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Intersection Of Art And Hospitality And Why It Is Important
Reading time – 4 minutes
Guest experience analytics to offer creative ways of drawing customers' attention to your listings
Alex Kolokolov
CEO at Hospitality Research
CEO at Hospitality Research
Platform
Knowledge base
Plans
Platform
Knowledge base
We live in a scroll-and-swipe world where visuals are as important as never before. In today’s market, success belongs to businesses that can listen to their clients and address their specific needs, while keeping focus on ensuring positive interactions with customers as often as possible. The reward for getting it right is huge. This is particularly true in the case of the hospitality industry. But what are the secret ingredients of persevering attraction?
Surprisingly, artwork on the wall can make an impact. If you know how to leverage it in your operations using data-driven and research-led insights, even something as small as that can lift the guest experience to a new level. Small is beautiful.
A recent study from the EP research team shows that wall décor can play a huge role in attracting attention to property listings, and influence the overall guest experience. Art offers a remarkable way to connect with people.
Surprisingly, artwork on the wall can make an impact. If you know how to leverage it in your operations using data-driven and research-led insights, even something as small as that can lift the guest experience to a new level. Small is beautiful.
A recent study from the EP research team shows that wall décor can play a huge role in attracting attention to property listings, and influence the overall guest experience. Art offers a remarkable way to connect with people.
Create Spectacular Spaces For Your Clients
Moving away from conventional interior styles, designers are looking for more personalized spaces where artwork becomes the focal point. Watch any of the recent AD Open Door: Inside Celebrity Homes videos to be convinced that it has transformed into a ubiquitous trend.
For instance, Carly Berlin, an interior designer and artist located in Brooklyn, lays a special emphasis on art selection. She designs unique projects based on her client’s style and personal needs. In a Forbes interview, Berlin states that, in her opinion, "art is a foundational part of the design process, rather than an afterthought."
Another interior design trend is large-scale art. It becomes a central element to enhance small living spaces and complement minimalist and modern aesthetics. Big spaces, too.
A case study is a Hollywood Hills-based collector who decided to build an entirely new house with 12-foot ceilings because his old one could not accommodate his favorite painting — Night Watch, by Chris Ofili.
Ultimately, a gallery wall allows us to show off our interests, show depth, and showcase souvenirs. It should surprise and delight … every man to his own taste. If you are a homeowner or a renter you can choose whatever grabs your fancy to bring an empty wall to life.
However, when it comes to a project focused on hospitality or commercial interior design, art is much more than just a catchphrase. In this context, artwork takes on a strategic role, and visitor experience analytics can help with logical, well-informed decision-making.
For instance, Carly Berlin, an interior designer and artist located in Brooklyn, lays a special emphasis on art selection. She designs unique projects based on her client’s style and personal needs. In a Forbes interview, Berlin states that, in her opinion, "art is a foundational part of the design process, rather than an afterthought."
Another interior design trend is large-scale art. It becomes a central element to enhance small living spaces and complement minimalist and modern aesthetics. Big spaces, too.
A case study is a Hollywood Hills-based collector who decided to build an entirely new house with 12-foot ceilings because his old one could not accommodate his favorite painting — Night Watch, by Chris Ofili.
Ultimately, a gallery wall allows us to show off our interests, show depth, and showcase souvenirs. It should surprise and delight … every man to his own taste. If you are a homeowner or a renter you can choose whatever grabs your fancy to bring an empty wall to life.
However, when it comes to a project focused on hospitality or commercial interior design, art is much more than just a catchphrase. In this context, artwork takes on a strategic role, and visitor experience analytics can help with logical, well-informed decision-making.
With Or Without Artwork
What is the difference between a blank wall and a gallery wall? The EP research team randomly assigned guests to two groups in an Airbnb listing. The first group saw the listing without any artwork on the wall. The second group saw the same listing with the same features — but with a painting on the wall. Subsequently, the researchers inquired about the respondent’s attitudes and booking intentions of the participants and compared the outcomes. It’s safe to say that the listing with the artwork had significantly more intent to be booked.
First And Foremost: Thorough Audience Research
Do you think your listing visitors want to see the price or the rating information in the first place? Think again! EP’s recent study reveals that painting on the wall and — even more surprisingly — pillows, attract the highest attention.
But every combination of property and guests is unique. There is no single defining element. It is important to pretest all the factors at play and make the best use of the findings.
In a series of experiments, we offered three types of images to our target groups: abstract paintings, ocean views, and mountains. People from mountain states, like Colorado, demonstrated higher levels of booking intentions when seeing a picture with the mountains. People from coastal areas, such as Florida or California, showed better attitudes and higher levels of booking intentions for paintings with the ocean. But at the same time, the abstract painting attracted higher levels of attention. But keep in mind that attention doesn’t always lead to booking intentions.
Following a series of experiments with hotels and booking websites; Dr. Maksim Godovykh and his colleagues published their findings in renowned scientific journals. He says, "Every image, every word, and other attributes can be pretested by hospitality providers. It is simple, inexpensive, and not time-consuming."
You can get entirely different outcomes if you adjust variables like age, gender, the purpose of the visit, past experience, educational background, and even personality traits. It provides an opportunity to draw in more affluent visitors. Furthermore, craft a personalized offering for the needs of specific target groups.
But every combination of property and guests is unique. There is no single defining element. It is important to pretest all the factors at play and make the best use of the findings.
In a series of experiments, we offered three types of images to our target groups: abstract paintings, ocean views, and mountains. People from mountain states, like Colorado, demonstrated higher levels of booking intentions when seeing a picture with the mountains. People from coastal areas, such as Florida or California, showed better attitudes and higher levels of booking intentions for paintings with the ocean. But at the same time, the abstract painting attracted higher levels of attention. But keep in mind that attention doesn’t always lead to booking intentions.
Following a series of experiments with hotels and booking websites; Dr. Maksim Godovykh and his colleagues published their findings in renowned scientific journals. He says, "Every image, every word, and other attributes can be pretested by hospitality providers. It is simple, inexpensive, and not time-consuming."
You can get entirely different outcomes if you adjust variables like age, gender, the purpose of the visit, past experience, educational background, and even personality traits. It provides an opportunity to draw in more affluent visitors. Furthermore, craft a personalized offering for the needs of specific target groups.
How To Conduct Art Experiments
1. Assign people to groups with different scenarios and measure their attitudes and behavioral intentions after they have observed these scenarios.
2. Have a control group that doesn’t see any changes, and treatment groups that see new paintings on the wall.
3. Ask people about their attitudes or booking intentions.
4. Compare the results. If the results differ, we can conclude that our intervention caused positive or negative changes in guests' attitudes and booking intentions.
Only in this case we can attribute the changes in guests' attitudes and booking intentions to the effects of the artwork alone. Otherwise, you can just as well relate your results with the economic situation, seasonal changes, competitors' activity, or any other possible cause.
2. Have a control group that doesn’t see any changes, and treatment groups that see new paintings on the wall.
3. Ask people about their attitudes or booking intentions.
4. Compare the results. If the results differ, we can conclude that our intervention caused positive or negative changes in guests' attitudes and booking intentions.
Only in this case we can attribute the changes in guests' attitudes and booking intentions to the effects of the artwork alone. Otherwise, you can just as well relate your results with the economic situation, seasonal changes, competitors' activity, or any other possible cause.
Hospitality Art
A conceptual model of the effects of visual art attributes on guests' perceptions and booking intentions developed by Dr. Maksim Godovykh describes the effects of style, content, size, color palette, thematic relevance, and other factors. At the same time, factors like socio-demographic characteristics, personality traits, cultural differences, and prior experiences can moderate these effects, while the price, service quality, and amenities also interact with art perceptions to shape guest attitudes and behavioral intentions.
"We tested the effects of artworks in Airbnb and Booking.com settings with over a thousand guests," says Dr. Godovykh. "As a result, we created a set of the most effective hospitality art pictures. And we are always happy to share them with hosts, hotels, and vacation rental managers."
Contact us to request the EP Art Collection Preview
A conceptual model of the effects of visual art attributes on guests' perceptions and booking intentions developed by Dr. Maksim Godovykh describes the effects of style, content, size, color palette, thematic relevance, and other factors. At the same time, factors like socio-demographic characteristics, personality traits, cultural differences, and prior experiences can moderate these effects, while the price, service quality, and amenities also interact with art perceptions to shape guest attitudes and behavioral intentions.
"We tested the effects of artworks in Airbnb and Booking.com settings with over a thousand guests," says Dr. Godovykh. "As a result, we created a set of the most effective hospitality art pictures. And we are always happy to share them with hosts, hotels, and vacation rental managers."
Contact us to request the EP Art Collection Preview
Customize Listings On Rental Platforms With BI-Analytics
We can’t easily change the location of our hotels or properties, furniture, décor, or other features. But we can easily add or replace paintings on the walls.
Experiments, polls, and tests can assist you in your pursuit of a collection of art that resonates with your specific target group’s emotions and expectations. You will make fewer mistakes by knowing what items satisfy your criteria. In due time, you will get to know your focused attention pays dividends.
Using guest experience analytics, you will know what particular property features to highlight in your listings.
Learn more with the Hospitality Knowledge Base
Experiments, polls, and tests can assist you in your pursuit of a collection of art that resonates with your specific target group’s emotions and expectations. You will make fewer mistakes by knowing what items satisfy your criteria. In due time, you will get to know your focused attention pays dividends.
Using guest experience analytics, you will know what particular property features to highlight in your listings.
Learn more with the Hospitality Knowledge Base
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