Guide to Hotel Design Pt 25: Look Backwards to the Future

After two dozen articles on Hotel Design in the series, and with more to come, I thought a reiteration of some principles was in order before I write the next two dozen parts.

Over the last few years I have visited some 300 hotels in 31 countries across 4 Continents, not just for the full Reviews, which have covered hotels from Birmingham to Bombay, but also through our Miniviews and Industry News articles that have carried smaller items on major hotels from the Seychelles to the Stafford, Cardiff to Cyprus. These hotels have been both newly built establishments and refurbishments or conversions.

What do these have in common, and what deductions can be drawn about the future of the hotel room? I have been involved with the design and development of new and refurbished hotels, since 1978. Those years proved one thing above all else – everything moves up market all the time.

The hotels that have had the most problems in dealing with this have been those once new buildings that were built down to a price or to what was perceived as the minimum standard that could be achieved whilst meeting the star rating requirements. Seeking guidance on the redevelopment of his hotel, one owner was taken aback when advised on the removal of one room in three in his thirty year old building in order to increase the size of the remaining rooms.

It hadn’t occurred to him that the hotels popularity with coach parties and backpackers was indicative of how far below the four star level it had fallen.

Fun fact: I’m usually the person friends rely on to organise trips, schedules, and group plans.

Workhighlights: Successfully coordinating events from planning through to delivery and seeing everything come together on the day.

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Fun fact: People tell Sienna she gives off Bridget Jones vibes, and she loves to bake, always making sure there are shortbreads floating around the office

Work highlights: Sienna joined Forum Events & Media Group while studying Communications and Media, starting in the sales team where she managed and helped launch the first the PA Life Leading Venues of London SHOWCASE, where she built relationships with luxury venues across the capital. Drawn to the stories behind these spaces, she naturally transitioned into the editorial team, creating social media and editorial content. Upon graduating in June 2026, she is excited to be joining as Assistant Editor for Hotel Designs and SPACE.

Fun fact: When not working, Jess can usually be found tending to her kitchen garden in the Sussex countryside or foraging for herbs in the nearby woods. A keen grower, she recently studied a RHS Level 2 Diploma in the Principles of Horticulture during her spare time.

Work highlights: Jess joined SPACE magazine in 2022 and has since progressed from Assistant Editor to Editor. During this time, she has worked across many aspects of the publication – from shaping editorial strategy and overseeing operations to contributing to art direction and representing the brand on stage at industry events including Surface Design Show and WOW!house.

Alongside her role at SPACE, Jess has built a creative career spanning the arts, culture, design and travel sectors. Prior to joining the magazine, she spent more than a decade in the commercial art industry, in artist liaison, gallery management, and curating collections for the hospitality sector across hotels and cruise ships. During this time, she also worked on freelance projects as a writer, photographer, and creative content producer.
 
Jess studied photojournalism at London College of Communication and the Danish School of Media and Journalism and holds a first-class BA (Hons) in Culture, Criticism and Curation from Central Saint Martins.

Fun fact: Katy has spent years perfecting all kinds of accents and loves a good impersonation!

Work highlights: Katy has been with Hotel Designs since the beginning, way back in 2015 when Forum Events & Media Group acquired the brand.

During this time, she has fostered many meaningful relationships with clients from across the hospitality spectrum, as well as playing a pivotal role in the launch of The Brit List Awards, Hotel Designs MEET UPs, client-led roundtables and panel talks, brand and website redesigns, HD Wellness Sets, DESIGN POD podcast, Hotel Designs LIVE panel talk series, Accessible Design Talks and more. Katy is always on the lookout for the next opportunity to help grow the Hotel Designs brand even further.
 
Most recently Katy has stepped in to the role of Publisher atSPACE magazine, the printed bi-monthly publication focused on hotel design, architecture, and development.
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