Design Hotels CEO Claus Sendlinger didn’t always envision himself entering the hospitality space. But having worked with DJs to put on raves around the world in the late 1980s, many of whom were seeking unique travel and hotel experiences among like-minded creatives, Sendlinger got the bright idea to launch Design Hotels in 1993.

Today, Sendlinger is a big believer that his initial inspiration for Design Hotels, to bring communities together, is something that still has tremendous appeal for travelers, beyond just having impeccable design.

“But if I look at it the same way I looked at dance floors 25 years ago, there’s a change in socio-geographic behavior now,” he told SkiftX Editor Greg Oates on stage at the recent Skift Forum Europe in April. “It’s not about choosing a yellow or blue or red chair. I think it’s much more… Everyone is doing that now… but it needs curation.”

By curation, Sendlinger means attracting the right guests to the right hotel. “The most innovative hoteliers we are talking to, for them it’s not about who they are distributing through. They’re thinking about: ‘How do I get the right guests into my hotel?’”

You can watch the full discussion below.

Note: Initial planning is in full-swing for our flagship event Skift Global Forum, which will be held September 26-27 in New York City. We wanted to make sure our most loyal Skift readers were able to purchase their tickets early and were rewarded for doing so. That’s why we’ve re-opened up our previously sold out early bird discount for an additional 35 tickets. Attendees can now save $800 per ticket on the largest creative business conference in travel.

Read more coverage of Skift Forum Europe 2017.

At this year’s inaugural Skift Forum Europe in London, travel leaders from around the world gathered for a days of inspiration, information, and conversation on the future of travel.

Visit our Skift Global Forum site for more details about 2017 events, including our New York City event September 26-27.

Photo Credit: Design Hotels founder and CEO Claus Sendlinger was interviewed at the Skift Forum Europe in London in April 2017. Skift