Reset, Rebuild, Rise: Hilton Glasgow
At Bell&Swift, our mission is clear: to create spaces of value for our clients and their guests. That means more than interiors that look good - it’s about helping hotels reset their vision, rebuild with intent, and rise to new levels of success.
This year’s AHC (Annual Hospitality Conference) theme, Reset, Rebuild, Rise, prompts us to look back at one of our proudest projects: Hilton Glasgow. It’s the perfect example of what happens when design and strategy come together.
The scope of the project was vast, with all 319 existing guestrooms, including junior suites and suites required to be completely redesigned, plus an additional three new guestrooms, formed from an Executive Lounge on the 19th floor.
The Lobby, Ballroom and Pre-function Bar were also required to be completely redesigned. The Leisure Club, Meeting Rooms and Restrooms were to be updated and finally the new Executive Lounge needed reconfigured and extended.
Reset – Vision & Intent
For Calum Ross, the reset began with a bold ambition: to be the best meeting and events hotel in Scotland. He explains:
“I never wanted us to be anything other than best in class. Great hotels are created by great teams. Guest expectations were central to our thinking… It was never about refurbishing what was here – it was us trying to re-invent what we could be. Key word: RELEVANCE.”
Guests wanted comfort and style, but they also needed better technology and connectivity. We studied how people moved through the spaces, where they got lost, where they lingered, and how the hotel could work harder for them. Resetting was about imagining Hilton Glasgow not just as it was, but as it could be.
At Bell&Swift, we were at the forefront of shaping the scope of work in conjunction with the budget. Using our vast experience, we created three guestroom categories - Standard, Deluxe, and Superior - to maximise both impact and value for our client. This tailored approach meant every pound spent worked harder, delivering standout design that matched guest expectations while staying commercially viable.
Rebuild – Process & Challenges
Rebuilding Hilton Glasgow was about more than design. It meant aligning everyone - from the Hilton leadership to the on-site team - around a clear vision. Together, we built the “Hilton Glasgow Story,” a living document that still guides the team today.
For us at Bell & Swift, the approach was rooted in Glasgow itself. We drew inspiration from Charles Rennie Mackintosh and the city’s design heritage, weaving it into the fabric, furniture, and flow of every space.
Highlights included:
· Lobby & Tea Lounge – transformed from a waiting space into a welcoming hub.
· Whisky Mist Bar – bright, leafy and flexible for both dining and drinks.
· Ballroom & Pre-function Bar – cutting-edge tech and glamorous design, creating one of Glasgow’s standout event spaces.
· Guestrooms & Executive Lounge – contemporary, city-inspired spaces that work beautifully for both guests and staff.
As Calum put it:
“The guest experience was at the heart of it all but so was operational ease. If we can make things easier for our team, then it’s the guest that feels the benefit. Key word: DIFFERENTIATION.”
Rise – Outcomes & Growth
The results have been remarkable:
· Performance: Hilton Glasgow now leads its competitive set in both room revenue and total revenue per available room.
· Reputation: TripAdvisor ranking jumped from 37th to 1st in Glasgow.
· Guests: A stronger profile, attracting new and returning guests who see Hilton Glasgow as a true competitor to boutique luxury hotels.
· Team: Perhaps most importantly, the transformation gave the team pride in where they work.
“It’s a fabulous hotel to visit and it’s a great place to work. Key word: PRIDE.”
What We Do Best
Hilton Glasgow is proof that we’re not just interior designers. We understand the bigger picture - the role design plays in resetting a vision, rebuilding with purpose, and rising above the competition.
At Bell&Swift, this is what we do best: creating spaces that aren’t only beautiful, but meaningful, practical, and valuable. Spaces that help hotels like Hilton Glasgow achieve their ambitions and deliver unforgettable guest experiences.
✨ Reset. Rebuild. Rise. At Hilton Glasgow, we brought that story to life. At Bell&Swift, we’re ready to do the same for you.