Sonesta International Hotels

Anna Peretz

Hospitality Design Visionary

Anna Peretz is a hospitality design and construction leader specialized in aligning architectural vision with operational efficiency. At Sonesta International Hotels, she works across design and construction to deliver spaces that align guest experience with business outcomes.

In an interview with Hospitality Business Review, she shared insights navigating industry challenges and creating adaptable hospitality environments.

Bridging Design, Execution and Performance

My journey into hospitality design and construction has been shaped by design curiosity, on-site experience and a focus on how spaces perform once guests arrive. Early on, working with smaller projects kept me closely involved in creative processes and client needs, reinforcing that hospitality design goes beyond aesthetics. Successful spaces must support operations, guest flow, brand identity and durability.

As I became more involved in construction phases, I understood how critical coordination is between architects, engineers, contractors and operators. Engaging with owners and operators further grounded my decisions in ROI, guest satisfaction and long-term performance. My leadership is built on collaboration, clarity and empathy for end users, with a focus on bridging vision and execution to deliver spaces that continue to perform well long after opening.

Aligning Design Innovation with Operational Efficiency

The most successful projects integrate operational thinking into the earliest design concept, involving operators, brand teams and even frontline staff.

My approach is experience-first, operation-validated design. I define the guest experience and then test it against flow, staffing and logistics. From back-of-house workflows to material durability and spatial planning, everything must support performance.

Another important factor is designing spaces with the flexibility to adapt over time. The most innovative solution is not the one that is visually striking, but the one that reduces operational friction over the long term.

Achieving that balance requires strong collaboration and disciplined decision-making. The best hospitality spaces feel effortless to guests while remaining highly intentional behind the scenes.

Navigating Converging Pressures in Hospitality Design

The biggest challenges in hotel design and construction stem from converging pressures, including cost escalation, rising guest expectations, technology integration and sustainability. I address these as interconnected factors rather than isolated issues.

With economic uncertainty, I focus on early value engineering by aligning design, budget and procurement, while building flexibility into sourcing. As guest expectations continue to rise, high-impact experiences that balance design intent with operational reality should be prioritized.

Technology must also be integrated without overwhelming the experience. I focus on future-proof infrastructure and evolving systems without locking the property into one solution. Sustainability is approached the same way, through energy-efficient systems, durable materials and climate-responsive design.

Ongoing supply chain disruptions and tariffs have also made procurement flexibility essential. I address this by standardizing elements, pre-qualifying vendors and avoiding over-customization. Labor shortages further reinforce the need for prefabrication, clear documentation and efficient layouts.

Evolving Toward Integrated Guest-Centric Design

The industry is evolving toward design frameworks that reduce costs while enhancing the guest experience. Brand identity and consistency will play a defining role as guests expect high-quality and personalized experiences across locations.

At the same time, the industry must move from discussing sustainability and technology to integrating them into the core of hospitality design and operations. As expectations accelerate with AI and faster digital interactions, experiences must become more responsive, seamless and intuitive.

Advice for Emerging Hospitality Design Professionals

Hospitality design is a business-driven, operations-heavy field. Success comes from connecting design, construction and real-world performance.

My advice is to get exposure to the full project lifecycle early. Build technical credibility alongside design thinking. Know construction methods, materials and how spaces perform over time, while understanding cost, ROI and value engineering.

Hospitality projects are complex, so adaptability is the key. Learn from project managers, contractors and operators. They offer the most practical insights when timelines tighten and budgets become real.