Hotels, restaurants, spas: the hospitality art market and how to break in

01A structured but accessible market

The hospitality art market is not a niche. Major hotel chains such as Accor, Marriott and Hyatt have been integrating art into their design specifications for years. But the phenomenon goes well beyond large chains. The rise of boutique hotels, chef-driven restaurants and destination spas has created strong demand for original art that differentiates a venue from its competitors.

The Beaumont hotel in London has made its art collection a central element of its identity, notably with a monumental sculpture by Antony Gormley that forms an integral part of the facade. Le Royal Monceau in Paris has an Art Concierge and an internal gallery exhibiting contemporary artists. These examples show that art is no longer an accessory in hospitality. It is a marketing argument, a differentiation tool and a component of the guest experience.

Swiss artist Ugo Rondinone, whose colourful installations appear in public and commercial spaces around the world, illustrates how an artistic practice can extend beyond museums and galleries to inhabit living spaces. At your level, the hospitality market is a gateway to this type of commission.

02Who decides on art purchases in a hotel or restaurant

Understanding the decision chain is essential to know whom to address. In a hotel or restaurant, art purchases can be decided by several actors.

The owner or investor, in the case of an independent establishment, is often the one with the final word. Boutique hotel owners are frequently design and art enthusiasts who consider their establishment an aesthetic project as much as a commercial one. The Domaine des Etangs in Charente, whose collector-owner filled the rooms and common areas with contemporary artworks, illustrates this profile.

The interior architect or designer is the technical prescriber. They select works consistent with the overall concept of the venue. Design agencies specialising in hospitality, such as Gilles et Boissier or Studio Jean-Philippe Nuel in France, work with artists for each new project.

The artistic director or art consultant is a role developing in upscale hospitality. Some hotels call on independent curators to build their collection. The Hoxton hotel, present in several European cities, collaborates with local curators for each new venue.

The general manager of the establishment sometimes makes the final decision, especially in smaller establishments where decoration falls under their direct responsibility.

03Adapting your proposal to the hospitality sector

The hospitality market has specific requirements that distinguish it from the traditional art market. Understanding these requirements allows you to formulate an adapted proposal.

The first requirement is volume. A forty-room hotel potentially needs forty or more works, counting corridors, the lobby, the restaurant and common areas. You do not have to supply all forty pieces alone, but your ability to propose coherent series of five, ten or fifteen works is an asset. British artist Damien Hirst supplied hundreds of works for his own hotel project, the Hirst Arts Hotel. Without reaching that scale, your ability to work in series is a competitive advantage in this market.

The second requirement is durability. A work installed in a hotel lobby will be exposed to light, dust, accidental impacts and the passage of thousands of people. The choice of materials and protective techniques is crucial. A canvas under glass or a photographic print mounted on diasec resists better than an unprotected watercolour. Discuss these technical aspects with the client to propose adapted solutions.

The third requirement is coherence with the identity of the venue. A zen and minimalist hotel is not looking for the same works as a baroque palace. A Japanese fine dining restaurant does not want the same pieces as a Parisian brasserie. Your ability to understand the world of the venue and propose works that integrate naturally makes the difference between a retained application and an ignored one.

04How to prospect hospitality establishments

Prospecting in the hospitality sector requires a different approach from the traditional art market. You are not contacting a passionate collector. You are contacting a professional who has a functional and aesthetic need to fill.

Start by identifying establishments in your region that match your artistic universe. Visit them if possible. Look at their walls. If you see empty spaces or generic reproductions, that is a signal of opportunity. Note the name of the director or owner and send a personalised email.

Your prospecting email should be short and professional. Introduce yourself in one sentence, mention that you visited the establishment and believe your work could integrate well. Attach three or four images of your most relevant works for that space. Propose a meeting to present your portfolio. Do not mention prices in this first contact. Price comes when interest is established.

French artist Philippe Pasqua, whose monumental works appear in commercial and hotel spaces, built part of his clientele by directly approaching decision-makers at these venues. His approach shows that direct prospecting works in this market, provided it is done professionally.

Professional hospitality and restaurant trade shows are also effective prospecting venues. EquipHotel in Paris brings together thousands of hospitality professionals looking for solutions to equip and decorate their establishments. Your presence at this type of event, even as a visitor, lets you meet decision-makers in a context where they are receptive to proposals.

05Economic models: sale, lease or commission

The hospitality market offers several economic models for an artist.

Direct sale is the simplest model. The establishment buys your works and becomes their owner. This model earns you the most in the short term, but it requires that you have sufficient stock or accept custom commissions.

Artwork leasing is a model developing in hospitality. The establishment pays a monthly rent to display your works, with the option to buy at any time. This model generates recurring revenue and allows you to rotate your works between several establishments. The concept of art leasing is well established in English-speaking countries and is beginning to develop in France.

Commission is the most common model for large projects. The establishment commissions specific works adapted to its spaces and identity. The fee includes design, creation and often delivery and installation. This model allows you to charge more per work since the work is bespoke.

French artist Eva Jospin, whose cardboard sculptures have been commissioned by Dior and luxury hotels, primarily practises the commission model, which allows her to work at large scale on projects that showcase her unique technique.

06Building your reputation in the sector

Reputation in the hospitality market is built through portfolio, word of mouth between professionals and visibility in specialised publications. Decoration and interior architecture magazines such as AD, Elle Decoration and The World of Interiors are read by sector decision-makers. If one of your works appears in a feature on a hotel or restaurant, the impact in terms of new enquiries is significant.

Systematically document your installations. When one of your works is installed in a hospitality space, hire a professional photographer to capture it in situ. These images are your best sales tool for subsequent projects. An interior architect who sees your painting in the lobby of a hotel they know immediately understands the type of result you can deliver.

The network is also built through encounters. Attend hotel and restaurant openings in your city. Go to hotel gallery vernissages. Connect on LinkedIn with interior architects and hotel directors working in your region. Every contact is a potential door to a commission.

07Hospitality art as a sustainable revenue pillar

The hospitality market will not replace galleries or sales to private collectors. But it offers a regular flow of commissions, significant purchasing volumes and visibility to an audience that discovers your work in a context of pleasure and relaxation. A hotel guest who falls for a work hanging in their room is a potential collector who might never have walked into a gallery.

Artedusa lets you present your work in a professional setting that reassures hospitality sector decision-makers. Your artist page, with your works in high resolution, your prices displayed and your detailed biography, is a prospecting tool you can send to any hotel, restaurant or spa in one click. The platform bridges the gap between your studio and the walls waiting for your works. Discover artedusa.com.