| 요약2 |
With the change in modern consumption culture, the market share of boutique hotels that provide differentiated designs and services has increased, unlike global chain hotels, which have also provided standardized facilities and services in the hotel industry. Recognized by this change, the global hotel chain will create a lifestyle hotel brand that combines the characteristics of boutique hotels with a standardized operating system. This research aims to examine how the design characteristics of existing boutique hotels are strategically applied to lifestyle hotels by limiting the scope of research to upscale and midscale lifestyle hotels that occupy highly competitive mid-market. First of all, we will look at the background and definition of the emergence of lifestyle hotels, the current status and trend of lifestyle hotels, and target customers. In addition, how the design characteristics of boutique hotels derived from previous studies, such as playfulness, narrative, diversity, locality, and fluidity, were applied in each lifestyle brand, was investigated. As a result, hotel brands that consider the younger generation as their target customers show high play and diversity, and locality is high in hotel brands that value experience. Epicuality is linked to the designer's design methodology rather than brand strategy. Liquidity is applied to most public spaces and activates user exchanges through spatial integration. The design of lifestyle hotels is considered to be an object to be studied with interest in that it has changed the overall design direction of global chain hotels designed based on standardization. |