The trend toward more experiential spaces has been a trademark of this cycle. Retail, office and multifamily have all been redefined by an elevated experience achieved through design, amenities and a focus on community. Now, the hospitality market—a space that has always, at least in theory, created an experience—is undergoing a similar revolution. The hospitality market, including hotels, restaurants and entertainment venues, is focusing on creating a better customer experience.

“Like many other markets, hospitality is ever evolving, making it challenging to both implement timeless trends and stand out amongst competitors,” Kevin Newman, chairman and CEO of architecture firm Newman Garrison and Partners, tells Globest.com. “Right now, we're seeing that the food and bar scene is heavily driving amenity trends in hospitality—the conversation is shifting from integrated food and beverage to the integration of third party suppliers.”

Newman Garrison and Partners has recently entered the hotel space to work with existing clients to accomplish a lifestyle-forward experience in hotels. “While many upscale hotels currently have a brand standard restaurant concept, we foresee these programmatic demands continuing to diminish and being replaced by more profitable concept-driven restaurants and bars,” says Newman. “We anticipate a similar transition for hotel fitness centers and spas, as well. As these trends evolve rather rapidly, relationship building will become even more important as developers and hotel brands reduce square footage by connecting with third party amenities that better cater to localized demographics.”