PWC holds Hospitality Forum on May 14th; Moderated by Cadman of Shawmut

The hospitality industry has not only revived nationwide, it is exceeding historic levels with total revenues of $123 billion and focusing on spectacular common spaces - that was the official word from leaders in the hotel industry at Professional Women in Construction's (PWC) Hospitality Forum on May 14th. "Hotel construction is booming," said Sharon Cadman, director of finance for Shawmut Design and Construction, who moderated the forum. Cadman spoke of the emphasis on common spaces and amenities to "attract and entice the clientele," and noted that millennials and boomers are becoming the consumers to play to. "They want the experience," she said. Rooms are smaller; furniture is edgier. She gave examples of Shawmut's build and design work at the Waldorf Astoria, the Palace, the Muse and other major hotels. The trends are to green - "sustainability is the new standard" and lean construction - greater efficiency, lower cost. Speakers at the event included: Jonathan Jaeger, managing director with LW Hospitality (LWHA); Nancy Ruddy, founding principal and executive director of CetraRuddy; D.C. Becker, senior VP, sales & marketing for Interstate Hotels & Resorts; and Howard White, CR, executive VP, Maxons Restorations, Inc. Jaeger said that the industry as a whole is "extremely strong and breaking records virtually every month in terms of total rooms occupied." There are currently 357,000 planned units in the active U.S. pipeline, an increase of 16% over last year. Room demand is shifting towards an increase in transient versus group. He said too that Manhattan achieved an occupancy rate close to 90% in 2013 compared to 62% across the U.S. The boroughs of Queens and Brooklyn have emerged as their own lodging markets with 24 new hotels. Ruddy said, "We're seeing a trend to a differentiated product, a design that integrates the essence of the location and conveys an authenticity. Hotels have dramatically upped the ante." She noted that while many owners use multiple designers, her firm offers all-in-one service. Ruddy spoke of designing hotels for a particular "psychographics" rather than an age group. Amenities can be important to millennials as well as baby boomers. Lobbies are evolving, becoming major interaction spaces, food and beverage venues and sometimes eliminating traditional check-in desks. As guest rooms become smaller due to real estate costs, furniture is downscaled but more comfortable and flexible. Becker spoke of development around the world starting with Shanghai Tower, which will be the second tallest hotel in the world and the world's tallest green building when it opens in 2015. He detailed four hotel projects in Cambodia and 1717 Broadway at 54th St., the tallest hotel in the Western hemisphere, a stacked skyscraper with panoramic views. He noted that the Marriott's Courtyard and Residence Inn housed there offer enhanced guest rooms and public spaces that surpass expectations. White discussed disaster recovery in the hotel industry: the challenges of damage claims; why an actionable disaster plan practiced beforehand is a necessity in an industry where "impressions mean everything." Today "everyone is thinking about the unthinkable," he said. "Have your vendors lined up in a deep bull pen, ready to respond at a moment's notice." Maxons serves as the "center of calm" at a time when owners and managers are under tremendous stress.