How Design is Meeting and Shaping Expectations in Hospitality

 

Experience is considered a competitive advantage in tourism and hospitality—from Guests' physical interaction with a hotel's environment to the sensorial internalization of what they live and taste—design has become a more powerful force for the sector over the past decades. A study analyzing over 11,000 online guest reviews found that elements such as design, amenities, and local culture now account for over 42% of the guest's aesthetic experience.

With many travelers seeking authentic and unique hospitality experiences, design makes a tangible impact and is a powerful medium for storytelling, shaping the atmosphere, emotions, and connections within a hotel and fostering brand identity. Each brand’s unique DNA and the culture of each location can be woven into the hotel’s identity, for example using local art and architecture to create an immersive sense of place. This enriches the guest journey and integrates the hotel harmoniously into the surrounding community. Design also contributes to advancing sustainable solutions that reduce environmental impact, from utilizing locally sourced, low-carbon materials to integrating renewable energy systems.

Beyond the guest experience, strategic design is a powerful driver of financial performance for owners to improve operational efficiency. It is a direct lever for enhancing asset value and long-term profitability.​ 

Harnessing this potential, Accor prioritizes designs that transform its hotels into vibrant hubs that deliver positive environmental and social impact. Through a close partnership between owners and Accor's Design & Technical Services team, design is central to the strategy across more than 45 brands.

Tags: Tourism hospitality experiences, design, Accor