If the word “design” gives you tunnel vision toward visual elements and built spaces, prepare to expand your perspective. In today’s world, design is so much more than an aesthetic discipline. This is particularly true in the hospitality industry, where design strategies impact the guest experience, both online and offline, throughout the entire travel journey. Design influences the way consumers understand and perceive brands across physical and digital touchpoints. It impacts the way they experience and evaluate their journey and the way they feel — not only about the hotel brands they interact with, but about themselves as people.