Here's a recent video from The Wall Street Journal talking about the "secrets behind hotel design." It's interesting in that it gets into some of the ways in which designers are shrinking hotel rooms and then making up for it with amenities. This is a strategy you'll find in many other real estate asset classes ranging from multi-family housing to co-living.
But if you scroll through the comments, you'll see that the responses are overwhelmingly negative. In fact, I was hard pressed to find any positive ones. Most people simply don't like the idea of hotel rooms shrinking and of not having the same amenities. This is not surprising. The comments are similar to what you'll hear people say about shrinking condominium suites.
At the end of the day, though, the strategy outlined in this video is designed to cater to a very specific market: young travelers (roughly 25 to 40 years old) who want to stay somewhere fun and social — and at a reasonable price. Room size is the lever that helps bring rates down. But it's not for everyone, and that's why hotel companies have so many different brands in their portfolio. It's so they can precisely target different customers and types of travel.
Speaking from personal experience, I can tell you that my wife and I have stayed in numerous hotels where the entire room was basically just the bed. Here's Tokyo from this past winter. And in one particular hotel in Paris, there wasn't even enough space for me to fully open my carry-on suitcase. If I wanted to open and close the window beside our bed, I had to first close my suitcase.
I'd happily stay there again. The place was well-designed, clean, had good bathroom products, was in a great location, and the pricing was reasonable, especially for Paris. As a hotel customer, I consistently value design and experience over square footage. And the market suggests that I'm not alone. Cool and reasonably priced is often a winning strategy no matter what industry you're in.
A branded residence is, as the name suggests, a residential building with a known branded attached to it. Historically, these have tended to be hotel brands. But it really just needs to be any brand that people know, care about, and will pay a premium for. So it could also be a fashion brand, a car brand, or whatever else.
