‘The trite five-star formula is leaving luxury hotel sector’

Having worked with Harvey Nichols and Harrods, are you noticing trends from fashion in hotels?

Working across a variety of projects and luxury clients has allowed us to see similarities and crossovers between retail and hospitality. Most notable are things like the need for sustainability and focused customer engagement, including digital and social. 

This engagement has become much more personal and service-driven, which we also recognise in more bespoke design for stores and hotels. 

Fashion, followed by retail, tends to be the driver of this. But restaurants, bars, and hotels are much faster now in following a new direction fulfilling their guest expectations and experience in increasingly innovative and creative ways.

What are the big trends for new openings in 2023? 

I think bespoke and individual design and service will continue to thrive within the hotel industry. 

The existing trite five-star hotel formula is leaving the luxury hotel sector, and luxury hospitality is now more than just expensive finishes and impeccable (often impersonal) service. 

Personality and individuality will keep pushing hotel design and service further and will increase focus more on a full guest experience, including the pre- and post-journey. I’m curious to see which hotels are going to stand out over the next year.

What will future luxury hotels look like? 

I think the trends of a more bespoke design incorporating social and environmental awareness will keep pushing the boundaries of hotel design. 

Guests that stay longer will also increase the need for more social areas, including workspaces. These guests will also be more connected to their surroundings by the hotel opening to the community and welcoming the outside guests.

Are consumers driving these changes?

For sure, the consumer is the driver, and their awareness is growing fast.

It’s not only the ethical and sustainable aspect, but the larger and faster access to information via the internet and social media has really changed the way the consumer selects hotels and what they expect. 

There are some ambitious hoteliers and hotel groups that have been driving it from their side also and have become an example to others.

• Ewald Damen is creative director at luxury interior design specialists Virgile + Partners, creators of hotels such as the Crowne Plaza Belgrade, Ritz-Carlton Bangalore, the new Andaz Hyatt hotel in Delhi and the Address Boulevard in Dubai.