Hotels and retailers aren't so different. Both cater to ever-changing consumer expectations. Both need to rethink space, experience, and technology to stay ahead.
At HotelSpaces, Jamie Cornelius, Executive Creative Director at experience agency ChangeUp, broke down how retail's biggest innovators are mastering adaptability, multi-use design, and hyper-personalized experiences—and why the hotel industry should take notes.
How Nike Turned Tech into Community Gold
Nike's Paris flagship demonstrates how to merge technology with community spaces. Their app-driven personalization increased customer dwell time by 37% while creating more opportunities for meaningful staff interactions. This translated to a 29% increase in additional revenue through enhanced communal spaces. For hotels, this suggests a new approach to lobby design—using technology to handle transactions so staff can focus on creating experiences.
Camp's 90-Day Secret to Fresh Spaces
Family retailer Camp transforms their spaces every 90 days without structural changes, cutting renovation costs by 40%. Their "surprise infrastructure" model shows hotels how to design flexible spaces that can evolve quickly. Imagine guest floors with modular elements that could transform seasonally, keeping the experience fresh while controlling costs.
Zara's Blueprint for Smart Service
Zara's RFID-enabled fitting rooms show how to remove friction while improving service. Their system reduced staffing needs by 18% while increasing upsell success by 29%. For hotels, similar systems could personalize room settings while helping staff anticipate guest needs. As Cornelius noted, "Guests want AI to remember their latte order, but still crave a human who remembers their dog's name.”
The Next Chapter in Hotel Design
As Cornelius notes, "Hotels clinging to static designs will become bed factories. Beds don't trend. Experiences do." This shift is already happening—even Kia is reimagining their urban spaces with Club Kia, where EV drivers can recharge, work, and connect. For hotel developers and owners, the message is clear: evolve or risk becoming obsolete. The winners will be those who can balance efficiency with emotion, technology with touch, and consistency with surprise.
Watch Jamie’s full talk here:
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