As the hospitality industry continues to evolve, adaptive reuse, outdoor lodging, and authentic guest experiences are reshaping the way developers and designers approach hotel projects. I recently attended The Lodging Conference in Arizona and am sharing some of my insights that highlight emerging trends and opportunities in the sector.
Hotel Conversions & Adaptive Reuse: A New Era of Authenticity
One of the most prominent themes was the rise of hotel conversions and adaptive reuse, especially in secondary markets. Developers are increasingly transforming historic or non-traditional buildings into boutique hotels that reflect local culture and character. These projects prioritize authenticity, community integration, and unique guest experiences over standardized amenities.
A standout example shared at the conference was the South Beach hotel conversion, where a condo hotel was reimagined into a vibrant hospitality space with a dramatic double-height lobby. These types of projects often involve complex financing strategies, leveraging historic tax credits, opportunity zones, and city incentives, to bring vision to life.
At Ware Malcomb, we have extensive experience in adaptive reuse with various project types and markets. We understand the nuances of renovating existing sites and properties, while integrating new construction into a cohesive final design. Earlier in the year I also attended the ULI Spring national conference where historic preservation and adaptive reuse were discussed in great detail to help revitalize communities. We have seen adaptive reuse projects increase across most market segments, and showcase an example in the healthcare sector in this recent blog post.
Outdoor Hospitality: Rapid Growth and Brand Expansion
Outdoor accommodations are growing 2.5x faster than traditional hotels, driven by a post-COVID demand for wellness-focused travel and nature-based experiences. Major brands like Marriott and Hilton are entering the space, legitimizing and professionalizing the segment.
From luxury tents to custom Airstream trailers, outdoor lodging offers strong guest satisfaction. Operational models differ significantly, with localized staffing, seasonal labor, and infrastructure-heavy development. Marriott’s launch of Bonvoy Outdoors, a sales and marketing category targeting outdoor enthusiasts, signals a strategic shift toward experiential travel.
Designing for Experience and Community
Across both traditional and outdoor hospitality, the emphasis is clear: design must serve experience. Properties are integrating local artists, materials, and storytelling into their spaces. One hotel featured installations by 17 local artists, including a paper chandelier and leather-clad elevator, creating a memorable and authentic environment.
These design choices not only elevate the guest experience but also generate PR buzz and community engagement. Branding consistency and vision alignment are critical.
Looking Ahead
The Lodging Conference underscored a pivotal moment in hospitality design. Whether through adaptive reuse in secondary markets or innovative outdoor lodging concepts, the industry is embracing creativity, authenticity, and local connection. At Ware Malcomb, we’re excited to continue partnering with clients to bring these transformative ideas to life, designing spaces that resonate with guests and communities alike.
Ware Malcomb has extensive experience in the hospitality sector. Our talented team of designers, architects and engineers is committed to crafting exceptional hospitality environments that seamlessly blend functionality with aesthetic appeal. Whether it’s hotels, vibrant restaurants, clubs, spas, or any other gathering spaces, we bring our clients’ visions to life.
