Hospitality can take strides towards impact with some heartfelt changes...
The hospitality industry is missing a key component for sustainable success, and it lies within digital versatility and design.
Welcome to the Driftime® Desk, a newsletter for the latest happenings, thoughts, finds, and vibes from the better parts of human nature through the lens of design.
Historically, the primary focus of hospitality brands is found in delivering an exceptional experience, and rightfully so, but in which ways can someone's experience begin from the decision making stage and then at various touch points thereafter? A handful of brands today are tapping into existing opportunities and communities, to reimagine a versatile and resilient future.
Our practice and outlook rests on ethical design for brands that are working towards a more equitable future. Our clients are positioned for future challenges - they have the vision and ambition to action real change. Hospitality brands that are re-organising as lifestyle brands, from the inside out can have a profound impact on their successes. Employing a lifestyle perspective introduces an alternative dimension to a brand, it expands reach and impact, and refines outlook, ambition and purpose. The missing key to the industry is a deeper understanding of the unique offerings that are possible and an insight into who the specific audiences are. Hospitality brands can think global and local in equal measures, reaching communities beyond the intended audience.
Great digital design is rooted in connection and development, and through digital strategy we recognise the gaps within the industry, building platforms, systems and apps around the opportunities we uncover. Digital design allows hospitality brands to test agile business models and design approaches that scale and sustain.
Our work with A Fine Hour lifted barriers and facilitated accessible shared spaces. The world's finest hotels went from serving a single audience to opening up amenities to an entirely new demographic. Through utilising under used areas in hotels, both the business’ and new customers benefit. By using impact driven design, Driftime worked to streamline ambitions by narrowing the focus and pinpointing how customers can connect to the brands purpose via a platform. The result was an opportunity for hotels to capitalise on underused facilities, whilst serving the immediate community.
What’s being under-utilised in today's hospitality businesses is the audience, and the many ways to better serve local communities and the immediate environment. Digital design offers achievable alternatives in the ever changing ambit of hospitality, an unconventional outlook may shift a good hospitality business to one that simply operates, to one that inspires and leads.
The Driftime® team
“Yesterday I was clever, so I wanted to change the world. Today I am wise, so I am changing myself.”
Rumi
on the subject…
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