Rethinking hospitality through design

What does design represent in hospitality? And what is its real purpose?

Damien Perrot : The term “design” is, often wrongly, used ubiquitously. It’s crucial that we redefine it. Design is a method, a process that enables creative solutions to emerge in response to complex challenges. It’s not just about creating beautiful objects or spaces: it’s a strategic tool that can be used to strengthen a brand promise, to improve a hotel’s economic performance or even respond to environmental or social challenges. Design isn’t limited to the finished product: it’s an approach that problematizes issues, explores possibilities and co-constructs adapted solutions. The earlier design is applied to the ideation process, the more effective it is to create spaces that meet our customers, our hotel managers and also our hotel owners’ wide-ranging expectations. The renovation of the Novotel Brugge Centrum is a perfect example of how this process was implemented, process, in collaboration with Covivio.

In hospitality, design puts the customer at the center of the equation. As an iterative process, it enables a brand to constantly evolve and be in tune with its customers, rather than remaining set in a static approach. For example, for ibis, we totally reinvented the bedrooms and leisure areas to meet the expectations of a diverse and rapidly-changing clientele. We applied the same approach for Jo&Joe, a brand that embodies the modern youth hostel, which stands out distinctly from previous generations of hostels. The so-called “lifestyle” brands that were created over the last twenty years are also a direct response to societal changes, such as uberization, digital nomads and digitalization. These brands offer experiential leisure facilities that are aimed at communities looking for new ways to meet.

It is the customer who inspires how a space will be used, its function and its layout. Design brings together in a creative process all those who have a say in building a brand, not only the designers, but also marketing, operations and development…

Can everything be reinvented or are there intangible fundamentals in hospitality?

Damien Perrot : Design encourages us to question what already exists, to press the reset button. With this logic in mind, everything can be reinvented. Everything has to be, because hospitality is an industry that is constantly changing, one that constantly reinterprets itself to remain relevant.

This never-ending evolution is a strength: hotels are no longer a static space, instead they offer a range of uses and purposes. For example, why limit yourself to a fixed place? The idea of a mobile hotel, adapted to modern-day needs, could be explored.

However, two fundamentals remain unchanging: the bed and the human connection. The bed, because it constitutes the primary function of a hotel. And the human connection, because this encounter, this connection, is what differentiates a hotel from a simple accommodation rental. The hotel is a social crossroads, whereas private spaces, such as houses or apartments, are designed to isolate you from the outside world. Adopting an ever-changing dynamic also means cultivating a fundamental optimism.

Are there any positives to standardization? How do you preserve a unique brand experience?

Damien Perrot : Every brand is based on a certain standardization, because it responds to the customer’s need for reassurance. Standards define the codes which anchor the experience in a familiar surroundings.

However, these standards are not constraints: they form a brand’s identity, but they must be able to be adapted to each local environment. As such, each hotel remains unique while offering a coherent and identifiable brand experience throughout the world.

Design plays a key role. Once the fundamentals have been established, you shouldn’t be afraid to push the boundaries, bring talent on board from outside the hospitality industry to get a fresh perspective on things. I often take an example of this from the fashion world. When Louis Vuitton hired Pharrell Williams, he reinvented the house codes without betraying its spirit or French identity. It’s this ability to combine innovation and a respect for heritage that ensures a brand remains relevant over time.

What are the major trends driving change in hospitality right now? 

Damien Perrot : One of the main challenges lies in successfully uniting not only customers, but a broad spectrum of stakeholders around a common vision. Immersive experiences requires everyone to be on board, from management to staff and partners.

Furthermore, hybrid concepts – co-living, long-term stays – are blurring the traditional boundaries. These concepts require bespoke business models, which not only meet hotel owners’ performance expectations, but also social and urban challenges.

Lastly, social and environmental issues, such as reducing carbon emissions, are redefining the role of the hotel within a wider community. It is no longer simply about providing services to customers, but rather about integrating into the local ecosystem, reflecting the community, providing support  and playing an active role within it. Although these challenges are complex, they’re exciting too, because they encourage us to revisit the fundamental question: what is a hotel for? And this question too is at the very core of design.