The Psychological Strategies Shaping Modern Guest Experiences

Trevor Simpson of CoStar writes that Hotel design is evolving beyond aesthetics, with designers now exploring psychological principles to enhance guest experiences. This trend requires designers to understand how design choices influence guest emotions and behaviors, creating environments that align with guests’ expectations and desires.

Understanding Guest Demographics

The initial step in hotel design involves identifying the target guest demographic. Designers like Molly Forman from the boutique design firm //3877 emphasize the importance of understanding what different guests seek in a hotel room. This process often starts with area research to determine the primary reasons people visit a location. For renovation projects, designers analyze online reviews to assess what elements of previous designs were successful or lacking.

Laura McKoy, creative director at Omni Hotels & Resorts, highlights the collaborative efforts between design, sales, and operations teams to pinpoint the target guest. This comprehensive planning process extends to minute details, such as the optimal placement of light switches, as noted by Carrie Nielsen of JCJ Architecture. The aim is to create spaces that resonate with guests’ desires and interests, ultimately influencing their behavior and satisfaction.

Tailoring Design to Guest Needs

Once the guest demographic is identified, designers develop concepts tailored to specific needs. For instance, business travelers may prioritize functional workspaces, while leisure travelers might prefer spacious rooms with ample seating. At The Envoy Hotel in Boston, designers opted for unconventional layouts to encourage guests to explore the city rather than remain confined to their rooms.

Similarly, Hotel Tonnelle New Orleans offers a retreat from the vibrant city life outside. Designers employed techniques such as moodier lighting and color drenching—using a single color across walls, ceilings, and furniture—to create a calming atmosphere. This approach caters to guests seeking relaxation rather than stimulation.

The Role of Lighting and Color

Lighting and color are pivotal in influencing guest psychology. McKoy notes the importance of ensuring guests feel confident in their appearance, which is why hotels often use illuminated mirrors and carefully chosen wallpaper colors. These elements are designed to enhance guests’ self-perception, contributing to a positive experience.

To convey a sense of luxury, McKoy’s team at Omni properties focuses on maximizing window size within spatial constraints. By positioning excess wall space at the bottom, they create the illusion of larger windows, enhancing the feeling of openness and luxury.

Connecting Guests with Local Culture

Beyond physical design elements, fostering a connection with the local culture and environment is a growing trend. Kona Gray of EDSA emphasizes the value of integrating local culture into hotel designs. This approach can involve creating unique experiences, such as special swimming spots or cultural activities, that connect guests with the locale.

Gray argues that modern travelers seek meaningful connections with the places they visit, rather than material luxuries like high thread count sheets or gold fixtures. By embedding local culture into design, hotels can offer guests a more profound and memorable experience.

Discover more at CoStar.