Across industries today, brands are realising that the most powerful way to build trust is to adopt a language that feels local and familiar. What began with communication, social media campaigns rooted in regional culture, or brand identities shaped by local references, has now moved into the physical realm. In hospitality, design has become that bridge. A hotel is no longer expected to be a neutral, global template; guests want spaces that embody the spirit of its location. Design achieves this by working with heritage and traditions through facades shaped by vernacular forms, textiles handwoven by artisans, or courtyards planned like community gathering spaces. These are not surface details but experiential layers. They shape how people move, interact, and remember, turning hospitality into an immersive cultural journey rather than just a space.
There is a strong movement toward conscious design – integrating sustainability, biophilic elements, and adaptive reuse of existing structures. Guests value spaces that feel alive, natural, and connected to their context. Hybrid spaces that blend indoor and outdoor experiences are also emerging strongly.
The challenge lies in maintaining balance – integrating culture without resorting to clichés or over-designing. Authentic representation requires deep research and collaboration with local experts. There’s also the practical challenge of sourcing sustainable materials that meet global standards while preserving regional identity.
Another aspect is that authenticity begins with collaboration. Design centric properties are co-created with local artisans, builders, and craftspeople who hold the knowledge of their land.
Several meaningful shifts are redefining hospitality design today. Spaces are becoming more fluid, allowing guests to use them seamlessly throughout the day, whether to work in the morning or unwind with drinks in the evening. There is also a renewed approach to renovation. It is no longer about erasing the past and starting over, but about respecting what exists and updating it intelligently.
The true power of design lies in bringing the story of a place to life. This narrative unfolds through a rich interplay of craft and culture where nature-inspired wallpapers meet hand-painted folk art from local villages, and bespoke teakwood furniture, hand-tufted carpets, and brass accents reinterpret Indian artistry for the modern guest, creating spaces that are immersive and luxuriously refined.
When people travel, they are not only looking for a comfortable place to stay; they are also seeking ways to connect with the local culture of the place they’ve come to. Hotels, resorts and other hospitality spaces often become that first point of contact. Architecture, food, and craft are usually the most direct ways to experience a culture, and when design brings these elements together thoughtfully, hospitality spaces stop feeling generic. They begin to act as vessels of memory and meaning, where every guest encounter becomes part of a larger cultural exchange.
Design makes this possible by shaping how people experience space at every scale. The way an entrance unfolds can reflect local traditions of welcome; a courtyard can capture the rhythms of communal life; and materials like stone, timber, or textiles can anchor a building in its landscape. Even seemingly small gestures like the shadow patterns cast by crafted screens or artworks that recall folklore become chapters of a story. Together, they create an experience that feels authentic, layered, and lasting.
Read the full story that first appeared in Hotelier India’s Nov 2025 issue here:
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