More than an aesthetic refresh, a hotel refurbishment provides the ideal opportunity to upgrade the property’s look, operational efficiency, sustainability standards and guest and community connection into a highly integrated – and highly profitable – brand statement.
HONOLULU - With record numbers of conversions and renovations in 2023 setting a pattern that’s forecast to continue for two years, going beyond a superficial redesign is imperative to make a tangible impact on both the guest experience and the bottom line. For Mike Shaff, senior vice president operations, The Americas, OUTRIGGER Hospitality Group, it’s a chance for a 360-degree real-time assessment to elevate each property into a seamless brand ambassador.
“OUTRIGGER’s approach to renovation has transformed from a traditional focus on redesign to a more holistic strategy that studies every aspect of our properties – ensuring that everything from the aesthetic and operations to revenue drivers and brand expression aligns with our corporate mission. This comprehensive approach not only enhances the guest experience but also supports our financial goals,” said Shaff.
He added, “Our renovations are not just about visual upgrades but about creating a synergy among operations, guest experience and revenue drivers. By aligning these elements, we ensure that the investments made in renovating our properties generate strong ROI.”
In this exclusive interview, Shaff detailed strategies for finding and implementing opportunities to elevate a refurbishment of what was into a future-ready business model that will out-deliver on guest, brand and financial expectations.
There’s no such thing as too much information
Property-level ADR and RevPAR numbers only sketch out the story. Granular data fills in the picture of how to make “every square foot work hard for the hotel,” whether that’s a redo of existing space or the discovery of new revenue opportunities. Taking a fine-tooth comb to the large amount of data hoteliers have at their fingertips can uncovers a detailed roadmap for design, sustainability and technology priorities.
“Part of OUTRIGGER’s emphasis during renovation planning is ensuring that decision-making, whether about the guest room type mix or public areas, uses data and past performance,” said Shaff. “For example, we conduct a detailed study of past average daily rate performance in each guest room and determine how we adjust to maximize the performance, whether it’s changing the room type to a more-booked bed count or looking at the amenities.”
Mike Shaff, OUTRIGGER Hospitality Group
Think about sustainability beyond procurement
OUTRIGGER turns the same data-focused attention to reducing their properties’ environmental impact while enhancing the positive effect on their communities. The team begins by gathering baseline metrics on key factors such as energy and water use.
“We emphasized not only immediate sustainability practices but also the long-term environmental impact of operational choices,” said Shaff. “For example, we asked how we could reduce energy consumption across the lifecycle of the property and whether our waste-management systems could be further optimized to minimize our footprint.”
Post-renovation, OUTRIGGER keeps tabs on energy and water consumption, as well as improvements in waste management. This kind of voluntary accountability is now a non-negotiable. As hotels become more sophisticated in their efforts to be more environmentally conscious, the sustainable standouts of a previous renovation cycle become table stakes five to seven years later.
“In past projects, cultural connections were often limited to design elements such as artwork or décor,” said Shaff. “To further honor the local culture in ways that go beyond visual representation, we forged deeper partnerships with local artists, musicians and cultural practitioners, ensuring that our properties reflect not just the look but the essence of the community.” For example, he added that OUTRIGGER prioritizes not only the use of locally-sourced, sustainable wood but eco-friendly building practices and programming.
We conduct a detailed study of past average daily rate performance in each guest room and determine how we adjust to maximize the performance, whether it’s changing the room type to a more-booked bed count or looking at the amenities.
Mike Shaff
Never skimp on doing the basics right
Rapidly-evolving guest expectations, technology and awareness might make it tempting to chase after innovative solutions. Go ahead, but don’t neglect the important aspects of sustainability that no longer dominate headlines. For OUTRIGGER, that means keeping a finger on the pulse of each hotel’s community.
“In our recent renovations, we worked with local artists to incorporate authentic Hawaiian motifs, patterns and materials into common spaces like lobbies, guest rooms and restaurants,” said Shaff. “These design elements create an immersive experience for our guests, while also supporting and uplifting the local culture. This strategy reinforces our brand’s authenticity and commitment to highlighting the rich heritage of the communities we serve.”
Shaff and his team also prioritize using local suppliers, materials and craftspeople, not only for FF&E but for construction materials. “We instructed design and purchasing firms to modernize spaces while retaining authentic cultural elements, ensuring every aspect of the property reflected our brand values and the local culture.”
DIY the legwork to make each hotel enhance brand pillars
Don’t lose sight of the big picture – property-level decisions have major repercussions (positive or negative) on the overall portfolio. Shaff summed up OUTRIGGER’s approach as consistency across the brand but with local flair.
“This approach allows us to deliver an authentic guest experience that aligns with our global brand pillars,” he said. He’s a fan of keeping the renovation ideation process in-house to ensure that.
“We have found that you start with developing the story of the hotel/resort via sense of place studies, historical research and then develop and deliver this work to the interior designer you hire. Many renovations place the storytelling in the hands of the designers versus guiding them on the desired direction. Ours make us the storytellers,” added Shaff.
On the other end of the project, he added, it’s key to keep tracking data such as guest satisfaction, occupancy, revenue growth and operational as well as guest feedback to make sure enhancements are on target with real-world expectations and deliver strong ROI.
As the hospitality industry continues to evolve, successful renovations go beyond aesthetics, ensuring that every update reflects a commitment to sustainability, community and brand integrity. At OUTRIGGER, each renovation is not just a refresh—it's a deliberate step forward, aligning with its ethos to care for guests, hosts and place, while driving meaningful impact for years to come.
Mary Scoviak is custom and design content director for Hotel Investment Today by Northstar.
The views and opinions expressed in this content do not necessarily reflect the opinions of Hotel Investment Today by Northstar or Northstar Travel Group and its affiliated companies.