Architects and interior designers should work with key stakeholders more holistically. From a customer loyalty perspective,
topics such as reputation, quality, switching costs, trust and commitment should be blended into the design process. Aufreiter et al.’s26 two-by-two relevance and differentiation matrix provides a useful framework for the hotel company to ensure that the design process does not lead to features which could be viewed by guests as ‘neutrals’ and/or ‘fool’s gold’.