Frauenzimmer – Why we need a New Hotel Culture

Under the supervision of Prof. Dr. Uta Brandes, students of the kisd Cologne International School of Design carried out a first pilot study that looks into the particular needs of businesswomen.

What exactly does this as yet largely unknown clientele want?
Do men and  women have the same (design)demands in relation to hotel rooms?

The answer is no. In particular in the context of business travel women seem to be a great deal more demanding than men.

What exactly do women want? Not just more shelving space but also more service and sensuousness which includes luxurious cosmetics as well as a good work atmosphere, women-friendly wellness areas and the feeling to be welcome and recognised as a businesswoman travelling alone.

These are just a few examples for the differing demands that women have in relation to hotels. As a consequence hotels and suppliers will have to adjust to this new target group if they want to be successful in the future.

How did we find out? We carried out a series of qualitative-empirical studies:
interviews and questionnaires sampling an international group of business women travelling alone questionnaires completed by

• an international group of businessmen travelling alone (control group)

• survey of hotel managers (Europe-based hotel chains)

• hidden observation of behaviours of female hotel guests in various hotels and hotel areas (such as bar, lobby, or breakfast room)

• interviews with two female and two male internationally renowned designers (“portraits”).

Brief outline of results
The women’s needs can be subsumed into three main categories for which we have coined the term S3 (S to the power of 3):

- sociability
- sensuousness
- security

What does S3 mean?

Business women are mainly concerned about three areas, the names of which all begin with “S” (and not only in English but also in German, French, Italian and Spanish).

1. Sensuousness: for example a tastefully decorated bathroom with modern fixtures and fittings
2. Security: for example good signage and orientation, no long distances, reliable service
3. Sociability: for example being addressed personally by hotel staff

Uta Brandes and her students are currently working on the book to accompany their research which is due to be published towards the end of 2008 / beginning of 2009.

Contact:

Prof. Dr. Uta Brandes
Cologne International School of Design - kisd
Gender & Design
Ubierring 40
D-50678 Cologne/Germany

phone  +49 (0) 221- 82 75 - 32 09
mail      brandes@kisd.de  |  www.kisd.de