Do hotel guests really care or notice if their hotel has good art? Hospitality tourism and hotel art has been a trend for a time now. More and more hotels from anywhere in the globe have been investing millions in acquiring good art for their guests.
There is a growing number of hotels all over the world who compete with the leading art galleries in acquiring art works, that essentially will attract more guests. Some even convert their property to an exhibit, hosting programs that hone the interest of people art—in any of its forms.
Indeed, art is one of the hotel industry’s newest marketing strategies. Hotels with interesting art displays, thought-provoking pieces and controversial works will always be talked about. Intrigue and curiosity is one method of driving people to your property’s doorstep. At the same time, magnificent, jaw dropping collections are also the talk of the town.
But, do it really make a difference to guests? Would they want to stay to a hotel more because of this amenity?
Do travelers really choose hotels for what hangs in frames on the walls?
CNN reports that yes, in a way, guests and travelers consider the art that is found in their hotels—whether they know it or not.
“I’m much more motivated by the location and the quality of the rooms,” frequent traveler Nick Winter told the news organization.
Though he admits: “When I do find myself staying somewhere with a thought-provoking painting or installation, it stops me in my tracks. I wouldn’t choose a hotel for the art, but I would certainly remember my stay if the art was amazing.”
One way to see it, customers feel and think that the attraction is getting a cultural lift on a business trip which may not allow time for a gallery or museum outing. It is very similar to getting a trip to the gallery or museum which enables them to get to know the place and the people, as well as their way of life represented by art.
Art incorporated with tourism gives a cultural lift on every travel or trip. Ideally, hotels feature the artworks of their local artists, as a way of giving them exposure, and at the same time sharing the culture of their place to their visitors.
Hospitality Art became a giant trend when people travel for business more often than for leisure. Most of them spend their days and nights in a new city just to attend endless meetings and conference, boxed in their hotel and their rooms for their whole stay. The trip was not maximized, and then they realized that if people can’t afford the time to go to museums, why not bring the artwork to the busy people?
Because of this, people doesn’t only view artistic hotels as aesthetic, but also as a cultural phenomenon that they can connect to and learn a few things from.
It is also a bonus that unlike museums and art galleries, is generally free to view; you’re not likely to have to stand in line and there are armchairs to flop in.
On the other hand, hotels view art for its potential investment value. But why not just allocate the budget into constructing rooms, offering better food or acquiring new amenities like a pool or a spa with a more immediate chance of revenue?
“Some guests come only for the art and my services,” says Domoina de Brantes, art concierge at Raffles’ Le Royal Monceau in Paris. “We have a huge collection of more than 300 pieces, revolving exhibitions of photography, plus I recommend a specific cultural event to guests every day.
“They want to be kept informed of the latest exhibitions and art events, so I get enquiries from them every day and also reach out to them with an art newsletter.”
Due to the overwhelming positive response and feedback, as well as the potential, the hotel has even appointed an art concierge. Designer Philippe Starck oversaw the hotel’s transformation from “grande dame into cutting-edge hotel”, given the hotel’s mission statement to be dedicated to art and culture.
This is probably because art has long been a symbol of high status since the early times. It is embedded in history and hardwired in our brains that art is almost synonymous to wealth, and the ability to acquire it is symbolism of one’s wealth and power. Possessing art works implies prestige, privilege and money at the same.
People always talk. Despite this day’s advancement in technology, one of the best and effective marketing strategy is the word of mouth.
They will talk out of amusement and fascination. They will talk because they disagree.
“Not everyone will like the pieces we have on show, although some will love them, but it certainly gets people talking about the hotel as well as the art,” says spokesperson Henny Frazer.
From the gallery side, Bianca Gidwani, spokesperson for the Saatchi Collection, says: “The gallery’s role is to bring art to as wide an audience as possible. Where better than a prestigious hotel with a constant stream of visitors from all over the world?
“It’s wonderful to see contemporary art installed in places which freely allow people to reflect on it as they go about their everyday lives.”
Hotels maybe temporary accommodations welcoming tourists from all over the world. For some, they may be merely places they stop and go, empty spaces that they spend time for rest. But, some hotels are making newer definitions for hotels. More and more are aiming to offer historical and cultural experiences through the art they house. Some sets it as an objective to give their guests a higher quality experience by letting them see and experience what only the rich and novelty had the privilege before: exposure to fine art.