Hotel concept & design
Experts
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Covivio
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According to a Coach Omnium study published in 2022, 45% of hotel customers said they were fed up with the uniformity of the hotel industry, including independent hotels. The complaint? Too much repetition in decor and services, as well as reception procedures that are too bureaucratic and/or too standardised.
Hotel design: one of the pillars of tomorrow’s tourism
In recent years, and even more so post-Covid, design has played an increasingly important role in the differentiation and appeal of hotel establishments. Unlike the hotels of the early 2000s, which were characterised by standardisation, today’s hotels focus on the uniqueness of each site, even within the same chain. Each hotel thus becomes a reflection of the local culture and the specific expectations of its guests, incorporating design elements that evoke the authentic character of their location.
Finally, contemporary hotel design is also committed to an ecological approach. Reducing the carbon footprint and adopting sustainable practices are at the heart of the strategy of many establishments. The use of eco-responsible materials and the optimisation of energy consumption are just some of the measures that demonstrate this commitment.
The importance of design in hotel design
Today, design plays a fundamental role in the conception of hotels. It goes far beyond the simple choice of furniture or colour palette. It’s about designing spaces that are not only pleasing to the eye but also functional, embodying the essence of the hotel brand while meeting the needs of guests.
In the wake of the Covid-19 pandemic, travellers’ expectations have changed. Today, aesthetics and functionality must go hand in hand to offer an environment that is both beautiful and practical. Integrated workspaces have developed strongly, responding to the needs of guests who extend their stay and telework. Hotels must therefore offer rooms and common areas equipped for work, while maintaining a welcoming and relaxing atmosphere.
How does hotel design serve the guest experience?
A hotel’s design plays a crucial role in the overall guest experience, creating a strong and lasting first impression as soon as they arrive.
From the moment you enter, a neat, welcoming design can immediately grab customers’ attention and establish a positive atmosphere. Elements such as lighting, colours and carefully chosen furniture convey subtle but powerful messages about the quality and character of the establishment.
A hotel’s design also influences guests’ emotions and feelings throughout their stay. A well-designed space can inspire relaxation, comfort and well-being.
Rooms decorated with warm materials and personal touches can make guests feel they are in a special place, different from their everyday lives. Communal areas, such as lobbies and restaurants, can be designed to encourage socialising, while also offering havens of peace and tranquillity.
Customers looking for unique design
Customers are looking for authentic experiences and want to feel connected to the local culture. As a result, hotels are no longer entities isolated from their environment. They incorporate design elements inspired by their direct surroundings, use local materials and collaborate with local craftsmen and artists. All this creates a unique atmosphere that enriches guests’ stay and immerses them in local life.
Current trends in hotel design include the rehabilitation of industrial buildings and the transformation of old offices into hotels. Using existing architectural heritage preserves history while creating modern, functional spaces. These transformations contribute to the emergence of new districts and the upgrading of old historic sites.
Using smart technologies to improve the customer experience
Intelligent technologies are revolutionising the hotel industry by transforming every aspect of the customer experience.
According to an Oracle study, 67% of people are interested in hotels that use AI to provide more relevant offers[1] .
Automated reception systems, such as check-in and check-out kiosks, allow customers to check in and out quickly, reducing queues and waiting time at reception. This technology not only improves operational efficiency but also customer satisfaction, as they appreciate the convenience and speed of the service.
Smart rooms are equipped with connected devices that allow guests to control lighting, temperature, curtains and even electronics via a mobile app or voice commands. These technologies offer personalised comfort, allowing guests to tailor their environment to their individual preferences.
Building loyalty among hotel guests through design
Well thought-out hotel design can significantly boost customer satisfaction and loyalty. When a hotel meets expectations in terms of aesthetics and comfort, it creates positive memories that encourage guests to return.
Functional design elements, such as rooms equipped for teleworking or well thought-out relaxation areas, show that the hotel anticipates and responds to the varied needs of travellers, increasing their overall satisfaction.
Hotel design: the Covivio examples
In Brugge, the Novotel refurbishment focused on sustainability and reducing the carbon footprint, adopting a virtuous worksite in which the old furniture was resold and heat pumps were installed. The design of the rooms incorporates future-proof furniture that can be ‘refreshed’ simply by changing the covering. The rooms have high-speed Wi-Fi access and numerous power sockets to meet the needs of families who use several screens. The lobby has been designed in partnership with Paris Society, offering a large public living space with islands and alcoves, illustrating how thoughtful design can transform the customer experience.
Another example is the Hilton hotel in Lille, where Covivio and Hilton focused the refurbishment not only on design but also on improving environmental performance, in order to offer guests a complete, top-of-the-range experience.
Finally, in Florence, the Palazzo Gaddi, under the NH Collection banner, has successfully blended period features with contemporary touches following a renovation supervised by Covivio. The addition of a rooftop overlooking the Duomo and the modernisation of the communal areas have enhanced the appeal of this historic hotel, demonstrating that design can play a crucial role in the reinvention and lasting success of a hotel.
What future for tomorrow’s hotel industry?
With advances in technology and new expectations among travellers, hotels will have to constantly adapt to offer unique and memorable experiences. Customers are increasingly looking for personalised stays that combine comfort, technology, eco-responsibility and authenticity. Hotel design will play a crucial role in meeting these expectations by incorporating innovations and remaining flexible to adapt to future needs.
The development of modular and customisable hotels is an emerging trend that allows greater flexibility and adaptation to individual customer needs. Modular hotels offer the possibility of reconfiguring spaces according to seasons, events or customer preferences. This approach not only maximises the use of space but also creates unique experiences for each stay. Rooms and communal areas can be customised to offer different configurations and services, meeting the specific needs of different types of traveller, whether on business or on holiday.
The importance of sustainability and social responsibility in hotel design cannot be underestimated. Guests are increasingly aware of the environmental impact of their travel choices and favour hotels that adopt sustainable practices. This includes using eco-friendly materials, implementing efficient energy management systems, and reducing waste.
Hotels are also increasingly involved in social responsibility initiatives, such as supporting local communities and promoting equal opportunities. Incorporating these values into hotel design not only helps to meet guests’ expectations, but also makes a positive contribution to society and the environment.
Hotel design will continue to play an important role as it evolves to meet guests’ needs and expectations. Innovation, flexibility and sustainability will be the pillars of this evolution, enabling hotels to create enriching and memorable experiences for all their guests. Hotels that succeed in integrating these elements into their design will be well positioned to attract and retain a diverse and demanding clientele.
[1] https://www.oracle.com/fr/news/announcement/oracle-hospitality-in-2025-consumer-research-study-2022-06-01/
