Design Hotels is one of the hospitality industry’s most unique propositions: a careful mix of a Marriott brand, a hand-picked portfolio of privately owned and operated hotels, an in-house creative agency and a trend forecaster, all rolled into one.
Stijn Oyen started as Design Hotels’ Managing Director in early 2024. An industry veteran who cut his teeth at prestigious brands like Relais & Châteaux and W Hotels, he’s been tasked with navigating the brand through its expanding operations.
We spoke to Mr Oyen about Design Hotels, their hoteliers, and the future of the industry.
Design Hotels works a lot in the world of trend forecasting. What’s the thinking behind working so closely with futures forecasting?
Design Hotels has long been pushing the boundaries at the forefront of travel, so our annual trend report that explores the new movements both within our industry and beyond is the perfect way to showcase our curiosity for what’s next.
Through our Further Forecast, we track cultural shifts and interpret the movements that shape the way we travel today, tomorrow, and for years to come. Our commitment to this research is rooted in our mission to lead the way in experimental hospitality, ensuring that our collection of independent hotels is always aligned with these evolving trends.
By understanding the future needs of travelers, we can continue to create meaningful, impactful hospitality experiences that resonate with the next generation of creative, purpose-driven guests.
For next year and beyond, what trends are you expecting to see in the industry?
We’re seeing a big focus on community-driven travel. Travelers are no longer just looking for escapes—they’re seeking deeper connections, personal growth, and a sense of belonging. Our recently launched Further Forecast 2025 – Community Capital – explores this growing desire for community, and the shift it’s creating in how we travel.
Our research for this report shows that there’s a huge opportunity for the hospitality industry to redefine how hotels engage with their guests. Our community survey showed that 84% of travelers believe that hotels have the potential to create a sense of community, yet only 24% feel like they already belong to a hotel community. This gap shows that hotels have a real chance to create authentic spaces that encourage community.
One significant trend we’ve explored in the report is the rise of micro-communities built around niche interests. People are eager to connect with others who share their passions, and to build new communities around these shared interests. Hotels have a unique opportunity to play a key role in this, offering spaces and programming that cater to these passions: from immersive dining experiences to creative workshops and collaborative retreats. For example, we’ve just partnered up with interiors publication Design Anthology to launch a series of highly localized short trips for people with a specific interest in architecture and design, with carefully curated itineraries to uncover creative movements in destinations such as Athens and Umbria.
The hospitality industry is uniquely positioned to meet the evolving needs of travelers, transforming hotels into vibrant communities. It’s an incredibly exciting time for innovation and growth in travel.
Looking ahead, what is your long-term vision for Design Hotels’ future?
Our long-term vision for Design Hotels remains rooted in our founding mission: to be the most impactful connectors in travel, fostering meaningful creative and cultural exchange. We’ve stayed true to this vision for over 30 years, and as we move forward, I’m excited to continue pushing the boundaries, all while deepening community engagement among our visionary hoteliers and discerning global guests. We’ll continue to expand our global portfolio, unlocking new destinations, and propelling the next generation of independent hotels forward.
Our vision is anchored by our community of hotel owners, who drive innovation and inspire change across the industry. Last September, we collaborated for the fourth year with Cervo Mountain Resort in Zermatt on A Love Beyond, an innovative retreat that brings together a vibrant community of creatives and thought leaders. This time we invited internationally renowned chefs from our member hotels to share their culinary expertise in a unique collaboration. Through events like this we aim to foster cross-cultural exchange, build connections, spark creativity and shape the future of Design Hotels and hospitality.
The future of Design Hotels is brimming with opportunity, and I’m incredibly excited to be leading our team to inspire the next generation of travel and hospitality.
What countries do you see as having the most undiscovered potential or scope for future hotel supply?
In Europe, we’re seeing a growing interest in destinations like Lithuania, a country that offers serious charm, with historical cities like Vilnius and coastal gems like Klaipėda, where the newly reimagined Reja hotel will open in March. Georgia’s Black Sea coast is another prime example of a destination poised for discovery. Our recent opening there, Rooms Hotel Batumi, has had a lot of interest from travelers looking to explore under-the-radar destinations. Turkey’s emergence as a luxury destination further highlights the possibilities for redefining travel in a culturally rich context, with exciting properties like the recently opened Casa Foscolo in Istanbul leading the way.
We see vast potential in AMERS — a region in which we’re keen to unlock new destinations and propel the next generation of independent hotels forward. We have exciting new openings in Mexico poised for early 2025, increasing our total hotel count in the country to surpass 25. Among the highlights are two new Grupo Habita properties: Hotel Humano in Oaxaca and Hotel Sevilla in Mérida, a beautifully restored 16th-century villa. Additionally, XELA in Tulum, a 12-room coastal retreat, will also open in early 2025. In the last year, we’ve also welcomed ten new US hotels to our portfolio, including hotels in Santa Barbara, San Jose del Cabo, Oklahoma City, and Nashville.
While we already have a strong presence in the APAC area, the wider region is full of potential and we are specifically focused on expanding our presence in China. We’ve recently introduced two new dedicated roles in this region for this purpose, and we’re actively exploring these markets, ensuring we find the right partners to bring transformative travel experiences to life.
How many hotels apply to become Member Hotels each year, and how many are accepted in a typical year?
We receive hundreds of inquiries each year from hotels interested in joining Design Hotels, however, our approach is highly selective. Last year, for example, out of hundreds of applications, only 4% were accepted to join our portfolio. We are focused on properties that align with our values of being design-led, culturally sensitive, purpose-driven, innovative, and authentic. As such, there is no typical number that we add to our portfolio annually. In 2024, we signed 29 new hotels, reflecting approximately 10% growth in our portfolio. Our careful selection process allows us to build meaningful relationships with each of our independent hoteliers – including independent groups such as Grupo Habita, Firmdale Hotels, Drift and ASH.
Our goal is not rapid expansion but the cultivation of a community of like-minded owners and exceptional properties that represents the forefront of independent, design-led hospitality. This incredible community sits at the heart of Design Hotels, it’s so important to us.
What makes a good partnership, and what do you look for in future hotel partnerships?
Shared values, a common vision, and a mutual passion for redefining hospitality. At Design Hotels, we look for hotel owners who not only have a strong vision for their property but also contribute to a wider cultural dialogue through their designs and experiences. We look for hoteliers who bring originality, authenticity, and a unique perspective to their properties, offering guests the meaningful and transformative experiences they’re seeking.
Every hotel at Design Hotels begins with a story, which reflects the spirit of our Originals—the creative individuals behind each hotel. These narratives do not only define the uniqueness of our hotels but also form the foundation for our partnership. It’s the storytelling and shared passion that drive successful collaborations and foster a community that pushes the boundaries of hospitality.
How do you work with stakeholders to ensure sustainability best practice is followed?
We foster a collaborative approach, working closely with our stakeholders to ensure sustainability best practices are followed. Our Director of Sustainability partners with our member hotels to guide them in implementing sustainable practices, including advising on areas like waste management, energy efficiency, and community engagement. Our Director of Sustainability hosts regular roundtables with our hoteliers, helping to educate them, and work with them to achieve best practice and ensure sustainability guidance is adhered to.
We’ve also introduced our Ten Conscious Principles, a set of sustainability guidelines that help measure and track progress, as we move towards more environmentally and socially minded practices. These principles cover a wide range of practices, from environmental impact to cultural engagement. For any new hotel joining our portfolio, they must meet at least five of these principles, ensuring sustainability is integrated from the outset. By maintaining this ongoing dialogue with our hotels, we ensure that sustainability remains a core focus across the Design Hotels community.
Which innovations are you investing in? How do you see emerging technologies like AI or AR enhancing the experience for your member hotels and their guests?
At Design Hotels, we foster innovation within our portfolio and the wider hospitality industry through our Further initiative, where we publish annual trend reports and regular cultural studies on the new and growing movements we’re seeing within the hospitality industry and beyond.
Last month, we launched the 2025 edition of our annual Further Forecast trend report, which delves into travelers’ growing desire for deeper connections, highlighting the increasing importance of community in shaping the future of travel and hospitality.
Earlier this year, we released a study on neuroaesthetics – a trend we explored in our 2024 Further Forecast report – examining how elements like color, lighting, layout, textures, and materials can influence guest emotions, and how designers can use these to create desired effects.
Throughout the year we also host a wide range of global events, including our annual owners’ conference Arena, each of which offer a platform to activate these new innovations, and explore topics around new trends we’re seeing, pushing the boundaries of design and enhancing guest experiences.
We’re always keen to explore new innovative ideas that align with the core principles of transformative travel and genuine cultural connection. New technologies offer exciting potential, but we believe these tools should be used carefully, in a way that enhances the authentic travel experience. Ultimately, innovation at Design Hotels is about inspiring our community to adopt emerging technologies thoughtfully and carefully, always with the goal of creating deeper connections and one-of-a-kind experiences for guests.
What impact has Marriott’s ownership had on Design Hotels overall? What benefits do you think it offers to member hotels?
Design Hotels became a part of Marriott in 2021, but all properties within our collection remain independently owned and operated. One of the most significant advantages has been the integration into the Marriott Bonvoy loyalty program, which connects our member hotels to over 210 million travelers worldwide as part of the world’s largest hotel loyalty programme. This has significantly increased visibility, driven revenue, and boosted bookings for our member hotels, while also introducing Bonvoy members to the unique Design Hotels community.
There are also many new marketing opportunities through Bonvoy, including exposure through social media, widely read newsletters, and access to exclusive experiences through Marriott Bonvoy Moments, with the number of events set to increase from three to six in 2025. Marriott’s commercial and operational support has been invaluable to our community of member hotels, allowing us to remain true to our creative and independent spirit while expanding our reach.
What do you envision as the biggest challenges for Design Hotels and the wider hotels industry going forward?
One of the biggest challenges facing the hospitality industry is attracting and retaining top talent. The pandemic significantly impacted the perception of hospitality as a career, making it more difficult to recruit and retain skilled employees. This issue is of particular importance at seasonal hotels, where turnover can be high, leading to a lack of continuity and potential compromises in the guest experience.
To address this, it’s crucial for hotels to focus on creating a positive work culture and prioritizing staff well-being. Hotels that invest in their teams are seeing better outcomes in terms of both talent retention and guest satisfaction. For example, Patina Maldives, a member of Design Hotels, has created the ‘Fari Campus’ to enhance staff wellbeing and provide educational opportunities. Other hotels like Cap Karoso in Sumba, Indonesia, are investing in team-building activities and experiences, as well as agricultural education programs to upskill staff, and create a strong community.
Fostering a strong sense of belonging, and ensuring that staff feel valued and supported, are key factors in retaining talent to deliver an exceptional guest experience. The industry needs to continue investing in team education, development, and well-being, to ensure a sustainable future in hospitality.
