Dorte Bagge of The Lobby
Exploring new frontiers in hospitality design and experience
In recent years, The Lobby has been making waves within the hospitality industry. The yearly event, held in Copenhagen in September, is less of a conference and more of a community. By capping attendance at 250, The Lobby cultivates intimate connections and meaningful discussions. Dorte Bagge, the initiator of The Lobby, has created an innovative and embracing space where professionals can learn, share and grow together.
We spoke with Bagge about what’s in store for this year’s event, the evolving trends in hospitality and her thoughts for the future of the industry.
Photography by Klaus Nedergaard, Ulla Bjulver, The Lobby, Fritz Hansen, Dux and Unsplash
Share
“We want to learn from the younger generation instead of dismissing them.”
Q:
A:
I follow one rule: if I find something interesting, others likely will too. Curiosity drives us, and sometimes it takes multiple brainstorming rounds to get the best ideas. Feedback after each event helps us improve, and starting fresh every year ensures we always aim for the best.
This year’s theme is youth. We see a big gap between my generation – I’m 53 – and the younger generation. Last year at The Lobby, young people on stage mentioned they don’t stay in hotels, highlighting a significant gap in understanding. We’re not on the same platforms and weren’t raised with today’s gender themes and other perspectives. We want to learn from the younger generation instead of dismissing them.
For instance, we’re inviting the founder of Stylt Trampoli founder Erik Nissen Johansen and his daughter Liv, who is in her early twenties, to discuss how she finds and provides inspiration.
Another key topic is how hospitality can become a real career opportunity for young people, addressing the staffing problem. We’ve partnered with Hotel Management School Maastricht, and during The Lobby, five students will work on projects. Some students will also participate in panels, not just as students, but as representatives of their generation.
We also like to challenge our senses. This year, we have a keynote by Danish-French rebel artist Apolonia, who will discuss her life and artwork. We’re also excited to have Doshi Levien as speakers, who unite culture, technology, industrial design and fine craftsmanship in the most inspiring manner and unlike anything seen before.
“A trend we strongly believe in is the focus on long-lasting craftsmanship and sustainability.”
Q:
What are some of the key trends you’re observing in the hospitality industry, particularly in hotels?
A:
There are many interesting tendencies in the hospitality industry heading in different directions. On one hand, there’s a trend towards smaller, better hotels. On the other hand, we see the rise of affordable luxury hotels catering to the new world of travellers who may not always be able to afford high-end accommodations.
A trend we strongly believe in is the focus on long-lasting craftsmanship and sustainability. This isn’t new, but it’s becoming increasingly vital. With the ongoing climate changes and environmental challenges, we must continuously strive to improve and do better. Craftsmanship and durable products are essential. Additionally, there’s a growing interest in secondhand, recycling and upcycling. While it may sound less exciting compared to other trends, it’s crucial for the future. Sustainability and meeting certain standards are becoming indispensable, even for those hotel chains that have been slower to adopt these practices.
“It’s easy to hire an interior design company and say you want to activate the community, but you need a proper plan for how to do it – who, why and what.”
Q:
How does design influence the success of a hospitality project and the guest experience, and what are some current trends in this area?
A:
Design significantly influences both the success of a hospitality project and the guest experience. A strong storytelling element is important and as an interior designer, colours are crucial. They create moods and foster social relationships. When you enter a hotel, you have about 10 to 20 seconds to make an impact and decide if it’s a place you want to stay. Colours play an essential role in this.
Creating social relationships is another key aspect. One of the trends is multi-purpose hotels, like The Social Hub, which combine student housing, hotels, co-working spaces and more. These hotels often focus on creating activities to combat loneliness, a major challenge today.
There’s still a lot of opportunity within the hotel industry. Many hotels do a great job, but there are many chains that could make changes to bring more life into their spaces. A hotel might have 200 rooms, many of which are often empty. It’s important to optimise both public spaces and rooms to generate revenue and make the most of resources. Activating the local community has been a topic for many years, but it remains a challenge for some hotels. It can work, but you really have to mean it and make a real effort. For example, you could invite the community in for a Sunday meal or involve them in hotel activities. It’s like being a good neighbour; you need to genuinely invite them in and engage with them. It’s easy to hire an interior design company and say you want to activate the community, but you need a proper plan for how to do it – who, why and what. However, places like Hoxton have done it very well. Creating a nice co-working area and making it easy for the younger generation to join and be part of it is something many hotels are doing successfully. This encourages people to hang around all day.
“The new generation is much more conscious about sustainability, asking questions and choosing hotels based on transparency.”
Q:
How have recent global challenges like the pandemic, conflicts and the recession affected and reshaped the hospitality industry?
A:
Recent global challenges have significantly reshaped the hospitality industry. One major trend is the rise of multipurpose hotels, driven by the need to travel less but stay longer and spend more when people do travel. These challenges have often led to better solutions, such as hotels ensuring their spaces are always utilised. For example, incorporating co-working spaces, offering evening activities and having multipurpose rooms that can be easily transformed have become common. Long stays for students are also becoming popular. These changes, though necessary, are often for the better.
I’m hopeful because many hotels are being built, refurbished or reconstructed, showing resilience and adaptation. The concept of ‘bleisure’ travel, where people combine work and vacation, is also growing. For instance, my son-in-law and his girlfriend travel globally, seeking good co-working spaces with reliable Wi-Fi. While this trend is becoming easier to accommodate, there’s still room for improvement, particularly in creating more affordable places with better infrastructure.
Transparency is a significant challenge, and it’s a trend I hope to see more of moving forward. It’s essential for hotels to be responsible and transparent about their practices. Climate change and sustainability are some of the biggest challenges we face, and making necessary changes is crucial. This responsibility includes everyone, including myself. The new generation is much more conscious about sustainability, asking questions and choosing hotels based on transparency. This includes not just environmental sustainability but also human rights and overall behaviour.
For example, The Social Hub is a leader in both sustainability and gender matters. Charlie MacGregor, their founder, sets a great example by personally experiencing what others go through, such as observing Ramadan. This approach teaches us to put ourselves in others’ shoes to understand and communicate better. It’s fundamental for creating meaningful changes and continuing progress in the hospitality industry.
Another challenge is our fast-paced lifestyle. Many people are seeking more stillness and wellness travel options, such as yoga retreats and detox trips. The industry must adapt to these evolving needs to stay relevant and competitive.
“ … hospitality is like when your grandma gives you a big hug.”
Q:
A:
Today, the quality and diversity of hotel offerings in the Nordic region look much different than five or ten years ago, largely due to the presence of more international players. This competition is actually very healthy because it forces everyone to evaluate themselves and strive to improve.
However, it’s interesting to note that a report I read stated that whether you’re in Azerbaijan, New York or Denmark, you can often find the same avocado toast. While we think we have unique hotels, similar concepts are appearing everywhere. I do wish for more uniqueness in different projects and venues.
That said, I understand the necessity for international teams to do rollouts to generate revenue. They are quite good at making these rollouts feel individual. Today, you get a wide range of offerings, but when you look at hotels every day, you start seeing things differently than a regular guest.
For me, hospitality doesn’t always need to be the nicest or the most posh. It’s about the feeling. Johannes Torpe, who has also spoken at The Lobby, mentioned that hospitality is like when your grandma gives you a big hug. For me, that’s true hospitality.
“While it’s amazing that anything can become possible, it’s also crucial to go back and listen to ourselves on a deeper level.”
Q:
A:
Predicting the future of the hospitality industry is challenging, but I believe we’ll see a variety of different offerings. One trend I’m particularly curious about is the idea of hotels becoming destinations themselves. Today, the offerings are part of the destination. For example, there’s a growing interest in stillness and detox experiences.
Take Stedsans in Sweden, where two Danes established themselves after leaving Copenhagen. People are seeking more nature and real experiences where they feel connected to the environment and themselves. At places like Stedsans, you detox by not using your phone, not looking for the best restaurants and simply immersing yourself in nature – like jumping in the lake while foragers cook for you. I think we’ll see more of that because there’s a great need for it. These types of experiences help us wake up and get in deeper contact with ourselves.
It’s important to take time off to reconnect with ourselves. Today, anything is possible. If you’re rich enough, you can even fly to the moon. A few years back, we had Bjarke Ingels talking about building habitats on the moon, and I think he’s still working on that project. While it’s amazing that anything can become possible, it’s also crucial to go back and listen to ourselves on a deeper level.
For innovative solutions in hospitality design, reach out to Escandi at info@escandi.se. Discover how our expertise can transform your interiors, creating modern, harmonious spaces that stand out.
