Timna Rose is a sustainable interior designer and founder of studio ATARA. Rose is a WELL Accredited Professional (WELL AP) who believes the future of hospitality lies in creating spaces that actively support human health, as well as the planet. With a background in designing sustainable, biophilic environments she’s now bringing the globally recognised WELL Building Standard into the hospitality sector.
Rose designed the Sales Lounge at the Independent Hotel Show which took place this week at Olympia London. She was also responsible for the design of the ESG Hub at last year’s show. Rose took part in a panel at this year’s event on Monday 6th October: Beyond the Spa – Nature Driven Wellness –“Join leading hoteliers, designers and wellness experts as they discuss how to integrate the natural world into hospitality settings across diverse environments.”
Rose aims to show hoteliers that prioritising wellbeing isn’t just a design choice but a powerful way to enhance guest experience, boost staff wellbeing, and strengthen long-term business success.
Does WELL link to the financial frameworks of ESG?
TR: Absolutely. Environmental, Social, Governance) has become the way investors and companies measure responsibility, and WELL really strengthens the “S”- the social aspect. It provides measurable, science and data backed strategies for supporting people’s health and wellbeing, which ties directly to staff retention, guest loyalty, and even financial performance. In fact, for hospitality groups reporting against ESG metrics, adopting WELL can provide tangible proof points to back up those commitments.
Can you only work with WELL organisations if you have WELL AP?
TR: Not as such no. You don’t need a WELL AP to work with or in a WELL-certified building. The WELL AP credential is really about demonstrating a depth of knowledge in the WELL Building Standard. It means I’ve been tested on the science, the strategies, and the framework behind creating healthier, human-focused spaces. It’s a way of showing clients that I can guide them through the process with confidence, whether that’s working towards certification or simply applying the principles of WELL as a roadmap for improving health and wellbeing in their space.
Is guest wellbeing taken as seriously as the environmental impact of a building?
TR: Traditionally, environmental sustainability has had more of the spotlight, and rightly so as it’s urgent and tangible. But wellbeing is catching up fast. We’re realising that buildings aren’t sustainable if the people inside them aren’t thriving. Hospitality is such a human-centric industry that natural wellbeing should become a top priority. I think we’ll soon see wellbeing and environmental impact recognised as two halves of the same coin – they’re deeply interconnected. To me, this is the essence of holistic design at play, which I value above all else.
Do you think the certification landscape is confusing to the consumer? And will hoteliers want to invest in yet another certification?
TR: It can feel overwhelming for sure. There are lots of acronyms and frameworks out there. But WELL is unique because it’s mainly people-focused. While many certifications are about a building’s environmental impact (which is vital), WELL zeroes in on human health, assessing the quality of the air, water, light, sound, materials, even things like nourishment and community within the built environment. For hospitality, that’s a game-changer. A hotel isn’t just about construction and compliance, it’s about the human experience, from restful sleep to meaningful connection. Alongside this, it’s also about how to enable staff to really thrive, in order to support the overall ROI. When framed that way, WELL doesn’t feel like “just another certification” it becomes a really powerful investment in guest experience and brand differentiation.
What sort of funding is there for people-first places?
TR: This is such an exciting area. Funding opportunities vary depending on location, but increasingly we’re seeing governments and private investors recognise the value of human-centric design. In some regions, there are grants or green financing models that extend to wellbeing because it links to health outcomes and staff productivity. For hotels, there’s also a strong business case – investing in wellbeing isn’t just altruistic, it creates tangible returns in terms of guest satisfaction, repeat bookings, and positive brand reputation.
How does WELL work with hotels? What is the process and is it third-party verified?
TR: Yes, WELL is third-party verified and performance tested in many areas, which adds real credibility. The process is fairly flexible, which is one of its strengths. It’s not about ticking a box, it’s about choosing the features that align with your values and your property. A hotel would begin by identifying the WELL concepts most relevant to them, whether that’s indoor air quality, lighting design, or mental health support for staff. Then we map out improvements, whether small tweaks or larger redesigns, and once implemented, an independent body verifies those measures relevant to the performance testing concepts. What I love is that hotels don’t have to go all-or-nothing. WELL can be used as a guiding framework even before a formal certification.
What sort of resources does a hotel need to be WELL certified and does it favour the large chains rather than independent properties?
TR: You don’t need to be a big chain with endless budgets to embrace WELL. Yes, larger groups might have more resources to pursue full certification quickly, but independent hotels actually have incredible opportunities to adopt WELL principles in agile, creative ways. A boutique property can often implement more specific changes faster, curate more meaningful guest experiences, and use WELL as a differentiator in the market. It doesn’t always have to be a resource-heavy process. Sometimes it starts with simple, thoughtful improvements, like better acoustics for restful sleep, embracing stories around the local culture or menus that celebrate nutrition as much as flavour.
Which countries do you take inspiration from when it comes to looking at nature, wellbeing and design? Some cultures seem to have nailed this centuries ago – I’m thinking of Japanese gardens, the Alhambra etc.
TR: Well yes, absolutely so many cultures have long traditions of weaving nature and wellbeing into daily life, which have always inspire my design work. Japan is a huge inspiration, from the serenity of their gardens to the concept of shinrin-yoku (forest bathing). Scandinavian countries also, with their emphasis on light, warmth, and connection – think hygge or the way they prioritise daylight design during long winters. I also look to places like Spain and Morocco, where water, courtyards, and communal spaces are central to wellbeing. These traditions remind us that designing for health and connection to nature isn’t new – it’s something humans have always craved. WELL is really just giving us a modern, evidence-based framework to bring those timeless ideas into today’s spaces.
How have you seen people respond to WELL environments you have designed? What have you learnt from those experiences?
TR: Even when I’m not taking a project all the way through certification, I’ve seen how powerful it is to use the WELL framework to guide design conversations. People instinctively feel the difference in environments that prioritise natural light, great air quality, or spaces that promote connection. What I’ve learnt is that wellbeing design isn’t just a “nice to have” – it genuinely impacts mood, productivity, and memory. This is certainly an area within hospitality that is growing in awareness and when we have conversations, we have been noticing that people really get it and start to get excited about it. Creating environments that aid human wellbeing is something tangible for people to understand. Guests in hospitality are often there to recharge or celebrate, so a space that actively supports wellbeing really enhances their overall experience.
Sustainable Hotel News interviewed Timna Rose mid-September 2025.
Image: ESG Hub from the Independent Hotel Show 2024.