Sharan Pasricha, chief executive of Ennismore, which owns, among other hotels, The Hoxton in East London, said design and layout need to go beyond just being on trend. “Design isn’t just about looking pretty anymore,” he said. “With more people coming through our sites and using common areas it is the engine for everything we do.” Ennismore learns from retailers to provide experiences. “If you go into an Apple store there is no payment desk, someone comes up and greets you, you buy something, pay them and then it just magically appears. Is that something we can replicate, rather than having six pairs of eyes looking at you when you come in?” Speakers also addressed how to give customers of different ages and backgrounds the different experience they are looking for, and how to differentiate fads and trends. Get the full story at Forbes Read also "Hotels train workers in the personal touch"