The Importance of Consistency in Hospitality: Why Brand is as important as Architecture and Design.

In the hospitality industry, consistency is the key to creating remarkable customer experiences. However, too often, hotels are designed by focusing first on the architecture without asking what brand they want to embody. This approach can lead to incoherent results, where the physical space doesn’t align with the emotional experience expected by guests.

Thinking about brand before architecture means understanding that a hotel is not just a physical space, but a communication medium that needs to embody a strong, clear, and cohesive identity. The example of The Hoxton, with the creation of its creative studio AIME, perfectly illustrates how a brand can be integrated into every aspect of a hotel project, well before the first brick is laid.

The Hoxton is a textbook example in hospitality. When the group wanted to expand, they didn’t just focus on creating trendy or modern spaces. They first thought about who they were as a brand and who their target audience was. The idea wasn’t just to create a place to stay, but to create a space where a certain lifestyle could be experienced. The creation of the AIME studio was crucial in this process, ensuring that each hotel was not only a physical space but also an experience aligned with the Hoxton brand’s vision.

AIME doesn’t just produce designs; it creates visual concepts and an atmosphere that reinforces the values of the Hoxton brand. The aesthetic of The Hoxton is not merely decorative; it tells a story: one of creative, open-minded travelers looking for authenticity and a sense of community. These values are embodied in the design, the decor, the services, and even the choice of artistic collaborations. It’s not just a hotel; it’s a space where the Hoxton brand comes to life.

There’s a current trend where many hotel projects try to mimic models like The Hoxton or The Standard, thinking that their success relies solely on modern design or an inspiring concept. But this approach can be risky if it’s not accompanied by a deep understanding of the needs and expectations of the target audience.

Take Bazaar House in Washington D.C., designed by the José Andrés Group. This isn’t just another hotel. Here, the design and architecture were created to serve the needs of a clientele seeking social and culinary experiences, while emphasizing responsible consumption (commitment to sustainability and local culture). If the project had been conceived merely as a copy of The Hoxton, it would have missed its core purpose: offering a space where gastronomy, art, and hospitality intersect. The design of Bazaar House is not merely about reflecting a visual style; it embodies a philosophy of connection and immersion in a cultural environment.

The architecture of a hotel is just one of the touchpoints—the interaction points between the brand and the customer. The entire experience must be thought through in a holistic manner, considering all possible interactions with the guest. This begins from the online booking experience, where the design of the website and the user experience should align perfectly with the brand identity, all the way to how the spaces are utilized and even the room service.

Take Escacueva by Badie Architects as an example. This hotel was designed not only with architectural features in mind but also to address specific local needs. The architect thought about the hotel as a community gathering space for both locals and visitors, with communal areas (concert hall, creative workshop) that complement the hotel experience. The design is not imposed; it responds to the behavioral needs of the guests, integrating both community-focused and intimate experiences.

The challenge for modern hotels is to balance consistency with innovation. This is what the José Andrés Group achieves with Bazaar House, where culinary experience and immersive architecture come together. It shows that a hospitality brand can’t just copy trends; it must reflect on its business model and how to align it with the behavioral needs of its target audience.

Today’s hotels must not only be “beautiful” or “trendy,” but they must also address very specific needs and engage their customers deeply through services that are tailored to their behavior. This starts with thinking about the business model: what services to offer, how to create value for the customer, and how to embody these choices through a cohesive identity.

Creating a hotel is first and foremost about creating a brand, a concept that resonates with the needs of a specific target. Consistency between this brand, its business model, and its architectural design is crucial to creating a unique and memorable customer experience. Drawing inspiration from the success of The Hoxton or José Andrés’ approach can be helpful, but what really matters is thinking about the real needs of your target audience and how every element of the hotel reinforces that experience.

Ultimately, a hotel is not just about its walls; it must embody a philosophy, a vision, an experience, and this must be consistent in every detail, every interaction. A consistent brand is the key to transforming a simple space into a desired universe.