More than 4,000 people gathered at the Athens Conservatory for the annual Hotel Experience conference, held on October 5-6, 2024, with the participation of world leaders in the field of Architecture and Hospitality and Tourism entrepreneurs.
At the same time, more than 3,000 people from Europe and the USA participated online, with direct connection.
The only one in our country and the largest meeting on the perspectives and possibilities that open up in the evolving tourist scene in Greece and Europe, with 70 speakers – distinguished architects, hotel entrepreneurs, investors, social scientists and institutional representatives from Greece and abroad – brought together the interests of Greek and foreign visitors.
Focusing on architecture as a unifying theme, the economic, social and development dimensions were analyzed, through trends that improve visitor accommodation.
The focus was on the traveler’s experience at the hotel as part of an exciting journey, deeply connected to local culture, enriched by cutting-edge technology and a commitment to sustainability. Every detail of the hotel contributes to the environment and the quality of the service offered.
The massive participation – mainly from the Hospitality sector – proved that hoteliers are looking for solutions and strategies with quality options and personalized experiences, aiming for the best possible results for their business.
Hotel Experience: Trends and conclusions
- The need to “return to the roots” it is perceived and expressed in different ways and on trips, as highlighted by several Hotel Experience speakers.
- The continuity of people’s relationship with the land and primary production in the Greek countryside is necessary, because it consolidates the unique identity of the destination, which cannot be stolen or copied, as pointed out in the Intangible Cultural Heritage panel (Ivi Nanopoulou, Willy Fotopoulou, Dr. Ioannis Spilanis, Tasos Telloglou).
- A point/museum to tell stories who is the narrator of history and culture – from past to present – can connect visitors to the destination giving a unique sense of place.
- At the same time, as suggested by Dr. Stathis Kalyvas, Greece, as a market creator, should confidently pursue a monopoly position, to make large long-term profits in tourism and benefit for the whole society. One of the tools that could be used are educational campaigns for our internal audience in Greece.
- With the increase in tourism given, management, notes Yiannis Tsakalos, must be done in a way that connects the objective of coordinating and controlling flows in the country with the trend of experiential travelprojected to exceed one trillion dollars by 2025.
- Well-being is the undisputed trend, which starts to affect not only the space, but the entire operation, also addressing HR issues.
- In terms of its implementation and visitor experience, it is clear how well-being is good for each visitor segment focusing on community, movement of the body, and nourishment of soul and body.
The work of architects
Architects acquire a cosmopolitan and international vision in several ways. For example, working on hybrid projects in the primary and tertiary sectors (OOAK office) with an emphasis on minimum coverage of available land.
They also develop projects abroad, taking advantage of the relationship with foreign clients in projects working in Greece, communication, excellence in the internal functioning of the offices and the cosmopolitanism of the Greeks.
The panel on scale highlighted a new reality. Foreign businesspeople request the application of the “Greek style”, mainly from the Cyclades, in projects outside Greece.
Greek architects started their research at office level and are looking for the criteria
Young hoteliers with origins and knowledge of the place, experience in hospitality and a desire for continuous learningsemi-create new placements of existing or new hotels, guided by the answer to the question “what is Greekness?”
Architects participate dynamically and collaboratively in specialized dream teams, adding value to the vision chain, while large hotels are conceptualized with excellent financial results
Design hotels create “necklace of experiences” that is, traveler tours in Greece with stations and reference points for the stay in said accommodation.
Inspired by hotels found in iconic film projects
The Hotel Experience exhibition stole the impressions and played a special role in the organization. Innovative and inspired by hotel atmospheres found in iconic film works such as “Shining” (1980), by Stanley Kubrick, “In the mood for love” (2000), by Wong Kar-wai, and “Grand Budapest Hotel” (2014), by Wes Anderson, transported visitors to another dimension.
The commercial pavilions were transformed into hotel rooms, while the remaining exhibition spaces referred to points characteristic of hotel spaces such as Reception, Foyer, Swimming Pool, Elevator, reminiscent of an atmospheric hotel with cinephile references.
The main objective of the architecture and organization of the space was to create a multi-sensory experience, as the exhibition visitor transforms into a hotel guest who is invited to walk through an attractive and mysterious hospitality space.
The allegory of the hotel was captured through scenic buildings, cinematic references and lighting, inviting an unexpected environment.
The starting point of the exhibition was the Reception, the guest reception area with a corresponding cinematic reference that introduces guests directly to the hotel’s delicate environment. The Reception, and the two stairs that flank it, were connected to the large hall, where the main part of the booths were located. The large foyer hall was the central exhibition area, meeting point and seating area.
On either side of the wide foyer hallway, covered in carpet reminiscent of Kubrick’s classic film The Shining, were divided pavilions – hotel rooms.
The incorporation of neon signs, which are usually found at hotel entrances, created visual horizons and gave intensity to the theatrical atmosphere of the space.