Wellness by design: how materials shape the guest experience – with RAK Ceramics

As wellness continues to redefine the hospitality landscape, Ben Bryden, Sales and Marketing Director at RAK Ceramics UK, discusses how thoughtful material specification is helping designers deliver guest experiences that prioritise both performance and wellbeing…

Ceramic tiles in bathroom, rust marble effect

The ‘wellness’ influence on hotel design has become unmistakable. From lighting and acoustics to spatial planning and surface materials, the concept of wellbeing is informing how hotels are imagined, constructed, and experienced. Speaking to Hotel Designs, Ben Bryden, Sales and Marketing Director at RAK Ceramics UK, explores how material specification is playing a pivotal role in this wellness-focused evolution.

“Wellness has shifted from being a design trend to a fundamental expectation,” says Ben. “Today’s guests are seeking out spaces that that feel calm, comfortable and restorative – environments that support both physical ease and emotional wellbeing.” This growing demand is transforming how designers approach everything from room layouts to the smallest material details.

Central to this shift is an understanding of how humans interact with their environment on a sensory and psychological level. Materials, Ben explains, are no longer seen as simply decorative or practical, they are instrumental in shaping the guest experience.

Ceramic tile shower cubicle by RAK Ceramics

Image credit: RAK Ceramics

Striking the balance

“Surfaces and sanitaryware have an enormous impact on how a space feels and functions,” he adds. “Textured finishes, soothing colours and features like slip resistance or antibacterial glazing help create interiors that are not only visually harmonious but also safe, hygienic and easy to maintain.”

In wellness-driven design – particularly in hospitality settings where high traffic and fast turnover are the norm – the relationship between aesthetics and durability becomes critical. According to Ben, designers are increasingly drawn to products that combine visual harmony with technical performance.

This design philosophy was a defining element in the transformation of the Cambridge Country Club Golf Resort & Spa, Ben highlights where wellness considerations were embedded in the brief from the outset.

A case in point

RAK Ceramics’ surfaces and sanitaryware were specified at Cambridge Country Club to establish a cohesive, calming, and contemporary look throughout, with porcelain tiles selected not only for their appearance but also for their durability, ease of maintenance, and tactile softness.

“Guests may not consciously notice the finish of a surface or the seamless continuity of materials,” Ben notes, “but they feel the difference. These details influence how at ease people are in a space.”

Biophilic design principles are also gaining traction as part of this broader wellness narrative. Designers are incorporating natural textures, earthy hues, and organic forms to create stronger connections to the natural world. In bathrooms and spa areas, this might mean stone-effect tiles in soft matte finishes or sanitaryware in off-white shades that evoke purity and serenity.

Ceramic tile pool by RAK Ceramics

Image credit: RAK Ceramics

A holistic approach

“Wellness is multi-sensory,” says Ben. “It’s visual, tactile, acoustic. It includes air quality, thermal comfort, even the way light moves through a space. Materials can support all of these aspects.”

Indeed, acoustic tiling, VOC-free finishes, and reflective or diffusive surfaces are becoming standard in wellness-focused interiors, helping to create environments that are not only stylish but healthier to inhabit. Ben emphasises that such material choices are not isolated – they form part of a holistic, integrated strategy.

As hospitality brands continue to invest in wellness as a key value proposition, the pressure is on for design teams to specify products that balance performance with aesthetic sensitivity. The aim is no longer just to impress, but to restore – offering guests a sense of peace and connection that lasts long after check-out.

“In the end,” concludes Ben, “wellness design is about more than luxury. It’s about designing spaces that genuinely enhance how people feel. That’s where true hospitality lies.”

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Main image credit: RAK Ceramics