In the competitive world of hospitality, creating memorable guest experiences goes far beyond providing a comfortable bed to sleep in. The physical environment plays a crucial role in shaping perceptions and emotions, with colour being one of the most powerful tools at a designer’s disposal.
Recent trends have included a more pronounced focus on wellness and wellbeing, as travellers seek experiences that align more closely with their individual lifestyle needs. While luxury amenities and personalised services contribute to this, it has been discovered that the strategic use of colour can offer an effective and cost-efficient solution, while also enabling a hotel to stand out from competitors.
Colour theory has been at the forefront of academic’s minds for quite some time now. One in particular, Niki Hynes, published a paper in 2009, detailing the use of colour in corporate branding, and its influence on consumer psychology and brand perceptions. The paper also expressed, to many industries, including the hospitality sector, that colour can act as its own silent salesperson. It states that a variation of colour pallets, strategically placed around a venue, will induce specific moods and sensations, that have the power to influence the customer journey. For example, the colour red is said to encourage appetite and induce the feeling of hunger, if used nearby a food or dining facility.
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Palette power
Colour can have a profound impact on emotional and even physiological responses. In hotels, it can influence everything from a guest’s first impression to their overall mood, and attitude towards the venue, influencing their likelihood to return.
Traditionally, neutral tones like white, beige and cream have been favoured by hoteliers for their ability to create a sense of balance and calm. While this versatile palette can complement a wide range of styles, the introduction of contrasting colour and textures can work to create a more bespoke, individual aesthetic that aligns with the hotel’s ethos and creates a distinctive guest experience.
For example, warm reds and oranges can stimulate energy and be strategically employed to foster a welcoming and convivial atmosphere – perfect for social spaces like lobbies or restaurants. Conversely, cooler hues like soft blues and pastel greens tend to promote tranquillity and a sense of calm, making them ideal for bedrooms, spa areas, or any space that is designed for relaxation.
However, creating the perfect palette goes beyond colour psychology. It’s important to create a cohesive narrative that aligns with the brand’s identity and target audience. A high-end, luxury hotel may opt for rich, deep shades to convey opulence, while boutique properties may dare to go for bolder, more eclectic colour pairings to emphasize their character.
Strategic design
One often overlooked aspect of colour implementation, is the role of a door. A key touchpoint for every hotel guest, doors are a significant element of any interior scheme, and can be used to enhance the overall room design – from both an aesthetic and practical perspective.
An example of effective colour application can be seen in our recent work with the Radisson Collection Hotel Tallinn in Estonia. This project, involving the renovation of Estonia’s first hotel skyscraper built after regaining independence in 1991, aimed to bring a contemporary and design-led update to the property.
Swedoor, part of the global JELD-WEN group, was tasked with providing a suite of laminate doorsets in a variety of colours, patterns and woodgrains, to create a sleek and sophisticated appeal. Our expert team worked closely with the hotel’s designers to create custom colours that perfectly complemented the wider interior vision for the building. The outcome saw a subtle grey tone, utilised to convey the venues sophistication and luxury facilities.
Each doorset was customised with enhanced performance features, including acoustic seals to reduce noise transmission and provide additional privacy for guests – a key requirement of any premium hotel. Reflecting Swedoor’s commitment to quality and compliance, all doorsets were also subject to rigorous testing against leading independent standards for fire safety.
This blend of form and function is particularly valuable in renovation projects. Older properties can often present challenges, such as non-standard wall openings, so the ability to customise both the size and appearance of retrofitted doors means designers can still embrace their creativity.
A new era of hospitality
As hotel design continues to evolve, with a continued focus on creating unique, Instagram-worthy spaces that stand out in the market, it’s important to consider the role of colour across even the most modest elements in a room.
By fusing the principles of colour theory with functionality and aesthetic, hoteliers can create environments that not only meet the practical needs of their guests, but also evoke positive emotive responses. This approach can help hotels differentiate themselves in a competitive market, foster guest loyalty, and ultimately drive business success.
Rather than simply creating a place to sleep, hotel designers should look to craft a truly memorable experience that guests want to come back to. The objective being to use colour not just as a decorative element, but as an integral part of the guest experience, enhancing comfort and functionality, whilst bringing the brand identity to life.
Swedoor internal doorsets are now available to the UK commercial market, offering customisable design features with a range of applications, including in hospitality settings.