Claire Zammit Xuereb
Company Name: AX HotelsWebsite:
What direction do you feel design is moving towards in general terms?
People have become ever more demanding. They have less time and less money to use in that time. They have become very selective and know exactly what they want, how they want it and when they want it. All this means, they are better buyers, better travellers. They are no longer after the run of the mill. They want character and are specific. With this, we mean that hotel designs will need to reflect this profile. Rooms to become more custom made and unique whilst lobbies and food and beverage outlets together with the typical halls and pre-function areas, to be made more practical, functional whilst retaining a lot of life, through concept and colour.
What are the key influencing elements at present?
Hotels must feature the latest technologies for guests to communicate freely with the world just as they do from home. Design follows function, however it needs to be done in a clever way, so it is not evident. The balance of technology, design and comfort, is key, incorporated within the specific concept given to the particular hotel.
What sort of projects are you working on at the moment?
At the moment, we are working on consolidating our group of hotels, by creating a brand that represents them all, but still leaving room for individuality to each, as each one is geared towards a different market and is sub-branded separately.
A designer’s work is so diverse – how do you manage to hold down a career and a life?
I am not a designer. I am a hotelier. I do delve into design however firstly, because it is detrimental to the feeling given, plus, I love design, and another reason is because I need to make sure that the design is functional, in order to sustain operating costs. If you get that wrong, the life story of the hotel becomes very complex and costly. The base needs to be a very good one. How do I manage to balance work and life? Well, I work very hard when at work, minute by minute, to make sure I get my time off and when I do, I spend it with my family to the full. You can say, I am a different person at home. My husband helps me reach that balance however, as we share many duties and he is very supportive in every project that comes along.
Name 5 key essentials for 2011 and beyond.
- Know your market very well, day by day.
- Know your competition’s strategy, in order to be one step ahead.
- Be innovative, to lead not follow.
- Be flexible, to adjust to market changes, otherwise you stagnate.
- Know your people very well in order to optimize their abilities, to reach targets.
And key trends that we should be aware of?
Hotel designs must gear themselves towards individuality. The more original, the better, no need for outrageous or bombastic designs, uniqueness is key.
If you could offer one piece of advice when it comes to design schemes, what would it be?
People want the comforts of their home but in a more hip, lavish fashion if we talk about colour, people want to see colours that are on the cat walk. It is all a reflection of the latest trends – a lifestyle.
How important do you feel Design Awards are as recognition of designers talents and achievements?
Very important! This is just like the Oscar awards for actors.
How do you relax?
I relax by spending time at home doing some physical work – be it housework, drawing, compiling photo albums or doing some gardening
What are your aims and goals for the next twelve months?
With the consolidating process of our 4 hotels in Malta, I intend to make sure that the individuality of each of those hotels is kept and strengthened, whilst still branding them under AX Hotels and marketing them accordingly. Together with this aim, comes targeting other properties to take over, to make part of our brand, and keep strengthening it by broadening its products into more diverse options. A specific goal for example is to acquire a 3 star hotel, which the group never had, but which also offers something different, in concept that what our existing hotels already offer. Every hotel property to have that specific niche market, so each have an edge.
Final thoughts; tell us a little more about yourself
The car you drive?
A white Porsche Cayman (with red interiors)
Your favourite place to travel to in the world?
There are quite a few! Fernando de Noronha in Brazil is the place that struck me the most.
Your favourite hotel/restaurant/bar?
‘The Handing Gardens’ in Ubud, Bali; Restaurant: Jamie Olivier Italiano, Nottingham, UK; Bar: ‘Angel’ in Singapore.
The place that gives you the most energy?
The Palace hotel lobby it gives me a special energy as I remember it soil. It gives me a great vibe. The energy to do something great out of nothing.
And the place that enables you to totally relax?
Home
Your favourite food and drink?
Oven-baked macaroni made by my husband. I love my strawberry daiquiri!
Anything else interesting?
I love graphic design. It is an area which intrigues me a lot. Plus, I love to sell combining the two would allow me to sell anything to anyone.
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