Crowne Plaza Berlin City Centre : a design proposal to attract millennials
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2018
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Abstract
"The research focuses on the concept of integrating shared work spaces in hotel lobbies to attract millennial travellers and remote workers in Berlin. The aim of this research is to analyse methods in which city hotels can successfully meet the needs of millennial travellers, as well as present a design solution for the lobby space of the Crowne Plaza Berlin City Centre, which struggles to attract both millennial travellers and citizens of Berlin. [...] The paper first looks into the generation of millennials and defines their preferences and expectations in terms of work and travel. From their the report discloses current hotel trends and strategies applied to attract this generation. Furthermore, the research reveals the characteristics of contemporary work spaces and examines how they are shaped. Moreover, the research explains the concept of co-working spaces and describes some motivations of co-workers and what is necessary for co-working. In addition, the research presents two case studies, the Soho House Berlin and the Michelberger Hotel, two hotels that successfully integrated shared working areas in their lobby space and managed to achieve a popularity among remote workers and citizens in Berlin. Therefore, the case studies [...] help identify the qualities of the space in terms of service, layout and design. Hence, the knowledge gained can be directly applied to the design proposal of the Crowne Plaza Berlin City Centre. [...] the research contains a qualitative research method in form of a professional interview with Michael Mücke, the spokesman of the management board of Albeck & Zehden Hotels & Gastronomie, to detect design challenges attracting contemporary travellers and to discover existing strategies applied. Based on all these findings, a design proposal for the lobby space of the Crowne Plaza Berlin City Centre is provided."
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ISSUING BODY NOTE: BAU International Berlin University of Applied Sciences is the former name of Berlin International University of Applied Sciences