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HOTEL BUSINESS REVIEW

NOVEMBER FOCUS: Architecture & Design

 

How Art-Forward Hospitality Experiences Attract Remote and Hybrid Workers

By Martha Weidmann CEO & Co-Founder, NINE dot ARTS | November 2023

Our partners at Gensler recently released findings from their Hospitality Experience Survey of hundreds of US and Canada-based respondents.

One key takeaway was that hotels are meeting - but not exceeding - guest expectations.

And a major reason for that is because people don't always unplug from work when traveling. With today's "work from anywhere" mentality, the line between work and play has become incredibly blurry, with many vacationers taking time to check email or take meetings, and many business professionals enjoying an early happy hour or late breakfast.

As the live-work-play lifestyle becomes more and more popular, hotels have to adapt. Given that this growing segment of travelers are no longer confined to traditional office spaces, they certainly don't need one while on vacation. Instead, guests who wish to both work and "play" seek functional, dynamic spaces that can cater to both desires. And art-forward hotels are emerging as the answer to these desires, offering a blend of hospitality and artistic expression that is sure to attract today's remote and hybrid workers.

Here are four ways that art influences the guest experience and is particularly favorable for the "work from anywhere" trend.

The Maven Hotel | Artist: Christine Buchsbaum | Photographer: Paul Brokering

Elevating the Unconventional

The work-from-home era of the pandemic has evolved to favor more dynamic environments. It's not uncommon for folks to "work-from-patio" or "work-from-coffee shop" - the list goes on. Thanks to technological advancements and progressive work policies, many employees enjoy the freedom to change their working locations regularly. This means they can enjoy new "office" sceneries and the kinds of unique experiences that come with them, from a pleasant conversation with a table mate to a free latte from the friendly barista.

Given that many employees have abandoned even their home offices, a cubicle is likely not their setting of choice when trying somewhere new to work for the day - especially when on vacation. That's why many hotels have transformed the standard lobby into a functional coworking space, ripe with opportunities for the kinds of serendipitous moments described previously. And beyond its aesthetic appeal, art is especially effective at transforming such lobbies into unconventional yet stimulating workspaces that benefit both hotel guests and the property itself.

At The Maven Hotel, for example, the lobby entrance is connected to a spacious seating lounge and coworking area, nearby retail shops, and a cafe, bar, and restaurant. But what grounds, connects, and amplifies each of these offerings? The 500-lb wooden hand sculpture that hangs from the hotel lobby ceiling. This iconic installation by Andrew Tirado is not only the staple of the hotel and the larger mixed-use development it's located in, but of the Denver arts scene as a whole. And it's the perfect "first impression" piece to get people through the door and into the energetic lobby.

Once inside, guests are greeted by a life-sized sculptural tree by the artist group Ladies Fancywork Society, which is adorned with colorful crocheted fibers that bring the tree - and the space - to life. In another more intimate corner hangs artist Christine Buchsbaum's peculiar photograph entitled "Conceiving a Forest Floor," which depicts a strange world somewhere between memory and invention. Both pieces help define their respective areas of the lobby and serve as intriguing invitations for visitors to sit down, settle in, and enjoy either a quiet workday afternoon or a laid-back networking meeting with colleagues.

Altogether, the artwork transforms the lobby into an unconventional yet stimulating workspace. In fact, it makes the space feel less like a lobby and more like a charming library or local cafe, where you can work, socialize, explore, and enjoy. It's the perfect backdrop for those pleasantly unexpected moments where you meet a new friend or have a lightbulb idea.

And perhaps most notably, the art drives financial returns for the hotel, too. Combined with stunning architecture and design, the artwork at The Maven invites both locals and visitors to stay awhile, grab a coffee, browse the retail shops, or have a cocktail. It's a visually compelling touch that not only supports the "work from anywhere" mentality, but promotes increased foot-traffic, on-site spending, and overall buzz.

Catbird Hotel | Artist: Carolina Mizrahi | Photographer: Nathan Hindmann

Innovating Ordinary Environments

Beyond elevating the unconventional, a custom art program can also turn ordinary hotel spaces into innovative environments. And such environments are especially attractive for today's remote and hybrid workers.

Remote workers can struggle with creative blocks and the monotony of working at home. But art-forward hotels provide a change of scenery that can stimulate fresh ideas, perspectives, and possibilities. From thought-provoking sculptures in the lobby to vibrant paintings in the guest rooms, an art program can breathe new life into ordinary hospitality surroundings, motivating both business and leisure travelers.

For example, the award-winning Catbird Hotel - an extended stay hotel popular amongst digital nomads - features a vibrant lobby and lounge area where art sets the tone for an inspiring day's work. And this inspiration takes many forms, including creativity, productivity, and even renewed focus.

On the creativity side, Catbird's art program is nothing short of ingenious. The 47-piece collection features an array of textures, materials, and colors, curated specifically to capture one's attention, spark curiosity, and have people saying, "What is that?" along every corridor. It's a landmine for creative inspiration.

And the same goes for productivity and focus. A University of Exeter study found that those who worked in an art-filled environment were 15% more productive and had fewer complaints than those working in a stark corporate cubicle. That's partly because too much screen time can cause headaches, exhaustion, and even decreased vision. But art helps counteract this by providing moments of mental relaxation. In fact, studies show that letting your imagination wander (yes, daydreaming!) doesn't slow our mental stimulation, but actually helps refocus attention, strengthen memory, improve problem-solving skills, and increase productivity. And few things help stimulate our imagination better than experiencing artwork.

So Catbird's art collection puts this evidence to action. The hotel den - where most remote workers can be found - features 200 curated art objects, many of which highlight the "cat" and "bird" motifs in honor of the property's namesake. And throughout the property's seven floors, guests can experience eclectic paintings, unique portraits, quirky sculptures, and funky styling - all curated as an ode to everyone's favorite eccentric aunt. Thus, a pleasant walk around The Catbird Hotel may be exactly what people need to feel inspired, creative, productive, and refreshed.

Hyatt Regency Hotel | Artist: Rachel Denny | Photographer: Alan Blakely

Catalyzing Connections

Another way that art elevates the guest experience and the "work from anywhere" trend is by sparking meaningful connections amongst both locals and visitors. Hotels with thoughtfully curated collections offer the perfect setting for social events including professional networking opportunities, workshops, happy hours, and conferences.

Whether a large mural or a small wall sculpture, art can serve as a unique conversation point that helps to break the ice and spark more meaningful interactions. According to the The State of the Art Report by NINE dot ARTS, over 60% of real estate professionals - including hospitality developers and owners - credit art for sparking conversations within their space, fostering public engagement, and connecting people across demographic and socioeconomic lines. As one respondent shared, "Art and culture help to build community and social links."

At the new Hyatt Regency Hotel, artwork was curated strategically to connect people to Salt Lake City's growing city center and outdoor adventures. The collection thus reflects the city's new urbanism and supports the hotel's notable reputation for altering the downtown skyline. Artwork at the Hyatt Regency spans the hotel's suites, conference rooms, pre-function spaces, and rooftop event space, creating an engaging backdrop for the many professional events the hotel will host. Artist Rachel Denny's lobby installation features a life-sized stag made of upcycled fabric sweaters leaping over the The Hyatt Regency sign and enticing guests into the connected Salt Palace Convention Center. Meanwhile, the patio and pool deck area showcases a massive mountain landscape mural by local artist Joseph Tony, producing the perfect backdrop for hotel guests, conference attendees, and the many remote and hybrid visitors who come to enjoy The Hyatt's stunning rooftop.

Altogether, art is critical for catalyzing connections and creating memorable experiences for guests and locals, especially those who choose your hotel as their preferred "office" destination or professional event space.

Cambria Columbia Hotel | Artist: Susan Lenz | Photographer: Shaded Line Photoworks

Creating Cultural Enrichment

Exploring local culture is a primary reason that many people travel and certainly influences where they choose to stay. But this desire can also be shared by residents who may simply want to immerse themselves in their city or community during a day's work. Fortunately, a strategically curated art program is an exceptional way for hotels to honor and reflect local culture for guests and residents alike.

The art collection at Cambria Columbia Hotel, for example, celebrates Columbia's southern charm and textile history. Items that were once warehoused such as textiles, metal, and alcohol are celebrated throughout the art collection, and refined yet playful artwork reminds guests of the approachable Southern kindness that surrounds them. In the lobby and workspace area, guests are immersed in an homage to the city's textile heritage through installations by local artist Susan Lenz, whose studio is just three blocks from the property.

Her installation "Suspended Pirns," hangs from the ceiling, intriguing viewers with its peculiar make-up of found objects and fibers. A tool used in weaving, these "pirns" honor the history, people, and labor of Columbia's textile mill community. Susan's nearby fiber artwork, "Exposed Threads," features mounds of colorful thread inside a captivating gold frame, placed directly behind the reception desk and setting the stage for the rest of the collection.

Altogether, the hotel's artwork creates a culturally enriching environment that Columbia residents - and those visiting the city-  are sure to enjoy, especially as a backdrop for remote workdays.

Hospitality Art Experiences Fuel the "Work From Anywhere" Trend

In a world where remote and hybrid work is the new normal, the synergy between art and hospitality has resulted in refreshing, art-forward hotels that satisfy the "work from anywhere" mentality. These establishments can attract both leisure travelers who need to take a quick meeting and local residents looking to change up their office scenery.

Hotels that prioritize their curated art programs are more likely to differentiate themselves and exceed guest expectations, especially guests who favor the live-work-play lifestyle. Thanks to art's unique ability to elevate the unconventional, innovate the ordinary, forge connections, and provide culturally enriching experiences, hotels with custom art programs can feel well equipped to attract, retain, and satisfy the remote and hybrid preferences of today's modern traveler.

Main Image: The Maven Hotel | Artist: Andrew Ramiro Tirado | Photographer: Andrew Bordwin

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We can be reached via telephone, email, or online at our contact page. When you visit our site we do not log any information regarding your domain or email address. Information Sharing: We do not share user information with any third parties other than via press release distribution as described below.

Hotel Newswire is a newswire service that distributes press releases on behalf of our users. If you decide to submit a press release for distribution through our system we will transmit your entire press release including any personal information therein contained to our media contacts and online distribution points including search engines. This is the only redistribution of your information that we engage in. Your submission of press releases through our system indicates consent with this policy. The information we collect during your registration process is used to notify users about updates to our service and inform users of any special events hosted by Hotel Newswire. This information is not shared with other organizations for commercial or non-commercial purposes.

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If you do not want to receive email from us in the future, please let us know by following instructions included in our communication with you. Users who supply us with telephone numbers online may receive telephone contact from us regarding their account, or informing them of new products and services available on the HotelExecutive website. If you do not wish to receive such telephone calls, please edit your account and remove your phone number from your account profile. This can be done from your user account menu.

Ad Servers: We do not partner with or have any relationship with any ad server companies. From time to time, we may use customer information for new uses not previously disclosed in our privacy notice. If our information practices change at any time, we will post the policy changes to our website to notify you of these changes and provide you with the ability to opt out of these new uses. If you are concerned about how your information is used, you should check back at our website periodically.

Upon request we provide site visitors with access to all information (including proprietary information) that we maintain about them. Users can access this information by logging in to their account.

Security: We always use industry-standard encryption technologies while transferring and receiving user data exchanged with our site. We have appropriate security measures in place in our physical facilities to protect against the loss, misuse, or alteration of information that we have collected from you on our site. We do not store credit card information in our systems.

If you feel that this site is not following its stated information policy, you may contact us.

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