Gone are the days of institutional, cookie-cutter hotel design. Stylish interiors rule, and now the Marriott and Renaissance brands aim to enter the realm of high design.

Speaking at the recent Insurance and Financial Services Forum held at the JW Marriott Orlando, Grande Lakes, Marriott International Senior Vice President Field Sales, USA and Canada Mike Beardsley announced that Marriott will be rolling out a new guest room look by the fourth quarter this year. It will combine "timeless sophistication"—characterized by clean lines and natural materials such as wood, stone, and marble—with a stylish consumer flair he described as "progressive residence." Forget the old-fashioned bedspread, and think duvet with a throw on top, or a recliner chair that you’d have in your living room at home instead of the standard side chair and ottoman.

As for Renaissance, Vice President Sales & Marketing Renaissance Hotels North America Michael Murphy said that the brand is aiming for distinctive design and a slightly edgier look. "We’re looking to deliver style," he said. Look for the July/August issue of Insurance Conference Planner for more on Marriott’s I&FS Forum.