Hotels as trendsetters

Luxury and customisation are becoming increasingly important in the hotel industry. Guests are looking for an experience when furnishing their hotel that they do not have at home. Hotelvak spoke to some of the exhibitors at the ETC Design Center Europe, such as BAAN Furniture, House of Rohl and Luxury Fires, about how hotels can differentiate themselves.

"In the hospitality market, you can no longer suffice with a standard collection," says Mirande Baan of BAAN Meubelen. "Because we have our production in the Netherlands, we can execute almost anything the customer wants. This is really our strength." Although BAAN has been around for 90 years, the company has been actively focusing on the project market for 30 years. "This part of our business has only grown. Hotels, restaurants, but also cruise ships and golf clubs now make up half of our order portfolio." According to Baan, the hotel industry has changed a lot in that time. "We see that hotels have become trendsetters. They dare to introduce new styles that then find their way to the consumer market. You often hear about the 'hotel-chic' style now, whereas that really didn't used to be the case." BAAN also likes to be inspired by hotels for their consumer collection. "More and more hotels know how to distinguish themselves through their interiors, and this is where we, in collaboration with architects, may also contribute. A particularly nice assignment was Hotel 27 in Amsterdam. The style of this hotel is unique, opulent and perhaps even over the top. These days, we see more and more hotels showing daring." At the ETC Design Center Europe, BAAN has two different stands, each with a different look. "Our BAAN collection is more design, a bit sleeker and more timeless. With the Metropole collection, in addition to the consumer market, we are also targeting the project market, which includes a lot of colour. In cooperation with Lumière, we combine this with beautiful lighting. That is the cross-pollination that is so great about this centre."

"We have seen the standard products from well-known brands by now," says Geleyn de Vroe, Benelux manager of US/English company House of Rohl. "Our four brands, Perrin & Rowe, Riobel, Shaws and Victoria & Albert, can add luxury and craftsmanship to a hotel interior. Taps that are still cast and polished by hand, where do you find that kind of craftsmanship anymore?" House of Rohl's freestanding baths and taps can be found in many major international hotels, such as the Waldorf Astoria Amsterdam in the Netherlands, and as a preferred supplier at Hoxton hotels. "We would like hotels and architects to think of us when they are looking for a bath or tap with a luxurious and classic look. However, we find that hotel furnishings are increasingly eclectic. Our products also blend well with an industrial or modern style. A freestanding bath offers an extra luxurious look, which is also very Instagram-worthy. These days, this is increasingly important to really make a difference." House of Rohl has now been at the ETC Design Center Europe for just over a year. "I believe that you should really be able to see and experience baths and taps, for this, hotel owners architects/designers are welcome to visit us at ETC."

A bath from Victoria + Albert's Seros collection will be on display at the entrance to the ETC Design Centre this autumn, combined with a fireplace from new exhibitor Luxury Fires. "With the reduction of wood burning and the decreasing use of gas, there is more demand for fireplaces that do not require a flue," says Dave van Zanen. Although the company initially faced resistance from traditional fireplace shops, (interior) architects soon knew how to find Luxury Fires. "We deliberately distribute a number of exclusive and more luxurious brands. These fireplaces use different techniques, such as real fire or fake fire, but are always flueless and gas-free, so hotels are not limited in installation." According to Van Zanen, sustainability and safety are other important factors for the hospitality industry. "Gas fires in hotels are increasingly staying out because of costs and sustainability. However, they want to retain the atmosphere of a fireplace in the lobby or suite. We offer tailor-made solutions that are as realistic and safe as possible. Half of our business is customisation, both in size, finish and system. We find that hotels are increasingly opting for this. For instance, the finish of a fireplace has long ceased to be just black. At a trade fair, our fireplace of brushed metal with bronze finish was very popular, but all RAL colours are also possible."  

These, and all the other exhibitors at ETC Design Center Europe, hospitality professionals can get to know during the ETC Design Experience on 16 and 17 September. They are also welcome to attend the Marketdays, or by appointment with one of the companies.