The concept of the modern consumption is not limited to the value of use by mere purchasing and using of the products. The consumers in modern capitalistic society, consumes the semiotic value whose meaning is socially granted, as well as the value for using. Therefore, that tendency that the symbolic sign of the products is consumed to differentiate oneself from the others and express oneself appears. The designed hotel that reflects the features of sign consumption in the modern society and where the discriminate experience can be enjoyed through the unique and diversified design expression is drawing our attention. Therefore, in this paper, based on the theoretical consideration of semiotics, the tendency of sign consumption and its feature appearing in the modem society has been studied. And through the case studies of the hotels which have been built since the 2000s, how such features can be expressed in the space has been studied. As a result of the study, as for the features of expression of modern semiotic consumption society shown in the design hotels, the diversity breaking from the uniformity by the diversified thinking, the hybrid attribute, and the attribute of the differentiated entertaining images, based on hedonism, the inherent symbols and narrative attribute, and the flexible interactions through the experience of emotional consumption, are appearing.