How hotels use art to build identity and create memorable guest experiences
Hotels compete on far more than amenities now. Travellers choose places that feel distinctive, connected to local culture and reflective of the experiences they want to have. Art has become one of the most effective ways for hotels to shape that identity. It adds character, sets the tone for the stay and creates the moments guests remember long after they have checked out.
D*Face for the art’otel, hoxton. Image credit: Jack Hobhouse
Setting the tone
The hotel experience starts from the moment someone arrives. A well considered artwork or mural in the entrance sets an immediate atmosphere. It signals what the hotel stands for and gives guests something to connect with before they have even reached reception. It is a small shift that changes how a building feels and how visitors respond to it.
Inside, art helps hotels move beyond a generic fit out. Rooms, corridors, lift lobbies and communal areas are often the spaces that make or break a guest experience. Thoughtful artwork adds personality to these areas and helps create a consistent visual identity across the building. This is especially valuable for hotels that want to stand apart from competitors offering similar rooms, facilities and pricing.
USING ART TO CONNECT TO THE LOCAL AREA
Art also becomes an important storytelling tool. Hotels with a clear sense of place attract guests who want to engage with local culture rather than stay somewhere that could be anywhere in the world. Collaborating with artists provides a natural way to express this. Whether the work reflects nature, history, local scenes or something abstract that captures the spirit of the area, it becomes part of how the hotel communicates who it is.
The arlo hotel, miami - mural by hoxxoh
CREATING SPACES PEOPLE WANT TO SHARE ONLINE
Hotels are increasingly using artist collaborations to support wider brand positioning too. Artwork helps frame the atmosphere of restaurants, lobbies, rooftop bars and wellness areas. These touchpoints influence how guests perceive the hotel as a whole. They also shape the content shared online. Striking artwork becomes part of the hotel’s digital identity, strengthening marketing efforts and giving travellers a reason to choose the property over similar options nearby.
Art also supports guest-generated content. In a world where travellers document their trips online, visually striking spaces are more likely to be photographed and shared. This provides free marketing for the hotel and helps build a stronger digital presence without relying on heavy advertising.
USING ART FOR NEW HOTEL OPENINGS OR REFURBISHMENT
For new openings and refurbishments, art offers a fast and effective way to refresh a space. It can soften hard architectural lines, add warmth to minimalist interiors or introduce a colour palette that ties different parts of the hotel together. It also gives developers and hotel groups a scalable way to bring personality into buildings that might otherwise feel neutral.
Larger hotel groups often think beyond a single location. A curated art strategy can help create continuity across a portfolio while still allowing each property to express its own character. This is where working with a wide network of artists becomes valuable. Different styles, mediums and narratives can be introduced across multiple sites while still feeling aligned with the brand.
For hotels, art is an investment that improves guest satisfaction, strengthens brand identity and sets the tone for the entire stay. It brings personality into spaces that need it, creates memorable environments and helps hotels build deeper emotional connections with their guests. Whether used across rooms, lobbies, corridors or outdoor areas, art has become a key part of how hotels design, differentiate and grow.
The Adnate hotel, perth - the 27 storey mural is one of the tallest in the southern hemisphere
Get in touch
At Blank Walls, we curate complete art programmes for hotels of any scale. That includes murals, canvases, original artworks, installations and print series. With access to hundreds of artists across the world, we can develop an art identity that reflects your brand and enhances the guest experience. We act as your art partner from concept to delivery, helping you create spaces that feel distinctive, considered and culturally connected.
