Inside the Art of Hotel Interior Design with Ingrid van der Veen

Some hotels stay with you—not just for the view or the breakfast, but for how they make you feel.
Calm. Curious. At home.

That feeling doesn’t happen by chance. It’s the result of thoughtful, intentional design—and Ingrid van der Veen knows exactly how to create it.

With a background in film, Ingrid approaches hotel interiors like a story—where layout, lighting, and materials work together to connect, not just impress.

“In a great hotel, nothing feels random,” she says.
“Every choice adds to the experience.”

We spoke to Ingrid about her process, her philosophy, and why hotel interior design is as much about strategy as it is about style.

Meet the Designer

With a background in film and a sharp eye for storytelling, Ingrid van der Veen brings a unique perspective to hotel interior design.
She began her career as an art director and set designer before launching her own design label—and today, she’s known for creating bold, concept-driven spaces that not only captivate guests but also deliver results.

What draws Ingrid to hospitality is the rare opportunity to blend creativity with commercial impact.
“It’s one of the few industries where design has a direct influence on business success,” she says.
“That makes the creative process even more meaningful.”

Her philosophy is simple but powerful: hotel interiors should do more than look good—they should work.
“A well-designed hotel attracts the right guests, encourages longer stays, and creates moments worth sharing,” Ingrid explains.
“But it should also tap into something deeper. The most memorable spaces leave guests with a feeling they can’t quite put into words. That’s where strategy meets soul.”

“The most memorable spaces leave guests with a feeling they can’t quite put into words. That’s where strategy meets soul.”

Designs that outlive trends

Ingrid believes every great hotel starts with a clear concept.
“It’s not about following trends or chasing luxury. It’s about consistency. A strong identity that carries through everything—from the furniture to the finishes. Guests remember places that feel intentional.”

This philosophy is what helps transform a hotel from a place to sleep into a place worth experiencing.
“Design shapes the guest journey. It defines your brand. It’s the first thing people notice and the part they often share.”

That said, Ingrid doesn’t chase trends.
“Trends fade. I’m more interested in cultural and emotional shifts. Guests today crave authenticity—spaces that feel personal, real, and a little bit soulful.”

Design by Ingrid van der Veen

The story-first approach to hotel interiors

When designing a hotel interior from scratch, Ingrid begins not with swatches or sketches but with strategy.
“I dive into the brand, the audience, the location. What’s the story we want to tell? That becomes the foundation for every choice.”

Next comes spatial planning—how people move, how the staff works, how the space breathes.
“Flow is critical in hotels. You have to guide guests without them noticing they’re being guided. When done right, it feels intuitive.”

And her favorite project? A restaurant called Grand Cafe Staatsman.
“It was nominated for Best Restaurant in Europe, but what made it special was how complete it felt. The concept, the trust, the way it made people feel like they were stepping into another world—that’s the magic I aim for.”

“Flow is critical in hotels. You have to guide guests without them noticing they’re being guided. When done right, it feels intuitive.”

 

Hotel spaces that work—and wow

Ingrid is clear: beautiful isn’t enough.
“Design without function is just decoration. I think deeply about how a space needs to work—then elevate that with elegance. For example, you might hide practical elements in beautiful ways or let the layout do the work of signage.”

Even in the smallest details, the intention is there. Take lighting.
“Guests won’t notice why a room feels good—but lighting plays a huge role. Layering functional and ambient light can shift the mood from practical to luxurious to intimate. It’s a subtle, powerful tool.”

Design by Ingrid van der Veen

Sustainable and bibliophilic hotel design

Sustainable hotel design, Ingrid says, is about longevity—not just eco-materials.
“It’s about making conscious choices from the start. Creating something that doesn’t need to be redone every five years.”

And while technology is reshaping hospitality, Ingrid keeps it grounded.
“Tech should serve the space, not dominate it. It should feel seamless, human. Lighting controls, digital check-ins—great, but only if they elevate the guest experience quietly.”

As for biophilic design?
“It has its place—but only when it fits the story. I might bring in natural textures or play with light and shadow to evoke nature. But I never do it just to follow a movement.”

“Design without function is just decoration. Layering functional and ambient light can shift the mood from practical to luxurious to intimate.”

B&B vs boutique hotel design

Not all hospitality spaces are created equal—and neither is their design.
For Ingrid, the difference comes down to how décor supports the guest experience.

“In a cozy B&B, the décor can be more personal, layered, and eclectic,” she says.
“You’ll often see vintage finds, handmade pieces, and that lived-in charm that reflects the owner’s personality. It’s storytelling through objects.”

That intimate, homegrown feel works beautifully in smaller properties.
But in a high-end boutique hotel, cohesion is everything.
“The décor needs to feel curated and intentional,” Ingrid explains.
“It’s about balance, scale, and harmony between materials, furniture, and art.”

And layout? That’s where boutique hotels raise the stakes.
“In larger spaces, the décor isn’t just decorative—it has to guide the guest’s movement and create impact without overwhelming the room. Where a B&B wins with details, a boutique hotel elevates with elegance and atmosphere.”

Both styles succeed when rooted in purpose.
The key is knowing your space, your story, and the experience you want guests to remember.

Design by Ingrid van der Veen

Interior design advice for Indie hotels on a budget

Not every hotel has a massive renovation budget—and Ingrid gets that.
“My background as a set designer taught me how to make a big impact with small resources. It’s about being intentional. Know where to go all in, and where to simplify without losing the story.”

Her advice to independent hoteliers:
“Start seeing design as a business case. A smart upgrade can pay for itself in months—whether through higher room rates or attracting the right guests.”

And if you’re looking for a quick fix?
“Stop thinking small. Changing the lighting or swapping accessories won’t cut it. Instead, start with a strong concept and let it guide every decision. When the story behind the space is clear, everything else falls into place. It helps avoid random choices and creates a hotel that feels cohesive, memorable, and truly aligned with the brand.”

Want to see more of Ingrid’s work?

Visit ingridvanderveen.com or follow her on Instagram @ingrid_van_der_veen.