Hotel operators have long accepted the idea that the design of their properties greatly impacts the guest experience. But exactly how to invest in design has prompted hoteliers to seek the guidance of researchers like Harrah Hotel College Assistant Professor Dina Zemke.
Dr. Zemke set out to remove much of the guesswork when it comes to measuring the relationship between design quality and hotel performance by adapting a tool called the Design Quality Indicator, or DQI, for use with hotels and resorts. The result, according to Zemke, will be a predictive model that essentially shows hoteliers how to get the biggest bang for their renovation bucks.
The effort involved years of pouring over survey data from Hyatt, Hilton and Doubletree by Hilton properties throughout the U.S. to analyze the effect renovation has on the usual performance indicators (e.g., guest satisfaction, average daily rate, occupancy and revenue per available room). The work of Zemke and her team has paid off. A usable model will be available in 2016.
