At The Clayton Members Club and Hotel, art brings the hotel's brand values to life and reflects its DEI values. — Photo by Artist: Frank Martinez
At The Clayton Members Club and Hotel, art brings the hotel's brand values to life and reflects its DEI values. — Photo by Artist: Brien Hollowell
The art collection at UNC Charlotte Marriott Hotel and Conference Center features several works by UNCC staff, students, and alumni, thus supporting local artists and engaging the greater community. — Photo by Artist: Jonathan Pellitteri
The art collection at UNC Charlotte Marriott Hotel and Conference Center features several works by UNCC staff, students, and alumni, thus supporting local artists and engaging the greater community. — Photo by Artist: Maya Godlewska

The most successful hospitality businesses understand that a great first impression is key. Sometimes it’s even what people remember most, or what entices them to visit again. So in a sea of competition, how can hotel developers create a memorable experience from the moment guests arrive to the second they depart?

Art and culture can play a significant role in doing just that. The most successful hospitality leaders understand that art is a critical piece of the puzzle, and should be integrated thoughtfully with design, architecture, and operations to create an unforgettable guest experience.

In fact, 91% of the business leaders we surveyed in our 2021 State of the Art Report believe it’s valuable when a project or space becomes known for a piece of artwork. And, over 70% say an original art collection in the lobby is one of the most buzz-worthy elements of a project.

Harnessing the power of art in your hotel project can take your brand from ordinary to next-level, meanwhile engaging the community, reflecting company values, and driving return on investment.

Art Brings a Brand to Life

Artwork tells a story like nothing else can. It enhances your brand, serving as a compelling visual narrative that helps guests understand and remember who you are.

The majority of professionals we surveyed agree that art brings a brand to life, and that installing an art collection can both build up that brand and help guests align with it.

When it comes to incorporating art that reflects your brand, the sooner the better. Doing so ensures the selected artworks are visual indicators of the brand vision and can be authentically integrated into the space, working in tandem with design, lighting, operations and ambiance to create a memorable sense of place. Art consultants can work hand in hand with designers, architects, developers and other stakeholders to build consensus around a shared vision, and then implement that vision through careful collaboration and creative expertise.This kind of strategic partnership can lead to a unified guest experience that connects visitors to both the hotel space and the hospitality organization itself.

Art Engages Community

Art is most impactful when it’s more than just a decoration on a wall. When curated with intention, art can bring depth and richness to a place, creating a story that makes each encounter feel special.

One of the best ways to do this is by including local artists in the collection. This means engaging with the property’s surrounding community to understand local culture and source artists who reflect it. In their creations, these artists can help capture and celebrate the unique culture and history of a place. Additionally, uplifting local artists can help developers navigate concerns about gentrification from area residents, meanwhile generating community goodwill and drawing positive attention for the project.

Over 90% of respondents from our State of the Art Report agreed that including local art is an effective way to support the community, and that local artists specifically can help connect a brand vision to the local culture. This approach builds social and cultural capital and creates genuine community connections, meanwhile strengthening a hotel’s guest experience.

Further, engaging local artists and the greater community can help set the tone for creative hotel programming, like live music, artist talks, or art-making activities. A hotel filled with original, local art can draw in visitors and locals alike, distinguishing the space as an important community destination.

Art Reflects Your Values

Essential to your brand experience is transparency surrounding your values. Art is a visual way to share what your company stands for and strives for. With diversity, equity, inclusion and belonging (DEIB) being discussed in every business sector across the country, it’s more important than ever to be genuine and sincere in how your company lives up to its DEIB commitments. Investing in art that communicates these values is an effective place to start. Over 80% of people we surveyed believe it is good business to celebrate diversity, equity, inclusion and belonging as part of a project and nearly 70% agree that art’s goal is to build social and cultural capital. Yet many are still focused on the art itself rather than the person creating it. To truly communicate your values, choose art that is diverse in both subject and maker. Be intentional about supporting local, emerging and underrepresented artists.

When you’re strategic about the kind of art you display and the artists you uplift, you make your hotel a place where people feel they belong.

Art’s Impact on Hotel Experiences

It’s no wonder that when art is used intentionally to convey a brand message, communicate values and engage with the community, it positively impacts a company’s ROI. When you’ve created a memorable place where people want to be, they also want to stay longer, return often, tell others and spend their time and money.

As demonstrated by NINE dot ARTS Curator Denise Joseph in the recent webinar, “How Art Creates a Next-Level Experience for Hotel Guests,” arts-infused spaces can command higher rates, have longer bookings and leverage community engagement to draw a crowd. This can generate PR and lead to valuable earned media, meanwhile increasing exposure for the hotel’s featured artists.

To reap these benefits, the hospitality industry should involve art consultants early in their hotel’s development, ensuring the final experience will communicate their brand story, build community, and create not just a memorable first impression, but an everlasting one, too.