High style, higher rates: add space, color, texture. To capture top rates, guestrooms have to deliver something new.

Hotels, May, 2005

Room design has to move out of the box to win the rate wars. "Design is 'hot.' Build a better design, provide the right service, and the market will show its appreciation," says Jeremy Cohen, senior vice president, San Diego, California-based SD Malkin Properties, developer of the Hilton San Diego Gaslamp Quarter. Design trends that fuel improved return on investment center on: "Hotel within a hotel" concepts. SD Malkin and Santa Monica, California-based interior designer Robertson & Associates got the attention of celebrity guests and senior executives by rethinking the Hilton San Diego Gaslamp Quarter's presidential suite as a loft. "San Diego has a lot of large convention hotels. We responded with a small, intimate building that speaks to the urban and artistic scene...

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