Personalization, sustainability and authenticity. These are just a few of the design elements today’s guests are seeking. Hotel Business caught up with Siobhan Barry, principal, Gensler; Robert Blaser, principal/design practice leader, Michael Graves; and Molly Forman, interior designer, //3877 for more on design and architecture trends and forecasts.
—Abby Elyssa
What trends are you forecasting for 2024?
Barry: The future of travel is about personalization, cross-market consumer demands and the need for greater sustainability and resiliency. Travelers are increasingly seeking destinations that host and facilitate varied experiences, from nature retreats to yoga programs. We’re designing hotels that facilitate personal development and learning through programming and amenities. Similarly, wellness offerings are becoming the gold standard—hotels that cater to the whole guest (physical, spiritual, emotional) are now mainstream. The consumer is seeking services and products that are aligned with their values. As consumers seek more purposeful brands, brands will seek more purposeful solutions. The rise of sustainable travel is one example. By implementing sustainable practices, hospitality businesses can reduce their environmental impact, increase their profitability and better appeal to more socially conscious customers. Brands incorporating environmentally friendly practices will employ design and implementation strategies that embrace and elevate existing spaces. Creative design strategies—minimizing architectural interventions, giving new life to existing elements and creating flexible and resilient systems—can also help create an authentic sense of place.
Blaser: One of the trends we think will take precedence over others in 2024 is the influence of artisans and materiality from the location of our clients who want to create a true authentic experience. Another trend that we have seen impact the industry is a pivot from the traditional to a more active and aware experience. We are starting to see changes in something like a luxury guestroom being created from the vision of how it will be occupied, rather than references to old styles and footprints we have seen them themed from in the past. Social media moments are still considerations, but we see more guests putting down the phone and being present. We want to create real moments that are better experienced than posted.
Lastly, carbon footprint and waste are going to continue to play an important role. Designing with an environmentally friendly and sustainable mindset will be paramount in being an industry leader as it is at the forefront of everything.
Forman: Looking ahead, I think we’ll witness a continued shift to visually soothing monochromatic or achromatic palettes accompanied by an emphasis on texture and creating contrast through texture. I also think we’ll see a renewed focus on sustainability and sourcing ethics. We are seeing it make a comeback to the forefront of conversation when developing design solutions.
Molly Forman //3877
What challenges are architects and designers currently facing? How should they manage those?
Barry: According to Gensler’s 2023 Gensler Hospitality Experience Survey, which surveyed more than 4,000 U.S and Canadian individuals across a broad demographic, today’s travelers demand a more intimate touch to their experiences and expect hospitality offerings that are personalized, immersive and more design-forward. Since the pandemic, designers have had to learn to become even more nimble. Design needs to be approached from the perspective of adaptability and flexibility, which requires creativity from an ROI perspective.
Blaser: A topic that is hard to escape is that of AI and machine learning. It is having quite an impact on the industry. It’s a fast path to experiential visuals and written content but can also be misleading in terms of effort and complexity required to truly design a concept, let alone develop one. It’s an incredible tool that’s here to stay and the current challenge is to truly understand its capabilities and limitations. I’m excited and nervous all in one.
Forman: Product manufacturing times and prices are still at an all-time high. This challenges designers to identify creative solutions faster and seek out different sources to meet the project needs. Our team has found success turning back to a charrette design strategy, setting aside a prescribed time for multiple designers to participate in creative design development. We are also always on the lookout for new product sources that are local to the project, cutting down on transit time to our sites.
Robert Blaser Michael Graves
How should designers look to innovate in 2024?
Barry: In terms of technological innovation, the guest experience will be enhanced through deep sensory connections and interactions with physical spaces, transcending mere convenience. More hotels will introduce entertainment experiences while also sharpening programming around health and wellness. As the industry continues to compete for talent, hotels will continue to rethink back-of-house spaces.
The most successful hospitality brands are recognizing that their staff is just as important as their guests. That includes staff areas that have more access to sunlight and nature, comfortable rooms for breaks and efficient spaces for guest preparations. These refreshed “heart of house” workplaces will enrich staff, who will then “pay it forward” and elevate the guest experience. Guests still want convenience, but they’re increasingly seeking out unique, multisensory experiences and places that enrich and enhance their lifestyles.
Blaser: Simply put, just to go for it. Release yourself from convention and care for the human experience. Make it worth the experience, use that material you love, inspire the clients into a vision and be original and authentic. Think ethically and rethink how our industry can support local economies in project locations where possible.
Forman: Staying inspired by every aspect of what’s around you, including art, culture and travel, promotes innovation and the discovery of new ideas. Truly fresh, creative designs are a product of designers finding inspiration or a muse in their surroundings. Additionally, designers can promote innovation by using technology to our advantage. AI has infiltrated all our lives in some way and will continue to do so. Identifying the best way to effectively utilize efficiencies created by AI in our software can allow designers more time to focus on pioneering design concepts and less time documenting the outcome.
