1、PUBLIC AREASMARKETING* BRIEF* For drawing up the decoration briefJanuary 2007 Update 20-Feb-09Public Areas - Marketing Brief2Contents? The positioning of Novotel? Objectives to be achieved? Main principles? Zoom on the different functions of the public areas? Atmospheres, photos? Photos of the Novot
2、el public areasJanuary 2007 Update 20-Feb-09Public Areas - Marketing Brief3The positioning of NovotelJanuary 2007 Update 20-Feb-09Public Areas - Marketing Brief4VisionPromisesClients core targetHtels 4 * international“At Novotel we create environements to make roaming travellers feel at home”Boomers
3、 & Gen X35 50 ansIndividuels70% Business/ 30% loisir70% domestique/ 30% internationalEUR 150Target ADR * Example ParisVision and promises Novotel Recharge your batteries Enjoy the rhythm of the cityStay connected with your environmentEasy to liveWarmCommited to sustainable developpementFull services
4、January 2007 Update 20-Feb-09Public Areas - Marketing Brief5NOVOTEL. Designed for natural living.Hotels designed to feel in harmony with everything around.Hotels designed to feel free to move around and to settle down anytime.Hotels designed to communicate with the world wherever you are.Hotels desi
5、gned to feel naturally goodBrand signatureJanuary 2007 Update 20-Feb-09Public Areas - Marketing Brief6January 2007 Update 20-Feb-09Public Areas - Marketing Brief7Objectives to be achievedJanuary 2007 Update 20-Feb-09Public Areas - Marketing Brief8Introduction? The public areas, by their nature, are
6、all unique owing to the configuration of our buildings. Each refurbishmentor construction project, nevertheless, is supervised by Innovation & Design and the Novotel marketingdepartment in order to guarantee that our clients will find the brands distinctive codes in all the public areas.? The Novote
7、l public areas:? Must combine a sensation of harmony for the client and economic rationality for Novotel.? Must express the changes that take place in Novotel and especially its desire to innovate and rejuvenatethe brand.? Must express all the choices made in the other areas such as the room and the
8、 food & beverage areas, and connect with each of them.? Must be regarded as sales areas whose yield must be optimised.January 2007 Update 20-Feb-09Public Areas - Marketing Brief9Objectives to be achieved1- To give satisfaction to our current clients and win over the Gen X target:? Enable them to use
9、 the hotel spontaneously, give them an immediate grasp of the layout, functions, and services? Allow them to live an experience of smooth circulation: The circulation is organised so as to optimise the flow of clients inside the hotel and avoidbottlenecks.Clear and modernised information systems.Eli
10、mination of any visual aggression.Easy connections: a smart place.Natural relations with the staff : no feeling of barriers.? Respond to their desires:Peace and quiet to recharge ones batteries.Energy and socialisation to feel the citys vibrations.?Meet their aspiration for a setting with an unfussy
11、 aesthetic appeal:Definitely modern spaces that dont just follow fashion.Smart design that combines functionality and aesthetic appeal.Choices of colours, materials and textures combining modernity and warmth.January 2007 Update 20-Feb-09Public Areas - Marketing Brief10? 2- To be compatible with the
12、 Novotel operating constraints:? The distribution of the areas is designed to achieve 3 objectives: Deliver the best service to the client. Favour the staffs multi-skill capability. Optimise productivity.? Choices compatible with the optimum management of energy, without reducing the comfortof the c
13、lient.? Optimisation of the areas available (ratio in sq m of public areas/room)Objectives to be achievedJanuary 2007 Update 20-Feb-09Public Areas - Marketing Brief11Main principlesJanuary 2007 Update 20-Feb-09Public Areas - Marketing Brief12Main principles? SPACIOUSNESSThe public areas must reflect
14、 one of the key values of the Novotel brand SPACIOUSNESS.Just as the new room is treated as a unique room, the public areas must be specially designed to provide a volume as open as possible to ensure a feeling of smooth circulation.Nevertheless, the general layout must avoid giving a feeling of emp
15、tiness and convey the notion of being in a place where people live.? TRANSPARENCY AND OBVIOUSNESSSee far & see where everything is at a glance,The public areas are laid out to give a 180 view.The hotels layout can be grasped intuitively with all the services proposed by the hotel visible fromthe lob
16、by area access to the rooms, restaurant, bar, meeting rooms, etc.January 2007 Update 20-Feb-09Public Areas - Marketing Brief13? MODERNITYExpressed by:- Clear-cut modern decoration, but without imitating the ephemeral trends of design hotels.- The choice of innovative materials, shapes, textures.- Su
17、stainable development objectives reflected in the choice of materials.- Technological equipment: dynamic signage, express check-out terminal, etc.? CONNECTIVITYWith the technology provided, Novotel makes the choice of focusing on connectivity, i.e. the possibilityfor the clients of staying connected
18、 with their professional or private environment.Novotel guarantees to its clients:- Wi-Fi access.- A multimedia area with self-service Internet connection- A sufficient number of electric sockets, particularly in the different lounge corners to plug in a computer.- Good reception for the principal m
19、obile phone networks.Main principlesJanuary 2007 Update 20-Feb-09Public Areas - Marketing Brief14? PEACE AND QUIETTo bring out this sensation of a tranquillity, Novotel seeks to foster positive emotions and polysensorystimuli.Hence the emphasis in the public areas on:-Receiving natural light-Floral
20、decoration, the key idea being to bring nature into the hotel.-Background music, cool during the daytime.-An olfactive base line-A fireplace, an indoor garden, a glass-roofed area or a pond-fountain are features that can contributeto creating this atmosphere, provided that their treatment is contemp
21、orary.Main principlesJanuary 2007 Update 20-Feb-09Public Areas - Marketing Brief15? CONVIVIALITYOur public areas are not only conducive to peace and quiet. Our clients must also be attracted by thevitality that emanates from them.In the city-town centre, this is expressed by:- The inner area turned
22、towards the city: bay windows bringing the urban landscape into the hotel.- A bar, lounge-bar visible from the entrance, a lively area, which must immediately draw the clients gaze (cf. zoning).- Punctuations in the colours / materials / textures / objects that add rhythm and warmth.- Atmospheric ni
23、ght-life lighting in the evening.- Background music more trendy in the evening.Main principlesJanuary 2007 Update 20-Feb-09Public Areas - Marketing Brief16? LAYOUT/ZONING? Principal objective: to establish relations that are clear and transparent for the client.The public areas are organised around
24、4 main areas:? The welcome area / lobby ?The reception / multimedia corner / childrens corner / rest rooms?The relaxation area / Novotel shop?The large foodservice area that opens on the lobby.They allow access to:? The terrace / garden when there is one.? The rooms? The meeting rooms / other servic
25、es like fitness / spa.Main principlesJanuary 2007 Update 20-Feb-09Public Areas - Marketing Brief17RECEPTIONENTRANCEAccess to meeting areasIndicative layoutLOUNGEBEVERAGE & FOODBREAKFAST LOUNGERELAXATIONAREANOVOTELWINDOW DISPALYRECEPTION AREAMULTIMEDIACORNERTERRACECHILDRENCORNERLiftAccess to roomsMai
26、n principlesJanuary 2007 Update 20-Feb-09Public Areas - Marketing Brief18Zoom on the different functions of the public areasJanuary 2007 Update 20-Feb-09Public Areas - Marketing Brief19Zoom The welcome area?Key points:? It must be laid out with a maximum of volume and perspective.? It must be partic
27、ularly well lit.? The layout must be completely transparent & obvious at first glance.? Finding ones way from it must be immediately possible: visibility of the dynamic and static sign-posting? Access to information must be easy without polluting the area: all the brochures are grouped on the same s
28、tand (kiosk dedicated to the brand).? The available space must offer our clients a minimal amount of furniture enabling themto wait, read, consult their e-mails, etc.January 2007 Update 20-Feb-09Public Areas - Marketing Brief20Zoom The relaxation area?Key points:? A place where the client can find a
29、 quiet place to be alone, meet someone, relax.? Never partitioned; the materials, the furniture and the light create its natural limits.? Designed as an open lounge, where the clients can read quietly, consult their e-mails,spend some time together, wait for an appointment, etc.? The furniture is co
30、mfortable and convivial; it is conducive to rest and relaxation.? The lighting changes during the day, becoming more intimate and warmer.? Some distractions are offered (e.g. comics corner in France)January 2007 Update 20-Feb-09Public Areas - Marketing Brief21Zoom The reception?Key points:? The Novo
31、tel reception is designed to favour natural, effective and relaxed exchangesbetween the clients and the staff: Reception split into islands, facing the hotel entrance. The document storage shelves are incorporated into the reception desk so that the work documents are not visible to the clients. The
32、 back office is not visible to the client (install a zigzag entrance if needed) The screens are built into the desk so as to be visible only to the receptionists. A lower desk top is available for the reception of disabled persons. A childs step is under consideration to allow children to stand up a
33、t the desk and receive the same treatment as grown-ups.January 2007 Update 20-Feb-09Public Areas - Marketing Brief22Zoom The reception?Key points:? The security of property is assured: The clients dont have to place their bags on the floor during the check-in or check-out. The clients can leave thei
34、r luggage in a secure place near the reception. Individual safes grouped together in the reception area, even though each room also has a safe particularly for larger volumes.? The reception contributes to the feeling of purity and tranquillity: Eliminate all information/communication materials from
35、 the desk top. Install the Novotel floral identity.January 2007 Update 20-Feb-09Public Areas - Marketing Brief23Zoom The rest rooms?Key points:? These rooms must form part of and fit into an overall project to design or refurbish thepublic areas.? This must be expressed in the design of the fittings
36、, handbasins, mirrors, toilets, butwithout involving excessive expenditure.Requirements: A toilet for disabled persons must be systematically available. Wall and floor coverings selected to offer the best compromise between ease of maintenance, hygiene and aesthetic appeal. Include a space dedicated
37、 to changing children. Install a unit next to the washbasins on which clients can place their bag or briefcase when washing their hands.January 2007 Update 20-Feb-09Public Areas - Marketing Brief24Zoom information display and signage?Key points:? The essential information such as the prices or the r
38、eception of clients attending ameeting can be grasped immediately by clients entering the lobby.The brand recommends: The installation of a dynamic display system near the reception. The installation of a dynamic display system for the reception of clientsattending a meeting when the hotel has a min
39、imum of 6 rooms. The installation of a static display with sandblasted sheet glass for the others. The installation of pictograms (rest rooms, lifts, etc.). These signsin aluminium or glass plates with a hollowing or silk-screen printing systemform part of the effort to modernise the public areas.Al
40、l these signs and displays must comply with the Novotel corporate style.The specifications on this subject are available.January 2007 Update 20-Feb-09Public Areas - Marketing Brief25Zoom Decorative plants?Key points:? Decorative plants must form an integral part of the layout and organisation of the
41、 publicareas.? They must be in harmony with their setting and punctuate the overall structure in avisible and elegant manner.? It is no longer a question of putting some greenery in our public areas but of handlingthis option as an integral part of the decoration. The specifications on this subject
42、are available. January 2007 Update 20-Feb-09Public Areas - Marketing Brief26Zoom Novotel window displayJanuary 2007 Update 20-Feb-09Public Areas - Marketing Brief27Zoom The childrens corner1 multi-function totemJanuary 2007 Update 20-Feb-09Public Areas - Marketing Brief28Zoom Brand visibility underg
43、oing redefinitionJanuary 2007 Update 20-Feb-09Public Areas - Marketing Brief29Atmospheres, photosJanuary 2007 Update 20-Feb-09Public Areas - Marketing Brief30AtmospheresSPACE AND NATURAL LIGHTJanuary 2007 Update 20-Feb-09Public Areas - Marketing Brief31SPACE AND NATURAL LIGHTAtmospheresJanuary 2007
44、Update 20-Feb-09Public Areas - Marketing Brief32MODERNITYAtmospheresJanuary 2007 Update 20-Feb-09Public Areas - Marketing Brief33SERENITYAtmospheresJanuary 2007 Update 20-Feb-09Public Areas - Marketing Brief34WARMTHAtmospheresJanuary 2007 Update 20-Feb-09Public Areas - Marketing Brief35LIGHTINGSAtmo
45、spheresJanuary 2007 Update 20-Feb-09Public Areas - Marketing Brief36MATERIALSAtmospheresJanuary 2007 Update 20-Feb-09Public Areas - Marketing Brief37Photos of the Novotel public areasJanuary 2007 Update 20-Feb-09Public Areas - Marketing Brief38Novotel public areasJanuary 2007 Update 20-Feb-09Public Areas - Marketing Brief39Novotel public areasJanuary 2007 Update 20-Feb-09Public Areas - Marketing Brief40Novotel public areasJanuary 2007 Update 20-Feb-09Public Areas - Marketing Brief41Novotel public areasJanuary 2007 Update 20-Feb-09Public Areas - Marketing Brief42Novotel public areas
