The hospitality industry is embracing the “age of experience” with the aim of creating purposeful and meaningful places. As guests increasingly seek out hotels that are distinctive and memorable, hotel brands are working harder to embrace their individuality,  as they translate their brand identity into designs that can deliver an authentic guest experience.

At LOM, we have worked with major hotel brands across economy, midscale, premium and luxury sectors for a number of years. In this time, we’ve produced construction and renovation standards for 25+ hotel chains, as part of our ambition to support hospitality brands in aligning their brand identity and design, into one cohesive guest experience. 

 

For us, this involves working with the branding and marketing teams to really understand what defines their guest experience and then using insight to brief the designers and developers realising the hotels. Working across sectors has offered us a unique insight into how successful brands are adapting to the ever-evolving hospitality landscape, based on guests’ needs and market demands, enabling us to identify the following key themes:

 

 

As the hospitality industry continues to evolve post-COVID, guests are rethinking what they value most in their lives. This includes how they travel and where they stay, with the aim of leaving a lasting positive impression through an emotional connection. Storytelling is fundamental to this, interweaving local culture, programmed events and the hotel’s own personality to create an authentic and meaningful experience.

 

Whilst working with brands across all segments of the hospitality industry, the biggest change we are seeing is the growth in boutique, signature and lifestyle hotels which are shaking up the market. Brands are recognising that the demand is evolving, and guests who would have traditionally only travelled to specific brands are now open to a more localised and interesting experience but with an expected standard of operational performance rooted in the delivery of exceptional service and high-quality functional requirements which appeal to different demographics. For example, older demographics are looking at younger, fresher brands, and younger demographics are looking for higher quality, all seeking new memorable experiences often tied to an event-driven sense of place.

Hospitality branding encompasses a range of key design elements that come together to express a brand’s unique values and identity. Visually, this may include logos, colour schemes and typography, but this also pushes through into how the brand connects emotionally with the target audience through its personality and quality of experience. This sits at the cornerstone of a distinctive guest experience. In the hotel itself, it is a narrative that reveals itself through touchpoints and moments delivered in key spaces as the guest navigates through a hotel throughout their stay. These key interactions need to heighten the senses, feel distinctive and look aesthetically pleasing. 

 

There is a move away from traditional boundaries and ‘single-use spaces’.  For example, the hotel lobby is evolving and is more than just a place to check in. Instead, it is becoming a destination in itself - a feature space that provides the first impression and that is adaptable for multiple functions across the day and through the week.  Reception desks are no longer becoming a feature in the space but a multi-functional setting for a bar, breakfast deli and performance space. Additionally, dining spaces are extending their use to create all-day spaces for collaboration and informal meetings.

 

How the spaces within a hotel are designed and serviced, how they interact and respond with each other, how they change over time, and how they evoke the senses to create a memorable experience informs a narrative of an individualised experience, all intertwined with a strong brand DNA, allowing guests to emotionally connect to the hotel, and exceed expectations.