written by Lorraine Francis
Airports shout. Feeds shout. A few lobbies still shout.
Heading into 2026, the winners won’t be louder—they’ll be clearer.
The market is selective, operations are tight, and guests arrive with thin attention and high expectations. The answer isn’t more. It’s more of what matters: edited experiences that photograph beautifully, maintain easily, and earn their keep.
Call it distillation.
Call it still action—design that feels calm on the surface and works hard underneath, especially in elevated 3–5 star hotels.