When guests, travellers and tourists, or families, walk through the doors of a themed hotel or resort -sometimes they only have to look at the façade-, they are aware that they have crossed the frontier of the everyday, that they have gone beyond the limit of the conventional. They suddenly find themselves with something more than comfort, something more than good service, something more than a place to spend the night, eat and enjoy their free time. This “something more” transcends the merely decorative or functional and represents a real challenge. It is precisely this challenge that Amusement Logic’s design, architecture and construction teams, with the wealth of experience acquired over the years and during the development and implementation of numerous theming projects, are constantly faced with.
Indeed, the extensive and comprehensive theming of hotels and resorts reaches beyond the conventional architectural trades. The aim now is to create parallel universes and not so much practical spaces. These should rather immerse the guests, with their profound characterisation, in the multi-sensory experience of another world. After all, their function is now shifting towards the creation of emotions, towards the materialisation of vivid stories; every detail is now a chapter in a fascinating narrative… In short, the aim is now to produce indelible memories.
In reality, with all of this we are simply responding to the unavoidable trend – and real demand – that leads hotel complexes to revolve around the experience of the guest, the user, the visitor, families… In fact, we have seen this trend in multiple projects that add the surname “experience” to their definition, as is the case of the restaurant-experience, the café-experience… As we have said, also of the hotel-experience or the resort-experience. Given this fact, theming in the hospitality industry has become a strategic investment that differentiates establishments in the global market.
Because, let’s be clear, themed hotels that are done correctly, are born with a brand value that positions them advantageously in the market and are instantly positioned, after opening their doors, as destinations in themselves. This translates into higher occupancy rates, longer stays and, just as importantly, customer loyalty. Guests not only remember their stay, but feel the need to share it on social media. They therefore become, without intending to, spontaneous ambassadors of the hotel or resort.
The key lies in narrative coherence, in ensuring that every element – the spaces, the lighting, the colour palette, the materials, the designs, sometimes even the staff uniform – contributes to telling a single story. This requires a level of detail that allows even the least conspicuous elements to reach the hearts of guests, tourists and families through the eyes and ears, through the fingertips and even the sense of smell. In this way, an ordinary stay is transformed into an extraordinary adventure. After all, this is the future of hospitality, which speaks the language of the imagination.
