In conversation with: Tim Peck, OBMI – burgeoning markets in luxury hospitality

In conversation with Hotel Designs, Tim Peck, Chairman of OBMI, shares his perspective on how design philosophies shape high-end travel as luxury hospitality evolves. He discusses emerging trends and how OBMI responds with a philosophy rooted in authenticity, stewardship, and storytelling.

Key opportunities shaping luxury hospitality

The gaze in luxury hospitality is shifting in three directions simultaneously. First, the wild: remote islands, deserts, and mountain landscapes where the journey itself becomes part of the luxury experience. Second, smaller cultural cities in Europe and Asia, connected by high-speed trains and short flights, where itineraries feel like journeys of discovery rather than mere capital-centric visits. Third, the heart of cities, where restoration and reuse are the new frontier, with hotels carved from heritage buildings that embed wellness into their core—through daylight, movement, and rest balanced across a guest’s stay.

Authenticity and localization

OBMI emphasizes a design approach called Envisioning, which uncovers a site's cultural DNA and weaves it into a unique storyline guiding every decision. The aim is for experiences to feel rooted and authentic while delivering luxury comforts. The firm acknowledges tensions between heritage authenticity and contemporary luxury and seeks bespoke, elegant solutions that resolve these tensions through coherence and locality.

Wellness as architecture

The philosophy centers on buildings that are porous and open to landscape, culture, and community. Wellness is embedded into architecture itself rather than treated as a standalone amenity. OBMI explores how buildings can contribute back—through water systems, reef initiatives, or supporting local livelihoods—and integrates local makers, musicians, and foodways into the design process so the outcome feels like a natural outgrowth of its surroundings rather than a hotel placed into a setting.

Lessons from established markets

Tim Peck notes that authenticity consistently wins: novelty fades, while designs that belong to their place endure. Local partnerships from the earliest stages help build a stronger identity and smoother delivery. Designing resorts and residences together often makes a destination greater than the sum of its parts, offering coherence as a form of resilience.

“Authenticity wins. Novelty fades, but projects that truly belong to their place endure.”

Implications for new markets

For emerging luxury destinations, the emphasis remains on creating spaces that feel inherently tied to their locale, integrating wellness into the fabric of the architecture, and fostering collaboration with local communities and makers to deliver meaningful experiences rather than generic luxury.

Author’s summary

Tim Peck argues that authentic, place-making design—rooted in local culture, wellness embedded in architecture, and strong collaboration with local communities—drives enduring success in luxury hospitality across new and established markets.

Hotel Designs — 2025-11-21