Vacations have shifted from destination-first to hotel-first for design-focused travelers. Hotels that collaborate with avant-garde studios and artisans attract cult followings on social media, turning lodging into the main attraction. Europe’s cultural richness offers an ideal backdrop for innovative hospitality design, with many notable hotels concentrated within easy travel distances. Personal accounts include moves and freelance work focused on hotel design, visits to design houses such as Louis Poulsen, and immersive stays that showcase bespoke lighting and brand-integrated suites. Curated lists and window-shopping approaches guide design-minded travelers toward boutique hotels with layered creative stories.
Once upon a time, vacations were all about the destination, but today, some of the best hotels for design lovers are reason alone for the aesthetically inspired to travel. We once chose Spain for its beaches or the Alps for their snow, and the hotel came second; a backdrop rather than the main event. Of course, discerning travellers have always sought luxury or design kudos, but it was rare to travel for the hotel alone.
Europe, with its rich culture, art and history, is the perfect stage for this renaissance in hospitality design and exploring it has become something of a speciality for me. After a decade in London publishing, I moved to Hamburg in 2022 and began freelancing, turning my digital quill to hotel design. Being a train ride from Copenhagen, the Netherlands, Paris, and Switzerland means some of the continent's most exciting boltholes are practically on my doorstep - and, boy, do I take advantage of it.
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