Traditional customer service is no longer enough to attract visitors to hotels. Rooms and spaces that showcase unique functional objects turn many hotels into interactive art galleries. Here are some reasons why hotels are commissioning artists and artisans to transform their interiors.
Doors, furniture pieces and bathroom fixtures are examples of ways handcrafted architectural elements can market a hotel’s appeal. When a mundane object such as a drawer pull becomes the highlight of a guest’s Instagram post, it sparks an interest in other unusual features and attractions of a hotel. Sculptures, installations and decorative accents that appear where guests don’t expect them to integrate seamlessly with necessary functions, convey a great deal about the types of clients hotels vie to attract.
Art and design play a significant role in a hotel’s branding. Many high-end, luxury hotels, increasingly employ the services of art curators who oversee a selection of artists to help brand themselves as cultural destinations for wealthy and sophisticated clients. Often, when hotels feature locally-sourced artists and materials in their design and art, guests benefit from an immersive experience that leaves a lasting impression.
The Millennial generation, which is currently the largest, consists of many young, moderate and high-worth individuals who will continue to be active consumers well into the future. This generation travels more than any other before it and places a high value on experiences over possessions. To attract a generation that travels more than any other yet is non-committal regarding accommodations, hotels must shift their emphasis away from traditional standards of excellence like tangible abundance to sensory abundance. By turning to artists and architects to create environments that appeal to the Millennials’ preference for the extraordinary, hotels compete for funds that these individuals might otherwise spend outside of these establishments.
As hotels develop into the twenty-first century, the concept of accommodation will evolve, but it seems likely that art and design will be significant factors that determine success.