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Style Guide 2013/14Emerging and current trends from the world of stylish hotels
We’ll also be drawing inspiration from the finalists of the Hilden Style Awards, the celebration of stylish hotels, guesthouses, B&B’s and cottages that we launched for the first time this year. It was a great success, and has given us plenty of insight into which interior design trends we can expect to see more of in the future.
So grab a notebook, a Word document, even a Pinterest board to note down your favourite key elements, and start working out how to use them to transform your guestrooms, breakfast rooms, bathrooms and more!
Welcome to the Hilden Style Guide 2013/2014
In this year’s publication we’ll be highlighting which key interior design trends are coming to the fore in hospitality establishments across the country, and how you can employ them at your own premises!
Who are Hilden?
We’re a passionate team who supply bedding, bed linen, table linen and bath linen to a wide range of small hotels, B&B’s, holiday cottages and guesthouses - drawing on our rich heritage to supply products and services steeped in tradition and quality.
It all started in 1874 when the descendants of James Hargreaves (the inventor of the Spinning Jenny) embraced this history and created the Hilden brand. Coupling serious expertise with dedicated customer service, this reputation for quality and innovation is what helped form the Hilden you see today, delivering textiles to laundries and accommodation establishments throughout the UK – a member of the Vision Support Services Group Ltd, a global sourcing provider of beautifully crafted, high quality textile products to the accommodation world.
Throughout the Hilden Style Guide 2013/2014 you’ll see photographs from some of our Style Award entries, these can be identified by the silver and gold ‘H’ badges to the right. The gold badge is reserved for our overall winner whilst the silver badge is applied to the rooms which finished in the Top 20.
Hilden Style Awards
This year saw the inaugural Hilden Style Awards, our search for the most stylish small hotel, B&B, holiday cottage or guesthouse in the UK. We received an eclectic range of entries from bijou to bounteous. An expert judging panel selected the top 20 entries, with Glencoe House becoming the first Hilden Style Awards winner.
Rich & Opulent
Hospitality décor looks set to morph from something understated and neutral to something altogether more luxurious! Rooms – guestrooms especially – are becoming richer and more opulent, utilising deep plums, sophisticated reds and other full-bodied colours to create a lasting impact.
To really embrace the trend, think about incorporating softly textured fabrics such as silk, satin and velvet, a feature wall of flocked wallpaper, warm and subdued lighting and four poster beds. In many of our Style Awards entries, the rich and opulent guestrooms boasted a chandelier, and even placed their bath at centre stage in their guestrooms!
Strattons Hotel
Strattons Hotel
The Chesterfield Hotel
The Traddock
Hilden bed linen
Elm Grove Country House
Apsley House
Where in the past much of the focus was placed on the guestroom, bathrooms are now being given just as much attention.
Spa-Like Bathroom Experience
High end toiletries
Guests now expect their bathroom experience at a small hotel, guesthouse, cottage or B&B to be almost spa-like, rather than a simple re-enactment of what they have installed at home.
To give these guests what they desire and make their experience as relaxing, welcoming and luxurious as possible, establishments are responding with not just a shower cubicle, but a spacious bath complete with shower head, impressive bathroom surfaces of polished marble and toiletries from high end brands.
Then there’s the bath linen – crispy, generic items have been replaced with wonderfully soft and durable bath towels, bathrobes, bath mats and slippers.
Ellenborough Park
The Inn at Whitewell
Hilden bath towels
Hilden bathrobe
A trend for brighter and bolder décor seems to be emerging among a range of small hotels, bed and breakfasts, cottages and guesthouses. But rather than making guests feel as if they’ve stepped inside a Warhol painting, shades of red, blue, pink, green and more pop against a neutral background.
Strategically placed rather than overpowering the whole room, these brighter colours can often be found in patterned bed linen, bed runners, cushions, pictures and wall art and a range of other guestroom accessories.
Bright & Bold
Llangoed Hall
Brooks Guesthouse
The Grange Hotel
Hotel Indigo
Soho Hotel
The 2013/2014 trend-year is already seeing natural and modern lighting solutions grow in popularity. The days of garish, gimmicky, almost bachelor-pad lighting appear to be disappearing in favour of a much softer, more comforting glow.
Natural and Modern Lighting
Glencoe House Drakes of Brighton
Mill Stream Cottage
Maximising the natural light streaming through windows and incorporating LED lights are perfect for creating ample illumination without giving your guests a headache, while a mixture of wall lights and table lamps (each with their own switch) allows guests to control how heavily they light their guestroom. You could even include dimmer switches to help them create the perfect welcoming, relaxing and even romantic ambience!
Hope Street Hotel
The Connaught Hotel
Mill Stream Cottage
Drawing inspiration from quaint country cottages is an enduring trend that proves popular year on year, and it’s no surprise. Quirky, characterful and really cosy, hospitality establishments that incorporate country chic décor have making guests feel at home down to an art.
Exposed beams and other wooden elements take centre stage, standing out against a generally neutral colour palette. Then there are the vintage-inspired accessories and other decorative elements – floral and toile prints compliment beautiful antique furniture, while mock Oxford pillowcases lend beds a regal air that wouldn’t be out of place in any manor house.
Country Chic
Martinstown House
Summerhow House
Exposed beams and other wooden elements take centre stage, standing out against a generally neutral colour palette. Then there are the vintage-inspired accessories and other decorative elements – floral and toile prints compliment beautiful antique furniture, while mock Oxford pillowcases lend beds a regal air that wouldn’t be out of place in any manor house.
Rose Farm Cottage
Summerhow House
Hamilton’s Boutique Hotel
The Cawdor Hotel
In an increasing number of hotels, B&Bs, cottages and guesthouses - and in many of our Style Awards entries -we’ve started to notice an increasingly popular trend for venturing beyond simple floral prints. Not that these florals have disappeared altogether though, they’re now bigger, bolder and brighter, making a sophisticated decorative statement.
Adventurous Patterns
Hotel du Vin
This newer wave of patterns and prints involves spots, stripes, tartan, checks, iconic city motifs, animals and more, helping hotels to design outside the norm and create some really unique looking rooms.
Hotel Russell
Babington House
The Cartford Inn
The Soho HotelHotel du Vin
Winner Feature Glencoe House
Our Style Awards winner, Glencoe House is an outstanding example of not just what it means to be a stylish hotel, but of how to make the most of the biggest 2013/2014 interior design trends.
The guestroom they submitted as their final entry shows a real touch of class and sophistication – just what modern hotel guests are looking for in an establishment. Dark woods, a fresh, subtley patterned bed setting and elegant furnishings and accessories all marry beautifully with the hotel’s picturesque location in the Scottish highlands, while bringing to life the mansion house’s history.
As well as the glimpse of the lounge space to the left of Glencoe House’s entry, their implementation of the trend for natural and modern lighting was a particular highlight for our judges. As well as spacious windows free from furniture blockades, lighting is kept soft with help from bedside lamps and a reflective neutral colour palette.
As they move from the bedroom into the lounge space itself, guests are met with a healthy but not overpowering dose of the rich and opulent trend. Rich antique furniture, gleaming silverware and silky fabrics are just some of the things that lend the room an air of pure manor house luxury.
And as for the bathroom? It doesn’t disappoint and does indeed look like it will give guests a spa-like experience.
Marbled tiles cover both the walls and the floor, and wouldn’t look out of place in a luxury overseas spa. A vintage-inspired free standing bath is bordered by candles emitting a dim, romantic glow, while a bottle of champagne is close at hand to provide the ultimate relaxing soak!
If you’re more of a shower person, there’s even a stylish glass shower cubicle at the head of the bathroom fully stocked with Aveda toiletries and a selection of fluffy bath linen. View more at http://www.glencoe-house.com
BedroomsThis year we’ve seen something of a shift in the design of the bedrooms in hotels, B&Bs, guesthouses and cottages. The fact that they were the place where guests just went to sleep was once taken literally, meaning bedrooms took a backseat to the rest of an establishment’s décor.
Now however, guests expect even more comfort and style than their own room at home. They want to be wowed by their bedroom – after all, as well as the place where they go to sleep it’s the area of your establishment where they will spend the most of their time. So how can you achieve this comfort in style?
Beds www.revivalbeds.co.uk
The bed
An uncomfortable bed is one of the main sources of unfavourable hotel reviews. Help your guests drift off into a deep and uninterrupted sleep with lofty bedding (hollowfibre is great), soft, quality bed linen and a mattress topper.
As for the style element, dressing beds with decorative cushions and bed runners, and buying impressive four poster frames is a trend we’ve seen continually over the duration of the Hilden Style Awards.
Gilmore House
Beds www.revivalbeds.co.uk
Throws www.thewoolcompany.co.uk/about-the-wool-company
Home comforts
Guests don’t want to head out for a relaxing break only to find that their room at home is actually more relaxing than the one in their hotel, B&B, cottage or guesthouse. Placing a television, tea and coffee making facilities, more upmarket snacks and even a mini-bar in rooms is sure to make guests feel right at home.
You could even follow the lead of an increasing number of establishments and include a comfy chair or two in your guestrooms, space permitting of course.
The Nags Head Inn
Snacks www.borderbiscuits.co.uk/trade/
Tea twinings.co.uk/foodservice/supporting-your-business/unlocking-your-tea-sales/core-range/hotels-core-range
Lighting
As you saw in our previous pages, the lighting in hotels, B&Bs, guesthouses and cottages has been moving into much more modern and natural territory.
It’s also giving guests control, incorporating not just a single overhead light but LED lights and multiple wall lights and lamps, all with their own switches and dimmers that allow guests to create their perfect atmosphere and level of ambience.
Strattons Hotel
Table lamp www.imperiallighting.co.uk/product.php?id=3817& cat_id=507
Lampshade www.imperiallighting.co.uk/product.php?id=4724&cat_id=487
Floor lamp www.chantellelighting.co.uk/product/tripod-floor-lamp,-with-orange-shade-900989
BathroomsA bathroom is the centre of relaxation for many guests. After a hectic day there’s nothing many people love more than a long soak in the bath or a long shower, accompanied by high end toiletries and other pampering products. It’s no surprise then that one of the trends we highlighted was the movement of more spa-like bathrooms appearing in hotels, B&Bs, cottages and guesthouses across the country, as illustrated among our Style Awards entries!
Providing this experience isn’t just about installing an all singing, all dancing Jacuzzi bath though, you should take into account the experience as a whole and really look at your current bathrooms to figure out what can be added, improved upon or taken away.
Bath Linen
Guests now expect more than just a soft towel to snuggle into, they expect to find bathrobes and even slippers waiting for them in their chosen hotel’s bathroom.
It’s all about continuity – wouldn’t you want to get straight out of the bath, into a towel then into a toasty bathrobe and slippers?
The Angel Inn
Towels
Bathrobe
Towels www.hilden.co.uk/classic-100-cotton-towel.html
Bathrobe www.hilden.co.uk/ultimate-
vermont-bathrobe.html
Toiletries
Have you ever been to a spa stocked with products from any old supermarket? One of the simplest ways to make the bathrooms in your hospitality establishment look and feel more spa-like is to stock them with higher end toiletries in relaxing scents. Brands like Molton Brown, L’Occitane, Aveda and Kiehl’s have all become statement features in hotels, B&Bs, cottages and guesthouses, in addition to the bathrooms of the general consumer market.
Kiehl’s www.guestsupply.co.uk/subcategory.aspx?cat=hotel-amenities&subcat=kiehls-since-1851
Molton Brown www.moltonbrown.co.uk/store/hotel/ hotelproducts.jsp?pageId=3800020
Montagu Place Hotel
A theme
Just like with the guestrooms entered into our Style Awards, the bathrooms in many small hotels, guesthouses, B&B’s and cottages are beginning to follow a particular theme.
Rather than simply decorating using plain white tiles, fixtures and fittings, why not get more adventurous with an opulent baroque theme, a neutral beachy theme or even something that takes inspiration from countryside farmhouses?
The Pig Hotel
Wire shelf rack www.notonthehighstreet.com/ nkuku/product/locker-room-shelf
Bathroom cabinet and sink www.bathroomorigins.co.uk/index.php/ home/show/808
Personalised hooks for bathrobes and towels: www.notonthehighstreet.com/daughtersoftherevolution/product/personalised-oak-old-school-coat-hooks
Reception AreasWe think it’s safe to say that rather than just turning a guestroom into the main focal point, hospitality interior design is now being considered as a whole. This also includes the reception area.
If you really think about it, this is the area of a hotel or guesthouse that sees the most footfall. Your guests don’t just pass through this area to check into their room, they pass through on their way in and out of your premises for the duration of their stay. It makes sense then that it should make an impact!
This doesn’t mean you should go too crazy with colour though – make sure you’re carrying on the common theme or colour scheme from the rest of your hotel, that your reception area is warm, welcoming and comfortable, that it’s spacious, and that it gives guests a taste of what they’ll find throughout the rest of the building. In a way, it’s similar to showing them a portfolio.
Mullion Cove Hotel
Warm and welcoming
A warm and welcoming reception area is the ideal way to make guests feel instantly relaxed and at ease. While a welcoming reception is instrumental in this, there are decorative elements you can employ to create this atmosphere as soon as they set foot over the front step.
Utilising warmer colours and shades with positive connotations (such as red, yellow and orange in moderation, or even light browns), soft lighting, wooden elements, rich fabrics and even a working fireplace can all have a comforting effect on guests.
Wall light www.tomraffield.com/products/wall-lights/cage-wall-light.php
Fireplace: The Rathbone Hotel
Spacious
If there’s one thing a reception area should be, it’s spacious. As well as making guests feel infinitely more comfortable (especially when you have multiple guests waiting to check in or out at once), it leaves plenty of room for them to store their bags if they’re early for their check-in or aren’t heading home for a little while after they check out.
While the space you have available does obviously depend on the room itself, strategically placing furniture and decorating in neutral colours can really open it up.
New Continental Hotel
New Continental Hotel
Farrow & Ball – Shaded White www.farrow-ball.com/shaded-white/colours/fcp-product/100201
Farrow & Ball – Cornforth White www.farrow-ball.com/cornforth-white/colours/fcp-product/100228
Farrow & Ball – Dove Tale www.farrow-ball.com/dove-tale/colours/fcp-product/100267
Chantilly sofa www.deskcentre.co.uk/shop/ chantilly-faux-leather-sofa.html
Garston 3 seater sofa http://www.made.com/sofas/ garston-3-seater-sofa-deep-pink
Paint
Furniture
Impactful
Imagine walking into the reception area of a hotel and instantly thinking, “Wow.” This kind of first impression is instrumental in not only shaping a guest’s view of your establishment itself, but of what their stay there will be like.
A beautiful reception area indicates that the rest of your hotel will follow the same theme, and that a stay there will be one full of enjoyment, relaxation and luxury. To create an impactful reception area, consider adding patterned wallpaper instead of plain paint, splashes of colour, prints and pictures or a unique front desk.
Quebecs Hotel
Cole and Son – Pavilion Stripe www.cole-and-son.com/en/collection-festival-stripes/wallpaper-96/7041/
Cole and Son – Pompeian www.cole-and-son.com/en/collection-contemporary-restyled/wallpaper-95/11059/
Little Greene – Great Ormond Street – Verditure www.littlegreene.com/verditure
Gustav Klimt - Tannenwald 1 www.johnlewis.com/gustav-klimt- tannenwald-1/p386585?colour=Dark%20Frame
Gillian Bates - Beach huts www.johnlewis.com/ gillian-bates-beach-huts-bright/ p386199?colour=Stretched%20canvas
Wallpaper
Prints and pictures
Dining RoomsWe’ve noticed a lot of talk in the media and on industry websites about upcoming trends for the food served at hospitality establishments. Children’s menus are set to become healthier and more adventurous than simple sausages and chips, while meals as a whole are already being tailored to be healthier, heartier and to incorporate inspiration from foreign lands.
It isn’t just the food in dining rooms that’s experiencing a transformation though. When morning turns to evening, the sleepy breakfast atmosphere turns into a much more intimate and romantic one, a notion that hospitality establishments are working to enhance in their dining rooms in a variety of ways.
The Traddock
Soft lighting
As you’ve seen in our Style Awards entries, lighting is becoming much softer and more sophisticated. Essential in creating a relaxed atmosphere among diners, glaring overhead lights are making way for LED alternatives, dimmer switches, candles on dining room tables and opulent curtains.
Drum pendant www.andythornton.com/en-UK/products/lighting/pendant-lighting/atlgdgp2/delta-gold-drum-pendant
Spotlight www.andythornton.com/en-UK/products/lighting/ceiling-lighting/atlgdl40/low-voltage-round-adjustable-recessed-spotlight
Candle www.diptyqueparis.co.uk/ home-fragrances/candles/ ambre-candle.html
Classic and elegant table linen
As well as protecting tables from unsightly stains and marks and giving guests a way to keep themselves looking presentable, tablecloths and napkins are a simple yet effective way of making the tables in your dining room look more impactful.
Patterned table linen can even help create the intimate evening atmosphere we’ve been talking about.
Glencoe House
Tablecloth www.hilden.co.uk/ultimate-ivy- leaf-tablecloth-10.html
Napkin www.hilden.co.uk/ classic-plain-white-napkin.html
Neutral Decor
When optimising your dining rooms décor, it can be tempting to paint and wallpaper in deep colours that are traditionally thought to evoke feelings of luxury and romance. However, coupled with dimmer, softer lighting this can have the opposite effect and make your dining room feel more like a cave! To counter it, decorate with a predominately neutral colour palette and darker accent colours.
The Royal York Hotel
Napkins www.hilden.co.uk/classic-coloured-plain-napkin-variety-of-colours.html
Craig & Rose – Alabaster www.craigandrose.com/ alabaster
Craig & Rose – Seraph (Superior)www.craigandrose.com/ moorish-yellow
Craig & Rose – White Truffle (Superior) www.craigandrose.com/ white-truffle
Paints
Dining chair www.deskcentre.co.uk/shop/galway-dining-chair.html
Breakfast RoomsNo matter what they did the day before or what time they woke up, chances are that your guests will be feeling a little bleary-eyed when they walk into your breakfast room. This is why we’ve decided to feature both dining rooms and breakfast rooms in our Style Guide – walking sleepily into a dining room made up to feel dimmer will most likely make guests feel like crawling back into bed!
Rather than leaving it to their food to give guests a pick-me-up, many hoteliers are optimising their breakfast rooms in a way that helps to boost guests’ moods and make them feel more awake.
Tan y Foel Country Guesthouse
Light and airy
A light and airy room is cleansing for the soul, which makes it the perfect theme for a breakfast room.
Maximise natural light entering the room by keeping the furniture in front of windows to a minimum and opening curtains and blinds, incorporate LED lights that give off a less harsh glare and decorate in paler, more reflective colours.
Lights www.chantellelighting.co.uk/product/3-spot-lights-on-a-polished-chrome-round-frame--904117
Chair www.deskcentre.co.uk/shop/york-dining-chair.html
Splashes of colour
While a neutral colour palette is a great way to maximise the light in your breakfast room, it doesn’t mean you can’t inject a bit of colour. Colours like orange, yellow, fuschia and purple in particular have actually been said to improve the mood when used in moderation, which means colourful chairs, flowers, salt and pepper shakers and even crockery can all work wonders on tired guests.
Dukes Hotel, St. James
Salt and pepper grinder store.alessi.com/gbr/en-gb/catalog/detail/anna-pepper-pepper-mill/am04
Bowls store.alessi.com/gbr/en-gb/catalog/detail/love-dessert-bowl/mmi03
Simple yet stylish table linen
Table linen in the breakfast rooms of many hotels, B&Bs, cottages and guesthouses is losing its chintzy image and becoming simpler, more stylish and more sophisticated.
Classic white tablecloths and white napkins are being favoured in place of floral and pastel coloured varieties, echoing high end establishments like Claridges who utilise these linens as the blank canvas for their table settings.
Claridge’s
Napkin www.hilden.co.uk/ everyday-satin-band-napkin.html
Tablecloth www.hilden.co.uk/everyday-white-satin-band-tablecloth-4.html
Bars and In-Room BarsOver the past few months we’ve noticed a change in the trends surrounding hotel bars. While the traditional concept of a bar with a guest on one side, a barkeep on the other is never going to go away, many hotels, B&Bs, cottages and guesthouses are embracing variations on the theme.
With indulging in a tipple becoming a much larger part of the hotel experience, guests now want to take their drinks to other areas of an establishment. From a drink in the comfort of their room to one in front of a roaring fire, the availability and flexibility of bars is now instrumental in a guest’s enjoyment of their stay and in the level of luxury they feel it provides. So how can you respond?
Brooks Hotel
Amnesty bars
Amnesty bars (also known as honesty bars) are increasing in popularity because of how unintrusive they are. Rather than having to wait for their drinks to be made up, served and paid for, guests can serve themselves at their convenience and pay whenever is suitable.
They’re also commonly located in cosy lounge areas and are cheaper than a traditional bar due to the absence of serving staff, another thing that makes them so popular with modern hotel guests.
Whisky glass www.johnlewis.com/rcr-cristalleria-da-vinchi-prato-whisky-glass-0-29l-clear/p231894031
Glass drink stirrers www.barmans.co.uk/products/product.asp?ID=5479&title=Glass+Stirring+Rods
Wet bars
Amidst a series of articles claiming that the mini-bar as we know it is on its way out, a new trend has arisen for wet bars. These are in-room bars that come complete with a sink for washing out glasses before a change of beverage, and plenty of space to mix a drink of your chosen size rather than pour out of miniature bottles.
They’re much more convenient and much easier to keep an eye on, which is why they’re becoming a favourite of both guests and hoteliers.
Glencoe House
Wine glass www.johnlewis.com/john-lewis-metro-red-wine-glasses-0-45l-set-of-4/p231218759
Cocktail glass www.johnlewis.com/john-lewis-soiree-cocktail-glass-0-15l-clear/p471284
Top 20 entries
Glencoe House The Traddock
Hamilton’s
The Old School Rose Farm Cottage
The Cartford InnSettle Holiday Cottage
The Grange The Giltar
Eildonside
The Cawdor The Nags Head Inn
Elm Grove Hotel Penzance
Brig of Tig
Grimscote Manor Apsley House
Martinstown House The Aberlour Hotel
Tower House
Other featured hotels
Strattons Hotel The Chesterfield Hotel Ellenborough Park The Inn at Whitewell Llangoed Hall Brooks Guesthouse Drakes of Brighton The Connaught Hotel Hope Street Hotel Summerhow House Hotel du Vin Hotel Russell Babington House Soho Hotel Gilmore House The Angel Inn Montagu Place Hotel The Pig Hotel Mullion Cove Hotel The Rathbone Hotel New Continental Hotel Quebecs Hotel The Royal York Hotel Tan y Foel Guesthouse Dukes Hotel, St. James Claridge’s
CreditsThank you to all the excellent hotels, B&Bs, holiday cottages and guesthouses that entered the Hilden Style Awards this year. We look forward to judging even more great entries next year.
Below you’ll find the other hotels, brands & products featured in this guide as well as our expert judging panel.
Featured brands/products
Hilden Linens L’Occitane Revival Beds The Wool Company Border Biscuits Twinings Imperial Lighting Chantelle Lighting Molton Brown Kiehl’s Guest Supply Not on the High Street Bathroom Origins Tom Raffield Farrow & Ball Desk Centre Cole & Son Little Greene John Lewis Andy Thornton Diptyque Paris Craig & Rose Alessi Barmans Ltd Made.com
Style Awards Judges 2013
Laurie Thomas Managing Director
Alastair Sawday Founder & Chairman
Rochelle Read Senior e-Commerce Manager
Hilden
Darwen House
Walker Industrial Park
Blackburn
Lancashire
BB1 2QE
0845 437 9854www.hilden.co.uk