From Pretty to Purpose: The Past, Present, and Future of Hotel Design
When “Pretty” Was Enough
For much of the modern hotel era, “pretty” was enough. A comfortable bed, a stylish lobby, a new coat of paint—these features defined a competitive property. Ratings from AAA and Mobil mattered more than how a guest felt.
But that all began to change in the late 20th and early 21st centuries. Boutique pioneers like Bill Kimpton and Ian Schrager showed that a hotel could be more than a place to stay—it could be a stage for a story. Then, in 2010, Marriott’s launch of the Autograph Collection marked a pivotal moment: the rise of narrative-driven design. Suddenly, differentiation meant weaving storytelling into the very DNA of a property.
Guests were no longer satisfied with a “nice” hotel. They craved experiences—capital “E” Experiences—that made them feel something unique, something worth remembering and sharing.
The Social Media Shift
If Autograph signaled the turning point, social media poured fuel on the fire. Platforms like Facebook, TripAdvisor, and Instagram transformed every guest into a critic and every stay into shareable content. The power of perception moved from rating agencies to the hands of travelers.
A glossy brochure or five-diamond rating couldn’t control the story anymore. Guests told it themselves—through reviews, hashtags, and photos that traveled faster and farther than any ad campaign.
For hotels, this was a reckoning. If they didn’t have a compelling story, guests would write one for them. And too often, it wasn’t flattering.
Brand Saturation and the Lifestyle Boom
In the decade that followed, “lifestyle” became the buzzword. Every major brand launched lifestyle sub-brands, each promising to be fresh, experiential, and unique. For a while, that differentiation worked.
But soon, the marketplace was flooded. When every hotel claims to be a lifestyle hotel, how do you stand out? The bar rose again. It wasn’t enough to offer stylish interiors or a locally inspired cocktail. The story had to be authentic, ownable, and anchored to place.
And then the pandemic changed the equation yet again.
Work-from-Anywhere and the New Expectations
COVID accelerated trends that were already in motion. Guests redefined what they needed from hotels. Work-from-anywhere blurred the lines between business and leisure travel. Hotels became offices, living rooms, wellness retreats, and community hubs.
Food and beverage transformed, too. Once a required loss-leader, hotel dining is now expected to be a destination in its own right. Today, many of the most celebrated bars and restaurants happen to be inside hotels—not because they’re convenient, but because they’re competitive with the best stand-alone concepts in town.
The rules of design and operation continue to shift. And the pace of change is only accelerating.
Bridging Past and Future
To anticipate what’s next, the industry needs more than trendspotting. It needs structured foresight, tested ideas, and cross-disciplinary collaboration. The Gettys Group has a unique perspective here, having founded the Hotel of Tomorrow Project nearly two decades ago—a global think tank created to imagine bold new directions for hospitality design.
The Hotel of Tomorrow Project
Launched in 2004, it was conceived as a collaborative think tank that brought together designers, brands, manufacturers, futurists, technologists, and academics to explore bold ideas for the next generation of hospitality. Instead of working in silos, the project adopted a facilitated, ideation-lab model—bringing disruptive thinkers and cross-disciplinary experts into the same room. The result was a process where structure plus imagination produced valuable, tangible concepts.
The early gatherings produced hundreds of provocative ideas, from robotic concierges to modular guestroom designs. Exhibited at major industry events, these ideas captured attention across the media—USA Today, CNN, MSNBC, and The Wall Street Journal all covered the outcomes. More importantly, the project positioned hospitality as an industry willing to challenge assumptions and embrace innovation.
The Hotel of Tomorrow Project has since evolved through several iterations. During the pandemic, it was relaunched as a fully virtual collaboration that brought together a global network of contributors, material scientists, illustrators, and technology partners. New platforms enabled real-time ideation, VR exhibitions, and international student competitions. Once again, the results attracted attention from both the press and industry leaders, while sparking millions of dollars in real-world projects inspired by the concepts.
What the Hotel of Tomorrow Project demonstrated is simple but powerful: when hospitality leaders and outsiders come together to imagine collectively, the ideas are richer, bolder, and more actionable than any one team could generate alone.
Where We’re Headed
So, what does the future of hotel design look like? Based on insights from The Hotel of Tomorrow Project and the rapid changes we’re witnessing today, several themes stand out:
- AI-Powered Everything
Artificial intelligence will touch every aspect of hospitality. From AI-assisted design that generates thousands of iterations, to AI concierges that learn guest preferences, to AI agents that manage back-of-house operations—the impact will be pervasive. Personalization at scale is the promise, but so is efficiency and speed.
- Wellness Beyond Amenities
Wellness is no longer about a spa treatment or a gym. Tomorrow’s hotels will be expected to help guests feel better and be better. This means air quality, circadian lighting, nutrition-focused menus, sleep optimization, and spaces designed to restore mental health.
- Automation and Robotics
From robotic delivery of room service to automated housekeeping, robotics will play an increasing role in operations. This isn’t about replacing humans but reallocating them—allowing staff to focus on high-touch, high-value interactions.
- Sustainability as a Requirement
Sustainability can no longer be a differentiator—it’s a baseline expectation. Carbon-neutral design, water conservation, zero-waste F&B, and traceable sourcing will define responsible hospitality. Guests, investors, and regulators alike will demand it.
- Prefabrication and Modular Construction
Speed to market is critical, and prefabrication offers both speed and sustainability. Expect more modular guestrooms, bathrooms, and even full hotels that can be assembled with less waste and more precision.
- The Blurring of Categories
Hotels will continue to stretch into new roles—coworking hubs, wellness sanctuaries, entertainment venues, residential hybrids. The question isn’t “what is a hotel?” but “what can a hotel be?”
Designing for the Next 150 Years
Hospitality design has traveled a long road: from when “pretty” was enough, to when story became essential, to today’s hyper-saturated lifestyle market. The next chapter will be even more dynamic, driven by technology, wellness, sustainability, and a redefinition of what hospitality means.
The lesson of the last 150 years is clear: hotels can’t stand still. Design must evolve—not just to look good, but to help properties stand out, resonate with guests, and anticipate what’s next.
The Hotel of Tomorrow Project offers a model: bold collaboration, cross-disciplinary thinking, and future-driven ideation. These are the keys to unlocking innovation.
Because in the end, hospitality isn’t about features or finishes. It’s about how a hotel makes people feel—today, tomorrow, and for the next 150 years.
This article was originally published in Hotel Management Magazine’s 150th Anniversary Issue, celebrating a century and a half of innovation and leadership in the hospitality industry.
