In a world where travelers’ expectations are constantly evolving, hotels must constantly reinvent their offerings to adapt to these new trends. Today’s travelers are looking for out-of-the-ordinary experiences. Among the strategies employed to attract a discerning clientele, particular emphasis is placed on gastronomy, design and art, thanks to partnerships that reinforce the image of exclusivity.
These three elements are not simply decorative additions or extra services; they have become essential pillars of the luxury hotel experience, transforming every stay into a complete sensory immersion. This is often achieved through strategic partnerships with renowned chefs, designers and artists, offering each guest a unique experience.
Everything is done to make guests feel elsewhere, inspired. The hotel becomes more than a place to sleep, it’s an experience where every detail counts.
In today’s luxury hotel industry, gastronomy is a key lever for offering guests memorable moments. To stand out from the crowd, hotels focus on exceptional culinary offerings.
While catering has always held a special place in luxury hotels, the growing number of collaborations between hotels and renowned chefs has given this relationship a new dimension. These partnerships go beyond a simple culinary offering, as they contribute to the appeal of the establishment.
Indeed, since the 1980s, this trend has intensified with the integration of starred chefs in prestigious establishments, meeting the expectations of a demanding clientele.
These collaborations not only enable hotels to offer refined cuisine, but also to showcase the creativity and expertise of chefs such as Alain Ducasse at Le Meurice in Paris and Hélène Darroze at The Connaught in London.
Hotels such as the Ritz Paris and the Plaza Athénée collaborate with chefs like Eugénie Béziat and Jean Imbert to offer a unique culinary experience incorporating innovative concepts such as sustainable gastronomy. These collaborations enable the chefs to enhance their reputation and prestige, while the hotels benefit from the culinary reputation of their partners.
Other examples include the partnership between Massimo Bottura at Casa Maria Luigia in Modena, Italy, and Anne-Sophie Pic and the Beau-Rivage Palace in Lausanne.
A striking example of this type of collaboration is that of Jean Imbert and theHotel Martinez in Cannes, with his restaurant La Palme d’Or. By associating his restaurant with the famous Cannes Film Festival award, this collaboration creates a unique story where gastronomy meets cultural event.
The restaurant’s spaces are adorned with visual references to the cinema: film posters, portraits of celebrities and decorative objects. The menu, which takes the form of a movie script, is a tribute to the 7th art. Jean Imbert imagines dishes inspired by famous films or iconic directors, creating a culinary experience that resonates with cinematic themes.
In this way, these partnerships become emblematic, embodying luxury values such as authenticity, excellence and creativity.
In addition to these experiences, ephemeral initiatives such as pop-up restaurants also play a central role in the upscale hotel world.
The rise of these pop-ups is part of a strategy pursued by luxury hotels, which increasingly rely on partnerships with well-known personalities to stand out in this sector.
For example, chefs such as Cyril Lignac, who have a large following on social networks like Instagram, captivate large audiences that subsequently convert into new customers for these prestigious hotels. These collaborations boost their communications by capitalizing on the chefs’ growing popularity. One example is its partnership with Louis Vuitton, which offers an exclusive culinary experience in London.
In this project, Cyril Lignac brought his culinary expertise to Café Louis Vuitton, a space designed by architect Marc Fornes. With this experience, Louis Vuitton does not limit itself to selling fashion, but offers its customers a true immersion in a universe where gastronomy blends with luxury. For Cyril Lignac, this partnership enables him to reach an international clientele loyal to the brand, while affirming his savoir-faire.
Gastronomy also means patisserie, a symbol of elegance and refinement. For example, theHôtel Ritz Paris collaborates with renowned pastry chefs such as François Perret and offers a range of exclusive creations, such as macaroons and signature cakes, that showcase French culinary art.
Another example is Pierre Hermé ‘s collaboration with the Brenners Park Hotel & Spa in Germany, who teamed up for an exclusive Afternoon Tea in Baden-Baden. Pierre Hermé also offers Black Forest Macarons created exclusively for the hotel.
Many luxury hotels, such as theHôtel de Crillon, also have boutiques where visitors can buy these pastries. This attracts not only hotel guests, but also visitors from outside the hotel. The collaboration between Cédric Grolete andthe Airelles group is another example of this trend, with exceptional pastries featured on the breakfast menu of the Pan Dei Palais in St Tropez.
Design also plays an essential role in this sector, as it contributes directly to the overall guest experience. It is the first thing you see when you enter a hotel, and reflects the identity, values and history of an establishment. Every element, from the choice of materials to the layout of spaces, is designed to create an atmosphere of well-being and exclusivity.
The atmosphere created by interior design is revealed right from the entrance, with a visually pleasing welcome and materials that invite touching, as at the Ritz Paris, which offers a visually impressive lobby where every element, from furniture to finishes, has been carefully thought out.
The materials chosen for luxury hotels also play a key role in the guest experience. At theHôtel de Crillon, noble wood and linen bring warmth and elegance, while marble, very much in evidence at theHôtel Le Meurice, brings luxury and purity.
The choice of textures and colors is also important: at theHôtel Costes, dark colors and the emblematic velvet help create an intimate atmosphere.
The evolution of design trends is another key aspect for luxury hotels, which must constantly renew themselves to remain competitive. Today, several trends are influencing the sector. Sustainability, for example, has become very important to many, with the use of eco-friendly materials and the design of more eco-responsible buildings.
Six Senses is a good example of this, since the hotel chain uses local, sustainable materials for the construction of its establishments. For example, the villas and suites at Six Senses Zighy Bay are built from natural stone and wood. In fact, the hotel chain was honored by the Positive Luxury Awards 2024 for its sustainable commitments in two categories.
In addition, local cultural influences play an important role in the personalization of hotels, offering a more authentic and immersive experience. Each hotel becomes unique by reflecting the cultural heritage of its region, while respecting the codes of luxury. For example, the Amanzoe hotel in Greece offers tailor-made experiences to explore the region’s culture: excursions to archaeological sites, a visit to a traditional farm or immersion in the art of beekeeping.
There’s also sensorial design, which enriches the customer experience by stimulating several senses at once. This concept is not limited to visual aesthetics, but includes other dimensions such as touch and hearing, with tailor-made sound identities. For example, the Oekter hotel group creates a unique musical identity for each hotel, with a comforting ambience that meets guests’ expectations.
And last but not least, the sense of smell, with signature fragrances present in common areas to create a unique olfactory ambience, like the one diffused at La Co(o)rniche located on the Dune du Pyla.
In this context, collaboration with renowned designers and architects can play a significant role for the hotel. This association also represents a powerful marketing tool. These professionals provide expertise in creating spaces that not only meet aesthetic expectations, but also ensure a high level of comfort and functionality.
Internationally renowned architects and designers, such as Philippe Starck and Jacques Garcia, are having a major impact on the luxury hotel sector. These designers don’t just follow trends, they redefine them.
Philippe Starck, known for his avant-garde style and daring approach, has revolutionized numerous hotels, bringing them a modern aesthetic while blending functionality and elegance. His most notable collaborations include the Royal Monceau, where he combined contemporary art with exclusive comfort, as well as the Hôtel Brach in Paris and Lily of the Valley on the Côte d’Azur.
Jacques Garcia stands out for his passion for settings steeped in history. He has mastered the art of creating spaces that combine classicism and timeless luxury, as evidenced by his work for iconic hotels such as the Hôtel Costes in Paris. Garcia is able to blend historic and modern elements to create a sophisticated atmosphere. At the SelmanMarrakech, he combines oriental motifs with Arabo-Moorish architecture to create an elegant setting; at the Danieli in Venice, he combines Venetian style with romantic touches such as his iconic red velvet.
Another example is Kelly Wreaslter, a fashionable interior designer who combines contemporary luxury with timeless charm. She has worked on projects as varied as the Four Seasons Anguilla and the Santa Monica Proper, combining modern influences with vintage elements.
These designers don’t just create aesthetically beautiful spaces, they conceive places where every element is designed to offer a complete sensory experience or evoke a particular emotion, in line with the identity and history of each hotel. In this way, their creations become a reflection of the establishment’s history, where the identity of the hotel blends with that of the designer.
In addition to gastronomy and design, art and culture also occupy a key place in the luxury hotel industry, transforming hotels into veritable spaces for living and contemplation. Partnerships with artists, temporary exhibitions and cultural events are multiplying, embellishing venues and enriching stays by offering guests immersive artistic experiences. These cultural initiatives contribute to creating a holistic and memorable experience.
Art becomes a source of inspiration and sharing, transforming spaces and their atmosphere. Private art collections and original works displayed in rooms and common areas help to forge a unique image, reinforcing the hotels’ brand identities.
The Cheval Blanc hotel in Paris, for example, features a frieze created by artist Jean-Michel Othoniel on its façade. This collaboration is part of a series of initiatives that include temporary exhibitions and artistic events. The integration of such works into the hotel’s architecture and spaces transforms it into a veritable meeting place for art, culture and luxury.
Other establishments set up residency programs for artists. This allows artists to stay and create works on site, while interacting with guests and staff. These artistic residencies add a living, evolving dimension to the hotel environment, where art is not just on display but actively produced and constantly evolving.
For example, The Swatch Art Peace Hotel in Shanghai welcomes artists from around the world to its art residency program, offering them workspace and accommodation for several months. In exchange, the artists are invited to create works during their stay, some of which may even be exhibited in the hotel’s public spaces.
Hotel chains such as 21c Museum go even further, making art a central concept of their identity. Each hotel in the chain houses a contemporary art gallery, exhibiting works by local and international artists. For example, the current exhibition “Elevate at 21c St. Louis” by Michael Hoffman and Nick Schleicher features abstract works that celebrate creation and personal memories.
TheAce Hotel Brooklyn in New York follows a similar approach, with unique works of art in every room, decorated by the architectural firm Roman and Williams in a Brooklynian spirit.
Where there’s art, there’s culture and events. As a result, many hotels become vibrant cultural hubs.
For example, The Langham hotel in London regularly organizes cultural events such as private concerts, literary evenings and meetings with famous authors. This type of event allows guests to discover artistic worlds while enjoying the elegance and comfort of the hotel.
Some establishments, such as the Sofitel Paris Le Faubourg, collaborate with fashion designers and organize private fashion shows, offering an immersive experience in the world of haute couture.
Hotels can also be associated with arts and film festivals, often as sponsors or event hosts. Some hotels, for example, host private film screenings or previews, providing guests with memorable experiences in the world of cinema.
By combining these three dimensions: gastronomy, design and art, luxury hotels create multi-sensory experiences that meet the expectations of modern travelers. These collaborations not only enhance services, they also transform each stay into an immersive, unique and personalized experience.
These partnerships are a source of mutual inspiration, where each player contributes his or her vision and expertise, creating a synergy that enriches both the guest experience and the hotel’s identity. By teaming up with renowned artists, designers or chefs, the hotel benefits from their popularity and legitimacy to stay dynamic, modernize and reinvent itself.
For their part, partners have the opportunity to reach a privileged audience and join forces with prestigious establishments, boosting their visibility and reputation. These collaborations benefit us all, enabling each of us to remain attractive and creative.
Through these partnerships, luxury hotels offer residents and non-residents alike a rare combination of know-how, innovation and culture.
