Today’s travelers want more than comfort or convenience. They seek experiences that inspire, connect, and tell a story.
In modern hospitality, design has moved beyond surface aesthetics to become a vital part of the guest journey. Spaces are no longer just decorated; they are curated with purpose, reflecting culture, location and emotion.
As one hospitality expert noted, “Guests might forget the thread count, but they never forget how a space made them feel.” This is the essence of Where Art Meets Intent — where design is a conversation between guest and space, expressed through light, texture and form.
Design as storytelling
Hotels are increasingly treating design as a narrative tool. Architecture, interiors and decorative choices are deliberately crafted to reflect history, culture or a thematic mood.
Storytelling architecture and interiors
Every feature, from sweeping staircases to intimate alcoves, contributes to the property’s narrative. A coastal hotel might weave in nautical elements, while an urban property might embrace industrial or modernist influences that echo the city’s evolution.
Local art and cultural curation
Incorporating regional art is now a hallmark of intentional hospitality design. Murals, sculptures, textiles and photography sourced from local artists create an authentic sense of place and spark guest conversation. These pieces act as cultural anchors, allowing guests to connect more deeply with the destination.
Purposeful materials and textures
Material choices are now part of the storytelling process. Reclaimed wood might be used to reflect a winery’s heritage, or stone finishes might echo the surrounding landscape. These details immerse guests in the narrative of the environment.
Immersive lighting and installation art
Lighting plays a starring role in creating atmosphere. It highlights art, shifts mood throughout the day and often integrates with interactive installations from digital murals to sensor-driven displays that respond to movement, making even a simple walk through the property an engaging experience.
The guest experience reimagined
Intentional, art-driven design transforms the guest experience in multiple ways.
Emotional connection: Spaces designed with purpose evoke feelings of nostalgia, inspiration, or wonder. Guests may forget the amenities but remember how the environment made them feel welcomed or uplifted.
Sense of place: By reflecting the local culture and history, hotels become cultural gateways. A painting of a historic street scene or a handwoven textile from a local artisan can give guests a personal connection to the region.
Interactive and educational engagement: Some hotels offer more than passive viewing. They host rotating exhibits, guided art tours or artist-in-residence programs. Guests may witness a sculpture taking shape, attend an art talk or participate in a creative workshop, making the stay intellectually and emotionally enriching.
Instagrammable and shareable moments: Unique design features invite exploration and personal discovery such as a hidden mural in a garden or a sculptural centerpiece in the lobby. These moments are both memorable for the guest and organically shareable online, enhancing the hotel’s visibility.
Real-world examples
Archer Hotels – City-specific design stories: Archer Hotels are designed to reflect the character of their locations. In New York City, industrial-chic touches nod to the Garment District’s fashion history. In Austin, vibrant pops of color and playful local art channel the city’s creative energy. In Napa Valley, warm wood tones and rustic textures echo the surrounding vineyards. Each property tells a unique story, immersing guests in the spirit of its city.
Hotel Burg – A community canvas in Virginia: Hotel Burg, opening in Leesburg, Virginia, takes community connection to the next level. Every room features art from local creators, and design elements drawn from Virginia’s colonial past and wine country landscape. Guests experience the region’s textures, colors and history in every corner, from woven textiles to architectural motifs. The result is a stay that feels both luxurious and culturally enriching.
Interactive installations and residencies
Hotels worldwide are embracing interactive art as part of their identity. Artist-in-residence programs invite guests to watch or even join the creative process. Others incorporate tech-driven experiences, like motion-sensitive light displays or VR galleries, blurring the line between accommodation and cultural events.
Impact on guest satisfaction and brand loyalty
Memorable stays: Artful, intentional design leaves a lasting emotional imprint, increasing guest satisfaction and turning a one-time stay into a treasured memory.
Competitive differentiation: In a crowded market, a property that tells a unique story stands out. This appeals to travelers seeking something beyond the standard hotel experience from art enthusiasts to social media influencers.
Brand loyalty: When a guest connects with a property’s design philosophy, they’re more likely to return or seek out the brand elsewhere, trusting it to deliver similarly enriching experiences.
Cultural and community impact: Hotels that partner with local artists and artisans not only elevate the guest experience but also support the surrounding community. They often become cultural landmarks, valued by both locals and travelers
Conclusion: The new standard in hospitality design
Where art meets intent, hotels become more than temporary accommodations — they become destinations in themselves. From Archer Hotels’ city-inspired narratives to Hotel Burg’s regional artistry, these spaces offer more than comfort; they offer connection, story and authenticity.
In this evolving paradigm, a lobby can be as inspiring as a museum, a guestroom as personal as a home and a stay as enriching as a cultural tour.
By embracing art as an integral part of their design DNA, hotels can exceed guest expectations and create experiences that are both unforgettable and deeply meaningful.
Michael Bare is CEO of BARE International, a customer experience research company. Linda Amraen is global director of client services, hospitality, at BARE International.
This column is part of ISHC Global Insights, a partnership between CoStar News and the International Society of Hospitality Consultants.
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