Liberlife Key Trend: Leveraging the Local

Local immersion is surpassing luxury as the new draw for travellers. We unpack five ways to appeal to culturally curious tourists through regional materials and crafts

Executive summary

Opportunity

Climate change and cost-of-living concerns will continue to motivate consumers to explore domestic tourism options, and with cultural immersion emerging as a key driver for luxury consumers, design can become a conduit for connecting travellers with local communities and authentic experiences. Incorporating local history and culture into interiors and product offerings will enhance the guest experience and strengthen a destination's brand identity and positioning.

Need to know

● A global survey found that 11% of over 31,000 travellers globally link sustainable travel with a more authentic experience of the local culture (Booking.com)

● Interest in local and traditional accommodations is on the rise. Data reveals a jump of more than 125% in searches for Japanese ryokans and Moroccan riads (Expedia)

Key strategies

Use regional materials: prioritise locally sourced materials to achieve a unique narrative

Leverage the landscape: incorporate the regional landscape's unique textures, colours and forms into interior designs

Capture the local vibe: capitalise on a destination's unique atmosphere and energy by working with local creatives

Localise nostalgia: lean into the continued fascination with nostalgia by using antiques and vintage pieces to tell the specific story of a place

Celebrate artisanal techniques: support local craft smanship by commissioning artisans and makers to create bespoke designs that celebrate local materials and Techniques

Proof points

Future Consumer 2025: Hyperlocal and ValuesBased

Hyperlocal products and materials are a key product opportunity for The New Nihilists consumer profile.

Invest in facilitating a community feel and fostering a connection with the story and the makers of your space.

Common Connections S/S 25: Celebrating Locality

This report forecasts that keeping things local will be a cause for celebration in 2025 and beyond.

Source local materials and use local services.

#LeverageTheLocal

Embracing and using local resources will continue to grow as consumers seek the most authentic experience.

Enhance the guest experience by incorporating local history and culture into interiors and Products.

Sustainable travel

Sustainability concerns will drive domestic tourism as 75% of global travellers say that they want to travel more sustainably in 2024.

Offer sustainable interiors and products that meet this demand.

Cultural immersion

52% of affluent consumers cite cultural immersion as their main motivation for travel in 2024.

Create culturally immersive, authentic and escapist experiences to feed consumer desires.

"[Luxury] is no longer as much about the golden taps. Now, it's more about expressing who you are as a person. People want immersive experiences and interactions with local communities."

Pegi Amarteifio, VP of Global PR and Communications at Small Luxury Hotels of the World – Travel Weekly

Use regional materials

The concept: use regionally sourced materials and incorporate traditional construction techniques alongside innovative methods like #3DPrinting to create immersive spaces that are deeply rooted in a sense of place.

Design direction: prioritise #MonoMaterials that are sourced or manufactured locally. Use a limited material palette tied to both locality and tradition as a powerful storytelling tool. Take a minimalist yet warm approach to create a striking impact, reflecting low-key luxury.

CMF: local materials are essential here. Use brick, ceramic tiles and aggregates to construct floor, ceiling, wall claddings and furniture. 3Dprinted soil presents a novel way of creating a destination rooted in a specific place and time. Raw, unpolished, natural finishes are key

The interior of Haikou Gaoxingli Insun Cinema and Coffee Bar (China) is entirely crafted from a single material - thousands of locally made red bricks	The interior of Blue Bottle Coffee (Japan) utilises locally produced tiles for the fl oors, ceilings and walls, celebrating the region's manufacturing industry
The Institute for Advanced Architecture of Catalonia (IAAC) is developing a series of 3D-printed homes using locally sourced soil	Walls, fl oors and furnishings at the Kaji Gallery (Japan) are made from local clay
The interior of the Eriksberg Hotel & Nature Reserve, Blekinge (Sweden) mirrors the colours, contours and textures of the rugged landscape, with a forest-inspired palette, fur throws and sculptural stone accents	The Kisawa Sanctuary (Mozambique) features 3D-printed elements alongside biophilic details and traditional craftsmanship, including weaving, carpentry and textile designs
Fallen street trees were used to create the interior spine at the Uchi restaurant, Los Angeles, connecting diners to the exterior landscape	The indoor-outdoor layout of the Ennea Hotel, Brisas de Zicatela (Mexico), places rustic furnishings crafted from local natural materials in biophilic settings

Leverage the landscape

The concept: use design to recreate or accentuate the experience of the local landscape, incorporating natural elements that evoke feelings of tranquillity, relaxation and connection to nature. Draw on the colours and textures of the unique topography to create a sense of grounding and belonging.

CMF: bring elements of the outdoors inside, whether living or dried, such as flora, drift wood and sculptural stones, to mirror the textures of local nature. Use repurposed wood for bespoke furnishings and blur the boundaries between indoors and outdoors by featuring products made using caning and weaving techniques. Opt for raw or minimally processed finishes and organic textures, taking inspiration from natural surfaces. The colour palette should directly reflect the hues of the local landscape to convey a sense of continuity and flow.

Mama Shelter in Nice (France) incorporates the motifs and colour palettes of the artists who have lived in the city, including Matisse, Braque and Picasso	Multilingual wayfi nding signage is presented like a busy streetscape inside the lobby of the hotel Lyf Dayanta, Xi'an (China)
Hotel Ni Hao (China) leverages the guochao ('national wave') trend to appeal to Gen Z travellers, fusing traditional Chinese motifs with modern design	Amsterdam's De l'Europe hotel invited Dutch creatives, including jewellery designer Bibi van der Velden, to design signature suites	The Kinsman cocktail bar taps into Hong Kong's vibrant cultural scene with a colourful interior inspired by the Wong Kar-wai movie, In the Mood for Love

Capture the local vibe

The concept: authenticity does not always mean leaning into low-key aesthetics. A global report by Expedia predicted 'vibes' travel as a key trend as young people seek destinations and accommodations based on their unique atmosphere and energy. Build on this interest to create open, welcoming and lively interiors that reflect contemporary local culture.

Design direction: reimagine traditional craft s for a contemporary audience, or introduce niche cultural references into a fresh context by working with contemporary artists, street artists, textile designers, sign-writers and graphic designers to make local signatures relevant to a young audience. Commission murals, graffiti, neon artworks and creative wayfinding that reinterpret traditional motifs in modern ways. Draw inspiration directly from the surrounding streets for your colour and material palettes.

Localise nostalgia

The concept: nostalgic references continue to fascinate consumers who are looking for escapism and comforting experiences. Designs that tell a story of a specific time and place will appeal to those looking for a more gentle and familiar experience, steeped in local character.

Design direction: build a story through vintage pieces and antiques, creating a layered, multitextured, tactile space that invites curiosity. Introduce period- and location-specific details such as vinyl record players, curated libraries, old-fashioned room keys, toggle light switches, hand-embroidered linens, vintage barware, artworks, postcards and photographs.

CMF: create a #NodtoNostalgia and a cosy atmosphere using a retro colour palette of brown, terracotta, ochre and warm neutrals. Add warmth and intimacy with wood-clad walls, lacquered pine, parquet flooring, panelling, ceiling beams will and heavy floor-length drapes.

The local surf culture of the 1970s meets modern eco-friendly design at the Sea Sea Hotel (New Zealand)	South Carolina's The Post House Inn (US) marries coastal charm with eclectic references to the building's storied past	Hotel Mollie, Aspen (US), was inspired by Bauhaus icon Herbert Bayer, who helped craft the original vision of Aspen in the 1940s
At the Drei Berge Hotel (Switzerland), branded tableware brings a contemporary edge to the 'newstalgic' and #NewRetro aesthetic	Chequered vinyl tiles, plaid fabrics and lacquered wood create a nostalgic vibe at Sullivan's Fish Camp in South Carolina	The Locke am Platz aparthotel in Zurich (Switzerland) pays homage to the city's modernist legacy through theatrically nostalgic interiors

Madrid's Fondo Supper Club (Spain) collaborates with luxury brands and local artists to provide a fully immersive experience that articulates the textures and elements of Spanish artisanship and produce
A handcrafted wooden reception desk and a bespoke mural inspired by David Lynch's Twin Peaks feature in the Drei Berge Hotel (Switzerland)	A feature wall in the bar at The Riviera Maya EDITION in Kanai (Mexico) is fi lled with handmade vessels made by local artisans	Hotel Corazón in Mallorca (Spain) has a corner of curated ceramics and artworks created and gifted by artist friends

Celebrate artisanal techniques

The concept: celebrate locality through artisanal commissions, bringing together local materials, craft s, ingredients, artisans and creators to produce a uniquely specific experience filled with texture, colour and detail.

Design direction: embrace busy, colourful, handmade, rustic and imperfect interiors as a lively homage to local craft smanship and produce, resulting in a multi-textured, multisensory experience. Pieces bearing the maker's imprint will reinforce a message of authenticity, and local materials and traditional techniques will reinforce the hyperlocal narrative. Curate corners, shelves and feature walls to highlight locally made pieces. Commission designers to create bespoke branded items such as tableware and barware, and take the opportunity to show support for regional craft s and manufacturing.

CMF: revive regional techniques and traditions such as weaving, embroidery, carving, caning and ceramics to show support for local artisans.