As 2024 came to a close, Hotel Management contacted several design experts to learn what hoteliers should expect in the coming year. JoyceLynn Lagula, associate principal, studio leader, JCJ Architecture, shared her thoughts on how design is affecting the guest experience and how hoteliers can create more personalized experiences for their clientele.
What are a few major trends you expect to see in hotel design next year?
In the hospitality design space, some key trends have emerged—focusing on personalization, adaptability, sustainability and innovative guest experiences.
Meeting and public spaces are evolving into multifunctional, social venues—including catering to the local community. Lobbies have embraced the high-traffic nature of integrating coffee shops and co-working spaces into the check-in/out guest experience.
Designs that lean more towards natural engagements by integrating indoor and outdoor spaces more deliberately, whether through biophilia or materiality, have been a main point our clients have been emphasizing, which starts to recognize the emergence of what I like to call “Empathetic Design.”
The standard concept of a hotel is beginning to morph into blended experiences (glamping, bleisure, etc.) that cater to multiple guest types which challenges the design of these spaces to be nimble and dynamic.
What trends do you see fading away?
As hyperpersonalization becomes the norm, designs that prioritize uniformity over individual needs are fading. Guests prefer spaces and services that can accommodate their specific needs, whether for business or personal.
What do you think are the main factors that are driving these changes?
Guests want more personalized and unique experiences, pushing hoteliers to create adaptable spaces. Sustainability also plays a role in this, with younger generations entering the workforce but also recognizing the health of the planet, ultimately playing into their decisions of where to give their patronage. In turn, hotel brands of all sizes aim to market their unique amenities to capture and sustain these guests who are also keener on traveling more so than previous generations. As a major contributor to this, the acceleration of these shifts got the boost from the growing demand for a Work From Home/Anywhere benefit, driving employees (guests) to seek environments within the hospitality realm that provide support for working while enjoying a different setting more personal to them.
What should hoteliers and designers do now to be ready for the new trends that are on the horizon?
To prepare for these trends, hoteliers and designers should prioritize flexibility in their design strategies. This includes investing in spaces that can evolve with changing guest needs, such as modular furniture or multipurpose areas. Emphasizing environmentally friendly practices and integrating natural elements into designs can also future-proof spaces as concerns over the planet continue to grow. In addition to more flexible public spaces, the integration of local and regional design elements becomes the connection thread that guests easily understand and relate to—ultimately leading to a more ‘personal’ experience for them.