Hotels Engineer Guest Emotions Through Sensory Design
From calming nature-inspired architecture to stimulating environments, hospitality venues are increasingly using design to influence guest feelings.
Hotels are moving beyond basic comfort to intentionally design environments that evoke specific emotions in guests, aiming to foster tranquility, happiness, or connection. This approach, often termed "invisible wellness," integrates sensory elements into the very fabric of a hotel's design.
Brian Schon, for instance, incorporated the Fibonacci Sequence into the design of Cannúa Lodge in Colombia, believing its natural mathematical proportions are easier for the eyes to process and contribute to a sense of calm. "It’s easier for our eyes to process than ‘traditional’ shapes like squares or cubes," Schon stated, aiming to shift guests' mindsets toward relaxation on a subconscious level.
Lisa Sternfeld, founder of WLLW Studio, emphasizes that air quality, water, light, materials, acoustics, and sensory conditions all contribute to how a guest experiences emotional restoration. She predicts that the future of wellness hospitality will begin at the initial stages of building and room design.
Emily Johnson, founder of Elevate Hospitality Collective, notes that influencing guest emotions doesn't always require significant capital investment. Simple adjustments to the arrival ritual, lighting, music, fragrance, signage, meal timing, and access to outdoor spaces can profoundly impact how guests feel. "The strongest experiences make the desired emotion feel natural throughout the stay," she explained.
In Belize, the Rainforest Lodge at Sleeping Giant focuses on serenity with its Rainforest Tented Camp, featuring floor-to-ceiling glass walls offering views of the forest and mountains. The lodge also offers a candle-lit dining experience called "Lights Out at Grove House," designed to encourage conversation and reduce reliance on electricity. Ian Lizarraga, COO of the Belize Collection, noted that removing screens and distractions allows guests to better appreciate their surroundings and the people they are with.
The Inn of the Five Graces in Santa Fe, New Mexico, offers a four-night "Sixth Grace" experience, priced at $2,192 per night, which culminates in enhanced intuition and self-awareness. The package includes activities such as tai chi, a Himalayan salt stone massage, sound healing, and a guided mezcal flight, aiming to instill a sense of presence and self-connectedness.
In Asheville, North Carolina, the Radical hotel, which opened in 2023, utilizes design to evoke a range of emotions. Guest rooms are inspired by 1980s pop culture, featuring sculptural furniture and rich textiles to promote sensuality. The rooftop bar, designed by Michael Suomi of Suomi Design Works, aims to create feelings of exhilaration and belonging with sweeping river views, fire pits, and communal seating. Suomi described the hotel's design as an intentional progression of emotional shifts, from intrigue in the lobby to sensuality in the rooms.
Maison Proust in Paris employs interiors by Jacques Garcia, featuring period furnishings and a library, to evoke nostalgia. Its spa, La Mer, is designed to recall the Moroccan-style salons frequented by Proust's aunt.
These examples illustrate a growing trend in the hospitality industry where design is a deliberate tool for curating the guest experience and influencing emotional states, suggesting that a hotel's ambiance can significantly contribute to a guest's overall well-being and satisfaction.