Room service reinvented

Challenge

When the second wave of infection hit Denmark at the end of 2020, a number of restrictions were reintroduced for the hospitality industry.1 Some hotels chose to close down completely, while others were able to adapt to the current guidelines. After a year of closures, remote working, and social distance demands, many Danes were looking for options for a safe stay away from home. As there was great uncertainty about travel abroad both in 2020 and 2021, many Danes chose to spend their holidays within the country’s borders. “Staycation” became part of the vocabulary, and holiday home landlords experienced record demand.2/3 The restrictions meant that there was a big gap between the demand and the capacity that hotels and restaurants could offer. This required some creativity.

Solution

The ‘Familien Bühlmann’ hotel group also felt the increased demand and decided to develop a new hotel experience concept: a romantic gourmet stay with in-room dining. The hotel group’s restaurants were not able to serve seated guests due to social distance requirements, but the hotel room itself proved to be the solution to the logistical challenges. In their rooms, guests could enjoy each other’s company in peace and quiet and get the hotel experience without breaking restrictions. An important part of the experience at Bühlmann’s hotels is their excellent meals. The role of the meal was maintained, but now it was served in the rooms as a gourmet dinner with restaurant-style service.

The example shows how creative initiatives in the hospitality industry made it possible for some hotels to meet customer demand. Many restaurants already offer the concept of private dining where dinner is sent to and served in people’s own home. But in the Bühlmann example, the concept was applied to a new space, creating a new and attractive kind of hotel experience.

Taxonomy

Sphere: Travel/Hospitality, Culture/Leisure

Timescale: Tactical, Short Term

Type: Interior Design

User Group: Customers/Users

Gourmet dinner is served in the room at the Bühlmann Hotel Group's hotels

Before COVID-19: hotel room furnished for overnight stay

After the introduction of restrictions: hotel room furnished to accommodate dining

Project and location: Mary Elizabeth’s Hospital - Rigshospitalet for Children, Teens and Expecting Families, Copenhagen, Denmark

Contributor: 3XN, Arkitema Architects K / S, NIRAS, Architect Kristine Jensens Tegnestue, Rosan Bosch

Established: Under construction