“Sexy sophistication, daring interiors and mood-evoking colors” are set to define the new hotels we stay in over the next decade, according to a leading industry designer.

Burj Khalifa
Burj Khalifa

Jeffrey Ornstein, boss of the J/Brice Design agency which counts Hilton, Marriott, InterContinental, Trump, Hyatt and Taj amongst its clients, was speaking at a hospitality trends conference in Qatar. He believes that 2010 is the decade of the guest, as consumers get even more sophisticated in selecting a property and reporting on the experience.

“”Ban the term hotel design and replace it with hotel fashion,” said Ornstein. “Fashion creates guest experiences that resonate with today’s traveler. The great hotels of our decade will be created by fashion savvy cultural spies who can read the waves of change.”

Ornstein’s words are particularly resonant given the appointment of television stylist and designer label consultant Amanda Ross as W Hotels’ Fashion Director and the growth of fashion hotels by the likes of Moschino, Missoni, Armani and Versace.

“The Hotel Khalifa in Doha (to-be opened this year), the Burj Khalifa in Dubai and the Hotel Missoni in Kuwait as winners in the fashion-driven hotel world of the 20-10 decade,” continued Ornstein.

“Color trends to watch: bold reds and pure yellows, moss greens and lavender – especially in upholstery. For contrast, expect to see more charcoal gray. Textures will create excitement and fabrics as delicate as lingerie will be juxtaposed with metallics – including steel to excite the guests’ senses.”

However, the influential designer had a word of warning to hotels looking to ignore technology in the connected world of 2010. With green technology in plentiful supply, he argued, there is no excuse for hotels not to be catching on.

“People are traveling lighter and for shorter durations. They demand the technology to keep in touch. That means reliable and free Wi-Fi and a panoply on satellite channels – if they cannot get World Cup soccer from Soweto starting June 11, your property will be remembered – badly.”