How hotel design is influenced by the travel trends of 2024

The travel industry's prevailing trends are examined by writer Pauline Brettell to see how they affect hotel architecture in terms of deliverables and guest expectations. As we go toward 2024, authenticity and experience are undoubtedly the keywords of the travel industry, and hotel design is more important than ever in this process. While discussions about sustainability, hybrid hospitality, and wellness have long been taking place, the main touchpoints that are clearly influencing hotel designs are not necessarily new.

What is new, however, are the subtleties and layers that are being devoted to these trends and how they are being integrated into a project's fabric rather than adorning its surface.It is now expected to have genuine experiences in hotels that are true to their surroundings and with designs that are just as much a part of the experience as the local culinary lesson. Travelers also want to have the impression that they are actively contributing to the local economy and learning about something unique. Previously limited to alternative travel agencies and tiny boutique hotels, immersive hospitality is spreading throughout the industry as more major firms adopt the idea.

Consider the JW Marriott Madrid, where the architecture and small elements, such as offering guests the chance to participate in a scent training course, have embraced the building's past as one of Madrid's oldest perfumeries.incorporating design into the company In many situations, brands are hiring designers to differentiate a property rather than having it fit into a brand standard, as the hotel's design is becoming an important aspect in where guests choose to rest their personal hats. The designer is also becoming a part of the brand story. As part of its ethos, Locke has included this into the story and championed local design and community.

In 2023, Ember Locke launched with interiors designed by Atelier Ochre and House of Dré. More recently, its Zurich location opened, displaying a partnership with Sella Concept, a London-based design company. New properties are planned concurrently with the in-house design team and independent designers.