At the Crossroads: One of a Kind or Brand Hotels?

Written by Tina Norden, Partner | Principal at Conran & Partners. Originally published in Commercial Interiors UK Directory 2024

As we step into 2024, it is a good time to consider what’s next in the hospitality industry. One topic that has long been floating in our industry is the dichotomy between one-of-a-kind boutique establishments and their branded counterparts. This is particularly interesting given most brands now have ‘unbranded’ brands and clever conversion options that give a lot of freedom for independence.

Park Hyatt Jakarta, Concierge. Photography by Martin Westlake & Sutanto

At the heart of this debate is the growing quest to create unique experiences and real connections with ever more discerning travellers. The interesting thing for us as designers is how we can create the 3D to complement the operational aspects of this experiential approach. Authenticity is the key aim, achieving this has different challenges on both sides.

When we design a branded hotel, understandably we adhere to their brand DNA and guidelines, which get more open in particular with the lifestyle or unbranded hotels. With the established reputation and streamlined services of a brand, we can utilise years of experience, customer feedback, data and a wealth of knowledge gained across numerous locations to develop strategies that can narrowly target their intended audience. 

Taj The Trees, Main Reception Lobby. Photography by ©Jaideep Oberoi

On the flip side, privately owned and managed hotels offer unparalleled freedom to create unique, immersive experiences. These one-offs thrive on the ability to rewrite the rule book of conventional hotel design. However, this may not always be based on hard facts and can at times be emotive, relying on research into the industry to gauge what the future for their hotel might be. 

A boutique hotel grants designers an intimate relationship with the client, fostering a collaborative and bespoke approach to each project. We had exactly this experience working on Maximilian in Prague, a client who lives and breathes hospitality and was enthusiastically involved in every detail, open to but also dissecting every bold idea we put in front of them.

Taj The Trees, Bedroom. Photography by ©Jaideep Oberoi

However, even within the corporate structure of brand hotels, we have worked with really creative design management teams that were keen to push the boundaries. We found this working with the Hyatt team on projects across Asia Pacific and with the combined force of Taj and owner Godrej Properties at Taj The Trees.

Working across both sectors allows a great creative cross-fertilization between the experience and growing experimentation of the brands and the unbridled creativity and exploration of boutique establishments. As designers, we find ourselves at the nexus of tradition and innovation, seeking a careful balance between the known and the unexplored. 

Hotel Maximilian, Prague

So, will one typology ever win the battle? Whether navigating the distinctive brand DNA or exploring new territories of design, the intersection of one-of-a-kind and branded hotels is where the magic happens — a space where creativity and established wisdom converge to shape the future of the hospitality industry. 

Tina Norden, Partner | Principal at Conran & Partners

Tina is an Interior Designer and Architect with a diverse portfolio stretching across many contexts and continents, from hotel and restaurant design to high-end residential and boutique retail projects. She leads design teams in both the UK and Hong Kong and was instrumental in building the team in Asia.