Gone are the days when artworks are merely fillers of a blank wall. Today, the hospitality industry has been actively acquiring and collecting different kinds of art as a marketing strategy, a symbol of brand and a step towards innovation.
Since a new breed of travelers are dominating the tourism arena, hoteliers and owners are going with the flow when it comes to their thirst in experience and all things brand new.
Currently, hotels are not just accommodation option when travelling. One of their added feature is housing art collection, varying from works by local artists, to world-renowned painters and sculptors. Since travelers do not only sleep, eat and spend a lot of free time inside, the trend is incorporating a gallery inside—not in a decorative manner, of course.
Hoteliers are thinking even farther outside the frame, installing art in the most unexpected of ways and challenging guests to think more deeply about their experience. Art has become a fundamental, rather than ornamental, element of hotel design.
Art is more than a decoration for hotels. Today, it is an experience.
Hotels use hospitality art to introduce itself, or the place where it is located. Through the works of their local artists, hotels are becoming museum-like sanctuaries where history and culture are showcased in an artistic manner.
For guests who do not have enough time to walk around the area and learn more about a place’s personality, locally-made masterpieces serve as little cobble stones that guide them as they walk through back time.
“The art is a part of the identity of the hotel,” said Jason Pomeranc, a co-owner of the Thompson LES, “and it integrates into the architecture, design, concept and what we ethereally call the vibe, the intellectual soul of the hotel.”
Art is no longer a mere wall filler. Today, it is a brand strategy.
Hotels are not only acquiring popular art collections, they are commissioning original work, hiring curators and appointing artists in residence. As hotels compete to differentiate themselves art, it seems, is part of a modern hotel’s identity. Jan Freitag from US hotel-industry research firm STR told the Wall Street Journal recently that the rise of art in hotels is part of the “lifestyle marketing” trend.
“Hotels are trying to be more than just grey boxes with beige carpets,” he said. “It’s all about making the stay memorable.” Whereas once it was enough to put a modernist chair in the foyer and call yourself a “design hotel” guests now want something more.
Art is not only art. Today, it’s business.
Hotel art does not only spell business for hoteliers, it is also a way to give the spotlight to artists who commission work by showcasing their works through the newest venue. Hotels opened new horizons for artists to realize the benefits of displaying art, not only as potential profit sources but also in terms of enhancing and beautifying their spaces and increasing their traffic, more and more alternative venues are becoming known for regularly showing art. The best of these venues present consistent calendars of quality shows and actually get reputations in local art communities as being pretty much the same as galleries.