Boston's Hyatt Regency Makeover Part of Rising Industry Trend

Pull up the carpet, change out the furniture, knock down the wall and roll out the fabric. It’s renovation time—and unlike ever before.

The hotel industry will raise its spending on renovations by 37 percent next year in an effort to differentiate themselves from the fierce competition, and an estimated $4.1 billion will be spent on renovation upgrades by hoteliers in 2005, up from $3 billion, according to a study conducted by PricewaterhouseCoopers Hospitality & Leisure Practice.

As part of these renovations, hotels are incorporating employee uniform makeovers into their plans to enhance their image and extend their new design concepts beyond their hotel property. Hotel employees are a large part of a lodging experience and an added investment in their appearance will be appreciated not only by employees themselves but also by guests.

Numerous studies and anecdotal evidence point to the importance of uniforms in shaping perceptions. For example, a 2000 study for the Uniform & Textile Service Association, conducted by J.D. Power and Associates, showed that 60 percent of respondents prefer professionals to be professionally uniformed.

Moreover, the Power research of 486 individuals showed strong across-the-board association between key attributes and professional appearance, noting “consumers have positive work ethic associations when they see employees in uniform. In particular, respondents tended to have more confidence and trust in employees wearing uniforms, and they felt that product/service quality is likely to be higher when they see employees in uniform.”

The study found that consumers strongly associate certain personal attributes to employees in uniform, specifically:

• More courtesy (47%);
• Greater personal attentiveness (45%);
• Perceived better quality of services and products (59%);
• Better communication (56%);
• Better work quality (42%);
• Greater employee knowledge (41%); and
• Greater professional competence (40%).

The report noted that other factors, such as price and tangible quality or service, remained powerful decision drivers in consumers’ minds. However, the research showed “uniforms can make a difference where these purchase drivers are equal. This is an important factor as organizations try to gain market share in an increasingly competitive environment.”

With this understanding, the Hyatt Regency Boston had an eye for design when they recently renovated their property to make it more contemporary. They took their hotel renovation to the next level by integrating a uniform makeover into their plan. As a result, their hotel staff has now become an extension of the hotel ' s fresh decor and has brought the design to life. The program’s highlights are discussed below.

The Hyatt Regency Boston recently invested $10.5 million in their renovation and integrated a uniform makeover into their design plan to ensure their new image was portrayed throughout every perspective of the hotel.

"We incorporated aspects of the new interior design into the redesigned uniforms so that our personnel synchronized with the property," said David Nadelman, general manager of the Hyatt Regency Boston. "Our outdated uniforms were not going to match our new image and we needed a uniform that would not disrupt the ambiance."

The French and historical influences from the hotel’s location, on Lafayette Avenue in the heart of Boston, were incorporated into the modern design of the hotel. Arrowstreet, the nationally recognized interior design firm responsible for the hotel renovation, used warm earth tones, subtle textures and richly toned woods to create a luxurious, contemporary environment that is inviting and accommodating to guests.

“The redesigned uniforms are an extension of the hotel’s innovative and fresh décor,” said Bill Cronin, president of the Cintas national account sales division. “The challenge of the uniform makeover was to craft a uniform that would bring the interior design to life.”

Aspects of the hotel’s new interior design were incorporated into the uniforms to create continuity throughout the hotel.

“The inspiration for the redesigned uniforms came not only from the architectural design but also from the furnishings, color schemes and geometric patterns of the interior design,” said Westley Spruill, director of interior design at Arrowstreet. “We worked very closely with Cintas to create uniforms that were consistent with the Hyatt’s new image.”

The new room attendant uniforms most clearly reflect the new image of the hotel. The burgundy color scheme and square buttons were strategically selected for the uniforms to coincide with the colors and square patterns of the guest rooms. Silver accents were added to the uniforms to harmonize with the replacement of brass fixtures with chrome ones in the hotel renovation.

"I am really happy with our new uniforms," said Laura McLaughlin, marketing coordinator of the Hyatt Regency Boston. "They are unique, comfortable and a great reflection of our new image."

The Hyatt Regency Boston staff was actively involved in the creation of the new uniforms from start to finish. They envisioned the garments that would best fit their new image and were at liberty to create them through Cintas’ design programs.

“Through Cintas’ design programs you can be as involved as you want in the design,” said Cronin. “You can choose from our catalog items, modify them and even custom design apparel. This is a great opportunity for our customers to make their uniforms unique, especially for those who are striving to change their image.”

The redesigned uniforms are being showcased daily at the newly renovated Hyatt Regency Boston. The hotel was awarded a uniform makeover through Cintas’ Define Your Design contest, which will take place again this year starting in late August with the winner being announced in mid-November. In recognition of its innovative marketing efforts, this publication last year awarded Cintas with a Univator Award. Cintas was one of five companies who received kudos in the first annual Univator Awards, a program sponsored by UniformMarket honoring the best and brightest the industry has to offer.