Art and design innovation in the luxury hospitality business

Abstract

This dissertation investigates how innovation in art and design contributes to a competitive edge in the luxury hotel industry. Combining an online survey and semi­structured interviews, we analyzed the impact of aesthetics, cultural authenticity and artistic creation on customer experience, brand perception and Willingness­-To-­Pay a premium price. Quantitative results show that almost 86% of participants considered design and artistic staging to be essential elements in their hotel experience. Moreover, 83% said they were willing to pay a premium for a unique artistic concept or design, underlining the strong correlation between visual innovation and price. Statistical analysis also revealed that integrating local cultural elements, sustainability and storytelling around design increases emotional satisfaction and brand attachment. Interviews with experts confirmed the strategic importance of thoughtful, inimitable design: the creation of immersive spaces and collaboration with renowned architects or artists help to differentiate establishments in an increasingly competitive market. The study also revealed a gap between the current enthusiasm for sustainability and the extent to which it is considered when choosing hotels. While professional players insisted on integrating eco-responsible materials, only 30% of customers deemed this essential. Artistic and design innovation appeared to be a major lever for enriching the customer experience and justifying premium pricing. An authentic cultural approach, combined with meticulous aesthetics, coherent storytelling and premium hotel services and amenities, consolidates exclusivity and customer loyalty in luxury hotels.

Date of Award	5 Feb 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Peter V. Rajsingh (Supervisor)