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HD Expo: Hospitality takes its cues from residential design

May 14/21, 2018: Volume 33, Issue 24

By Steven Feldman

Las Vegas—Things are changing in hospitality. Guest rooms are moving more to hard service. Select service hotels—the 2- and 3-star properties—are growing and garnering more attention than luxury hotels. And technology is yielding better performing hardwood for public spaces.

“We are seeing a lot more mid-scale hotels, what they are calling select service, and a lot less of the 4- and 5-star hotels with the huge ballrooms and lobbies,” said John Reader, general manager, Desso Hospitality, a division of Tarkett. “That means there is a lot more emphasis on guest rooms, where the hotels make the money, and a lot less emphasis on the public space.”

As such, while the company is seeing much more traction in public spaces with hard surface and modular than, say, five years ago, the real growth is in select service. To that end, Desso showcased a patterned LVT to almost identically match a carpet tile. Collection Infinies by Tarkett is a high-definition LVT that invites users to customize four innovative designs with its proprietary co-creation tool. The technology allows users to select colors from a predetermined palette and personalize the patterns to their liking.

Talk to LVT suppliers, and they will attribute their increasing success in the hospitality segment to the product’s ability to provide solutions—whether it’s installation, maintenance or design flexibility. Take Karndean Designflooring, for example, which at HD Expo put the spotlight on Korlok, its entry into the rigid core arena. “It is increasing in popularity because of the fact it can go over imperfect subfloors,” Emil Mellow, director of public relations, told FCNews. “Someone just came by seeking to replace a ceramic tile floor with grout but didn’t want to rip it up. Korlok is a perfect solution because it will go right over it.”

Shaw Hospitality prides itself on offering different types of solutions for various types of spaces, according to John Crews, design manager, Lifestyles Studio, which includes the hospitality business. Among its centerpieces at HD Expo was Natural Choreography, a collaboration with Rockwell Group. Natural Choreography utilizes custom, end-cut block wood and sheared marble floor surfaces, which are signature interior elements for high-end hospitality projects. The patterns mimic natural stone and wood with “metal” inlay by creating high-definition scans of real lumber and stone. The idea is to bring these exclusive materials to mass hospitality as a unique, cost-effective solution. “We are taking natural elements and adding a twist,” Crews said. “It’s something a little different for public spaces and guest rooms.”

Republic Floors made its HD Expo debut with its patented Pure SPC, which the company claims is a step above what’s currently on the market. As Rotem Eylor, founder and CEO, explained, “Pure SPC offers a density of anywhere from 1200 psi to 2400 psi. It is made from four different stone powders with special polymers inside to make the material stable. Our claims ratio is less than 0.01%. The product is good in heat or cold, and it doesn’t need acclimation. It doesn’t expand and contract. For hospitality, it can go anywhere—public areas, guest rooms, even in the shower.”

Metroflor featured its Aspecta brand, which is finding favor in hotel guest rooms. Its Aspecta Ornamental line allows flexibility of design with a custom print overlay on a 2.5mm vinyl body. “It’s more of customized feel without a customized budget,” said Alan Rowell, director of sales, Aspecta. It allows a designer to create something beyond a monolithic design.”

Bringing past to present

Personalization of space and the need for a tactile experience—that’s what some of the carpet mills sought to address via their HD Expo introductions. “People are still craving the texture and experience to be able to connect with the product,” noted Jackie Detmer, vice president of design and product development, Mohawk Group, which features the Durkan brand for this segment. “Our new Crafted Convergence was inspired by a collaboration with the Museum of Indian Arts & Culture and the Museum of International Folk Art in Santa Fe, N.M. The carpet is modern but inspired by patterns that have been in [existence] for thousands of years.”

It was a similar story at Mannington Commercial, where Amanda Swindall, marketing director, talked about the continuation of personalization in design as well as what she called “resi-mercial” (making hospitality settings feel more like the comforts of home). In response to that trend, a new carpet tile called Heirloom, based on an old Czechoslovakian wedding dress, was previewed for a summer debut. “Look how the yarn comes in and out and how the color plays. It’s a handcrafted look that’s based on disintegration over time.”


Hospitality is traditionally a segment that utilizes hardwood primarily in public spaces, but given the demands of the application, the wood must perform. In fact, hospitality is the No. 1 market for Nydree Flooring, whose products are acrylic infused, making them three to four times harder than regular wood, according to Jason Brubaker, vice president of sales and marketing. “Depending on the level of the property, our products could go in common areas, lobbies, restaurants and, in some cases, the guest rooms.”

Monarch came to HD Expo featuring its two main brands: Monarch Plank Hardwood Flooring, which is its quick-ship stocking collection, and Royal Custom Plank and Parquet, a wide array of unfinished offerings. According to Danny Harrington, vice president of marketing, Monarch’s products are suitable for hospitality applications due to a very heavy commercial finish, which features UV-cured oil.

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Nydree Flooring hires new marketing director

Forest, Va.—Nydree Flooring, a leader in design-forward sustainable flooring, has hired Cathy Mansour as the company’s new director of marketing. Mansour brings more than 30 years of experience in advertising, public relations, sales and campaign management to the team.

Mansour’s new role will allow Jason Brubaker, vice president of sales and marketing, to provide more leadership for the sales team and elevate support for clients and designers. “With her extensive experience in marketing communications in the flooring industry, we are excited to see how Cathy will elevate the brand through her creativity, strategic thinking and excellent leadership we’ve already seen,” Brubaker said. “We can already tell Cathy is going to infuse our team with even more energy and contribute to even greater growth.”

For more information, visit

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Nydree Flooring sponsors Promise686 team in Tough Mudder competition

Screen Shot 2016-04-04 at 9.58.12 AMAtlanta–Nydree Flooring, an engineered wood flooring company, is a premier corporate sponsor of the Promise686 team participating in the Tough Mudder: Atlanta obstacle race on May 7. The competition is central to the Promise686 Tough Campaign, which seeks to raise awareness of the growing foster care crisis in Georgia.

Promise686 is dedicated to equipping churches and families to meet the needs of orphans and foster children through financial assistance, community support and education. Promise686’s goal is for more children to be nurtured in loving homes by educating the community and reducing barriers to adopting and fostering children.

“Nydree Flooring is built to last a lifetime, but the impact of fostering a child will last for generations,” said Jason Brubaker, Nydree Flooring vice president of sales and marketing. “Our goal is to encourage more families to provide foster care for the thousands of children in need of a home across the nation.”

This is the second year that Nydree Flooring has sponsored Promise686’s Tough Campaign and its team’s participation in Tough Mudder: Atlanta, an 11.4-mile race with 20 obstacles designed to test the mental and physical fitness of participants.

For more than 50 years, family-owned Nydree Flooring has supported causes positively impacting the community, while providing the highest quality engineered-wood flooring for retail, multi-family residential, hotel and mainstream commercial developments. For more information, visit

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Nydree Flooring ventures into residential

Nydree logoForest Va.—Established commercial wood flooring company, Nydree Flooring, has introduced Korus (pronounced chorus) Wood Flooring; Nydree’s first foray into the residential wood flooring market. American manufactured Korus products are high quality acrylic impregnated wood flooring, suited for residential applications. Products are available direct to consumers online at or through authorized resellers. Korus is one of the few American wood flooring manufactures offering such products through an ecommerce site. Continue reading Nydree Flooring ventures into residential

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Future looks bright for commercial hardwood sales

Within the commercial market, wood flooring represents about 5% of the total sector and about 9% of hard surface sales. Unofficially, executives say because many of the jobs are sold and installed through residential channels business has not been so bad through the first five months of the year and the prospects for the remainder of 2011 are relatively positive. Continue reading Future looks bright for commercial hardwood sales