Date of Award

2016

Document Type

MA Project - Open Access

Project Type

MA Project - Journal Article

Degree Name

Master of Arts (MA)

Department

Art Business

First Advisor

Jonathan Clancy

Second Advisor

Paul Melton

Abstract

The hospitality landscape of cities has changed significantly in recent years: hotels are themselves destinations. The trend is to manage atmospheric interior yet not overwhelming the area with pieces. However, the fine line separating art and design has become increasingly blurry. This article will analyze the implications of displaying world-class contemporary art in hotels. In essence, art has the potential to transform the industry even further. It could even be said that exhibitions can be a boon to hotel business. Furthermore, this paper demonstrates that the emergence of boutique and life hotels will facilitate the movement of displaying artwork in hotels. In order to meet changing guest preferences, hoteliers seek innovative alternatives to traditional lodging products. Identifying specific target groups in accordance with specific hotel features is necessary to hoteliers so that they can confirm their market position. Bringing in museum quality art to the intimate environments offered by hotels will give rise to a new hotel-as-gallery phenomenon. As the hotel industry utilizes the arts as a marketing tool, the face of art will change as well. Art can benefit hotels, as hotels can benefit art.

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