Purpose This paper aims to identify potential avenues for innovation in urban hotel management by analyzing self-reported data from visitors regarding their experience with interior design. Design/methodology/approach A qualitative exploratory computer-assisted content analysis was conducted to identify the impact of interior design on the guest experience. Leximancer 4.0 software analyzed 2,562 reviews from urban hotels collected through a reservation website. Findings The findings reveal that data reported by guests on interior design play a crucial role in shaping guest experiences, both positively and negatively. The esthetic appeal of interior design is shown to impact resting and comfort, affecting overall performance significantly. The study also highlights how different star categories of hotels and variations in visitors' purposes for their stay lead to distinct guest experiences and different opportunities to innovate. Research limitations/implications The study’s results provide evidence for researchers and practitioners of the potential of the guest-reported interior design experience as a valuable source for fostering innovation. In addition, in the hotel industry, innovation may eventually be attained through interior design renovation. Practical implications Self-reported data from guests on interior design is an effective tool for innovation. Making interior design a priority throughout the establishment and ongoing management of a hotel is crucial. By integrating interior design, not only can potential negative experiences be avoided, but greater guest satisfaction can also be achieved during their stay, promoting memorable experiences that align with the hotel category and customer expectations. Social implications This research emphasizes the importance of interior design as a catalyst for innovation and improved social experiences in the hospitality industry. Innovation in interior design can improve hotel performance in several dimensions, including attracting more visitors to the hotel and the area, increasing tourism revenue for local businesses and contributing to the broader societal goal of reducing environmental impact and promoting sustainability. Originality/value This article adopts a guest-centered methodology to provide valuable insights for hotel managers to leverage interior design as a tool for innovation in the hospitality industry after showing that interior design enhances guests' experiences, comfort and hotel differentiation.
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