In years gone by, all that mattered for a hotel to receive high ratings and prestige, was top notch service with the very highest standards in staff, amenities and cuisine. In today’s new millennium, things are not that simple. Investment and integration with art has a big role to play in the changing world of hospitality and the factors important to the contemporary traveller.

The collection of artwork in a variety of hotels represents an innovative element of a new marketing strategy to bring in a new breed of customer, ones who may not spend so much of their stay outside of the accommodation, but who nonetheless are looking for an experience. This strategy can be represented in many different ways, all contributing to an innovative thought process behind hotel design and evolution.

Some hotels use the opportunity presented by their visitors to showcase their locality, through the area’s artists creating masterpieces to display its history and culture. This experience can often serve as the only introduction their guests will be exposed to during their stay, hardly venturing out from beyond their four walls of the property. One example of this is The Four Seasons Hotel Ritz in Lisbon, which boasts over 500 pieces, many of which are from artists local to the area.

In a bid to provide a certain uniqueness and distance themselves from the competition, some establishments are especially commissioning artists to deliver and display original works, even hiring their own curators to contribute to what is becoming increasingly known as “lifestyle marketing” for hotels. The Faena Hotel in Buenos Aires is well known as an arts centre, which also provides a residency programme for would-be artists to come and stay in one of their sumptuous rooms while working on their pieces.

Further, some top locations are opening their doors to the public at large and regularly showing their collections in gallery-type areas, thus increasing their footfall, while at the same time enhancing their spaces and featuring talented artists displaying and selling their wares. In this way, some hotels can achieve prominence for something other than their traditional role. This, again can create a possible knock-on marketing effect to bring in more guests, having heard about the hotel’s reputation for its art. One hotel reputed far and wide for its prestigious and lovingly curated collection is The James Royal Palm in Florida, hosting prominent works from Pantoja, Prager and Perry.

Hotels across the world have followed the trend and taken on this new marketing blueprint, but it is not only the high-end or big chain properties who are investing in art in these ways to gain new revenue and attract increasing numbers of guests. Budget- friendly accommodation is increasingly taking note and using art in the same way, in the search to pull away from the pack, while still remaining true to the budget ethos. At whatever level they find themselves in the pecking order, hotels are adding to and investing in their artwork, which in turn is becoming part of their overall branding in the search to enhance the hospitality experience.

To help fulfil this new and much more business orientated role for hoteliers and designers alike, Luminaire Arts can provide much inspiration behind its doors. The art to be found here takes this strategy on board, being very much part of the identity of the forward thinking hotel and no longer representing a last minute design add-on  or simply something to fill its walls.