Keywords

1 Hospitality Design in the Contemporary Context

Analysis of the context is always the first step that designers make in their educational projects and later on as practicing professionals. The present paper is the first part of a study to be completed by student projects on hospitality design. Any spatial design procedure starts with the analysis of the variety of parameters that comprise the context of the designed space to be created. These parameters are never the same and are affected by a specific framework of external factors at a specific time. The latest global conditions, in particular the pandemic, the energy crisis, as well as, the escalating climate change and environmental crisis, created a new social context and a revised background for tourism and travelers. Designers that work in the hospitality sector need to interpret global and local factors in order to provide successful solutions to the companies, entrepreneurs, stakeholders and the public that depend on their proposals in order to thrive. Trends in society compose a network of requirements and preferences towards new concepts, ideologies and meanings that are interpreted by architectural and interior hospitality design into forms, shapes, materiality and structures. This paper aims to provide a basis for a thorough investigation of the hospitality design trends in the first half of the 2020s decade.

2 Methodological Considerations

A tested description model is adjusted to the specific context to provide the means for a method of investigation of contemporary hospitality design. According to this, the material and abstract features and the aesthetic properties of any designed product stem from an individual designer or developer, whose decisions are affected by factors external to design [1] (see Fig. 1).

Fig. 1
An illustration has 3 concentric circles labeled hospitality design, aesthetic properties, and the designer's idiosyncrasies and interpretations inside out. The outer layers include integrating cultural, technological, functional, social, economic, political, legislative, and environmental factors.

Description model influencing the form of a designed product [1]

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These equally important factors are the keywords behind any designed product: functional, technological, social, cultural, economic, political, legislative and environmental. The general description model is going to be complemented by the characteristics of the specific era of study based on market statistics and outcomes.

Statistics in relation to the contemporary trends in the travel and hospitality industry show that “sustainable travel”, “health and wellness listings”, “glamping and nature-based stays” and “remote work stays” are on the top [2]. Experiences over accommodations, integrated technology and smart hi-tech features, sustainable, eco, and pet-friendly properties are also important [3]. Moreover, The European Capital of Smart Tourism initiative, a preparatory action implemented by the European Commission since 2018 showcases accomplishments by cities in smart tourism across the EU in sustainability, digitalisation, cultural heritage—creativity and accessibility [4].

From the above mentioned, four broad sections are related to interior design and therefore, are selected to comprise the contemporary framework in hospitality design to be mentioned in the present paper: health, hygiene and well-being, sustainability, green design and energy saving, hospitality facilities and activities, and new technologies and smart design.

In the second stage of the research, design students further research the characteristics of the factors and will focus to the sequent design procedure, relating material signifiers that satisfy the immaterial signifieds of the specific social context. After conducting a parallel research on representative proposals, questionnaires to hosts and guests and lists of signifier-signified relationships within a broad semiotic reference, the study will test and complete the assumptions of the present paper and will comprise an educational method of design analysis.

3 Health, Hygiene, Wellness and Well-Being

Health, hygiene, wellness and wellbeing are characterized as major factors in recent marketing outcomes. The incorporation of natural features is widely understood by the hospitality sector as a need and as a public demand in contemporary society.

Covid-19 restrictions and regulations led to a reconsideration of those issues, together with a broad understanding that nature plays an important role to our physical and mental health. Consequent economic crises, disasters, pandemics and wars in the recent years created an insecure, unsafe and extremely stressful environment for people. Linking with nature improves physical and mental health and to separate the human body and the human organism from nature and natural elements could have inconsequential results [5]. On the contrary nature inclusive environments and nature-inspired features play a positive role on health and well-being and have a restorative effect to human physiology and psychology. “There is evidence suggesting increased nature exposure predicts reduced feelings of loneliness and decreased frequency of feelings of inadequate social support” [6].

The market demand towards wellness and natural elements created new inputs in hospitality spaces. Architects and designers introduce interior gardens and internal courtyards, planted facades and roofs and water features as signifiers of a tranquil, healing, caring and relaxing environment that offers at the same time a safety distance against any virus transmission.

Natural materials in furniture, decoration and finishes and biophilic design denote a connection to nature. However, these material elements have to be easily cleaned and maintained. As a result, hygienic materiality requires non-porous, untextured surfaces, shiny tiles, less carpets and fabrics, more transparency and open cabinets, or wardrobes.

Wellness and wellbeing are not only directly related to body treatment services, spas, beauty, or fitness areas, but also to light, green and water, views, music, and closeness to plants and animals. An increased trend in booking platforms is nowadays the demand for pet-friendly accommodation.

Covid-19 restrictions enlarged the need for physical ways of ventilation and open-air activities and diminished social interaction in interiors. Size, the percentage of number of clients to occupied space and the relationship between the negative space (corridors, unoccupied floor space) to the positive space (furnished, occupied) became key issues. The social distancing resulted in larger public areas with less tables and chairs, partitions to keep groups apart, but also more space in the rooms to facilitate in-room services for work, eating, fitness. The value of the “empty” space in public areas can be seen as a positive outcome leading to a more balanced interior space where the value of the non-used square meters is a barrier not only to virus transmission, but also to the information anxiety of ungenerous, confined interiors.

Designers could be inspired by the Japanese notion of “ma” expressing the notion of emptiness, or the void. “Ma exhibits its peculiar ambivalence, signifying both “distance” or “interstice” and “relatedness” or “polarity”” [7]. It also expresses “the two simultaneous components of a sense of place: the objective, given aspect and the subjective, felt aspect. The dual relation of ma to space and time is not simply semantic. It reflects the fact that all experience of space is a time-structured process, and all experience of time is a space-structured process” [8].

4 Sustainability, Green and Ecological Design

The energy problems, the shortage and the cost of materials and the impact of excessive production to the environment have as a result that sustainability, green and ecological design are very seriously taken into consideration in contemporary society. In the hospitality sector companies, hosts and the travelling public are quite aware and sensitive attempting to diminish a wide spectrum of side effects.

The energy crisis is not only the unexpected consequence of the recent war conflict in Europe, but also the outcome of a long disruption of production resources because of the pandemic, as well as of a gradual shortage of raw materials. Much higher costs affect hosts in the maintenance of their premises, but also travelers because the cost of travelling by any transportation means is higher than in the recent past.

These serious problems had as a result the changing of the mentality of the public. Environmentally conscious and caring guests are becoming the majority and thoughtful actions are taken by hosts towards the decrease of waste sources not only for their company’s profit, but for the environment’s too. EU regulations and guidelines together with related awards and benefits contribute greatly in the setting of a sustainable ethos. The European Capital of Smart Tourism and the European Destinations of Excellence (EDEN), are some of them [9]. The EU Ecolabel “guarantees that certified accommodation has optimised environmental and waste management, and reduced energy consumption, water consumption, transport emissions and food waste” [10]. Besides EU, many institutions and companies introduce sustainability education series, tips for sustainable tourism and tips for hosts, such as eco-settings, low-flow fixtures, energy-efficient appliances, recycled paper products, organic textiles and washable and reusable supplies [11].

The interior design scheme is able to boost the challenges of times, the brand identity and the business success, by incorporating sustainable issues. Planned infrastructure by designers is an effective tool to provide built environments of zero waste. Water waste could be eliminated by introducing smart and advanced appliances, low-flow fixtures, the use of greywater to flush toilets and instant hot water systems to avoid waste until right temperature achieved. Additionally, drought resistant grass in gardens to replace an irrigation system and rainwater harvesting can be applied [12].

Adaptive reuse of existing buildings, reuse and recycling of existing materials and upcycling of objects in decoration, energy saving construction techniques and local materials, are some of the design decisions in favour of a greener and more sustainable hospitality design. Locality besides reducing cost and energy, enhances also cultural heritage. Heritage and cultural values are considered by many scholars as an aspect of sustainable development [13]. Furniture and decoration crafted locally, promote cultural identity as a competitive advantage and a sustainability tool. Other elements like local scents, and music complete the spatial experience that is achieved through all senses and make spaces memorable [14].

Green roofs, skylights, solar panels, physical ventilation and cooling systems inspired by non-energy-based methods, double glazing, right use of orientation and appropriate size of openings responding to the local climatic conditions, thermal insulation, provide basic means for ecological solutions and energy saving. Methods used in vernacular architecture like the wind-catchers to ventilate spaces and control the interior temperature could be reconsidered [15].

5 Reconsideration of Facilities and Activities in Hospitality Environments

The Covid-19 era radically increased alternative ways of communication and modes of work and as a result space arrangement. An unprecedented growth of people working online created new demands in relation to the design of private and public spaces. “Since the start of the pandemic, the number of digital nomads with traditional jobs has more than tripled. The top two benefits of being a digital nomad are flexibility in how you spend your time (67%) and flexibility to choose your work location (62%). Main employment is in the digital sector, and nearly half of all digital nomads are in their 30 s. The top challenges are to find reliable Wi-Fi (52%), a good place to work (42%), networking (35%), time zones (29%), and work communications (20%)” [15]. Digital nomads is a brand new target group of people working away from the traditional working spaces, combining work with entertainment. This tendency created new standards in the design of hospitality. Flexibility, adjustability, advanced technological standards and smart technologies became important features for a competitive hospitality design that wants to accommodate this target group. “The latest digital nomad statistics show us that digital nomads are highly educated and come from a variety of backgrounds and countries with a strong desire to work and travel at the same time. The digital nomad lifestyle is a great way to explore the world, gain valuable experiences, and make a living at the same time”[16]. Collaborative spaces, or workspaces on demand shared or individually used, working booths, functional and flexible hosting rooms can host the needs of people who work remotely while blending work with entertainment (see Fig. 2).

Fig. 2
4 illustrations demonstrate 4 activity scenarios hosted in the same space. 1. A man sits on a bed and watches t v while holding a remote. 2. A woman in mid-speech while presenting a slide to 4 people. 3. A person sits at a table alone. 4. 4 people rest on a couch with raised hands and watch t v.

Different activities hosted in the same space [17]

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Flexibility in hospitality design is signified by user’s choices of volumes, shapes, colours, functions, connection and division of spaces. Movable partitions that allow connection or separation of spaces is of major importance, as the hosting space has to be used as living room, bedroom, office or even dining room. Transformable and neutral high-quality furniture that merges the needs of the workplace with the living space are considered vital (see Fig. 3).

Fig. 3
4 3-D renderings of a hotel room with top and interior views. The room has a sofa that is extended into a bed with an inverted S-shaped wooden table and a square-shaped sitting stool in front, a round table with 6 wooden chairs, and a table with a blind pulled down from a ceiling.

Transformation of a hotel room to a more flexible one that can host living, sleeping and working on demand [18]

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Digital nomads are also requesting advanced technology. Therefore, the space they would like to use should be minimal, transformable, functional and of high ergonomic standards, smart and high tech. Multifunctional common areas are requested to balance the needs of social engagement.

6 Technology and Smart Hospitality

Easy access to technology, effective wi-fi, printing facilities and professional presentation infrastructure are the easiest facilities to be provided to improve customer experience, however, guest experience can be further enhanced with smart technology, such as digital keys, single-device room controls, with one digital device or app able to control lighting, temperature, and music [19]. Smart rooms enable guests to control amenities and order any service through the hotel's voice assistant application or mobile apps. Media sets, window shades, lights, air conditioners, and other hospitality features are supplied with embedded software [20]. Covid-19 requirements resulted to a high demand for contactless communication and service, and consequently to the digital transformation of hospitality [21]. Technology is able to facilitate less touchpoints and a safe healthy environment in regards to the pandemic restrictions [22].

The technological background to a great extent has to be integrated in the construction and the design phase. Air cleanliness and filtering, hygienic solutions in bathrooms, and personalization of space with colours, wall decoration, art, can be based on technology that has to be planned and implemented in advance. Energy and water waste can be eliminated through advanced settings, such as light sensors and HVAC systems that are designed to detect movement, but they are also part of the initial design process.

From the Hospitality stakeholders’ point of view, all-in-one property management is an area of technology that provides an umbrella of software and devices to make energy management, maintenance, repairs and future predictions easier. Additionally, virtual tours and videos providing a 360-degree view of the hotel improve bookings [20]. The appealing interior design and architecture becomes one of the most convincing tools.

7 Conclusion

The designer’s role is extremely social and each designer owes to be aware of context specificities in order to propose effective designed solutions. The whole act of designing is actually a communication procedure, between on the one hand the society and the public that express general notions, ideologies, desires, statements, even fears and on the other the architects and designers that have to materialize those notions into spaces and objects in order to provide solutions and counter actions. The interaction between meanings, ideologies and concepts and their designed interpretation into material formations and visual manipulations provides the ground for a further semiotic reading that enhances a designer’s conscious involvement in the understanding of the relationship of forms and products with needs and demands.