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The Sha Wellness Clinic in Benidorm, Spain

A classic colour scheme in use at a hotel suite.

Playful use of colour and texture at The Iron Horse Hotel.

The Pangkor Laut Resort makes best use of its natural environ.

Specialised lighting can accentuate the colours of a space.

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Workspace 30 Apr 2013

Colour for hospitality spaces

The design and colour combinations chosen for hospitality zones involve more than just creating a beautiful environment; it is about creating an overall experience for your clientele.

Creating an experience of hospitality spaces is accomplished not only through the proper use of colour but also through the use of specialised lighting, sounds, and scents that create and enhance the entire visitor experience.  When the time comes to choose a colour palette and other amenities for hospitality zones, several factors must be considered, including the colours and designs that will attract your target clientele and the feeling or emotion you wish to evoke from them. It is also important to consider  the location of the space.

The Sha Wellness Clinic in Benidorm, Spain

A classic colour scheme in use at a hotel suite.

The Organisation’s Clientele

Good interior design responds to the desires of the people using the space. This is particularly important in the hospitality industry where a space must not only meet the known needs of your target clientele but also fulfill their unspoken desires for a particular type of experience, all the while eliciting the response your business desires. 

The first step in determining the correct colour scheme for your project is to learn  as much as possible about those who will be visiting your hotel, nightclub, spa, or restaurant. This is often referred to as your target market or target clientele. It is important to know exactly whom you are trying to attract before making any colour choices for the space you are designing.

A group of young adults connected by the latest technology will be attracted to bright, upbeat colours such as red, green, and orange when used in both public areas and meeting rooms. Those clients involved in sales or are frequent travellers may respond to calming neutral colour schemes in shades of blue  and green in private guest rooms but will prefer high energy colours in meeting rooms, lobbies, and other frequented public spaces.

When designing recreational and entertainment areas such as spas, gyms, nightclubs, bars, and stores, smart colour and design choices can make an establishment more appealing to the target clientele and more successful in eliciting the response the business owner desires.

Playful use of colour and texture at The Iron Horse Hotel.

Evoke Responses with Colour

In order to create a memorable experience that will encourage your clientele to choose your establishment over the competition it is important that you first identify the reaction you are seeking from them. 

If you are designing a hotel and the target market is primarily the frequent business traveller then a guest room will be used for unwinding, sleeping, or preparing for the next day’s business; a calming colour palette is in order, with the goal of insuring that he or she awakes refreshed. On the other hand if the guests are on vacation, a key target market for resorts, playful and vibrant colours that reflect the local region or culture might make their stay even more memorable. 

A nightclub’s primary goal for their clientele is to provide an exciting and fun social experience while as a business the primary goal of the club may be to encourage the sale of liquor and food. In this instance, vibrant and energising colours would work best. Retail stores within a hotel will look to increase sales of their merchandise and the goal of in-house spas and workout areas is to not only provide this amenity to their clientele but to also offer additional products and services that will benefit their health and well-being. The correct use of colour can encourage all of these reactions

The Pangkor Laut Resort makes best use of its natural environ.

The Surrounding Neighbourhood

While it is important for your particular company’s brand and colours to be identifiable and visible it is also important that your business appears to belong in the neighbourhood. When the time comes to choose a colour palette for the exterior of your establishment, be sure to take into consideration the colours used by those businesses and residential areas that are in close proximity to your hotel, nightclub, or restaurant. You will want to avoid glaring differences in your colour scheme and the colours of neighbouring businesses as well as avoid duplicating a colour scheme that might make it difficult for your clients to locate your business.

Create a Memorable Experience

Specialised lighting can accentuate the colours of a space.

In order to make their overall experience a memorable one, all of your clientele’s senses must be addressed. Along with the correct colour combinations, this can be accomplished through the use of specialised lighting, for example, those that enhance the experience in a nightclub or with aromatherapy in spas and gyms. This will help insure that the visitors to your spa, nightclub, or hotel will return time and again. The key to creating a successful hospitality space is to meet the needs of your clientele and guests and to immerse them in an environment  that takes them away from their everyday experiences whether for a few hours or for several days. 

The best businesses in the hospitality industry create such wonderful experiences for their guests, that they don’t want the experience to end. When people borrow design ideas from hospitality spaces to use in their own home to replicate the pleasant time experienced, you know you have created a memorable space.

Contributor: President and chief color maven of Sensational Color, Kate Smith is an internationally renowned colour expert, sought out for her ability to guide businesses on how to use colour to gain recognition and generate revenue. 


IMAGES

• Richard Moross » flickr.com/photos/richardmoross/6418050545/
• Phalinn Ooi »flickr.com/photos/phalinn/6855963809/
• John O'Nolan » flickr.com/photos/johnonolan/4729118618/
• || UggBoy♥UggGirl || PHOTO || WORLD || TRAVEL || » flickr. com/photos/uggboy/7993200866/
• star5112 » flickr.com/photos/johnjoh/7282066246/
• Phalinn Ooi » flickr.com/photos/phalinn/6856966855/