5-Star Hotels: Theatre Without Substance?
As a designer who’s had the privilege of designing and visiting with some of the world's top hotels, I’ve come to realise something controversial: while London is awash with 5-star hotels, only a select few are truly exceptional.
Style over substance?
5-star hotels are more than simply a place to stay. The best destinations are a theatrical performance from start to finish. There’s an undeniable thrill when you walk into a grand lobby, take in the scale, the glamour, the carefully curated scent, the shine of polished stone. But too often, this theatre masks a deeper problem: a lack of any real substance or individuality. In some instances, hotels run the risk of becoming all drama with no depth.
The best hotels are not just beautiful facades; they remind me of high-performance sports cars—breathtakingly elegant yet brilliantly engineered. Every engine component is crafted for optimal performance, and every line in the bodywork is meticulously refined until it’s perfect. The car's styling, functionality, and theatre must work in perfect harmony, inside and out.
And it should be the same with luxury hotels where every detail – from the lighting controls to the uninterrupted vista when the room door first opens – should be calibrated for emotional and sensory impact. The best hotels know that every interaction is a curated experience, and nothing is left to chance. Yet, despite room rates of £5,000 per night, I still encounter poorly made furniture, confusing arrangements of sockets and switches, uncomfortable seating and unwelcoming layouts. And it's not just me. Increasingly, discerning guests are questioning whether the luxury experience lives up to the price tag.
So, why is this happening?
Some hotels have begun prioritising aesthetics over actual guest experience. Think cluttered lobbies that feel more like furniture showrooms than places of arrival. Or poorly thought-out wayfinding that turns a trip to the spa into a minor expedition. These are basic design failures, especially egregious when the price of admission is so high.
A larger issue is competition. As the 4-star and boutique hotel markets grow, beautifully designed, comfortable, and functional spaces are available at a fraction of the cost. These alternatives often hit the right balance because they must; they cannot rely on a Michelin-starred restaurant or a renowned architect to distract from fundamental flaws. The truth is, good service and thoughtful design matter more than marble floors or elaborate brass fixtures. A stunning venue with poor service is quickly resented, while a well-run, impeccably crafted hotel that offers warmth and humanity is truly unforgettable.
Luxury is how something feels
I do believe AI will have a place in the design of branded, new-build hotels. But it will never ever replace the tactile, sensory decision-making required to create a true five-star experience. You have to feel the space, walk the corridors, turn on the tap, sit in the chair, draw the curtains to really understand, this is luxury.
So next time you visit a luxury hotel, look around. Don’t just get swept away by the theatre of it all. Ask yourself: is this as exceptional as it claims to be? Are you paying for a full experience, or just a performance? Great design doesn't scream. It doesn’t need to. It just works quietly, elegantly, in the background, so that every moment feels effortless. That’s what true luxury is. That’s what we should be designing for.