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LOUNGE
Chapter 1
INTRODUCTION
4 Introduction
Chapter 2
BUSINESS CASE
6 The History
The Research
7 The Value Points
8 Don’t Take Our Word For It
CONTENTS
Chapter 3
measurement
11 Measurement Introduction
12 Measurement Tool
Chapter 4
design guidance
14 Hilton Hotels & Resorts Brand
– Approach To Style
15 Design Considerations
Chapter 5
NEXT STEPS
17 Next Steps
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CHAPTER 1
INTRO
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1 Introduction
H
004
The following pages will provide guidance and additional details relative to our approach for
Executive Lounges. In addition, we have provided a number of tools and links to help you
make the most of your current and/or future Executive Lounge.
In this competitive environment, we believe you will find that our forward-thinking approach
to the Executive Lounge Experience will increase guest satisfaction as well as profitability.
Hilton has built its reputation on over 90 years of innovation and that will be reflected in our
approach to this critical offering.
Sincerely,
Rob Palleschi
Global Head – Hilton Hotels & Resorts
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CHAPTER 2
BUSINESS
CASE
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2 BUSINESS CASE
006
THE HISTORY
For many years, the Executive Lounge has been an integral part of the
Hilton Hotels & Resorts brand. But the concept has not been rolled out
consistently across our global hotels. In fact, as of 2011, less than 50% of
Hilton branded hotels had an Executive Lounge compared to over 80% at
Marriott and Sheraton.
This left us with some thinking to do. What value does Executive Lounge
drive for the business and what is its role in the experience?
We started by asking the opinion of those who matter most – our Guests.
THE RESEARCH
To the question, “Is the Executive Lounge even important to you?” the answers
from over 2,000 Guests were surprising and the conclusions convincing:
• More than half (55%) of all Guests believe the Executive Lounge is critical.
• Majority (80%) will always visit during their stay.
• But 1 in 4 would choose another hotel if there is no Executive Lounge option.
Our Guests, especially those who are frequent and loyal, want an Executive
Lounge. But this was just the first step.
We needed to validate the business model. We asked our operators in the field,
“Does the Executive Lounge provide value to you and your hotel? If so, what are
the economic drivers and contributions to the bottom line?”
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2 BUSINESS CASE
007
We surveyed 30+ operators from around the world, asking if the Executive Lounge
drove value. It does and several recurring themes clearly stand out.
Profit Drivers
Generate Room-Nights On average, hotels without an Executive Lounge lose 3-5
Diamond/Gold HHonors Members per night.
Rate Premium On average globally, an Executive room generates $35 more
per-night than a standard room.
Rate Integrity Compete on rate when competitors have an Executive
Lounge; charge more in rate when competitors don’t.
Value Add Increase weekend and leisure business by using as a value
add; Executive Lounge valued by HHonors Members on
redemption stays.
Strategic Drivers
Service Recovery Offer access instead of free or premium rooms to avoid
revenue loss and rate reductions.
Sales Negotiating Tool Help incentivize deals with travel managers, meeting
planners, VIPs and speakers.
Differentiate Inventory Ability to cost-effectively differentiate room types when
rooms are similar or inventory is limited.
General Manager,
New Orleans
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CHAPTER 3
MEASUREMENT
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3
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3 MEASUREMENT TOOL
012
4
013
CHAPTER 4
DESIGN
GUIDANCE
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4 H I LT O N H O T E L S & R E S O R T S B R A N D A P P R O A C H T O S T Y L E
014
AUTHENTIC REFRESHING
We can look to finishes that are simple, We can delight with the unexpected.
honest and authentic. We can have We can inspire our Guest to see things in
furnishings that are easy, non-pretentious a new way. We can add wit and fun.
and work. We can be residential in feel –
casual, comfortable, chic and new.
W O R L D LY COMPETENT
We can style and edit with appropriate We can be rigorous in our attention and
objects. We can have an artwork collection can make sure the little details are taken
that reflects the global and celebrates care of. We can be thoughtful.
the local.
GENEROUS
4 DESIGN CONSIDERATIONS
015
P roduct and
Location Considerations
5
016
CHAPTER 5
NEXT STEPS
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5 NEXT STEPS
017
situation 1
You have an operating
Executive Lounge...
If you are currently operating an Executive A few questions you should consider: Are
Lounge, please continue to do so. The you making the most of your Lounge
Executive Lounge measurement tool can experience and maximizing revenue from
be used to help validate your decision upgrades? HHonors Diamond members
and potentially assist you in evaluating must be provided access to the Executive
your premium room pricing, demand, Lounge during every stay. As you know,
upsells, etc. The revised operating this Guest spends, on average, 18% more
standards are posted in OnQ Insider and on room rate and 20% more on overall
can be accessed using the following link: revenue. What is your offering and what
Executive Lounge Operating Standards. is the premium you are able to realize
You should also review the from that offering? Working with your
Design and Application Guide and Revenue Management team, review your
begin to make decisions on any future ADR for Executive room types against
capital upgrades you may need to make. the rate for standard rooms. Review the
stated premium for these room types in
comparison to the achieved rate. Can you
lower your premium and get a higher take,
requiring less complementary upgrades
to non-Diamond HHonors members?
What is the offering in the market? By a
frequent survey of your competitors, you
can review their offering and premiums to
better set your own.
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5 NEXT STEPS
018
situation 2
You have a non-operating
Hilton Executive Lounge
or Space Available for an
Executive Lounge
If you have space allocated for a Hilton Executive
Lounge, you should plan on reopening as soon
as possible. Executive Lounges have long been
affiliated with an upscale experience and an
integral part of the Hilton Hotels & Resorts
service offering. As the research has shown,
the premium for an executive room type is $35
(USD) over a standard room type of the same
configuration. An Executive Lounge allows a
way to recognize top Guests, increasing their
loyalty and overall revenue. The compliance
date to open the Executive Lounge is December
31, 2015. Please see the operating standards and
Design and Application Guide for any questions
you may have.
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019
Market-driven
Exceptions
If you feel that you have a business case to
forgo offering an Executive Lounge, please
contact your Regional Director of Brand
Performance Support to begin a business case
for your market. Working together with you,
we will review the market including assessing
the results of the Measurement Tool. While
waivers will be limited, we recognize there
are markets and hotels where an Executive
Lounge may not be commercially viable or a
Guest necessity. Waivers must be issued by
December 31, 2013.
D DESIGN &
APPLICATION
STUDIES
EXECUTIVE LOUNGE
Chapter 1 Chapter 2
CONTENTS
11 Components of an Executive Lounge
Nourish – Dining 45 Service Ware
1
003
C ha p ter 1
design
guidance
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1 T H E H I L T O N H O T E L S & R E S O R T S B R A N D A PP R O A C H T O S T Y L E
004
AUTHENTIC REFRESHING
We can look to finishes that are simple, We can delight with the unexpected. We
honest and authentic. We can have can inspire our Guest to see things in a
furnishings that are easy, non-pretentious new way. We can add wit and fun.
and work. We can be residential in feel –
casual, comfortable, chic and new.
W O R L D LY COMPETENT
We can style and edit with appropriate We can be rigorous in our attention and
objects. We can have an artwork collection can make sure the little details are taken
that reflects the global and celebrates care of. We can be thoughtful.
the local.
GENEROUS
1 Objective
005
Exclusive, comfortable,
connected and timeless.
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1 DESIGN CONSIDERATIONS
006
roduct and
location considerations
4 Bay 45 1,372 25
3 Bay 36 1,050 32
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Media wall
G Food display
71 8
Conf
Seat count
D
2688
A B Art wall
E
Ft2
F C
34
Banquette
feature wall
Ft2/Seat
Key plan
Sense of destination.
Sense of exclusivity.
Provide visual intrigue through
glass doors, patterned glass etc.
Entry to have a veiled experience
to pique Guests’ curiosity.
Card access only.
Enlarged plan
Local artwork
View A
ENTRY
A
C HA PTER
Key plan
Enlarged plan
media
Sliding doors to
close off media Computer
room for events check-in stations
Reception Desk
View B (optional) VISUAL CONNECTION
arrival TO MULTIPLE KITCHEN
living
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Key plan
Connect / Mingle
Creating spaces for the Guests
where they can socialize, relax and
work together. Space should be designed
to transform effortlessly from dining to
working to socializing during the day.
Comfort
Should be flexible. Should be a smart space
– can be used for eating in the morning,
relaxation and socializing in the evening.
View D
Key plan
Efficient
Maximize window space
by use of bar seating.
E
Enlarged plan
View E
View F
F
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Key plan
Recharge
Whether its breakfast in the morning, a
snack in the afternoon or glass of wine in the
evening – space transforms along the day.
Intuitive
Logical planning for the Guest. Components
easily understood by the Guest.
Enlarged plan
View G
H
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Key plan
Enlarged plan
Morning
Local offerings / View I All day service
service table
evening
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Key plan
Enhancement Space
If space permits, the meeting/flex space area
serves as an extension of the Executive Lounge.
It can feel separate but should be visually
connected to the Lounge.
It can be used for overflow dining, meeting or
work space. It should be connected – for example,
it could have video as well as plug-in capabilities.
J
Enlarged plan
TV Screen
View J
C HA PTER
Key plan
Enhancement Space
The pantry is required when the Executive Refrigerator
Lounge is not adjacent to the hotel kitchen.
This space is to efficiently execute food Trash
preparation and food display throughout the day. Roll In Rack
The pantry provides: hot food cabinet,
refrigerator, brewing station, spray station,
dishwasher, microwave and prep counter, roll
in racks.
A kitchen Consultant is recommended when
planning your pantry and kitchen spaces.
*All finishes must comply with D&C standards.
A list of pantry equipment is available at Hilton
Design Studio.
Refrigerator
Sink
Trash
Dishwasher
Ice
C HA PTER
Enhancement Space
When the location of the Executive Lounge is
near public restooms the Refresh Space is not
required. However if the Executive Lounge is
within guest room floors, and the Guest has to
leave that floor to go to a public restroom – the
Refresh is required.
Accommodating
Should be designed around Guest Enlarged plan
amenities. Efficient counter space
and lighting for women/make up.
Private
No visual access into
Lounge area if possible.
Clean
View K
K
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1 D e s i g n L AYO U T S
017
test fit – first floor concept
F D
E
G
C
B
59Seat count
8
Conf 2232 127.5Ft2 Ft2/Seat
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1 Design studies
018
test fit –
first floor concept
View A
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1 Design studies
019
test fit –
first floor concept
View B
C HA PTER
1 Design studies
020
test fit –
first floor concept
View C
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1 Design studies
021
test fit –
first floor concept
View D
C HA PTER
1 Design studies
022
test fit –
first floor concept
View E
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1 Design studies
023
test fit –
first floor concept
View F
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1 Design studies
024
test fit –
first floor concept
View G
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1 D e s i g n L AYO U T S
025
T E S T F I T – 4 B AY C O N C E P T
D C E
B G
F
45
Seat count
1372 Ft2
31
Ft2/Seat
C HA PTER
1 Design studies
026
test fit –
4 b ay c o n c e p t
View A
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1 Design studies
027
test fit –
4 b ay c o n c e p t
View B
C HA PTER
1 Design studies
028
test fit –
4 b ay c o n c e p t
View C
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1 Design studies
029
test fit –
4 b ay c o n c e p t
View D
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1 Design studies
030
test fit –
4 b ay c o n c e p t
View E
Morning
EVENING
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1 Design studies
031
test fit –
4 b ay c o n c e p t
View F
Morning
EVENING
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1 D e s i g n L AYO U T S
032
t e s t f i t – 3 b ay c o n c e p t
E F B
36 1050 29
Seats Ft2 Ft2/Seat
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1 Design studies
033
test fit –
3 b ay c o n c e p t
View A
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1 Design studies
034
test fit –
3 b ay c o n c e p t
View B
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1 Design studies
035
test fit –
3 b ay c o n c e p t
View C
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1 Design studies
036
test fit –
3 b ay c o n c e p t
View D
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C ha p ter 2
A PP L I C A T I O N
stud Y
C HA PTER
2 application stuDY
038
h i lt o n N e w yo r k
110 40
Lobby Bar
Seat count
1965 182
Ft2 M2
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2 application stuDY
039
h i lt o n N e w yo r k
2 application stuDY
040
h i lt o n N e w yo r k
Just past the resource wall you will find everything you
need in the residentially inspired kitchen area. A large
buffet zone is used to display an appetizing food offering
at breakfast and in the evening.
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C ha p ter 3
MARKETING
& mer C H andising
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I
042
n the pages ahead you can find all the pieces you will need to
display your Executive Lounge Galley to its full potential. This
guide is provided to assist hotels in achieving an integrated
design concept. Your property may have existing equipment
that can be utilized, thus maximizing your total purchase
amount (example; juice, milk & cereal dispensers).
3 LABEL IT
043
H ilton Hotels & Resorts has designed a new system for your
in-house printing ease. Simply order your label stock from Hilton
Supply Management. Access Hilton’s on-line printing instructions
and Microsoft Word template for adding your custom items to the
labels.
Feed the label stock through any desktop printer for high quality
labels with the Hilton look and feel. Order our sleek, functional,
space saving sign holders
to display your new See Standards
customizable labels and Manual for ordering
away you go. information
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3 CONTEMPORARY ELEMENTS
044
3 SERVICE WARE
045
3
046
Bowl: wholeBowl:
Fruit
Whole Fruit
(AMER) Bowl (AMER)
Bowl
(AMER) 15” Cubic SS nickel Plated Optional
15” Cubic SS nickel plated Optional 1.7 qt1.7Stackable
(AMER) Qt Stackable Cold wave
Cold Wave
Manufacturer: D.W. Haber Manufacturer: Bon Chef
Model#: 5BB15SS Model#: #9318
3
047
Bread Box Cereal Box Display Crumb Catcher (Option 1) Crumb Catcher (Option 2)
(AMER) (AMER) Oak – Matt lacquer (EU/MEA) 14x8” – Bamboo (AMER)
Manufacturer: CAL-MIL Model # H511-60 Manufacturer: CAL-MIL Model # H514 Manufacturer: Craster Ltd Manufacturer: CAL-MIL
(EU/MEA) Model#: NQ518_L.2 Model#: 823
(EU/MEA)
Manufacturer: Craster Ltd Model # NQ518_K Manufacturer: Craster Ltd Model # NQ518_N
Condiment Kit Condiment Jars & Lids Condiment Jar Base Parfait Glasses (Option 1)
(AMER) Includes Base, 3 Jars & 3 Lids – Maple (EU/MEA) (EU/MEA) Oak – Matt lacquer (AMER) 6oz Novelty Glass Diamond Cup: 12/case
Manufacturer: CAL-MIL Manufacturer: Craster Ltd Manufacturer: Craster Ltd Manufacturer: Anchor Hocking
Model#: H503-71 Model#: NQ518_E Model#: NQ518_E.2 Model#: 628701
CO
CONNT
T EM
E MppO
ORRA
ARY
RY Manufacturer: Libbey / Alliance
SE
SERVI
RVICE
CE wAR
wAREE Model#: 03-13-103
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048
parfait
parfaitGlasses
Glasses(Option
(Option2)
2)
3803
38038oz
8ozEmbassy
EmbassyDessert/Martini
Dessert/Martini Serving Tong
(EU/MEA)
(EU/MEA)
Parfait Glasses (Option 2) BreadBread
Bread
Knife Knife
Knife(EU/MEA)
(EU/MEA) ServingServing
Serving
Spoon Spoon
Spoon(EU/MEA)
(EU/MEA) Serving Tong
(EU/MEA)
(EU/MEA) 3803 8oz Embassy Dessert/Martini (EU/MEA) (EU/MEA) (EU/MEA)
Manufacturer:
Manufacturer:Libbey
Libbey//Alliance
Alliance Manufacturer:
Manufacturer:wMFwMF Manufacturer:
Manufacturer:wMFwMF Manufacturer: wMF
Manufacturer: Libbey / Alliance Manufacturer: WMF Manufacturer: WMF Manufacturer: WMF
Model#:
Model#: 03-13-103
03-13-103
Model#: 03-13-103 Model#:
Model#: 18.8950.60301
18.8950.60301
Model#: 18.8950.60301 Model#:
Model#: 12.8381.6041
Model#: 12.8381.6041 12.8381.6041 Model#:Model#: 12.8945.6040
12.8945.6040
Serving
ServingTong
Tong 10”
10”Tong
Tong(AMER)
(AMER) 8”
8”Tong
Tong(AMER)
(AMER)
Hammered
HammeredSS
SS
10” (EU/MEA)
(EU/MEA)
Tong 8” Tong HoneyHammered
HammeredSS
DispenserSS Juice Dispenser (Option 1)
(AMER) HammeredwMF
Manufacturer:
Manufacturer: SS
wMF (AMER) Hammered SS
Manufacturer:
Manufacturer:DDwwHaber
Haber (EU/MEA) Manufacturer:
Manufacturer:DDw wHaber
Haber (EU/MEA) 9 liter version also available
Model#:
Model#:
Manufacturer: D12.8945.6040
12.8945.6040
W Haber Model#:
Model#:
Manufacturer: 398MST10
DW398MST10
Haber Model#:
Model#:
Manufacturer: WMF 398MST8
398MST8
Americas Manufacturer: Frilich Gmbh
Model#: 398MST10 Model#: 398MST8 Model#: 06 3664 6040 Model#: ESC 050 E
99
Juice Dispenser (Option 2) Milk Dispenser Cereal Dispenser Full Porridge Station
(EU/MEA) 7.5 Quart SS (EU/MEA) (EU/MEA) (EU/MEA)
Manufacturer: Spring USA Manufacturer: Frillich Manufacturer: WMF Manufacturer: Tiger/Merlin Buffet Systems
Model#: 2525-6/7 Model#: EMC 050 E Model#: 06.3645.6040 Model#: 92020-00
Model # 60010-02 (EU/MEA)
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Drop-In Induction
Cooking Range (AMER)
mer 220V Cooking Range
Drop-In Induction Cooking Range Drop-In
Drop-In FrostFrost
Top Top Wine Dispensing Unit
(EU/MEA) 220VSpring
Manufacturer: Cooking Range
USA Manufacturer: Delfield Delfield
Manufacturer: Manufacturer: WineEmotion
Model#: Custom Model#: Quattro4, Otto & Clinque
Model # SM-261R
Manufacturer: Spring USA Model#: Custom
Model # SM-261R
11
Induction Chafing Dish Drop-In Induction Heating Range Oatmeal Tureen Pop Up Toaster
Manufacturer: Spring USA Model # 2372-6/36 (AMER) (AMER) 120V Hot Holding Induction Warmer (AMER) 6 Quart with Hinged Lid (AMER)
Manufacturer: Tiger/Merlin Buffet Systems Manufacturer: Spring USA Manufacturer: Star Manufacturing
Manufacturer: Spring USA
Model # 60010-02 (EU/MEA) Model#: 2375-6/6H Model#: CT4
Model # SM-181R
Stationary Sneeze Guard Mobile Sneeze Guard Extractor Coffee Brewer Espresso Coffee Maker
Manufacturer: BSI Manufacturer: BSI Twin 1.5 Gallon Brewer Concordia Coffee Systems Super Automatic Xpress 6 Unit
Model#: Custom Model#: Custom Manufacturer: Fetco Manufacturer: Concordia
Model#: CBS-2052e Model#: Xpress 6 (with no flavor adds as base requirement
i.e. “Express0”)
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C ha p ter 4
CONCLUSION
& NEXT STEPS
C HA PTER
NEXT STEPS
Please contact the Hilton Brand Design Director for your specific region to start
developing the best plan for your particular Executive Lounge and your property.