Brand Storytelling in Hospitality Design

The Power of Meaning at Every Scale

In hospitality design, brand storytelling is often associated with luxury resorts, boutique hideaways, and destinations built around a singular narrative. But that assumption misses a critical truth: storytelling isn’t about how much money you spend—it’s about how intentionally you design.

From luxury hotels to select-service brands, the most memorable guest experiences are created when design reinforces why the brand exists and where the hotel belongs. The scale may change. The strategy does not.

Credit: Drake+Khan Design

Storytelling Isn’t a Theme—It’s a Framework

At its best, brand storytelling isn’t literal or decorative. It doesn’t rely on signage, slogans, or overdesigned moments. Instead, it operates quietly—through layout, materiality, lighting, and flow—shaping how guests feel as they move through a space.

The question isn’t “What story are we telling?” It’s “How does this space make people feel, and is that aligned with the brand promise?”

That answer looks different depending on the hospitality segment.

Select-Service & Midscale: Precision Over Pageantry

Credit: Drake+Khan Design

For midscale and select-service hotels—such as Hyatt Place or Hilton Garden Inn—storytelling must be efficient, restrained, and highly intentional.

These properties aren’t designed for spectacle. They’re designed for rhythm.

Storytelling in this segment lives in subtle cues:

• Materials that reference local context without overpowering brand standards

• Art that feels intentional rather than generic

• Furniture layouts that support how guests actually work, wait, gather, and unwind

The goal isn’t to impress. It’s to create a sense of belonging.

Story also shows up in how spaces function. There’s no grand reveal. Instead, emotion is built through flow—lobbies that adapt throughout the day, breakfast areas that feel considered rather than transactional, and grab-and-go zones that feel designed rather than leftover.

When flow supports emotion, the space feels intentional—even within a modest footprint.

Boutique & Independent Hotels: Narrative as Identity

Compton Hotel Lobby Credit: Angela Treimer/Treimer Creative

In lifestyle and independent hospitality, storytelling becomes more explicit—but it still requires discipline.

Here, the story often is the brand. The design can be layered, expressive, and experiential—but only when every decision supports a cohesive narrative. Without that clarity, storytelling turns into visual noise.

Successful independent hotels don’t design “cool spaces” they design coherent worlds.

Luxury Hospitality: Restraint Is the Real Luxury

Credit: St. Regis Hotel Longboat Key Resort

Luxury hotels often have the most freedom—and the most risk.

When storytelling becomes too literal or overly decorative, it can undermine the guest experience.

The most successful luxury environments use restraint as their storytelling tool:

• Fewer gestures, executed exceptionally well

• Materials that speak through craftsmanship, not excess

• Spaces that invite discovery rather than explanation

Luxury guests don’t need to be told the story. They feel it.

Memory Comes From Meaning, Not Marble

Credit: Drake+Khan Design

Across every hospitality segment, one truth remains constant:

Guests don’t remember finishes. They remember feelings.

They remember:

• Comfort after a long travel day

• A space that made them feel grounded

• A lobby that felt welcoming rather than performative

That emotional recall is the real return on brand storytelling.

Because in hospitality design, the most powerful stories aren’t seen—they’re experienced.

The Takeaway

At Drake Khan Design, we approach brand storytelling as a strategic tool—one that adapts to scale, respects brand standards, and elevates the guest experience through intention, not excess.

Read more insights on hospitality design at https://www.drakekhan.com/blog