Having a dual-branded property allows hotel owners and developers to serve two different markets with a single investment. This advantage is making the dual-branded hotel an increasingly popular choice for franchisees.
Design and purchasing for these spaces can be trickier than your typical single-branded property, however. Follow these guidelines before starting the design-driven procurement process and you’ll be sure to satisfy the needs of both brands:
Do Your Research
When working with a multi-branded property, you must know both brands inside and out. To design and procure FF&E for a property under two flags, you need twice the brand and product knowledge. Before you begin the project, be sure to partner with a brand specification expert.
Experienced procurement and design consultants understand that for dual-branded projects, the details are what make or break you. To achieve success for both brands, you must collaborate with approved vendors while working within the set budget for each brand room. While the public areas in a multi-branded property are typically the same, the guest rooms tend to differ significantly depending on which schemes are involved.
In any hospitality project, the market has a significant impact on your overall hotel design. With dual-branded properties, you can tailor your property to reach multiple markets at once, so you’ll need to know and understand the influential factors for each customer/guest segment.
Consistency is Key
Just because a hotel falls under two brands, that doesn’t mean your guest experience should lack cohesion. No guest enjoys feeling like she has entered a disorganized hotel. To create a connected hotel environment, you must incorporate the same elements throughout all public space design. For example, the corridor flooring should have the same carpeting on every floor, and the window treatments on the property’s exterior must also match top to bottom.
Typically, the flag will choose one brand to act as a parent brand, meaning that your common areas will adhere to the standards for a single brand. Depending on your property goals, you may elect to feature one main public area with different designated spaces (such as dining areas or business lounges) for the individual brands to shine. In this case, you’ll want to make sure the procurement and design enables smooth transitions between differently branded spaces.
Double Check Your Specs
Multiple brands mean multiple specifications, so it’s essential to confirm your designs meet the requirements for both brands. One area to pay special attention to is your architectural drawings. Before construction begins, you’ll want to be confident that you've correctly tagged all the specs for each room and no brand mix-ups have occurred. Catching any of these mistakes early on will save you from having to take expensive corrective actions down the line.
With the right preparation and research, you can reap the benefits of two brands while maintaining a consistent identity and atmosphere throughout your hotel.
Ready to Start Your Dual-Branded Project?
At Innvision Hospitality, our design and procurement consultants are industry experts. We are not only experienced in FF&E and hotel interior design, but we also understand hospitality operations and how to tie these elements together to create a property that shines.
If you’re gearing up to start on a dual- or multi-branded project and aren’t sure where to begin, contact Innvision Hospitality today! Our team of specialists will guide you every step of the way, from procurement to installation.