Contemporary Challenges in Hotel Design and Architecture: Sustainability, Emotional Experience, and Architectural Preferences in Hotel Selection

Background Architecture and design, understood as artistic disciplines, go beyond the purely functional requirements of a building program and become key factors in creating attractive and recognisable hotel facilities. In the contemporary tourism context, hotels increasingly serve as symbols of destinations, with architecture and design telling unique stories that contribute to the differentiation and success of hotel projects. Objectives The aim is to explore the role of architecture and design in creating attractive hotels with an emphasis on contemporary challenges, sustainability, emotional aspects and desirable elements of architecture and design in the hotel selection process. Methods Content analysis was conducted using qualitative data collected through in-depth interviews with hotel architects and designers. Results The research findings showed that architects emphasise the importance of integrating sustainable solutions, such as ecological materials and energy efficiency, as well as emotional aspects, such as creating spaces that foster a pleasant atmosphere, local identity, and sensory activation. Aesthetics and design, connection to the local context and history, innovative approaches, and functionality and comfort were identified as desirable elements when choosing a hotel. Conclusion The research provides useful guidelines for creating spaces that are visually appealing, emotionally engaging, sustainable, and tailored to guests’ needs, while respecting local history and culture.