It is taken for granted that, in the majority of hotels you visit, you will find art hanging in the halls and in the bedrooms as a form of decoration. Art is commonly used to add colour, personality, or simply take away from a bare appearance. However, there is a new trend taking over the hospitality industry that sees more focus being placed on the hotel’s art. Hotels are starting to place art investment at the forefront of their main activities, using art to differentiate themselves in the overcrowded industry. Some hotels are even hiring curators, using their hotels as galleries to add value to the experience for their guests. Art is no longer just a decoration; it is a means of adding value, evoking thought, spurring conversation, building cultural ties, and strengthening guest loyalty through emotional connection.
Need proof? Take a look at some of the main players who have incorporated art into the face of their brand…
Nowadays, it is becoming increasingly difficult for Art Hotels to differentiate from competition, especially in crowded industries. The hospitality sector, in particular, experiences fast-paced growth each year, yet is disrupted by services and digital platforms that inhibit differentiation and ultimately creates new competition for Hotels.
The vast majority of platforms compare Hotels by price, location, amenities etc., yet many guests look for exclusivity and a unique place to spend their time. Who is really attracted by standardised Hotels anyway? Many Hotels forget they have assets that constitute as a unique opportunity for them to differentiate themselves and set apart from the crowd – their Art Collection.
If we consider that only 10% of Hotels in the world have an Art Collection, it represents at least 50,000 places where Art is exhibited for the public and guests. Art is a truly powerful asset, and can be used to attract guests, whether that be for business or pleasure.