Hospitality Design Trends in 2024

By Amanda Hopkins, Marketing Manager, Hospitality  

Shaw Contract Hospitality’s designED Custom event this summer brought together more than 20 talented hospitality designers from across the United States and Canada. The three-day immersive workshop provided a unique opportunity for designers to enhance their skill sets, broaden their networks and gain industry knowledge.​  

We were lucky enough to gain valuable insights from these designers on current hospitality trends. Four trends stood out among these designers: Maximalism, French + Cottagecore, Geographical Influence and Residential Feel. 

Maximalism: A Bold Revival
Maximalism is making a striking return in hospitality design, with designers moving away from previously popular minimalist trends. Designers are embracing bold choices, with vibrant colors, mixed metals and rich textures becoming the norm. The shift is evident in the use of deep, contrasting colors and intricate patterns, creating spaces that are visually stimulating and full of character. Naomi Hymer at Eleventh Floor Design highlighted this trend, saying, "More color now! We are moving out of the neutrals." This embrace of maximalism celebrates creativity and individuality in design. 

French Revival + Cottage core: Embracing Nostalgia
French and Cottage core aesthetics are also gaining traction, bringing a nostalgic and feminine touch to hospitality spaces. This trend features traditional elements such as florals, toile, and French-countryside themes. Consumer trends forecaster WGSN noted “Ode to Femininity” as a trend spotted during throughout 2024’s London Fashion Week, underscoring the widespread appeal of florals and “decadent details.”  

 Anna Roenitz with Gettys Group expressed her appreciation for these traditionally feminine trends, highlighting their growing acceptance in the industry. Jackie Wensley at Frank Architcture mentioned, "(This trend gives) A nod to the past with more traditional elements." This resurgence of vintage and historical styles creates a cozy and charming atmosphere, offering guests a sense of comfort and familiarity. 

Geographical Influence: Nature and Local Inspiration
Designers are increasingly drawing inspiration from their surroundings, integrating natural elements into their projects to create spaces that support emotional health & wellbeing.  

Ainsley MacNab at Avenue ID noted the significance of creating designs that reflect the local environment, whether through natural materials or nature-inspired motifs. Alison Clark, at Stone Hill Taylor discussed the fusion of modernism with rustic, nature-based elements, creating unique and memorable spaces that resonate with the local geography. According to the Environmental Protection Agency, we spend up to 90% of our time indoors, emphasizing the importance of context and connection to location and the outdoors to enhance the guest experience. 

Residential Feel: Creating Homelike Comfort
The trend towards a more residential feel in hospitality design continues to grow, as hotels aim to create spaces that feel warm and inviting. Pinterest predicted the rise of “slowcations” in 2024, highlighting the need for cozy, comfortable spaces for guests to seek refuge from the busyness of everyday life. 

Cassandra Bailey at GH2 shared that guests want environments that reflect their own tastes and provide a sense of home. "Hospitality leans toward a more residential feel," noted Johnny. This trend focuses on making guests feel comfortable and welcomed, offering a sense of familiarity and ease that enhances their stay.  

Incorporating hard surface products inspired by natural materials like stone or wood creates a connection to nature, while offering timeless design that feels like home.  

These emerging trends reflect a broader movement toward more expressive and personalized design in hospitality. At Shaw Contract Hospitality, we are excited to continue exploring these trends, celebrating the creativity and innovation that define the future of hospitality design.  

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^{*Collections featured in this blog include Cultura Custom, Collective Custom, Cultivate Soul, Roam | Arctic Escape and Branching Out.}