Staying in a hotel could feel like spending the night in an art museum and hoteliers are taking up on the digital art trend.
Back in 2009, the New York Times wrote an article on how installing art in the most unexpected of ways challenges guests to think more deeply about their experience at a hotel. Today, there are tech applications in the hotel sector designed to improve service, with texts that let guests know when their room is ready or apps that provide key-less entry to your room via cellphone. Others combine function with fun: robots that deliver towels or room service that can be ordered by emoji text.
Technology can also help hotels gather data on what their guests require, and use that information to improve the hotel experience by anticipating customer needs. The art selected in hotels has to follow the example of meeting the customer’s needs and digital art can do that by providing flexibility of making sales by allowing a variety of materials and printing options as well as accommodating more custom requests.
Here are few hotels taking the digital age revolution seriously:
San Francisco based Greystone Hotels announced the completed installation of their first digital art gallery in the lobby of the Empress Hotel in La Jolla, CA last year. “SmArtGallery” features four HD digital art screens installed and curated on a monthly basis by Daylighted, a San Francisco based art consultancy company. The Empress SmArtGallery features three 50” HD portrait screens and one 55” HD landscape screen.
The Art, an independent hotel in Denver also has its focus on contemporary art with the installation of 22,000 LED lights at the entrance. The hotel’s general manager, David Bodette expects the hotel’s commitment to local art to grow in the future.
At Paris’s Le Royal Monceau, which once exhibited Jeff Koons’s “Balloon Venus” sculpture, general manager Serge Ethuin says that guests often have a love-hate relationship with the hotel’s edgy approach to art, however he stays optimistic: “But we like to take that risk—we are really trying to sell emotion, and the art contributes to the emotional experience.”
But does art make a difference to hotel guests?
Traveling often means navigating through flight delays, security checkpoints, overcrowded planes, lost luggage and unfamiliar streets. Does that leave any room for appreciating art?
Nick Winter, a frequent travellerer said for CNN Travel: “When I do find myself staying somewhere with a thought-provoking painting or installation, it stops me in my tracks. I wouldn’t choose a hotel for the art, but I would certainly remember my stay if the art was amazing.”
The hospitality industry momentum around digital on-property options will surely speed up and evolve the nature of business and travelling, challenging digital investments to deliver value and profitability.