Danette Opaczewski (Headshot: Courtesy of Revel Communities)
In 2024, a pivotal shift in senior housing is becoming increasingly evident with a strong emphasis on enhancing resident satisfaction and experiences.Unlike previous generations, baby boomers are redefining expectations for independent living communities. They are seeking vibrant lifestyles that prioritize personalized experiences and holistic wellness programs, moving beyond the traditional one-size-fits-all model.
The way senior living communities are designed, both systematically and architecturally, must address residents’ evolving needs and desires. This shift involves not only rethinking the physical layout and aesthetics of these communities but also restructuring the operational strategies to prioritize resident-centric experiences.
Experiential branding aims to create lasting connections with consumers by focusing on their personal experience with a product or service. In senior living, this approach can drive change by adopting a more dynamic and tailored customer service model, similar to the hospitality industry.
Experiential branding defined
Experiential branding in senior living is fundamentally about creating meaningful and memorable experiences for residents. The goal is to understand what makes each resident unique and tailor services and amenities to meet those individual needs and preferences.
This philosophy can be reflected in every aspect of a community, from the design and layout of the living spaces to the programming and amenities offered.
This concept draws heavily from the hospitality industry, where the focus is on creating exceptional customer experiences. In the hospitality sector, success is often measured by the ability to exceed guest expectations, provide personalized service, and foster a sense of belonging and community.
By embracing these principles, senior living communities can create environments that not only meet but exceed residents’ expectations, moving beyond outdated perceptions of senior living to foster spaces that are lively, vibrant, and welcoming.
Wellness focus in senior living
One element of experiential branding is the emphasis on holistic wellness programs. Older adults are increasingly looking for communities that support their overall well-being, including physical, mental, and emotional health.
At the community level, this translates into a comprehensive wellness approach that includes amenities such as fitness classes, group activities, mental stimulation activities, social events, and access to healthcare services, such as physical therapy.
Another aspect of experiential branding is creating vibrant social environments. Senior living communities are no longer seen as places where people go to let life pass them by; instead they are places where residents can feel productive and engaged as they age. They can pursue their passions, form new friendships, and continue to revel in life.
Communities are addressing this shift in the wide range of activities and program offerings, from art classes and cultural outings to volunteer opportunities and intergenerational programs.
Using design to build resident connections
To support this new focus on resident experience, traditional designs, which often prioritize functionality over aesthetics, are being replaced with visually appealing, comfortable, and socially conducive environments.
This approach not only fosters a sense of belonging but also provides opportunities for residents to forge a deeper connection with their living spaces. In both common areas and private spaces, residents can curate their own routines within settings that inspire comfort, warmth, and connection, ultimately enhancing their quality of life.
Modern senior living communities now feature spacious, open layouts that facilitate easy movement and interaction. Wide corridors, common areas with ample seating, and well-lit walkways enhance the overall aesthetic and functional appeal, making it easier for residents to navigate and enjoy their surroundings.
Focus on amenity spaces
Large windows and skylights are incorporated throughout common areas and apartments to bring in natural light, creating a warm and inviting atmosphere. Research also supports the presence of natural light to improve mood and well-being, which is crucial for senior residents who spend a significant amount of time indoors.
Comfortable lounges, cozy reading nooks, game rooms, bars, and vibrant dining areas encourage residents to socialize and engage with one another.
Designed to elevate the resident experience, these environments help residents feel more connected to one another while redefining perceptions of senior living. When residents spend more time in these inviting communal spaces and create memorable experiences, they associate personal touches and positive emotions with the brand.
Additionally, gardens, walking paths, pool areas, dog areas, and outdoor seating areas provide residents with opportunities to enjoy fresh air and nature. These outdoor spaces are essential for physical and mental health, offering a tranquil retreat and a place for physical activity.
Prioritizing experiential branding
Residents who feel valued and understood are more likely to be satisfied with their living environment and more engaged in community activities. This, in turn, leads to a stronger sense of community and higher levels of overall well-being.
As the senior housing industry continues to evolve, the adoption of experiential branding and hospitality concepts is likely to become even more widespread. This approach not only meets the changing expectations of baby boomers but also sets a new standard for the industry as a whole.
By prioritizing personalized experiences such as a 24-hour concierge, art studios, fitness studios, theaters, and varied dining options, senior living communities can create familiar and engaging environments that truly enrich the quality of life for their residents.
Danette Opaczewski is COO and EVP of resident experience at Revel Communities. For more information, visit www.revelcommunities.com.
