#TIF18 | What are today's design trends and what role does design play in the appeal of the accommodation product?

The creation of experiences for customers who need to be enchanted and whose loyalty must be enhanced more and more, has become an important lever. We are witnessing explosions of creativity. Designers now dare to use not only colors, but also shapes and sensations. New concepts are being developed at a frenetic pace. We see new brands emerge every year. Major luxury brands are particularly reliant on the hotel industry to create shrines to the art of living. And some economy concepts flirt with what the offerings of more upscale ones. It is true that the design has never been so generous. How far will it go?

Alain TAYAR, Deputy CEO, Bouygues Bâtiment Ile-de-France: "A few years ago, I could have defined design by the wow effect experienced when entering a building. Today, the trends and evolution of the hotel product are changing very quickly because they adhere to social issues and the rules of the digital world. So for me, the definition of design today is how the hotel works. From its front door to its exit door. It's a real loop. This is the path and route that the guest will take upon entering this destination. So the design hotel business is really encompasses 100% of what you can find in a hotel."

Stella CADENTE, Creator, Stella Cadente: "I fully share this vision. Often we are reduced to this function of "Make us something beautiful". In design, decoration comes next. It is secondary to the customer experience, to this impression and atmosphere. There are issues of flow, comfort and partitions. For us, all this is really part of the entire design brief. In concrete terms, design includes olfactory and sound design, as well as the uniform (or not) and the staff's speech. Design goes as far as marketing."...