As he celebrates his 45^th year at OBMI, a leading global architecture firm specialising in hospitality, Chairman Tim Peck explores the current demands shaping luxury hospitality, what matters most to today’s travellers, and the trends he believes will define the industry over the next 5–10 years.

Where do you see the next big opportunities for growth in luxury hospitality globally?
I think the gaze is shifting in three directions at once. First, into the wild: remote islands, deserts, and mountain landscapes where the very act of getting there becomes part of the luxury. Second, into the smaller cultural cities of Europe and Asia, now tied together by high-speed trains and short flights, where travellers are weaving together itineraries that feel like journeys of discovery rather than checklists of capitals. And third, into the heart of our cities themselves, where restoration and reuse are becoming the new frontier, with hotels carved out of heritage buildings that quietly embed wellness into their bones, from the way daylight reaches a room to the way movement and rest are balanced throughout a guest’s stay.

Are there any particular regions or markets you believe are currently under the global spotlight, and why? Which territories or destinations do you feel are ‘next’ for luxury hospitality, and what makes them attractive?
The Red Sea is unquestionably a stage for the future, with projects unfolding there that blend art, landscape and regenerative design in ways we have not seen before. The Caribbean too continues to hold its own as a place where seclusion, natural drama and an evolving appetite for branded residences keep it fresh. In Asia, the coast of Vietnam, the far islands of Indonesia and Japan’s Setouchi and Okinawa archipelagos are quietly gathering momentum, offering a sense of discovery and cultural depth. And in Africa, a new kind of conservation-led hospitality is taking shape, experiences that are not about spectacle but about intimacy with landscape and community, where culture and ecology are inseparable.

How are guest expectations evolving in luxury travel, and how does hotel design respond to these new demands?
What fascinates me is the paradox: people want to be alone, and they want to be together. That is why we are seeing demand for villas and compounds that offer privacy when needed but also create natural gathering spaces for families and friends. Guests expect technology to be present but not to announce itself. It should be invisible, seamless and human. And above all, they want to feel they have stepped into a place alive with its own culture, music, craft, flavours and textures. That is where design must do the deeper work, to bring the essence of a place forward rather than be drowned out.

At OBMI, we respond through what we call Envisioning, a stage dedicated to uncovering a site’s cultural DNA and crafting it into a unique storyline. That storyline becomes the thread running through every decision, ensuring the experience feels rooted and authentic while still delivering the comforts of luxury. There are times when the authenticity of heritage and the modern expectations of luxury do not fully align, and it is the designer’s role to navigate those tensions and weave them into bespoke, elegant solutions. It is in resolving these challenges that the most powerful and transformative guest experiences take shape.

Are you noticing any emerging trends in wellness, sustainability or cultural immersion that are redefining luxury?
These three are no longer separate conversations, they are converging. Wellness has stretched far beyond the spa, it is now about how we sleep, how light moves through a room, how we reconnect with nature and our own rhythms. Sustainability, meanwhile, is no longer enough. The future is regenerative, with projects that actively heal reefs, restore soil or revive traditions. And cultural immersion has become the most precious of luxuries. It is not about the grand tour, but about the small, authentic connections, being welcomed into a kitchen, learning a craft, hearing music played where it was born. That kind of intimacy is what lingers long after the trip ends.

In terms of design, how is OBMI preparing to meet the needs of these burgeoning markets?
For me, it is about designing places that are porous, open to the landscape, the culture and the community around them. We are embedding wellness into the architecture itself, not treating it as an amenity. We are asking how buildings can give back, whether that is through water systems, reefs or livelihoods. And we are finding ways to bring local makers, musicians and foodways into the design process, so the result feels less like a hotel placed in a setting and more like a natural outgrowth of it.

Are there lessons from established luxury markets that can be applied to newer ones?
Absolutely. The lesson that always holds true is that authenticity wins. Novelty fades, but the projects that feel consistent and that truly belong to their place are the ones that endure. Partnering locally from the earliest stages creates not just smoother delivery but a deeper sense of identity. And when resorts and residences are designed together, the whole destination becomes more than the sum of its parts. That is something we have seen time and again, coherence is its own form of resilience.

Looking ahead 5–10 years, what is your vision for how luxury hospitality will evolve globally?
I see luxury moving toward what I would call low impact and high emotion. Guests want to come away changed, and they want to know the place they have been to is better for their having been there. I imagine ecosystems of villas and retreats where private sanctuaries are balanced with spaces for shared food, wellness and culture. I think luxury will become quieter, less about spectacle and more about meaning, more about cultural specificity. And technology will all but disappear into the background, absorbed into service. For me, the future is about creating places with character, with careful footprints and with a legacy of value for communities long after the guests have gone home.