Ahead of the conference, Almallah talked about new purchasing trends, AI in design and maintaining optimism in volatile times.
What are the most significant shifts you’ve seen in the industry over the past year—and do you view them as lasting changes or short‑term disruptions?
Shift 1: One of the biggest shifts in the industry over the past year has been the introduction of AI. It’s an incredible tool that can help speed up workflows, presentations, concept development, and communication, allowing designers to work more efficiently than ever before.
At the same time, it’s also created challenges. With AI-generated imagery and highly curated digital content, it’s become much easier for someone to build a polished website or Instagram and present themselves as a “top designer” without the real experience behind it.
That said, I believe authenticity, technical knowledge, and real project execution will always stand out. AI is not a short-term disruption — it’s a lasting change — but the designers who combine technology with true expertise and human connection will continue to lead the industry.
Shift 2: Another major shift has been the rise of independent studios started by designers leaving large firms — designers like myself. It feels like every day a new spin-off studio from a top New York firm is launching. I see this as a lasting change. Many experienced designers are no longer interested in the old culture of sleeping under their desks and sacrificing their personal lives to build someone else’s brand. They want more creative freedom, flexibility, ownership, and a more direct connection to their clients and projects.
The reality is, with the right experience and network, landing one strong project independently can be more rewarding financially and personally than working nonstop for someone else year-round. We’re also seeing a major shift toward outsourcing and highly curated teams. Gone are the days when you needed a staff of 50+ people to execute major projects. With global sourcing, remote work, and access to top consultants around the world, smaller studios can successfully deliver large-scale projects without carrying massive overhead if the economy shifts. I think we’re seeing designers build leaner, smarter, and more flexible businesses on their own terms.
What are the most pressing challenges facing the hospitality industry today and how is your team is navigating those challenges?
One of the biggest challenges facing the hospitality industry today is balancing leaner project budgets with increasingly unrealistic timelines. Many brands are still working through a backlog of PIPs and renovations delayed during COVID, which has created intense pressure to execute projects quickly while still maintaining a high level of design and quality.
Our team has navigated this by building a strong network of consultants and specialized collaborators who can help carry the workload when timelines become compressed. We’ve also expanded our vendor and sourcing network tremendously. I travel frequently to different countries and am constantly searching for new vendors and manufacturing partners that can deliver better quality, pricing, and lead times.
A big advantage for me personally is my background in fashion buying and sourcing before transitioning into interior design. That experience taught me early on how to negotiate, source globally, identify value, and move quickly — skills that have become incredibly valuable in today’s hospitality market.
With there being so much talk about AI and the impact it will have on so many industries, what are some of the ways you're utilizing AI in your business, and what does that imply for the future of the hospitality industry?
Yes everyone is excited about AI but if you don’t know how to document a project accurately, VE when your on a major budget, or find the best vendors for the types of products you need to make, you can’t execute properly.
AI is a major part of how we operate. We’re using it across many aspects of the design process—from early concept development and renderings to design narratives, presentations, and hotel brand submittals. It allows our team to communicate ideas more clearly and streamline parts of the creative process.
We’ve launched our own a AI-driven platform in stealth mode. It completely rethinks how designers work with hotel brands. We’re currently in conversations with three major hotel brands about implementing the technology exclusively.
AI will transform the hospitality industry significantly, particularly in how teams collaborate, present ideas, and move projects through approval processes. It’s an exciting time as both a designer and founder involved in building this technology platform.
With so much volatility in the market, what factors make you optimistic about where the industry is headed?
Change and volatility are constant in this industry. If it’s not COVID, it’s something else — supply chain issues, labor shortages, rising costs or economic uncertainty. I think the hospitality industry has learned to adapt quickly, and eventually the market always swings back. It’s a pendulum.
What makes me optimistic is seeing how teams and businesses are learning to work smarter, faster, leaner and more efficiently during the downturns. The companies that continue evolving, creating value, and outworking the competition are the ones that will come out ahead when the market shifts again.
For our studio specifically, we’re already seeing positive momentum. Since December, the number of proposals we’ve been writing has definitely doubled compared to the last few years. Now it’s really a matter of timing and when those opportunities begin moving forward.
What are some advantages of more intimate events like HOTEC as opposed to large-scale conventions and trade shows?
The advantage of more intimate events like HOTEC is that you actually get quality time with people. The conversations are more genuine, more personal, and you leave with real connections instead of just quick handshakes and drive-by introductions that often happen at the massive trade shows and conventions.
At smaller events, there’s more opportunity to exchange ideas, build relationships, and have meaningful discussions that can turn into long-term partnerships, collaborations, and friendships. In many ways, the connections tend to feel much more authentic and lasting. It’s easier to form a working relationship when you spend real time with someone and get to know them.