As designers we work closely with hoteliers to understand their customer profile. Hoteliers rigorously monitor their markets and look to designers to refine and model a product that is responsive to this data. With refurbishments typically taking place every eight to ten years for the soft elements, and every fifteen to twenty years for public spaces and bathrooms, the designer must get it right. Solutions need to be honed to a customer segment, be aesthetically timeless and durable, and fulfill the market’s desire for unique, memorable design.
https://architectureau.com/articles/the-future-of-hotels/