Courtyard by Marriot Redesigned Around Customer

Mark Hurst of Good Experience interviewed Brian King, VP & global brand manager of Courtyard by Marriott to understand the process and goals of the redesign of the hotel lobby around their target customer segment, the frequent business traveler. This project is a recommended case study and a call to action for senior living communities and facilities to listen to current and prospective residents in order to meet their evolving physical and emotional needs. The full interview is a must read and can be found here.

It was interesting to learn “…the laptop is the center of the business traveler’s life and should be the center of the design innovation.”  What is at the center of your customer’s life?  Is it an object or a lifestyle; a variety of social events, opportunities to be active, a mix of private and public space, or a support network of heathcare options? Find what is most important to your target market and use that as the guide for ongoing innovation. Some of the other key learning points of the redesign of Courtyard hotels that could be applied to senior living communities are:

  • Flexible, movable furniture to customize how the public space is used from a communal table to private quiet areas.
  • A physical environment and service options that is under each persons control and offers a high level of choice; a variety of food options and highly flexible meal time schedule.
  • A lobby that is a destination as opposed to being a mediocre pass through to secluded rooms.
Dedicated technology stations. Modular furniture for a flexible public space. Modernized bulletin board for pertinent information.
Additional information can be found at IDEO, the innovation firm that was part of the redesign. Images from IDEO.com

If you won’t be traveling to one of the refreshed Courtyard properties any time soon get a feel of the new environment with this commercial.

There are many  examples of well designed lifestage communities and facilities across the continuum of care but they are far outnumbered by the quantity of poorly designed facilities that are not prepared to meet the lifestyle needs of a new generation of adults seeking innovative housing and care options.

If you really listen to your current and prospective residents what small and large scale innovations can you implement that will transform their experience?

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