Why Are More and More Hotels Exhibiting Paintings?
Hotels are increasingly seeking to stand out by offering cultural experiences that add value for guests and attract local visitors. Art strengthens brand identity, encourages guests to spend more time in communal areas, and generates extra revenue through artwork sales or increased consumption in F&B spaces. This trend has become so established that numerous hotel chains have created small internal «art clubs» or maintain regular exhibition programming.
Source: TecnoHotel News
Exhibition Agenda (May–July 2025)
| Hotel | City | What’s on Display | Dates |
|---|---|---|---|
| Only YOU Hotel Valencia (Salón Astoria) | Valencia | “Art & Gastronomy” by Vicente Marzal (painting and sculpture) | Apr 27 – Jun 27, 2025 |
| Las Arenas Balneario Resort | Valencia | Traveling exhibition by Galerie Alaux with Valencian artists | Since Sep 9, 2024; rotates every 2 months |
| Hotel Estela Barcelona – Hotel del Arte | Sitges | “Genesis” by Adolfo Rua | Feb – Mar 2025 |
| Hotel Urban 5*GL | Madrid | Permanent collection of tribal/ethnological art (open daily) | hotelurban.com |
| Majestic Hotel & Spa | Barcelona | In-house collection of modern Spanish painting, open to public | Permanent |
Want to Set Up Your Own Exhibition in a Hotel? 10 Practical Steps
1. Define Your Curatorial Proposal
Concept, list of artworks, artist’s CV, and justification of how it aligns with the hotel’s values.
Source: Mundo Arti
2. Choose the Right Hotel
Look for spacious lobbies, good lighting, and constant foot traffic. Ask whether they offer barter (nights, dinners) in exchange for exhibiting.
3. Negotiate Conditions in Writing
Duration, who pays for transport/setup, nail-to-nail insurance, and commission on sales (usually 20–40%).
4. Insurance and Protection
“All risk” coverage during transport and display; include hotel liability clauses.
5. Professional Mounting
Align height at 150 cm from floor, use non-invasive systems, and check lux and infrared levels to avoid damage.
6. Signage and Labels
Technical info, QR code to online catalog, and clear pricing.
7. Opening + Activation
Simple cocktail with wine and soft music. Example: Only YOU combines art and gastronomy to boost promotion.
Source: onlyyouhotels.com
8. Joint Marketing
Press kit, behind-the-scenes reels, shared hashtags, and geolocated campaigns.
9. Sales and Commissions
Decide whether to close sales immediately, reserve pieces, or deliver after the show; define payment methods (hotel POS, artist’s PayPal, etc.).
10. Takedown and Follow-Up
Remove artworks on time, review inventory with the hotel, and send thank-yous to press and buyers.
Hotels in Valencia Open to Proposals (Useful Contacts)
| Hotel | Ideal Space | Email/Department | Notes |
|---|---|---|---|
| Only YOU Valencia | Salón Astoria (1st floor) | events.valencia@onlyyouhotels.com | Bimonthly program; open to pop-up formats. |
| Las Arenas Resort | Istorikart Gallery & lobby | eventos@lasarenasbalneario.com | Provide easels and basic insurance. |
| SH Valencia Palace | Congress hallway (floor -1) | banquetes@sh-hoteles.com | Many corporate clients; medium-sized art ideal. |
| Caro Hotel | Cloister and Gothic corridor | marketing@carohotel.com | Historical site; requires non-invasive mounting. |
Advantages and Challenges to Keep in Mind
Advantage: Daily visibility to an audience that might not visit galleries.
Risk: Art is displayed in high-traffic areas; insurance and surveillance are essential.
Keys to Success: Align art with the hotel’s storytelling and plan lighting from the start (a common hospitality design mistake).
Source: Architectural Digest
Aleksandra Istorik – Hotel Exhibitions – Art in Hotels