Where hospitality is headed next
Designing for the future of hospitality.
The beginning of a new year always invites time for reflection—and in our case, much of that contemplation has regarded the opportunities and challenges currently facing the hospitality industry. On the one hand, we have seen a dramatic rise in demand for traditional hotel concepts, as rising costs, restrictive cancellation policies and hidden fees have soured customer perspectives on Airbnb and similar vacation rentals. At the same time, the industry continues to struggle with recruiting and maintaining an experienced workforce in the post-Covid era.
This inherent tension—between a growing desire for higher-touch, personalized service and a limited talent pool—is one area in which we are already exploring creative solutions for our clients. For example, we envision back-of-house and service-oriented spaces that promote efficient workflows and even the doubling up of roles—like combining reception with the warm welcome of a bartender or barista. Creating dedicated lounges with quality-of-life amenities for employees can also enhance their daily routines and meaningfully boost retention. Beyond these design solutions, technology can also support pared-down operations, yet we find it to be most effective in streamlining mundane or rote tasks, freeing up team members to provide a uniquely human quality of service.
On a more conceptual level, we have observed a push for properties to establish a clear cultural foothold in their communities. These high-design and functionality-driven concepts eschew a “could be anywhere” approach, with intentionally activated spaces, vendor partnerships and onsite amenities that respond to the desires of both overnight guests and local residents. By extension, these businesses also spark the genuine interest of potential employees, which facilitates easier hiring.
In many ways, this trend is a return to hotels as cultural icons in communities. Whether these properties serve to reinvigorate downtown districts, attract new business and leisure travelers or provide meaningful lifestyle amenities to local residents, they are more than simply a place to stay. Many of these concepts are envisioned as part of larger mixed-use developments, while others have gained traction by reimagining the structure of hotel offerings. Below, we dive into two recent projects that embody this exciting shift in hospitality.
THE BEST OF BOTH WORLDS
Catbird Hotel | Colorado Springs
Slated to open in 2027, Catbird blends the traditional hotel experience with a novel emphasis on extended stays. Its hybrid approach combines a full-service hospitality model with residential amenities—including an indoor/outdoor rooftop, co-working spaces, onsite fitness and F&B, as well as a “playroom” lending program stocked with popular homewares and adventure gear. The property also features a versatile “guesthouse” space that can be rented as a larger single-family suite or for intimate events. As this multi-location brand expands beyond its original Denver outpost, our team found inspiration in the iconic architecture of the nearby US Air Force Academy, creating a rigorous mid-century modern framework and crisp, yet fluid openings that create a sense of enclosure while promoting the movement of activity, air and light.
BRINGING NEW LIFE TO A DOWNTOWN LANDMARK
Asher Adams | Salt Lake City
This adaptive reuse concept, opened in fall 2024, reimagines a 1908 Union Pacific Railroad station with a new 8-story addition. With a 225-key hotel, four F&B outlets and several event spaces onsite, this mixed-use project has brought new life to an underutilized landmark, drawing new energy to the Gateway district. Our work drew inspiration from the pioneering spirit of the era in which the city first connected to the Transcontinental Railroad, maintaining the historic fabric of the station’s Grand Hall, while seamlessly integrating modern design elements.