Since its founding in 1993, Design Hotels says it has aimed to build a portfolio of global properties that blend cutting-edge design and architecture with locally inspired hospitality. The Berlin-based brand, which represents about 300 independently owned and operated hotels, has been affiliated with Marriott International's Marriott Bonvoy loyalty program since 2019 and wholly owned by Marriott since 2021. Hotels editor Christina Jelski recently caught up with Design Hotels' Stijn Oyen, who took the helm as the group's managing director earlier this year.
Stijn Oyen
Q: How does Design Hotels' business model operate?
A: We're an affiliation model brand. It's a plug-and-play model where hotels pay a basic fee, and then additional commissions are based on the business we bring through our different distribution channels and sales and marketing activities. If we don't bring business, what they pay is very limited, which makes it very attractive for hotel owners. We operate on contracts [that are designed to] give owners flexibility, while pushing us to ensure we do a great job. But the average tenure of a Design Hotels member is more than 10 years, which speaks to the strength of our relationships. Our members can also choose from various membership services, including PR support, digital marketing campaigns and participation in global sales events.
Q: How does being part of the Marriott ecosystem pay off for your member properties?
A: It's a very competitive landscape, and access to Marriott Bonvoy has been very beneficial to all those hotels that have connected to it, because you suddenly have another distribution channel with access to around 219 million travelers. We're seeing more of our properties wanting to join the program. We've also been able to create unique experiences through Marriott Bonvoy Moments. For example, at the new Drift Nashville property, we offered members the chance to bid points on an exclusively designed leather jacket, followed by a private concert. These are the kinds of experiences that really excite travelers, because they can't simply be purchased off the shelf.
Q: How important is the travel advisor community to Design Hotels?
A: It's an increasingly important part of our business that keeps growing. For 2025, we're increasing our global sales events by 30%, going from 41 events this year to 56 events next year; that's more than one event per week around the world. These events connect our hotels' general managers and sales teams with top travel professionals, and they've been so successful that they were completely booked up this year. It's a very effective way for our members to create and strengthen relationships with leading travel advisors and ensure they're bringing the right guests to their properties and destinations.
Q: What trends are you seeing in luxury travel?
A: We're seeing a move away from materialistic luxury toward what we call "slow, silent luxury." It's about thoughtful details rather than obvious product features. We've done research on neuroaesthetics, exploring how color, light, layouts and textures influence guests' emotions. For example, at our new member property Manna, in Greece, there's a massive window in the lobby that brings in natural light and instantly connects guests with the surrounding forest; that's the kind of thoughtful design impact we're talking about. We're also seeing properties move away from inserting technology where it's not needed. Some hotels are going back to physical keys instead of digital ones, offering candlelit dinners and creating spaces that encourage disconnection.