It is not the only hotel operator challenging the hotel stereotype. With consumers spending more money on experiences, there is a growing expectation for hotels to offer far more than a bed for the night and a decent restaurant and bar. They too need to offer experiences, preferably ones that are Instagrammable.

“Many hotels are making themselves more attractive for the leisure experience of being in the hotel itself and moving away from purely needing somewhere to stay,” says Jonathan Hubbard, head of hospitality, EMEA, at Cushman & Wakefield.

So how are operators capitalising on this?