Biophilic design, once a cutting-edge approach to architecture and interior design, is now at risk of becoming a generic term, much like "sustainability" and "wellness" before it. However, at its core, biophilic design remains an urgent and nuanced philosophy that goes far beyond installing a green wall or placing a potted fern. According to Kate Mooney, Founder and Principal of OCCA, the true essence of biophilic design lies in subtly immersing guests in an environment that resonates with their primal affinity for nature, engaging them on a sensory level.

In hotel design, sensory branding plays a crucial role in creating a unique brand presence. Luxury hotels have long relied on signature scents to cultivate brand identity, such as the instantly recognisable olfactory identity of The Edition or Shangri-La. However, Kate suggests that the future of sensory branding extends beyond scent. Ambient sound and lighting are powerful yet underutilised tools. For instance, the murmuration of distant waves in a coastal retreat or the whisper of wind through digital foliage in an urban sanctuary can reinforce a hotel’s ethos more effectively than a soundtrack.

Biophilic design should evoke the ecological and cultural narratives of specific places without resorting to clichés. A Tokyo hotel might subtly integrate the distant hum of cicadas in summer, while a desert retreat in Arizona might weave the whisper of wind through cacti into its ambient audio design. Similarly, scent can follow suit by eschewing generic ‘green’ or ‘woody’ fragrances for hyperlocal olfactory cues that resonate deeply with guests.

Hotel developers and operators can benefit from investing in biophilic sensory design by enhancing guest satisfaction, increasing occupancy rates, and driving higher ADR (Average Daily Rate). Nature-inspired environments lead to longer stays and more positive guest reviews, which fuel word-of-mouth marketing and repeat business. Integrating circadian lighting and natural acoustics can also reduce energy costs and improve operational efficiency.

Many hotel groups around the world are embracing biophilic design in multiple ways. OCCA Design is one such leader in immersive biophilic design and branding, where sensory design elements are integral to their sustainable luxury ethos. Six Senses is known for their commitment to holistic well-being, integrating scent, sound, and natural textures seamlessly in all their properties. Alila Hotels merge local ecological narratives with subtle, sensory-driven design elements to create deeply rooted guest experiences.

In conclusion, true biophilic design fosters a physiological and psychological connection with nature rather than simply decorating with it. By focusing on sensory branding through sound, scent, and lighting, hotels can create unique brand signatures that resonate deeply with guests. This approach not only enhances guest satisfaction but also offers tangible business benefits for hotel owners and developers.