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Over the past decades, hospitality design has lost sight of its basic goals of providing the guest with safe, pleasant, convenient accommodations and providing the owner with a facility which can be operated efficiently and profitably over the life of the structure. The author offers the acronym GE- NIAL, Guest, Environment, Needs, Interiors, Accessibility, and Long-term, as a means of keeping owners, developers, managers, and designers aware of the desired goals of the facility throughout its design and development. The author believes that the use of this acronym will promulgate de- signs more attuned to guest and owner/operator needs, resulting in in- creased guest satisfaction and increased profitability.