Design Hotels goes after Originals

23 Jan 2009 by intern22

A lot of emphasis is placed on hotel design and architecture to attract travellers. But as most hotels have embraced contemporary aesthetics, design alone is no longer enough to create a premium experience.

“A hotel that’s really going to work absolutely has to have a soul. Right now as ‘designed’ hotels become the norm, the human touch is more important than ever,” said Claus Sendlinger, founder and CEO of Design Hotels, which represents and markets a handpicked collection of 176 hotels in 43 countries.

He added that what makes a good hotel is a combination of intangible and tangibles. Taking a holistic approach, Design Hotels looks at a property’s overall concept. It all comes down to the right concept for the right crowd at the right location.

Last year, over 400 hotels applied for Design Hotels membership, of which only 25 became new members.

Sendlinger said that the company stuck closely to its holistic approach when evaluating prospective properties to add to its portfolio.

“Design is not simply placing a Marcel Wanders lamp or Ron Arad chair in the lobby, or offering the latest high-tech gadgets that guests do not know how to operate when they are alone in the room.  It’s a cohesive idea as well as emotion that fills a property and creates an authentic experience,” Sendlinger said.

Architecture, design, gastronomy, service and a lot more must come together for the hotel to have “a unique DNA that guests can feel”.

Meanwhile, to make Design Hotels properties stand out, the company has added a tagline to its name, to emphasise its new direction that goes beyond its previous design-led approach.

Design Hotels “Made By Originals” puts emphasis on the creative vision of the people behind the property and their desire to provide a unique, aesthetic and service-oriented experience.

In a road show to several major cities, the company showcased 10 hotels within its portfolio that embody this “Made By Original” spirit. Among them are Pallazina Grazzi in Venice, Lute Suites in Amsterdam, The George in Germany and RocksResort in Switzerland. These "Originals" have created the framework for unique experiences within their properties.

For more details, visit

Gigi Onag

Loading comments...

Search Flight

See a whole year of Reward Seat Availability on one page at

Business Traveller April 2020 edition
Business Traveller April 2020 edition
Be up-to-date
Magazine Subscription
To see our latest subscription offers for Business Traveller editions worldwide, click on the Subscribe & Save link below