In the hotel industry, luxury is no longer measured by the number of stars, or even by location. Today, the new currency is experience. And within that framework, architecture is no longer a decorative element or a capital expenditure: it is the first major strategic decision of any competitive hotel project.
A guest may not remember the brand of mattress, but they will remember how the light embraced them in that room upon waking, the absolute silence of the hallway, the scent of natural wood upon opening the door, or the view at the end of the corridor. All of that is architecture. All of that impacts their satisfaction, their length of stay, and their return.
According to Booking.com's 2024 global trends report, 71% of high-spending travelers choose their accommodation based on emotional criteria related to space: atmosphere, integration with the surroundings, and authentic design. They no longer look for "more square footage," they look for "more meaning.".
And that's where many projects fail before they even open.
They invest in amenities, marketing, and superficial finishes, but underestimate the profound role of architectural design as an emotional and operational component. The result: hotels that all look the same, operate with high energy costs, and fail to build guest loyalty.
Good hotel design requires strategy from the master plan stage: understanding the flow between public and private areas, the level of interaction we want to encourage, and the sensations we aim to evoke. Do we want guests to relax, explore, socialize, or contemplate? The answer to that question changes everything: from the location of circulation areas to ceiling heights and flooring materials.
For example, in retreat and relaxation hotels, designing winding pathways, internal gardens, shaded terraces, and thermally transitional spaces helps reduce visitor anxiety. Meanwhile, in corporate or urban hotels, pathways should be direct, efficient, and understated.
A generic architecture can temporarily increase inventory, but an emotionally engaging architecture increases ADR (Average Daily Rate). And that's the difference between surviving in OTAs and standing out in them.
Investing in architecture is not just an aesthetic decision; it's a financial one. Several studies by Cornell Hospitality Reports show that hotels with distinctive design can increase their rates by an average of 12%, maintain more stable occupancy, and reduce operational complaints related to space utilization by 15–20%.
In the Caribbean, with its extreme climate, this is even more critical. Designing to take advantage of cross-ventilation can reduce air conditioning use by up to 30%. Proper building orientation can decrease direct solar radiation, improve energy efficiency, and extend the lifespan of materials. All of that translates into money—money saved or earned.
Furthermore, the spatial configuration directly impacts operating costs: the distance between rooms and service areas, the size and layout of the back of house, and vertical connectivity in buildings with more than three levels. A poor design decision can double the cleaning staff or increase emergency response times, affecting the asset's profitability.
Today more than ever, travelers seek memorable experiences. A space that connects them with the local culture, that feels unique, that has history and narrative. Architecture can tell that story from the first block to the last corner.
And that, more than just added value, is a loyalty tool. According to Skift, 52% of millennial and Gen Z travelers are willing to pay more to stay in places that "feel different.".
Designing a hotel today requires a holistic vision: sustainability, efficiency, guest experience, operations, branding, and scalability. And it all starts with good architecture.
As an architect, developer, and builder, I've been involved with numerous projects from the initial planning stages to full operation. What I've learned is clear: a well-designed project from its inception saves thousands of dollars, reduces construction time, builds brand awareness, and, above all, creates long-term value.
Because in a world where the hotel supply grows more every day, the spaces that connect emotionally, operate efficiently and tell a story... are the ones that stay.
