An Hotel Design Primer: What are hotels for?

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It might seem a banal starting point but so many people think they know about hotel design but create operations that fail at the most basic level that it seems to me a restatement of basics is the place to start this series. This primer is for anyone who hasn’t been involved in hotel design before and for those who manage hotel groups who need to know how design should form a part of their development strategy.If you are about to get involved with hotel development, or about to create or refurbish an hotel, then the first part of the exercise is get to know what the local market demands and what the standards are. It seems so basic to me that if you haven’t been involved in hotels you should actually undertake some research into market and standards, and that if you are in hotels you should continue to look at what the competition is doing – known as CPD or continuing professional development.

I remain totally astonished how few people actually do any research into what makes standards, what is good design or good operating criteria. Just because you think you have a stylish home doesn’t mean you know anything about star ratings or good contract interiors. In fact your misplaced confidence probably means you will screw up. Just because you have worked for XYZ Hotels (no- I made it up) for twenty years doesn’t mean you know anything about hotel operations outside your own group – which may be the country’s worst!

Hopefully you will have done your research. Even just through regular reading of our Review archive and Miniviews (which now have over 350 examples of hotels at all levels in many countries over four continents) helps, but hopefully also by staying in the best of hotels in the category you want to develop in so you have produced a critique of the competition and the pace setters alike. You can also research more yourself through the DesignClub Gallery where there are (as I write) 23,650 images of hotel interiors divided by star rating and area of the hotel, such as Bedroom or Bar, as well as by brand.

You could of course pay £35 to access our Guide to Hotel Design, all 26 chapters of it going into detail and giving pictorial examples…(Join here)

Continued on page two…

Daniel Fountain / 15.04.2012

Editor, Hotel Designs

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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.

Fun fact: I’m a keen cyclist and will happily bore people with copious amounts of cycling chat. My top cycling experience (so far) would have to be riding in the spectacular mountains of Crete.

Work highlights: Charles joined Forum Events in 2022. With a background in publishing, editorial media and events, Charles brings a wealth of experience to his role as Senior Production Manager. Having being involved with SPACE from the outset, he is excited to see the brand grow and develop.

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 at SPACE magazine, the printed bi-monthly publication focused on hotel design, architecture, and development.

Together these platforms offer a comprehensive 360-degree service encompassing digital media, print publishing, and live events – providing unparalleled value to advertisers, partners, and readers alike.