Hospitality in 2020: Why Success is in the Walls

2020 has undoubtedly wreaked havoc on an industry that relies on people coming together and being physically present, forcing many to close or impose hefty restrictions which have turned away many. During the idyllic period before Coronavirus reared its ugly head on the world, it was key players like AirBnB that rocked the hotel world, proving that an authentic, boutique stay is exactly what the people want. The new generation want to be wooed not only through a fully-equipped kitchen and coastal view, but through the Instagram-worthiness of their trips. This means, cool interiors and creative concepts which stand to go viral on the Gram. 

The hospitality industry will rise again, and with it new expectations and customs. Fear not, however, we have everything you need to know on how to tackle this new perspective.  

The Problem: Creating Connection Where Connection is Forbidden

If 2020 could be summarised in one word, it would be distanced. ‘Social distancing’, ‘safe distance’, ‘one metre distance’ are terms that form part of our daily vocabulary, and show no signs of waning.The world struggles not only to physically comply to these new rules, but mentally accommodate them as mental health issues rise and a yearning to feel close to one another feels like a distant memory.

The problem is this lack of connection between client and brand. How do you create a connection between a customer and your establishment without breaking the rules?



City Skyline Selection

 “The art is a part of the identity of the hotel, and is integrated into the architecture, design, concept, and what we ethereally call the vibe, the intellectual soul of the hotel.”

– Jason Pomeranc

The Solution: Look, Share, Feel but Don’t Touch 


Room at the INNSiDE Milano Torre GalFa featuring Itala Gasparini’s Painting 


Room at the INNSiDE Milano Torre GalFa featuring Emiliano Cavalli’s Painting 

Art is key to providing a unique connection between venues and clientsproviding an emotional resonance and crucial touch of personalisation. This is key to enhancing brand identity because it opens up a highly-personal dialogue between the guest and room they inhabit, rendering venues memorable and therefore more authoritative in the hospitality industry. 

Establishing a front as a creative and artistic hotel develops a high sense of credibility amongst not only clients, but competitors, by attracting guests who share the venue’s values. Art can help customers feel like they belong, because supporting emerging artists can turn a brand into an advocate for the art industry and local, independent creatives. 

Brochures and travel guides are out, and there is a new language in town; painting. Tourists no longer solely seek beaches, pools and nightlife, but an authentic connection with their surroundings. Interactions with the locality have become more calculated and meaningful, with most guests finding inspiration for their next movements on Instagram and other social media platforms. Due to the highly ocular nature of the online world, it’s important to provide an aesthetically pleasing, individual interaction for guests, supplying a validating and different experience for visitors.

The majority of guests nowadays are social media savvy, exposed to inspiring images of unique hotels and restaurants around the world. The ubiquitous nature of sharing imagery online means potential guests have a very well-trained eye for what is an aesthetically pleasing (or even trending) venue.

This means that, adorning the walls of hospitality venues with art is a was to gain free, online marketing, as guests are more likely to photograph unique decor and share it online. Making a venue as Instagram-worthy as possible through interesting artworks can do wonders for its online visibility, allowing it to potentially be reposted and shared by travel bloggers, influencers and art aficionados around the world. 

Affordable, Effective, Unique: Try Renting Art

Venues need to follow suit in order to keep up with the mounting trend for personalisation, and a great and affordable way to do this is through rotating art exhibitions. Working with local and emerging artists not only provides a means for industries to set themselves apart, but additionally gives a very unique and vital insight into the local scene. 

Artupia’s collaboration with Spanish hotel chain, Melia, saw each floor of the INNSiDE Milano Torre GalFa dedicated to a specific Milanese artist. A total of eighty-eight Original and Custom paintings were provided to Melia by Artupia, exploring a range of styles and sizes to provide an immersive experience to guests.


Mario Fontana on Artupia

Artupia offers renting services for hospitality venues to refresh their aesthetic every few months, allowing returning guests to encounter new art and experiences. The concept of rotating paintings in venues not only keeps the interior decor fresh, but increases brand loyalty as guests are guaranteed a new experience every time.

Intrigued by what you see? Get in touch! 

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