Hotel design is being shaped by travelers who want spaces that feel intuitive, warm and rooted in place, pushing architects and designers to rethink everything from guestroom layout to the role of public areas. To understand how these expectations are influencing the next generation of hotels, Hotel Business spoke with Jade Hartley, principal/owner, Jade Amber Studio; Carrie Nielsen, director, hospitality design, interiors – hotels/senior associate, JCJ Architecture; and Leah Stoner, interior designer, interior design studio, Glavé & Holmes Architecture.
—Gregg Wallis
What design trends are shaping hotels today?
Hartley: In what feels like an era of constant noise and overstimulation, people are craving clarity, ease and hyper-functional environments that offer a sense of order in everyday chaos. This trend is especially true in hospitality, where guests arrive to escape routine and enter a place that feels intentionally temporary, whether for business or leisure. When a room is beautifully resolved with intuitive storage, smart integrations and multifunctional furnishings, the guest does not have to spend mental energy figuring things out. Public areas benefit from the same lens, with features like private work nooks, self-serve coffee bars, locally curated retail vignettes and more.
Nielsen: Guests are looking for spaces that feel less designed and more crafted, leaning into authenticity and personal connections. They’re seeking less formulaic approaches and more experiential design that is story-driven, layered and rooted in local culture. The best hotels now blur boundaries between lifestyle, work and hospitality, creating environments that feel both aspirational and comfortably human.
Stoner: We’ve always talked about creating a home away from home in hospitality, but the definition of that has evolved dramatically. With platforms like Airbnb and VRBO allowing everyone—from the budget traveler to the luxury guest—to literally rent someone’s home, hotels are responding by creating spaces that are homes, not just ones that feel like homes. There’s a stronger emphasis on warmth, intimacy and authenticity—design that supports how people truly live, rest and connect. At the same time, we’re seeing a fascinating redefinition of luxury. True luxury today isn’t about excess or polish for its own sake—it’s about the experience, the sense of belonging, the emotional resonance of a space.
How is sustainability influencing hotel design decisions?
Hartley: From a business perspective: While sustainable solutions can have a higher overhead during the pre-opening phase, the ROI can be impactful over time (integrations such as solar energy, high-efficient HVAC, Low-flow plumbing fixtures, etc). From a guest perspective: Adopting eco-design approaches such as biophilic design can improve guest wellbeing and overall quality of stay.
When ownership groups choose to integrate sustainability, it influences how we approach the overall design of the property. I find leaning into eco-friendly ideas can open up fun challenges for myself as a designer and sparks a series of questions such as “What materials are local to the area and how can we implement them?” and “How can we move away from single-use in a way that is actually more desirable to the guest?” among others.
Nielsen: Sustainable and eco-friendly practices continue to be a valuable driver in hotel design, particularly when it comes to infrastructure such as mechanical, electrical and plumbing systems, where efficiency and long-term operational savings have a measurable impact. Materials and finishes are increasingly integrating sustainable features, whether in the product’s composition or through responsible manufacturing processes. The challenge is that we find when these materials carry a cost premium, they are more vulnerable to value engineering cuts.
Stoner: What’s interesting right now is that sustainability in hospitality has evolved beyond just eco-conscious design decisions—it’s becoming an operational necessity. We’re seeing fewer requests for overt “green” design gestures and more emphasis on sustainable operations. It’s about how the building performs day-to-day: energy efficiency, water conservation, cleaning systems and even maintenance protocols.
But there’s also a human dimension to this shift. Post-pandemic, hotels are recognizing that true sustainability isn’t only environmental—it’s about sustaining their people. With staffing challenges across the industry, designers are now thinking about efficiency in terms of protecting and supporting the workforce. That might mean layouts that reduce unnecessary steps for housekeeping, durable materials that minimize replacement cycles or technology integrations that lighten the operational load.
In other words, sustainability is no longer a marketing add-on—it’s become a framework for resilience, efficiency and care, both for the planet and the people who keep these spaces running.
How is technology changing the way you approach hotel design and the guest experience?
Hartley: As designers, we are seeing more and more hotel brands explore staff-less or low-staff models supported by technology and AI, which introduces exciting new design challenges. Instead of a traditional front desk, we might be creating an intuitive check-in kiosk or a self-guided arrival zone. It also means reimagining pathways, sightlines and wayfinding so guests can confidently navigate building and room access independently. Even at the in-unit level, we are planning thoughtful storage for extra guest supplies and integrating touchpoints that maintain a feeling of care and hospitality, even without a large team on site.
Nielsen: On the guest-facing side, technology enables personalization with seamless check-in opportunities, intuitive room controls and customizable environments that respond to individual preferences. For us as designers, it’s about integrating technology discreetly so that it enhances comfort rather than competing with the atmosphere to design spaces that feel effortlessly connected, adaptable and timeless in the face of constant change.
Stoner: Technology has fundamentally reshaped how we think about guest experiences, especially when it comes to access and convenience. The days of traditional keys or key cards are fast fading. Today, many travelers can arrive, check in and access their rooms without interacting with a single staff member—everything from room entry to in-room controls can be managed via an app. This shift allows hotels to streamline operations and meet the expectations of a new generation of tech-savvy guests.
In the luxury segment, we’re seeing almost the opposite approach. As technology reduces the need for human interaction, most luxury brands are leaning even more heavily into personal service. They’re doubling down on the human touch—the staff who anticipate every need, guide every experience and create that unmistakable feeling of care and exclusivity.
What new materials or design approaches are you most excited to use in upcoming projects?
Hartley: I am seeing minimalism move aside and artisan approaches shine again, which feels refreshing and (in my personal opinion) needed. While we always specify commercial-grade products, there is so much opportunity to layer in handmade, artistic moments that make a space truly memorable. I am eager to explore more custom statement elements, like sculptural ceiling treatments that draw the eye up and create a sense of wonder the moment a guest enters. I have recently brought my own creative hobbies into projects as well, from sewing custom café curtains to handmaking ceramic tile with a client’s logo.
Nielsen: I’m most excited by the opportunity to weave textural moments into furniture design and finish applications to create a truly custom experience at every level—layering materials, patterns and tactile contrasts in ways that feel both intentional and effortless, where every surface tells part of the story. These elements can be eclectic, drawing from different influences yet unified by a consistent design narrative reinforcing the hotel’s identity and creating a sensory richness that guests connect with instinctively.
Stoner: Technological advances in fabrics have taken the durability, longevity and cleanability of textiles to a whole new level—maybe this means I will finally get to keep more throw pillows on projects!
