Design Smarter. Move Faster. Connect Deeper.
HD editor in chief Stacy Shoemaker Rauen with the founders of AvroKO: William Harris, Kristina O'Neal, Adam Farmerie, and Greg Bradshaw
We just returned from HD Expo in Las Vegas, and one thing is clear: even in the face of uncertainty—rising tariffs, tighter timelines, and shifting guest expectations—the mood was unmistakably optimistic.
Here are three insights from HD Expo we believe every hospitality leader should pay attention to:
1. SPEED IS THE NEW CREATIVITY
Across the board, design teams are finding ways to accelerate timelines without sacrificing quality. From owners to operators to consultants, there’s a collective shift toward efficiency that still delivers emotional and experiential impact.“We’re seeing more clients skip the moodboard phase altogether. We go straight into concept development, anchored by a clear vision.”
— Kristina O’Neal, Co-Founder, AvroKO
Designers are responding with creative workarounds: deconstructed model rooms (a key furniture piece and loose finish boards instead of a full buildout), pre-sourced FF&E strategies, and tighter collaboration with manufacturers to place orders earlier and avoid supply disruptions.
2. THE OPPORTUNITY LIES IN OVERLOOKED AUDIENCES
Sam Nazarian, founder of SBE and creator of the new hotel brand Project HQ, gave a standout keynote that reframed how we think about market segmentation. His new venture is laser-focused on Latino and Gen Z audiences, in partnership with Marc Anthony and other pop culture icons.
“This tidal wave of consumers was coming, and no one was building brands for them. We had to learn a new language of hospitality—one rooted in authenticity and cultural connection.”
— Sam Nazarian, Founder, Project HQ
From Latin-inspired F&B to digitally native guest journeys, Project HQ is built from the inside out, rather than retrofitted to trend forecasts.
It’s a strong reminder: the most resonant brands come from those who design for specific communities they understand—not for a generic “luxury guest.”
3. ENDURING SUCCESS STARTS WITH CREATIVE CHEMISTRY
AvroKO’s founding partners—Kristina O’Neal, Greg Bradshaw, Adam Farmerie, and William Harris—celebrated 25 years in business with a keynote that felt less like a lecture and more like a masterclass in long-term collaboration.“We push each other constantly. We paint the walls ourselves if we have to. That commitment to the work, to each other, is everything.”
— Greg Bradshaw, Co-Founder, AvroKO
They spoke about their quarterly “magic papers”—vision documents each partner writes about what they want to explore next, professionally and creatively. These aren’t trend forecasts—they’re emotionally driven maps that guide the future of the firm.
It’s a beautiful example of how true hospitality—like true design—requires shared values, clear focus, deep passion, and a long view.
LOOKING AHEAD
There’s a lot of change in the air—but also a lot of possibility. The brands that will thrive in this next chapter aren’t necessarily the biggest or flashiest. They’re the ones that know their audience, move with intention, and keep showing up with heart.
If that sounds like the kind of work you want to do—we’d love to help.