Color is an easy and effective way to attract guests and enhance their stay.
Color is an easy and effective way to attract guests and also to enhance their experience during their stay. The options are many – from bright surfaces that suggest activity, to softer tones that create a relaxing atmosphere – and colors can create different feels within the same hotel.
Additionally, target demographics can influence color selection.
The following color palettes, which apply to the hospitality market, were selected because they reflect current and future trends.
These colors were chosen primarily as interior wall colors, so they are not restricted to certain areas of the country. In many cases, the demographic of an area – or the target demographic – will be more important than the actual region. These colors can be used to create different experiences within the same hotel. The Pure Living palette, for example, could be used in spas, the Active Brights palette in fitness centers, and the Social Millennial and Sophisticated Senior palettes to set the tone in the main lobby or other public spaces of a hotel. If the target demographic is seniors, and the finishes are more high-end with rich earth tones, then the Sophisticated Senior palette would work best.
The Pure Living Palette
These colors were chosen in response to a new wave of healthy hotels, offering rooms that are allergen-friendly and incorporate antimicrobial finishes. The pure blue/blue-green tones reflect this new style of health. The colors are fresh, clean and bring to mind the ocean at a tropical island resort – crystal clear. The grey and the white that round out the palette are meant to also represent this idea of purity. Think of clean white cotton, undyed wool and other natural fibers; these two colors are meant to represent natural elements in their purest form.
The Active Brights Palette
Looking to the millennials and to the fashion world, there has been a new wave of appreciation for the active lifestyle. Long gone are the days when workout clothes were old sweats and an oversized T-shirt. The new fashion norm is wearing workout clothes outside of the gym. They have now turned up in our everyday wardrobes, with high-end fabrics and eye-catching colors; people now wear their workout clothes everywhere. Pairing heels with a jogging pant or stylish high tops with a dress – why not? Hotels are also benefitting from this new active trend. Many hotel customers are looking for a place to stay while participating in marathons, mud-runs or other sporting events. The colors for this palette are taken from this active lifestyle. They are bold, eye-catching and seem to vibrate with energy. The gold and the gray tones reflect the active-wear-for-work look; the tones are conservative enough for the office but still let one show that they have a bold personality.
The Social Millennial Palette
The millennial population is constantly on social media and always looking for the newest technology. The colors from this palette were derived from the ever-popular tech world. When looking at the branding of some of the more popular social media sites, the colors used for Twitter, Pinterest, YouTube, Facebook and Vine are upbeat and eye- catching. Hotels know that in order to stay competitive, they need to make sure that technology is something that needs to be constantly updated and advertised. These colors are strong, bold and reflect that high-tech vibe. The blues represent the always-prevalent denim look – no matter what shade or style, this wardrobe staple has no boundaries. The green in the palette reflects a more environmental perspective, and the black and red represent the idea that sometimes the classic colors never go out of style.
The Senior Sophistication Palette
This palette is in response to the aging baby boomers taking advantage of their retirement by traveling around the country and around the world. These colors are derived from the natural environment, the earthy tones that can be found in a variety of landscapes. The deep blue of the ocean, the mossy green of a palm tree, the deep taupe and plum-brown of rocks and mountains; all of these colors are a reflection of the beauty of the natural landscape.
EMILY KANTZ is a National Council for Inerior Design Qualification-certified interior designer focused on the hospitality market. She has been in the design industry for nine years and with The Sherwin-Williams Co. color marketing and design department for three years.