The world’s coolest hotels want to tell you a story

The latest design-driven hotels aim to immerse guests in a story or social movement, or transport them to another time

May 20, 2024

Unlike typical boutique hotels, which focus primarily on trendy decor and on-site amenities, these properties aim to provide deeper experiences. They seek to immerse guests in a narrative or social movement, or even transport them to another era through their grander concepts and designs.

Key takeaways

• Creating a distinctive sense of place, often through inviting lobbies and art-filled guest rooms, was the hallmark of boutique hotels in the early ’90s;
• By the 2010s, the term « boutique » had become ubiquitous, with many hotels adopting the label and losing its distinctiveness;
• A major reason many hotels look similar is their pursuit of design trends driven by powerful social media algorithms;
• A compelling story is a powerful differentiator. Hoteliers are now working with design firms that understand the importance of storytelling to stand out in a crowded marketplace.

Get the full story at The Washington Post