Thursday, April 23, 2009
Everything but the Kitchen Sink
T
he next big idea is always yesterday’s thought in the hospitality market. Industry leaders seem to be exhausting the possibilities of offering guests something new in the guestroom. When a brand does come up with a unique amenity it’s gobbled up by its competitor. These distinct touches are eventually massed produced, lose creditability, and become mere expectations. Shower jets, designer toiletries, Egyptian cotton bedding, docking stations, and state of the art AV equipment have become predictable. A hotel can no longer boast one of these offers as something special since most seasoned travelers expect these upon reservation. I feel that we’ve become so caught up in searching for the next big trend, that we don’t even realize it’s sitting right under our nose, on a dinner plate…
The Food Network is more than the stuffy television station chock full of series explaining how to make overly complicated dishes. Various shows from energetic cooking competitions to young, star chefs have swept the culinary world while encouraging interest in buying and preparing foods. In many restaurants, the kitchen is exposed as a focal point, filling the dining room with its bustling activity and stimulating energy. In the home, kitchens have become the heart, a place to gather, socialize, interact, relax, and indulge. Gone are the days where the kitchen is quietly tucked behind a double swing door; we no longer sit patiently in a formal dining room waiting for our salad plate to be cleared and dinner to be served. Meals have become more fluid and interactive. We’ve become a more social, casual society interested in not only how it tastes, but also where it’s from and how it is made.
A mouth watering first bite, distinct fragrances, and clever presentation work hand in hand with chill ambience set forth through good company to produce a stellar meal. Whether it’s sitting around a friend’s kitchen, picnicking in the park, or nibbling tapas at a local hangout, a seamless mealtime from start to finish is a truly exceptional experience.
The kitchen seems to be frowned upon by the hospitality industry, maybe it’s because we’ve unattractively renamed it the kitchenette or the way it resembles something found in a dorm room. Even high-end suites lack luster and provide second rate butler’s pantries with back of house quality finishes that room-service can scurry in and out of. The cooking amenities offered in an extended-stay or condo-unit hotel are uninventive and typically the bare necessities. I say it’s time to throw away the –ette and ditch the hot-plate, if it’s undiscovered experiences hotel operators seek, I’m curious as to why we have not yet seen smart, attractive kitchens offered in the guestroom.
Dollars signs, to answer my above question… I know what you’re thinking, placing a kitchen in the guestroom means decrease in demand from hotel food and beverage services and increase labor for maintenance and housekeeping, which mean less revenue and more headaches. Well I disagree, and here’s why…
The Boutique Hotel Boom in 90s cultivated a new breed of hotel guest; the young-hip travelers enthused at lively public spaces, chic interiors, and amenities catering to their generation. Ten years or so passed and these “boutique boomers” have grown up, married, and started families but their taste has remained as ambitious as it did. These young families are in search of destinations that can accommodate their family without compromising their standards; a simple request, but a difficult find. A fresh, hip guestroom boasting a kitchen is sure to keep the parents young at heart and their children happily fed. Proposing to stock the pantry and refrigerator with requested items upon their check-in is sure to be a hit.
The work hard to play hard types that fill the market’s top-notch properties seek refuge in their well deserved vacations. Long hours in the office have shaped these people into mechanical versions of themselves waking to work, workout, eat out, and sleep. The word home cooked is just that, something they get when visiting with the family. Cooking is an activity that they love the idea of, but is always too busy for. Now with all their time at leisure they can entertain their inner chef, that is if they have a kitchen. Keep a context to their location and offer recipes encouraging a taste of native cuisine. Give directives of where to purchase the necessary ingredients or food tours of local vendors and farms; further the guests cooking experience with flavors of the culture.
Exceptional hotels draw guests looking to leave the monotony of their everyday lives to experience something new and exciting, different from their home. They are always on constant watch, taking in all of the decorative elements and absorbing the energy fortified by only the cleverest places. Intrigued by foods they’ve never tasted, designers they’ve never heard of, and settings they’ve never interacted with. This type may become slightly overwhelmed and want to retreat to the comfort of their room, but not feel as if they are missing out by staying in. Give your guests a reason to stay in, make it easy for them to enjoy cooking a meal in their rooms. Fill the pantry and refrigerator with pre-measured, ready to cook ingredients and encourage preparing items from the hotel’s restaurant so your guest can learn how to make their favorite dish from the menu. Save the kitchen staff time and offer room service raw.
Guestroom amenities seem to be getting a bit stale, we’ve exhausted the possibilities, and I believe the kitchen and all the ways it can be used is yet to be explored. Above are just a few scenarios of how a kitchen would be valued in a hotel; personal chefs, in-room cooking classes, wine tastings, the possibilities are truly endless. Naturally a kitchen in every guestroom is unheard of, but a bank of rooms is sure to draw the attention of many types. Give the guest something they don’t have at home, an excellent efficient kitchen just begging to be played with, convenience to cook, a new way to explore local culture, and of course, doing their dishes.
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