Why the smartest hotel investment might be outside
By Megan Pierson
Not long ago, hotel outdoor spaces were considered nice-to-have amenities, a pleasant patio or a pool deck that came alive for a few warm months each year. Today, those spaces have moved to center stage. As travel habits evolve, outdoor environments are emerging as one of the most powerful drivers of guest satisfaction, brand differentiation, and long-term profitability. Guests are spending more time outside than ever, and owners are realizing that every square foot beyond the lobby can generate real returns.
Whether it’s a rooftop bar that doubles as an event venue or a courtyard that turns into a co-working lounge by day, outdoor areas now play a key role in defining a property’s personality. They’re not just design features; they’re business assets.
Durability Becomes Design Intelligence
Every hotelier knows the frustration: Furniture that fades after one season, rust spots appearing before year-end, and constant maintenance eating into profits. Outdoor environments are hard-working spaces exposed to UV rays, moisture, and guests who expect perfection.
That’s why leading operators are rethinking design through a longer lens. Instead of asking, “What will this cost to install?” they’re asking, “What will it cost to maintain, and how long will it last?”
Designers are specifying materials that can stand up to commercial traffic, coastal climates, and year-round use without constant upkeep. In the long run, durability becomes a form of efficiency that protects capital investments while keeping outdoor spaces guest-ready season after season.
Sustainability That Pays Off
For travelers, sustainability has shifted from a buzzword to a baseline expectation. Guests want visible, authentic proof that a brand operates responsibly. For hotel owners, that responsibility doesn’t have to come at the expense of practicality.
When materials are designed to last decades rather than years, it naturally reduces waste, shipping, and replacement cycles. Long-lasting products keep tons of material out of landfills and reduce the carbon footprint of continuous manufacturing and transport. The best sustainability stories are the ones written quietly through daily operations that simply make sense.
Designing for Experience, Not Just Aesthetics
Guests remember how a place made them feel, not just what it looked like. That’s especially true outdoors, where sensory design takes over. The warmth of the evening air, the sound of water, the comfort of a seat that invites you to linger; these details turn a property into a place people talk about.
Today’s designers are layering textures and materials to create emotional connection: Soft lighting that transitions from day to night, seating that supports both solitude and conversation, and layouts that flex between family brunches and cocktail hours. When outdoor design is done well, it becomes an extension of hospitality itself – intuitive, welcoming, and timeless.
Operations in the Open Air
Running outdoor spaces can be operationally complex, yet one of the most rewarding parts of hotel management. The properties that succeed don’t treat these areas as “extras.” They integrate them into the daily rhythm of operations.
That means building cleaning routines into staff checklists, selecting materials that can be power washed instead of refinished, and using modular layouts that can be rearranged by a small team. Many properties are also incorporating smart lighting and weather sensors to automate energy use and reduce wear and tear.
Efficiency outside the walls not only saves labor and resources; it ensures a consistent guest experience even as seasons change.
Longevity as the New Luxury
Luxury once meant excess; now it means endurance. Guests interpret permanence – furniture that still looks beautiful after years of sun and use – as a sign of quality and care. In a world of fast renovations and short design cycles, longevity itself feels like a luxury.
For hotel owners and designers, that shift represents a meaningful opportunity. When every design choice supports longevity, from materials and layout to maintenance strategy, it signals a deeper commitment to the guest experience. It says: We’ve built something to last.
Looking Ahead
Outdoor design is no longer about keeping up with trends. It’s about creating spaces that evolve gracefully and operate intelligently. The smartest investments are those that age beautifully, perform consistently, and tell a story about stewardship rather than excess.
For the hospitality industry, that’s the future of design: Purposeful, enduring, and built for the people who bring these spaces to life – the guests who gather, celebrate, and return again and again.
Megan Pierson is the executive vice president of business development at POLYWOOD, a leader in sustainable outdoor furniture made in the USA and an Allied Member. She drives strategic partnerships across residential, commercial, and hospitality markets, helping brands, designers, and hoteliers create elevated outdoor experiences with durable, environmentally conscious products. Megan has advised and collaborated with hundreds of industry professionals, championing design innovation, long-term value, and thoughtful storytelling across the outdoor living space. She also serves on the Executive Board of the International Casual Furnishings Association, where she supports industry growth and leadership development. She can be reached at mpierson@polywood.com.
Image: mariarom/stock.adobe.com
Leave a Reply