The hospitality market is recalibrating, and design teams are adapting accordingly. In this episode, Jill Cole, President of Cole Martinez Curtis and Associates (CMCA), returns to the I Hear Design podcast to unpack what’s changed since her last guest appearance in 2023: financing slowdowns and the rise of limited-service/extended-stay, why experiential design still wins, and how the hotel lobby is evolving into a multifunctional “community living room.” Cole and host Robert Niemienen discuss everything from pet-friendly planning, the realities of renovating while open (logistics, phasing, and guest experience), and tech shifts like wireless lighting and powering furniture without trenching slabs. She also shares approaches to authentic locality and storytelling—from Venice Beach streetscapes to JW Marriott Houston’s adaptive reuse narrative—and weighs the tension between one-off luxury concepts and big-brand standardization. Whether you’re designing a boutique retreat or refreshing a flagship, you’ll leave with practical ways to connect place, operations, and guest delight.