Deirdre Schuth, business development lead for hospitality brands at Creative Materials Corp., is set to attend Hotec Design, an annual conference presented by Questex, the parent company of Hotel Management. At the conference—scheduled this year for June 17-20 at the PGA National Resort, Palm Beach Gardens, Fla.—buyers meet one-on-one with hospitality-focused suppliers to learn about new products and services and to keep up-to-date on emerging trends.
Ahead of the event, Schuth shared her insights on how hoteliers are using porcelain and tile and how the industry is helping hotels be more sustainable in their design.
1. How has your segment of the industry changed over the past year?
Over the past two years, the porcelain and ceramic tile industry has witnessed significant transformations. Supply chain posed considerable challenges, but fortunately, it has gradually stabilized, primarily due to readjustments from interruptions caused by the COVID-19 pandemic and increased production and availability of tile within the United States. Additionally, advancements in tile production and glazing technologies have been pivotal, leading to the evolution of aesthetic and profile capabilities. Consequently, there's been a widening of options, particularly in 3D/dimensional porcelain and ceramic wall tiles, as well as floor and wall tiles with remarkably realistic stone and decorative visuals.
2. Can you share some ways you and your company have adapted to these changes?
Over the past couple of years, Creative Materials has proactively adapted to the evolving landscape of our industry. One significant adjustment has been in our project management approach. Recognizing the dynamic nature of the supply chain, we've implemented more agile project management strategies to ensure flexibility and responsiveness to changing circumstances. Our commercial-only approach has enabled us to optimize our resources and deliver tailored solutions that meet the unique requirements of commercial clients. We've also taken steps to enhance our product offerings by introducing additional options manufactured within the U.S.
In addition to product diversification, we've also prioritized staying ahead of design trends. Shortly, we will be rolling out our new Creative Curations product line, which offers a blend of exclusive collections, elevated design, and artistry for unique spaces and visions. Creative Materials launches new products every spring and fall that align to industry trends so that our design clients can stay on the cutting-edge of design.
3. What are some trends you think will have staying power beyond 2024?
We expect several design trends to endure beyond 2024. Biophilia, which emphasizes incorporating natural elements into interior spaces, will likely continue to influence design choices. Additionally, materials such as terrazzo and travertine, with their timeless appeal and versatile applications, are poised to remain popular choices for interior surfaces and finishes.
4. What is the biggest challenge you have overcome over the past year?
By far the biggest challenge we have overcome in the past two years is supply chain challenges. While supply chain will continue to evolve in perpetuity, the lessons we have learned over the past few years have certainly helped us get ahead of any challenges we will face in the future. Our project management for large, commercial construction projects is stronger than ever.
5. How have you incorporated environmental, social and governance efforts into your hospitality operations?
Tile has been “green” before green was cool and is one of the most environmentally friendly, sustainable building products on the market. We have focused on making it easy for hospitality clients to find suitable sustainable products that are aligned with their project goals. For instance, on our website, we've implemented an environmental filter feature, allowing clients to easily search for products based on various sustainability criteria. These criteria include certifications such as Cradle to Cradle, Declare Label (Red List Free), Environmental Product Declaration, GreenGuard Certified, Green Squared Certified, Health Product Declaration, LEED Friendly, Mindful Materials and Recycled Content. By providing this comprehensive filter system, we empower our clients to make informed decisions that contribute to their sustainability goals while enhancing the overall environmental performance of their hospitality projects.
6. What are you most excited about accomplishing over the next year?
Over the next year, I'm most excited to work on deepening our client relationships within hospitality, reaffirming our dedication to placing the client first and ensuring their needs are met with precision and care.
7. What is the value of meeting hospitality buyers one-on-one?
Meeting hospitality buyers one-on-one holds immense value for us, rooted in our core value of being client-first. These one-on-one meetings provide us with invaluable insights into the challenges and obstacles faced by clients, particularly in the context of conversion projects. Leveraging our expertise and tailored solutions, we are equipped to address these challenges effectively, ensuring smooth and successful project outcomes.
Hotec Design will take place June 17-20 at the PGA National Resort, Palm Beach Gardens, Fla. Applications are open for buyers and suppliers.