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In this week's episode of ILA On Air, I sat down with Laura Delage-Pandeli, founder of Olive & Wilde, to discuss a topic that many property investors underestimate.
Interior design.
For many investors, design is viewed as the finishing touch. Something that happens once the renovation is complete.
Laura challenged that idea entirely.
Throughout the conversation, one message became increasingly clear.
Interior design is not simply about making a property look attractive.
When approached strategically, it becomes one of the biggest drivers of return on investment.
From attracting the right guests and increasing nightly rates to encouraging repeat bookings and creating memorable experiences, design plays a far bigger commercial role than many investors realise.
Here are the key takeaways taken from the discussion.
One of the strongest themes throughout the conversation was the way many investors think about design.
Laura explained that interior design is often left until the very end of a project.
The property has been purchased.
The refurbishment has been completed.
The budget has almost disappeared.
Only then does attention turn towards furnishing and styling.
This highlighted a common misconception.
Many people see interior design as decorative.
Laura sees it as commercial.
She shared an example from her own holiday let portfolio where a property that had previously achieved around £50 per night was completely refurbished with design considered from the outset.
Following the renovation, the same property began achieving more than double that nightly rate.
The physical property had improved. But equally important was the way the property was positioned within the market.
The lesson was simple.
Well-considered design is capable of generating returns long after the renovation budget has been spent.
Another important insight centred around one deceptively simple question.
Who are you designing for?
Laura explained that many investors make the mistake of designing properties they personally like, rather than designing for the guests they actually want to attract.
A romantic countryside retreat.
A luxury couples' escape.
A family holiday home.
A corporate apartment.
Each audience experiences a space differently and values different things.
This shifted the conversation from interior design towards customer experience.
The most successful holiday lets are built around a clearly defined guest.
Once that guest is understood, every design decision becomes easier.
The colours.
The furniture.
The layout.
The lighting.
Even the finishing touches.
Rather than trying to appeal to everyone, great design creates an experience that feels intentionally built for someone.
That clarity often becomes what allows a property to stand out in an increasingly competitive market.
One of the most interesting parts of the conversation focused on the details many guests notice without consciously recognising them.
Laura spoke about the importance of touch points throughout a property.
Door handles.
Light switches.
Kitchen hardware.
Textures.
Materials.
These are the things guests interact with constantly.
For me, this was a reminder that guest experience is created through hundreds of small moments rather than one dramatic feature.
Beautiful finishes are not simply visual. They influence how a property feels.
At the same time, Laura emphasised the importance of balancing aesthetics with practicality.
The most frequently touched items also experience the greatest wear.
Choosing durable materials alongside attractive finishes helps maintain quality over time while reducing ongoing maintenance costs.
Good design, therefore, supports both the guest experience and the long-term performance of the investment.
One of the most fascinating parts of the conversation explored something that cannot easily be measured on a floor plan.
Emotion.
Laura explained that exceptional properties are not remembered simply because they contain expensive furniture or luxury finishes.
They are remembered because of how they make people feel.
Natural textures.
Comfortable lighting.
Thoughtful colour palettes.
Beautiful scents.
Comfortable seating.
Even the way guests move through a property contributes to the overall experience.
People rarely recommend a holiday let because the sofa costs more. They recommend it because they felt relaxed.
Inspired.
Comfortable.
At home.
That emotional connection is often what drives five-star reviews, repeat bookings and personal recommendations.
In today's market, memorable experiences have become one of the strongest forms of marketing a property can have.
Another practical takeaway from the discussion was that beautiful interiors still need to perform commercially.
Holiday lets experience constant use.
Furniture gets moved.
Surfaces become marked.
Fixtures are used hundreds of times every month.
Laura explained that successful interior design is about selecting materials and finishes that continue looking good long after guests have checked in and out.
This highlighted the commercial side of design that is often overlooked.
Replacing furniture every year is not good design. Neither is filling a property with expensive pieces that cannot cope with regular use.
The strongest investment decisions balance aesthetics with durability.
When both work together, investors reduce ongoing maintenance costs while continuing to deliver the premium experience guests expect.
As the conversation continued, Laura returned to a theme that sat behind almost every design decision.
Standing out.
The holiday let market has become increasingly competitive, with guests having more choice than ever before. In that environment, simply providing clean, functional accommodation is often no longer enough.
Properties that create memorable experiences are the ones guests remember, recommend, and return to.
The strongest-performing properties are rarely competing on price alone.
They compete on experience.
Laura explained that thoughtful design gives guests something worth talking about. Whether that is a unique feature, carefully curated interiors, or a distinctive atmosphere, these elements help create stronger online reviews and greater word-of-mouth referrals.
In many cases, guests are not simply paying for somewhere to sleep.
They are paying for an experience they cannot easily recreate elsewhere.
That experience often becomes one of the property's greatest competitive advantages.
While much of the discussion focused on creativity and guest experience, Laura also emphasised the practical responsibilities that come with furnishing holiday accommodation.
Beautiful spaces still need to be safe.
Furniture needs to meet the relevant regulations.
Materials need to withstand frequent use.
Layouts need to work for both guests and ongoing maintenance.
For me, this was an important reminder that successful interior design is about balancing creativity with responsibility.
The most attractive property in the world quickly loses value if constant repairs, replacements, or compliance issues begin affecting profitability.
Design should therefore support operational efficiency as much as visual appeal.
When both work together, investors are better positioned to protect their assets while delivering a consistently positive guest experience.
Another valuable insight was how closely design and marketing work together.
Many investors invest heavily in professional photography to improve their listings.
Laura suggested that the stronger investment often comes beforehand.
Design.
Professional photographs can only showcase what already exists.
If the space lacks identity, warmth or cohesion, photography can only do so much.
Guests often decide whether to click on a listing within seconds.
Strong design creates stronger first impressions. Those impressions generate more enquiries.
More enquiries create more bookings.
In many ways, interior design becomes one of the property's most effective marketing assets before a guest has even arrived.
Perhaps the strongest lesson throughout the episode was that successful interior design is never random.
Every colour.
Every material.
Every layout decision.
Every furnishing choice.
Each should support a wider commercial objective.
Laura consistently brought the conversation back to return on investment rather than personal preference.
This was one of the most valuable takeaways from the discussion.
Investors naturally have their own tastes.
But designing purely around personal preference can sometimes mean overlooking what the target market actually values.
The highest-performing holiday lets are often designed with the guest experience in mind first.
When customer expectations and business objectives guide design decisions, the property becomes more than an attractive space.
It becomes a stronger-performing asset.
The overarching message from this episode was simple.
Interior design should no longer be viewed as a cosmetic upgrade. It is part of the investment strategy.
As holiday lets become increasingly competitive, guests have more choice than ever before.
The properties that consistently outperform the market rarely rely on location alone.
They create experiences.
They evoke emotion.
They understand exactly who they are designed for.
And every decision inside the property supports that objective.
I think that this mindset applies far beyond holiday accommodation.
Whether you're renovating a buy-to-let, developing property, or creating serviced accommodation, the principle remains the same.
Design is no longer just about aesthetics.
It influences perception.
Value.
Demand.
Pricing.
Reviews.
And ultimately, return on investment.
The investors who recognise that early are often the ones who create properties people remember long after they've checked out.
This article is based on Season 4, Episode 1 of ILA On Air, where Anastasia is joined by Laura Delage-Pandeli, founder of Olive & Wilde, to discuss how strategic interior design can transform holiday lets into higher-performing investments.
You can listen to the full episode here:
https://spotifycreators-web.app.link/e/Ul7yWN7Fv4b
If you're investing in holiday lets, serviced accommodation or residential property, this episode offers practical insight into how thoughtful design can influence guest experience, occupancy and long-term return on investment.
This is not advice from iLA, it is simply a helpful summary of our conversations on ILA On Air, our educational podcast for the property finance community, making the complicated simple.
