Viewpoint
Emerging trends in hotel design
A hotel with chandeliers hanging from utility pipes and walls in an industrial concrete look, what would have been unthinkable in a hotel 20 years ago now adds exactly the kind of character that sets it apart. This raises the question: What actually influences design trends in hotels, and what might these trends look like in the future?
To understand this development, it’s worth taking a closer look at the key societal themes shaping our time–topics directly reflected in how we think, act, and design. The eleven megatrends identified by the Zukunftsinstitut (Future Institute) illustrate this clearly: Sustainability has become a central factor in economic and social decision-making. At the same time, both an aging population and the younger Generation Z are placing more value on health and well-being.
Urbanization, new work models, and growing digital connectivity are blurring the lines between work and leisure. While digital processes enhance efficiency, they also increase the desire for individuality and meaningful time with friends and family. Additionally, rising prosperity in Asia is bringing new guests with fresh expectations and tastes to the European hotel market.
To meet all these expectations, simply following short-lived design trends is not enough. Design today goes far beyond aesthetics. It has become clear that a hotel must become a destination in itself by telling a unique story closely tied to its location and local character. A simple, pared-down design speaks to the current mindset. These principles also work well for budget hotels, where digitalization, sustainability, and minimalism can create individualized, cost-effective offerings.
Hoteliers must increasingly think in terms of experiences and create environments that foster a sense of emotional connection, culture, and community. Carefully chosen, durable materials and thoughtfully designed spaces provide long-term value for both guests and operators.
So far, so good, but what do these values look like in practice? Imagine you're setting off on a little journey…
…You’ve chosen an exceptional five-star hotel in the Swiss Alps for a short getaway. From the moment you arrive, it’s clear that luxury here is celebrated in a sustainable and relaxed way: instead of a stiff concierge, you’re welcomed warmly and casually. Through large panoramic windows, your gaze falls directly on the majestic Matterhorn as you explore the vibrant bazaar— A journey within the journey, where the culture of the Silk Road meets the Matterhorn, filled with aromas, colors, and handcrafted treasures.
You stay in one of 54 thoughtfully designed rooms, where sustainable materials and warm, natural tones create a cozy, alpine feel. A fireplace and a bathtub with views of the mountain landscape complete the serene atmosphere. Soft natural light streams through large windows, while elements like wood, stone, and water foster a sense of peace and connection with nature. A tablet lets you adjust lighting and temperature to your liking. There’s no minibar or TV—intentionally left out to enhance real relaxation and presence.
After settling in, you take time to recharge. The hotel’s wellness offering includes a sauna, yoga and meditation sessions, treatments, and outdoor bathtubs in selected rooms. You’re already planning the days ahead: hiking, mountain biking, climbing, or skiing. Your stay promises both relaxation and adventure.
For dinner, you opt for “Ferdinand” and enjoy Swiss favorites like fondue and raclette. Sustainability is a guiding principle throughout the hotel from locally sourced ingredients to eco-friendly energy solutions.
This hotel is far more than just a place to stay. It’s a destination of inspiring moments and mindful indulgence. You're already thinking about returning, especially since the flexible room layout is perfect for sharing the experience with your whole family.
Back from your journey and returning to reality, it becomes clear that today’s hotel design values are defined by conscious simplicity and a natural, individual aesthetic. Authentic and thoughtful design, blending sustainable materials, regional identity, and warm tones, sets the tone. Digital tools allow for tailored guest experiences and greater comfort. Spaces are adaptable to meet the changing needs of travelers whether for work, leisure, or time with loved ones.
Gastronomy, wellness, and cultural offerings are no longer extras, they are essential parts of the guest experience, rooted in sustainability and local character. In short, the hotel of the future won’t just offer accommodation. It will become a destination in its own right: authentic, sustainable, flexible, and digitally connected.
Those who embrace these trends and implement them consistently will not only inspire guests but ensure long-term success regardless of whether they operate in the budget or luxury segment.
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What we learned at ALIS CALA: Day 1
On the opening day of the ALIS CALA conference, Horwath HTL convened industry leaders to discuss the evolving landscape of financing hospitality developments across the Caribbean and Latin America
The strategic imperative for hotels
Sustainability is no longer a side conversation in the hospitality industry, it’s the blueprint for long-term success. As environmental regulations tighten and stakeholder expectations evolve, hotel owners must adopt sustainability strategies that align with global standards and deliver measurable outcomes. This is not merely an ethical decision but a strategic imperative that impacts operational efficiency, brand positioning, and long-term financial performance. However, crafting and implementing a robust sustainability strategy can feel complex. Hotel owners and executives need more than good intentions; they need specialist expertise to turn ambition into action.
The all-inclusive edge: a smart bet for Caribbean and Central America investors
The all-inclusive resort model has evolved significantly over the past decades, particularly in the Caribbean and Central America. Drawing on decades of on-the-ground experience across the region, and supported by our physical presence through offices in the Dominican Republic and Costa Rica, our team has closely observed the growing sophistication of this operating model. With the Dominican Republic and Jamaica setting early benchmarks, and a longstanding tradition of all-inclusive operations in Puerto Plata, Punta Cana, and Jamaica, we have witnessed firsthand how the appeal of the all-inclusive concept has steadily expanded across the Caribbean and Central America.
Navigating the inevitable reset
The hospitality industry, particularly in the United States, is at an inflection point. Economic indicators are flashing caution, sentiment is softening, and the easy growth of the past few years is giving way to a more sobering reality. At Horwath HTL, we believe this environment is not one to fear – but one to understand and strategically engage with.
Feasibility meets strategy: market-driven hotel development
Hotel development continues to gain momentum. Brands are growing, developers are active, and capital is cautiously finding its way back into the market. But in today’s environment, simple feasibility isn’t enough. Stakeholders need to understand not just whether a project is viable – they need to know how it will affect the competitive landscape, the community, and long-term asset performance. That’s why true feasibility requires an integrated approach – one that combines market impact insight with disciplined valuation and investment foresight.
Loyalty as a Value Multiplier in Hospitality
Currently, over half of hotel stays result from loyal customers, contributing significantly to occupancy, profitability, and income stability (Source: Marriott, Hilton, Hyatt, Wyndham and Choice public filing). Strengthening loyalty programs is a strategic priority in Europe; in Spain, some chains boast over 15 million registered users, generating more than 50% of direct channel sales. (Source: Hosteltur)
