Hotel industry trends spotlight glamorous camping experiences and Instagram-worthy settings
Hamburg, the most livable city in Germany according to The Economist, is seeing a surge in its hospitality industry. The city, known for its rich history and vibrant culture, is attracting both local and international players in the hospitality sector.
One such player is JOI-Design, a leading European interior architecture and design studio specializing in hospitality projects. Founded in 1984, the studio, based in Hamburg-Alsterdorf, employs a team of 40 dedicated professionals. Corinna Kretschmar-Joehnk, a specialist in design-oriented concepts for international hotels, heads the studio.
Storytelling is central to hospitality design, and each hotel in Hamburg picks up the story of its location and translates it into a unique design language. This approach is reflected in the trend of "Back to Nature," where guests are offered a break from their hectic lives while still enjoying the comforts of a hotel.
The concept of "Glamping" (glamorous camping), originating from the USA, has also gained traction in Germany. However, there is currently no indication that a hotel chain in Hamburg has introduced a "Glamping" concept in the city.
Hotel guests have developed into a demanding clientele with changing needs. They want a return to nature but do not want to do without hotel comfort. This shift away from uniformity in hotels is also reflected in the growing trend of incorporating local flavour into hotel properties.
Motel One, a budget design hotel chain, is a prime example of this trend. Each of its properties features local artists' work, communicating the location's identity to guests. Many hotels also create unique decoration elements to attract guests and generate publicity through selfies and viral marketing.
Environmental protection and sustainability are important to young travellers, and this is reflected in the choices made by hotels. Discerning experience travellers are seeking unique experiences, but many frequent travellers appreciate familiarity. Thus, striking a balance between innovation and comfort is crucial in today's hospitality industry.
Danish companies are showing their presence in Hamburg, contributing to the city's dynamic hospitality scene. With new hotels opening in 2018 and the continuous evolution of hospitality design, Hamburg is set to remain a popular tourist destination.
As the hospitality industry continues to evolve, it's clear that the basics like mattresses and showers must always be right, but they don't always have to be packaged the same way. The future of hospitality in Hamburg promises to be an exciting one, with a focus on unique experiences, local flavour, and sustainable practices.
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