The presentation of bespoke art is considered to be one of the biggest trends in Real Estate and Hospitality developments today. In locations with high density development of luxury hotels, resorts and high-end apartments, the competition for differentiation is tough. A new trend to boost sales in the high-end market is art. An increasing number of luxury hotels are positioning themselves as art destinations.
High-end properties are becoming a traveler’s substitute for traditional art galleries, creating an insightful, luxury experience. Art has become a fundamental, rather than ornamental, element of a design. Art has been used by hoteliers as an integral part of their marketing strategy, to challenge guests to think more deeply about their experience at the hotel, and to attract luxury travelers. Art has developed into a critical part of a hotel’s brand and identity while Art has been seen by Investors and Real Estate developers as a way to inﬂuence real estate values and maximize property prices. Katherine Gass Stowe, Founder & Chief Curator at James Company Contemporary Art Projects examined the integral role of art in brand marketing and in orchestrating a memorable guest experience with UAE hospitality brands; XVA Art Hotel, Noon Art Boutique Hotel Apartments, Rove Hotels and; international hospitality brands; The Ritz Carlton Millenia Singapore, Mariott International, Accor Hotels, Rosewood Abu Dhabi, MGM Resorts as well as South Africa’s iconic urban retreat, Ellerman House and Louisville-based combination contemporary art museum and boutique hotel chain, 21c Museum Hotels.