BDNY 2025: Redefining Hospitality for NextGen Guests

Designing for Locals

A panel of hospitality leaders gathered at BDNY to explore the future of hospitality design through the lens of place, belonging, and brand experience. Moderated by Aria’s own Megan Walsh, the conversation featured Rob Blood of Lark Hotels, Megan Davey of AJ Capital Partners, and Krystel Sam of Hilton. Together, the panel examined how hospitality design has evolved beyond aesthetics to become a strategic driver of community connection, guest loyalty, and long-term asset value. connection.

The discussion was candid and wide-ranging, grounded less in trends and buzzwords, and more in authenticity, belonging, and human connection. Panelists emphasized that sense of place is no longer a differentiator but an expectation. Today’s challenge is creating a sense of belonging. Rather than designing hotels for visitors, some of the most compelling projects today are designed with locals in mind – spaces that function like extensions of the community. This shift transforms hotels from destinations into cultural participants—where guests feel instantly connected.

Immersion Over Observation

Panelists emphasized that meaningful design requires immersion rather than surface level reference. Understanding a community means engaging directly with the people who live there and anticipating where culture is headed next. When hotels reflect how locals live rather than how tourists visit, they foster a sense of belonging that resonates with both guests and neighbors. Rob shared how this philosophy plays out at Lark’s Blind Tiger, where every guest room is paired with a cultural host: a local who curates recommendations and writes a personal letter for guests. The result is insight no app or algorithm ever could replicate, and a deeper connection to place.

“Sense of place is a gateway drug…What we are really trying to create is a sense of belonging…You cannot study a community from afar. If you want it to feel real, you have to live it, talk to people, and understand what is happening now and what’s next.”
– Rob Blood, Lark Hotels.

Living Rooms for the Community

Great hospitality spaces are not static — they evolve throughout the day. From morning coffee to late-night cocktails, hotels must adapt to the natural rhythms of guests and communities. Flexible programming and all-day venues not only enhance guest experience but also drive revenue. Design must anticipate how spaces are used over time—not just what they look like at check-in.

Megan Davey shared how Graduate Hotels are intentionally designed as social hubs where locals, students, alumni, and travelers naturally intersect. Rather than following a rigid formula, each property expresses its identity differently while still feeling unmistakably connected to the brand. The brand’s “Writer’s Table” research process—bringing together alumni, students, and community members to share stories—directly informs each project’s design narrative. Those stories become a living “yearbook” that guides everything from architecture to artwork, resulting in hotels that feel less like branded products and more like local institutions.

Timeless Design & the Last 10%

The conversation turned to longevity and adaptability, underscoring the value of timeless design. Balancing past, present, and future allows hotels to remain relevant without chasing trends that quickly fade. This approach benefits both guests and owner, creating environments that age gracefully and reduce the need for frequent renovations. Timeless design is the future and instagram moments are the past — if a space is thoughtful, layered, and real, it will be shared and remembered without telling guests where to stand. Experiences should feel flexible rather than prescriptive, allowing guests to engage on their own terms.

Panelists also highlighted the importance of “the last 10%”—the final layer of design that transforms a good hotel into a memorable one. This is where vintage finds, local art, heirloom furniture, and unexpected details come into play. It’s not about perfection or uniformity, but about texture, history, and humanity. These elements may require more effort—and sometimes bigger replacement budgets—but they’re often what guests remember most.

Story before Style

Across brands large and small, the panelists agreed that design without story lacks soul. Krystel shared how Hilton’s Curio and Tapestry Collection brands begin every project by defining a narrative before design begins. While each brand provides a framework, it’s the storytelling that gives each hotel its identity—something guests feel immediately upon arrival. Branding and tactile touchpoints—menus, matches, signage, even the weight of a glass—collectively shape the guest experience, often subconsciously. These layers work together to create spaces that feel emotionally resonant rather than formulaic.

Designing for Connection and Hospitality

Wellness is evolving beyond traditional spa models to encompass mental wellbeing, human connection, and moments of presence. Communal programming, outdoor experiences, and places to unplug all support this more holistic approach. Technology, too, should enhance hospitality—not replace it. When used thoughtfully, technology supports hotel teams, enabling richer, more personal interactions while preserving meaningful human connection.

As the industry looks ahead, the panel made clear: the future of hospitality design is intentional, human centered, and deeply rooted in context. When design, operations, and storytelling align, hotels become more than places to stay – they become cultural anchors. The are places people return to, talk about, and remember. Thank you to our incredible panelists and everyone who joined us at BDNY for this thoughtful conversation.

Panelists: Rob Blood (Lark Hotels), Megan Davey (AJ Capital Partners), Krystel Sam (Hilton)

Moderator: Megan Walsh (Aria)

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