Written by: Travis Brendle, Creative Director at Spark Cooperative
What makes a dinner party unforgettable? Think about it: the music that sets the mood, the way the lighting softens the room, and the thoughtful touches that make everyone feel welcome. These details create more than just a gathering; they craft an experience.
Now, imagine that same level of care applied to the spaces we visit: hotels, restaurants, retail shops, or cruise ships. That’s the essence of experience design. It’s not just a buzzword for hospitality; it’s a deeply human practice that blends story, space, and feeling. And yet, while it’s instinctive when we host loved ones, it’s often overlooked in professional environments.
So how can we shift the perspective? How can hospitality brands and destinations create experiences that stick? Let’s start by understanding what experience design truly means. And why it’s so transformative.
It All Starts With a Feeling
Picture this: You’ve invited a few close friends over. No special occasion, just a night to connect. You clean the house, clear the counters, and start thinking about the mood. You dim the lights, queue up a playlist that’s part upbeat, part familiar, and light that one candle you save for nights like this. You prep an effortless cocktail, put snacks in every corner, and arrange the space to encourage conversation.
You’re not just throwing a party. You’re curating a feeling. Every small decision, from lighting to music to seating, helps create a flow, a sense of ease, and a feeling of connection.
This is what makes experience design natural. We already do it in our personal lives. We think about how people will move through a space, how they’ll feel in each moment, and what will make them stay longer or come back for more.
But here’s the disconnect: In hospitality, we often stop at surface-level design. The floors are polished, the lobbies are grand, and the pools look great on Instagram. But beauty without emotion? That’s just decoration.
What Is Experience Design, Really?
Experience design isn’t just about aesthetics or clever slogans. At its core, it’s about intentionally crafting how people feel, move, and connect within a space. It’s where environment meets emotion, logistics meet magic, and story meets structure.
Here’s how SPARK defines experience design as a living system:
- Storytelling: What’s the narrative? What emotional journey do you want your guests to take?
- Sensory Design: What do people see, hear, smell, and feel in your space? Sensory details spark memory and emotion.
- Flow & Rhythm: How do people move through time and space? What happens during the morning, evening, or late night?
- Emotional Arc: Where’s the surprise, the pause, or the moment that lingers?
- Guest Desire & Business Goals: What do your guests want? And how can you deliver that in a way that drives revenue and loyalty?
Great experience design isn’t about flashy moments that demand attention. It’s about creating an environment that just feels right: seamless, effortless, and deeply human.
The Problem With Surface-Level Hospitality
Too often in hospitality, the focus is on the “hardware”: marble floors, high thread counts, or lavish design. But those elements alone don’t create lasting memories. Instead, they’re like hosting a party and stopping at the remodel. Sure, the house looks great, but if there’s no music, no food, and no intention, the atmosphere falls flat.
What’s missing is the “software”: the human rhythm of the space, the energy that moves guests through the day, and the thoughtful programming that helps them feel seen and connected. When experience design is missing, you notice the gap. But when it’s present, it’s the reason people stay longer, spend more, and leave with stories they share.
Why Does Experience Design Matter?
Think about the places you love most. Odds are, it’s not just about how they look. It’s about how they made you feel. Maybe it’s the way a resort’s morning rituals gave your day purpose. Or how a shop’s layout made browsing effortless. Or how a single unexpected gesture, think a complimentary drink or a handwritten note, left you feeling special.
This is the power of experience design:
- It turns spaces into memories. Guests don’t remember square footage; they remember moments of connection and delight.
- It deepens engagement. Thoughtful experiences keep people lingering longer and coming back for more.
- It drives loyalty. People return to places where they feel seen, understood, and valued.
- It builds meaning. A well-designed experience transforms a transactional visit into an emotional connection.
In a crowded hospitality market, being beautiful isn’t enough. To stand out, spaces need to be unforgettable. Experience design is the key.
How We Approach Experience Design at SPARK
At SPARK, we believe experience design is the soul of hospitality. It’s not the extra layer; it’s the foundation. Here’s how we bring it to life for our partners:
- Start With Story: Every space has a narrative. We help clients define their story and weave it into every detail, from first impressions to final goodbyes.
- Design With Rhythm: Experiences should evolve throughout the day. We map emotional arcs, from sunrise rituals to nighttime surprises.
- Balance Beauty and Operations: Great design isn’t just about aesthetics—it has to work. We create experiences that are beautiful but also operationally seamless.
- Connect Desire and Performance: We align what guests want with what businesses need, driving revenue, loyalty, and shareability.
- Stay Involved: Experience design isn’t static. We continue to refresh, evolve, and adapt spaces to meet changing needs and expectations.
We don’t do cookie-cutter solutions. We create experiences that are intentional, scalable, and unforgettable.
The Bottom Line
Experience design isn’t a trend. It’s the reason some spaces feel forgettable while others feel like a second home. It transforms resorts into memories, shops into destinations, and brands into stories people want to be part of.
And here’s the good news: You’re already an experience designer. Every time you set the table, plan a vacation, or host an event, you’re thinking about mood, flow, and connection. All it takes is turning that instinct into strategy.
At SPARK, that’s exactly what we do. We help you craft spaces where people don’t just visit—they belong. Because when experience design is done with intention, it creates something more than moments.
It creates meaning. And that’s the magic.
How SPARK Can Help
At Spark, we partner with our clients to bring the principles of experience design to life — transforming spaces into memorable journeys that guests want to return to again and again. Our team’s expertise spans resorts, multi-use properties, and cruise lines, and we’re passionate about crafting environments where every detail works in harmony to create connection, loyalty, and delight.
If you’re ready to elevate your guest experience through intentional design, let’s talk.