“Hospitality needs to give consumers a sense of belonging”
After years of gradual and uninspired change, the hotel industry is waking up to new opportunities, says brand director, Gavin Chetty
From Martin Brudnizki Design Studio, to Morgans Hotel Group, and most recently as brand director at branded real estate operator Way of Life, Gavin Chetty’s career has spanned all corners of the property world. As he prepares to launch a new strategic consultancy, we ask what he’s seeing on the horizon.
“The hotel industry is undergoing a period of renewed innovation after years of gradual but uninspired change. Since Ian Schrager’s Morgans Hotel Group pioneered the lifestyle hotel model in the 1980s – blending music, events, art, design, and a sense of community – major brands have worked to codify and commercialise this approach. While they’ve been successful in scaling the concept, they’ve also eroded differentiation, leaving their offerings increasingly out of step with modern consumer expectations.”
“The rise of aspirational luxury travellers – those willing to invest in premium experiences without ultra-high-net-worth status – presents an opportunity. This growing segment values a strong brand, curated experiences and a seamless ecosystem that make luxury feel both inspirational and accessible. Raffles Hotels is leaning into this, as is Belmond to a degree, and Slowness. Other brands that can engage them early, through fair price points and compelling loyalty strategies, stand to build long-term relationships as these travellers move up the wealth ladder.”
“The big brands excel at jumping on trends, but I believe it will be the next generation of independent hoteliers who truly bring something new to the market. Visionaries create cultures – not corporates. I think Kelly Sawdon, the CEO of Mothership Hotels, is going to do something great. And I’m intrigued to see who else will emerge. ”
“I predict we’ll see exciting new hotel concepts emerge as the industry shifts its focus from restaurants and bars to wellness. But a high-end gym alone won’t cut it. Brands need to embrace the broader culture around wellness – just as early lifestyle hotels tapped into the energy and tribes around art, music, food, and drinks. Community is key; you must create a sense of belonging to drive long-term loyalty.”
“The rise of extended stays also presents a major opportunity for hotels to rethink. Success will come from designing properties that truly cater to this shift, with well-equipped workspaces, comprehensive gyms, healthy dining options and larger rooms featuring in-room kitchenettes. Suite-only concepts like Maybourne’s The Emory are setting the standard, but there’s plenty of room for further innovation.”
BIRCH’s forthcoming Hospitality & Culture insights report will be published next month. Follow Gavin on Instagram here.