundry



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.



ExPErIENcE: worK E. W
ORK. PLAY. RE
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 chair



ExPErIENcE: play
Because my room is my castle



ExPErIENcE: play E. W
ORK. PLAY. RE
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 content



ExPErIENcE: rEST
Our guests deserve a good night’s sleep.



ExPErIENcE: rEST E. W
ORK. PLAY. RE
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 linens



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



ExPErIENcE: rEfrESh E. W
ORK. PLAY. RE
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
storage


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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