“Don't create a backdrop, but a world that is right”

Extra focus on hospitality and the power of eye-catchers

A good hotel concept is inseparable from the hospitality industry. This has always been the case, but guests“ expectations are higher these days. E.S.T.I.D.A. creates concepts that make hotel hospitality a fully-fledged part of the hospitality experience. According to Design Director Ruth van Toledo, that experience has to be right from start to finish: ”A strong identity is very important. Guests should immediately understand what kind of establishment they are in, and that expectation should then be exceeded."

More and more hoteliers see that their restaurant or bar should not only cater to hotel guests, but also appeal to a wider audience. Dutch people are naturally less inclined to dine in a hotel, so according to Van Toledo, the hospitality industry should invite as a stand-alone concept. “That works better because that makes it feel not just like a hotel facility, but an inviting place where the neighbourhood and other guests are also welcome.”

A striking example is Restaurant Roam in Carlton Oasis (Spijkenisse). The basis of the E.S.T.I.D.A design is the idea of a natural oasis: with warm tones, soft materials, large felt plants and a fireplace in the middle. “This space had to become the hotel's living room, but in the superlative.” The result is a welcoming place that attracts hotel guests and locals alike.

Hospitality also played a crucial role at Hotel Nobel on Ameland. Here, the link was made with the house liqueur Nobeltje: a tasting room was created, labels were incorporated into the design and the whole experience breathes the product. “Such a concept not only feels logical, it also makes the hotel unique and unforgettable.”

Eyecatchers that exceed expectations

A successful interior design goes beyond stylish furniture or a good layout. According to Van Toledo, eye-catchers are essential to surprise guests and create a lasting memory. “An eye-catcher immediately attracts attention, strengthens the identity of the space and often becomes a topic of conversation. It has to be something unexpected that exceeds expectations.”

This can be a striking object, like the three-dimensional wooden wall panels and giant felt plants in Restaurant Roam, but is sometimes also more subtle. At Hotel Aalders in Amsterdam, the architecture of the building and its association with sunflowers was used as a starting point. Illustrations and materials featuring sunflowers were implemented throughout the hotel. “Because the concept was applied consistently, it feels right and natural to the guest,” says Mr Aalders.”

In Prins Hendrik Hotel on Texel, the identity of the surroundings was embraced: meadow birds, feathers and eggs were used as eye-catchers. “A design certainly doesn't necessarily have to be hip, but it should always be authentic. That's what guests connect with.”

Balance between function and surprise

A common pitfall with eye-catching design is that form overshadows function. But that is precisely where the power of good design lies: “Sometimes the whole interior is an eye-catcher, but it must always be functionally correct. For example, a spectacular bar can simultaneously be the
business card and help the hotelier with a more efficient workflow. Design should never take precedence over functionality.” This balance ensures that eye-catchers not only surprise, but also contribute to comfort and efficiency. And ultimately to the success of the hotel's catering business.

Trends and challenges

Van Toledo sees hoteliers currently looking strongly for authenticity. Art Nouveau and nostalgic influences are returning in interiors, as is the need to lower the threshold: “This is happening not only in price and experience, but certainly also in furnishings. Authenticity is becoming more important than ever.”

With chain hotels, this often requires extra creativity, as the group's brand identity weighs in. Yet this also offers opportunities: “Precisely because we add distinctive design, a concept can become the basis for innovation throughout the chain.”

For independent entrepreneurs, the challenge lies more in daring to choose and implement a strong idea. “Our advice is always: go for authenticity and authenticity. Don't create a setting, but a world that is right. If you implement that consistently, your hotel will naturally become distinctive.”