The question arises whether all comments on Facebook and Twitter are more useful to assess the value of a hotel than professional architectural standpoints and reflections. Architectural criticism, namely, addresses a small number of recipients, and only marginally contributes to the reputation, or even success of new hotels. On the other hand, the development of a concept, as well as the experiments and dynamic dialogues of the building with its natural biotope, indicate that the society is motivated to achieve new standards in the environment. Thus a reaction occurs, resistance to hampering globalization and typification. More than any other type of building, a hotel becomes a reflection of society in transformation, which is why this issue is suitable for reflection.