Hotels are no longer just places to sleep.
The most successful hotels nowadays differentiate themselves through a place-centric cultural strategy, and a thoughtfully curated collection of art, both in hotel rooms and in public areas.
After almost three years of periodic lockdowns, the prospect of travel has finally become a reality. Interestingly, travel restrictions have brought on a new fascination with the hyper-local personalities of regions, and tourists are placing more meaning on the experience of travel.
With the rise of boutique hotels and quirky AirBnBs, a new culture trend has emerged – travel-deprived tourists now want unforgettable cultural experiences from hotels that can instil them with excitement and a unique sense of the place they are visiting.
There are strong arguments for the way hotel art strategies and art collections can strengthen placemaking, facilitate meaningful experiences and contribute to overall staff and customer wellbeing.
Art as Brand Identity
Art can create a memorable first impression upon the customer – it can be the first communicator of the hotel’s image, and depending on curation this could imprint comfort, luxury, elegance, eclecticism or personality.
When art activations are incorporated into a business strategy, it can generate an ongoing relationship with valued customers and their connections.
When art is incorporated seamlessly as an experience, it undeniably creates a more meaningful and memorable experience for guests.
Here are some effective incorporations of local art in Australian hotels.
Art as Placemaking
The past few years have seen popularisation of terms such as ‘staycation’ (a holiday in one’s own country or city) and ‘bizcation’ (extending a business trip for a few days for leisure).
When a customer selects a hotel, they are looking for an experience, whether it’s to experience the local culture, explore the region as a tourist or even just to escape the banality of the everyday.
In this case, art should connect the hotel to the local community, speak to histories and highlight key locations – for example, by selecting hyper-local artists, hoteliers can bring local art and culture straight to the guest.
Now more than ever, it is crucial for hoteliers to distinguish their establishment culturally and provide customers with more than just a bed for the night.
Here are some effective incorporations of art in international hotels.
Art in the New Hotel Experience
Hotels are beginning to understand the importance of using art as an experiential component instead of just a part of their interior design.
A guest’s memorable stay generates much more than revenue – it creates loyalty, which leads to repeat visits, generous reviews and word-of-mouth recommendations, and boosts the hotel’s reputation in an oversaturated industry.
An investment in the arts is an investment in the new hotel experience.
At Art Pharmacy, we work with local artists and organisations to thoughtfully curate collections that spark inspiration and promote wellbeing. As independent art consultants, we emphasise the art narrative to visually convey the culture and identity of the organisation, and to facilitate effective placemaking.