Hospitality with a purpose: design, communication, and brand differentiation

Within the framework of Interihotel, EME Concepts also participated in the roundtable discussion Dialogues XI, a space for reflection in which leading professionals in the sector contract They analyzed how design contributes to creating hotel experiences with identity and purpose.
The conversation, moderated by Mireia Cervera, brought together experts such as David Gobert-Cézanne (SUR Group), Mònica Grau (FEDE), Amanda Molina (Mercer Hotels), Jordi Galiana (Roca Group) y Fernanda Muñoz, CEO of EME Concepts, who shared the studio's vision based on his experience in international projects.

During your speech, Muñoz He reflected on how the history of a brand is built in the hotel context:

“In the case of the Cassia Punta Cana hotel in the eastern Dominican Republic, we started from an ongoing project where the operator, despite having its own brandbook, had to adapt to the product. The challenge was to transform an Asian brand into a Caribbean product, incorporating the essence of the territory and its culture.”

The debate also addressed the need to balance creativity with hotel operations and investor interests. In Muñoz's words: "It's about pushing towards where we believe the project should go, making concessions, but always maintaining a balance between the different parties."

Another of the central themes was the emotional connection with the user and the local community"A space communicates when it has a soul," he emphasized. David Gobert-Cézanne, emphasizing the importance of designing with roots in the place where it belongs to avoid the project being perceived as something “borrowed or volatile over time.”

For its part, Amanda Molina, Mercer Hotels, added that design multiplies its value when combined with operation and user interaction, highlighting the legacy each project leaves in buildings with history.