Having designs on Asia

design hotels is looking to Asia to expand its portfolio, where it currently represents and markets 31 properties from its regional hub in Singapore. The company, only 13 years old, stands out from the rest of hospitality marketing firms with its emphasis on cutting edge and funky design for the hotels it represents.



Having differentiated itself from “cookie cutter” hotels, design hotels has received more than 20 membership applications from Asia this year.



Said Iain Ainsworth, senior VP sales & marketing, “design has experienced great growth and mainly in Asia you can still build with the fantasy and fun element. There is a strong trend towards ecology and the environment, part of the whole holistic value of the hotel because Asia has such beautiful things local elements.”design hotels has welcomed 3.6 million travellers a year, with the corporate market at 32 percent, forming the largest segment. The positive results have led hotel owners seeking the design hotel label. Worldwide, the company has received 112 applications, of which Ainsworth said only seven percent are accepted into full membership.



“There is a whole swing at the moment where people want to experience something different, I don’t mean funky or trendy, because design hotels is not a trend. Guests are looking for authenticity and consumers concept of luxury is changing,” said Ainsworth.



With a reputation for its commitment to cultural authenticity and individuality, embodying the most advanced ideas in the hospitality industry, it’s little wonder that design hotels sets high standards in its selection process.



“design is a movement; it’s a long term concept and the vision to create something different. The owner and designer have to understand what they. Painting your walls pink does not make you a design hotel; neither is one expensive chair in the lobby. We’ve gone away from recreating classic to building something new.” said Ainsworth.



Created by Claus Sendlinger, CEO and president of the company, design hotels’ launch in 1993 plugged into new markets around the world as lifestyle tourism picked up momentum.



Said Ainsworth, “design hotels continues to be an inspirational option and is forward looking. Consumers have wider choice but their expectations are changing. What they choose reflects their own life style and reflects their inner self.”