Art Curation for Hospitality: Why the Industry Needs a Smarter Approach

Art curation for hospitality often falls short. In many hotels, art is chosen to match the furniture or fill empty walls. But this limited approach misses a big opportunity. Art can do much more—it can tell stories, elevate design, and even increase property value. Let’s look at three major problems in today’s hospitality art curation and how to fix them.

By Tobias Reinert

1. Art Is Chosen Just to Match Interiors

The problem:
Too often, hotel art is selected based on color or style. The goal? Make it blend in with the furniture or wall paint. While that may create a “cohesive look,” it strips art of its deeper purpose.

Why it matters:
Art isn’t just decoration. It’s a powerful tool for emotion, storytelling, and branding. When selected well, it can create memorable spaces that guests want to return to—and share.

The solution:
Look beyond surface design. Focus on:

• The artist’s background and market recognition

• The value of the artwork in primary and secondary markets

• A mix of emerging and established artists

• Pieces that support the space’s story and concept

This kind of thoughtful art curation for hospitality adds both meaning and long-term value.

By Ivan Rivero

2. Art Comes Last in the Budget

The problem:
Many hotels treat art as a final expense. It’s the last item on the budget sheet—and often gets cut or rushed.

The result:
Art ends up feeling like an afterthought. It rarely connects with the space or leaves a lasting impression.

The solution:
Instead, include art early in the design process. When art leads or complements the design concept from the start, it becomes a powerful anchor. It can:

• Act as a centerpiece

• Strengthen the design narrative

• Create unique, shareable moments for guests

• Reinforce brand identity across locations

In short, early art planning means stronger visual impact. For example, an iconic example of thoughtful art curation is the OWO Raffles Hotel in London.

3. Art Is Seen as a Sunk Cost

The problem:
Many hotel portfolio owners see art as an expense—not an asset. Because of that, they skip strategic acquisition or go for mass-produced options.

The truth:
Art, when selected wisely, can grow in value. Unlike most design elements, art can be reappraised, resold, or relocated. It appreciates over time—especially if the artist’s career gains traction.

The solution:
Treat art as a smart investment. Focus on:

• Artists with rising or stable market value

• Unique or limited-edition works

• Pieces with cultural relevance to the location or brand

This approach transforms art into a financial and cultural asset—not just visual filler. Thus, companies like Art AV exist to elevate art as an appreciating asset in the hotel portfolios. Eirini Meze and Radhika Soni, behind the venture, have been art advising private & institutional clients since MeSo Ventures’ inception. As a result, they identified a clear gap in the hotel industry for thoughtful and strategic art curation.

Final Thoughts: Elevate the Role of Art in Hospitality

It’s time to rethink art curation for hospitality. Art should do more than match the sofa. It should shape identity, spark emotion, and grow in value.

When art is curated with care and vision, it benefits everyone—the guest, the brand, and the bottom line.

Key Benefits of Strategic Art Curation for Hospitality:

• Stronger guest experiences

• Higher brand recognition

• Valuable and appreciating assets

• Spaces that feel intentional, not generic