Design options have been created for all suite sizes, plus the lobby, corridors and great room. In modernizing future Hawthorn properties, US Franchise Systems COO Ray Flora believes the brand is better positioned to compete in the mid-tier extended-stay market. Hawthorn guests yearn for the comforts of home rather than the typical hotel atmosphere, Flora says.

Featuring softer forms, fewer interior walls and more contemporary angles, the redesign subdivides guestroom space into five distinctive zones—Sleep, Cleansing, 
Relaxation, Flex and Chef—designated by abrupt 
changes in color, lighting and flooring.

“It gives us some functional segmentation in the room that allows the person to have a more home-like environment,” Flora says. “It gives the ambiance of home and the comfort of home, breaking it up in ways that give it clear definition but still keeping it an open room.” The zones are self-explanatory, with the exception of Flex, which is a hybrid dining space and work area. Flex features data ports and accessible outlets, an ergonomic desk chair and bar stools.

With the new prototype comes modernized brand standards, including two flat-screen TVs per suite and the replacement of armoires with low-level chests. Bedrooms will get Hawthorn’s Sweet Suite Bed, and kitchens will boast textured tile, granite countertops and stainless steel appliances.

The redesign includes five color-coordinated palettes, each with a relevant theme. The relaxing “Hawthorn” color scheme, for instance, is inspired by the brand’s signature colors of green and yellow and combines natural colors with accents of copper and bronze. Another scheme known as “Loft” casts a hip vibe with blue, taupe and green tones.

The cost of the new prototype and brand standards is “a very marginal increase,” Flora says.

Direct comments to: adam.kirby@reedbusiness.com