How Travel and Work Trends are Changing Guest Expectations of Hotel Design

WORK and travel patterns have shifted significantly over the last few years, but how has this shaped what consumers now expect from hotels and their design? Our director, James Richards, argues that while we may be travelling less frequently, we now have higher expectations of our accommodation, meaning hotel brands need to step up if they are to meet these standards.

Conversely, as work becomes increasingly collaborative, many businesses are seeking out multifunctional spaces for their teams, with hotel design playing a key role in delivering opportunities in this space.  

The current picture

Economic challenges and post-pandemic habit changes mean that consumers are generally travelling less frequently than in years gone by, and the hotel industry has suffered as a result of these behaviour shifts. In 2023, hotel project starts declined by 15% in 2023, owing to a myriad of issues including air travel disruption and higher interest rates and inflation.

Recent figures, however, show promising projections that consumer spend on leisure activities is set to increase, while hotel and leisure starts are forecasted to grow by six per cent in 2025.

This is the ideal opportunity for hotels to take advantage of this growth and entice customers to stay with them, but it’s crucial to understand what consumers are now looking for to maximise this opportunity. Design plays a key role here, and careful consideration of each room will set hotels up for success.

Shifts in the world of work have also had a significant impact on hotel use. Business travel previously saw workers typically stay in hotels for one night at a time for meetings, but in recent years businesses have been keen to maximise this time and fit more into an agenda over a few days.

These longer hotel stays mean there is more demand for rooms that go beyond the basic functions, with many workers desiring spaces that feel homely, akin to a small apartment.

Bespoke is the way forward

If consumers are travelling less frequently, any trips they do take should be extra special, and we are seeing this mindset reflected in hotel choices too, with consumers willing to spend more on their accommodation. Guests are increasingly desiring experiences that allow them to not only enjoy for themselves but share with friends and family on social media too, and plain standard accommodation no longer delivers the boutique feel that many consumers want.

It is worth noting that this applies not only to the luxury market, but to budget hotels too. We have worked with Holiday Inn Express, for example, to ensure its offering is both affordable and contemporary, while meeting the needs of those travelling both for leisure and for business. We also worked with Room 2 on its Chiswick Hometel in a similar guise, helping deliver 90 bespoke, individually designed apartments.

Don’t forget about communal spaces

Aside from the hotel rooms themselves, communal areas are another key space for hotel owners to consider. Designed effectively, they can be a useful collaboration space, allowing guests to network and mingle across function events, while the lobby itself should be considered a hotel owner’s ‘shop front’, setting expectations for guest enjoyment.

Spaces on the ground floor of a hotel should be enticing and multi-functional, and should allow guests to feel comfortable to use as they wish, for example to eat at the same time as they’re working, which is something we are seeing increasing demand for, particularly as the world of work becomes more flexible.

Having worked with The Hoxton in London, a pioneer in this approach, we know first-hand how successful multi-functional spaces can be. Designing spaces that allow workers to meet for informal meetings over lunch, or to drink a coffee whilst working collaboratively with colleagues, is key to meeting the needs of the modern worker and workplace practices.

The flexible approach to these communal spaces means they can also be adapted for other needs, for example a restaurant that holds lunch meetings in the afternoon can be adapted for nightlife in the evening. Designing these areas to be attractive and enticing is crucial in encouraging guests to spend more money on food and drink, so it’s an investment worth making.

The way forward

Consumer and business needs and expectations are always in flux, so it’s important for hotel brands to keep up with these changes to continue to attract guests. The way in which hotels are designed can make all the difference to a guest’s experience, and by creating bespoke rooms that deliver a talking point, as well as enticing and flexible communal areas, brands can set themselves apart and deliver memorable and functional spaces.