Storytelling, sustainability and local connections were all top of mind for Jill I. Cole, managing principal, Cole Martinez Curtis and Associates; Ryan Eshelman, principal, GSB Inc. Architects & Planners; and Mark Pratt, VP/global hospitality practice leader, Leo A Daly, when Hotel Business reached out for their thoughts on the latest design trends.
—Gregg Wallis
What trends are you forecasting for 2025?
Cole: We anticipate a heightened focus on working within carefully managed budgets while crafting interiors that authentically reflect their locale. This means creating spaces with a distinctive identity rooted in the surrounding culture, history and environment. At the same time, economic considerations will drive more innovative design solutions that balance creativity with financial prudence.
Jill I. Cole, Cole Martinez Curtis and Associates
Eshelman: We expect to see new hotel branding partnerships emerge in 2025 with retail, automotive and professional sports brands. We are also seeing the emergence of limited access seasonal/holiday food & beverage experiences by the most-savvy operators, as well as membership bars & clubs. Event spaces are trending more casual, with the traditional ballroom losing popularity in favor of more informal event halls/pavilions, even for weddings and banquets.
Pratt: Among the design trends we see in 2025 are a renewed focus on health & wellness, as well as hyper-focused personalization of guestrooms and experiences. The use of colors tones and textures to create soothing healing environments for both physical and mental health is also a trend. We call this healing by design at Leo A Daly. There will continue to be moments of surprise and details that captivate and surprise a guest.
Are you seeing more work in new-builds or restorations? How do you approach each?
Cole: Our current focus leans strongly toward restoration projects or, as we at CMCA like to say, re-envisioning. When taking on a new project, our first step is to analyze competitive sets, understand the aspirations of the target guests, and align our designs with the client’s budget and schedule. We prioritize stakeholder collaboration for both project types and ensure every decision elevates the guest experience. To re-envision a property specifically, close attention is paid to respecting the original structure while integrating modern sensibilities, functionality and amenities.
Eshelman: We are presently seeing more new construction. Changes to building, life safety, accessibility and energy codes have placed increasing burdens upon restoration projects, forcing owners to take on more work than they anticipated or budgeted for. There has also been a boom of adaptive-reuse projects over the past 15 years, with historic buildings in city centers being converted into boutique hotels. In both renovations and new-build hotels, our approach is to create an amazing F&B experience that builds strong local engagement and neighborhood connectivity.
Ryan Eshelman , GSB Inc. Architects & Planners
Pratt: We are starting to see the momentum and restarts of new-builds as interest rates and the capital markets continue to loosen with inflation and the elections behind us. Renovations are in hyper-mode with all the waivers brands offered up during the pandemic. It’s time to make these PIPs a reality and brands and guests are not going to accept the old, tired product that is abundant due to the waivers.
How should designers look to innovate in 2025?
Cole: Innovation in 2025 should center around discovering and utilizing new materials and technologies that enchant and captivate guests while prioritizing sustainability. Designers should push boundaries by integrating eco-conscious solutions that are both visually inspiring and functionally sound. This could involve exploring advances in recycled materials, low-impact production methods and energy-efficient technologies. Ultimately, the goal is to balance awe-inspiring aesthetics with practices that positively impact the planet.
Eshelman: Cost escalation continues to be the most persistent and challenging topic of conversation with owners, as expectations based upon projects built just a few years ago have proven to be unrealistic. Designers must be discerning about every square foot to ensure that it drives revenue and enhances the guest experience. Guestroom dimensions are tightening, so finishes must be elegant and amenities thoughtful. Lobby bars must flex to accommodate morning-to-evening usage. Covered outdoor dining areas provide added peak season capacity for smaller F&B venues. Flexible public space areas can be closed off as sellable meeting or private dining rooms.
Pratt: Designers must continue to evolve using inspiration from fashion and product design to help the creative mind evolve from business as usual. I think pulling hyper-local arts and culture are more important now than ever. Authenticity is expected and the idea of a contrived composition no longer validates a sense of place. We strive to create something original and timeless in all we do that ultimately gives our owners a better ROI and NOI. We always think of their money like it’s our money. I also think sustainability and innovation with respect to the same is top of mind for most travelers. People want to protect Mother Earth and our value on projects and ownership that share these values.
