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Five to ten years ago, it would have been unusual to find yourself in a hotel lobby unless you were a guest or a conference attendee, but the hotel scene has changed dramatically. Hotel lobbies are no longer private areas reserved for those who are making use of accommodation. They are quickly becoming work, social and well-being hubs for both guests and the wider public.
Recent cultural and lifestyle changes have accelerated the need for hotels to innovate, particularly in how they use space. A decrease in business travel paired with an increase in flexible working has prompted hotels to adapt in two key ways. Firstly, the traditional hotel room has transformed into a multi-purpose room with dedicated spaces to log on. Secondly, co-working spaces have become a key feature of hotel lobbies, as many hoteliers seek to ensure that they offer fast Wi-Fi, a range of desks for private or communal working, and even meeting pods. The option for workers to use a hotel’s spa and gym facilities certainly gives hotels the edge over the traditional office at a time when people have gained the flexibility required to integrate well-being into their working days.
The diversification of hotel space extends further than the lobby, and it is becoming increasingly normal for hotels to let spaces to pop-up shops and yoga studios. This can generate additional revenue in rental income from the operators of these ancillary functions and attract increased footfall to a hotel’s traditional functions by satisfying the ever-increasing demand for something different.
- Diversification in how hotel space is used.
- Subscription models enabled by app-based technology.
- Revitalization of heritage buildings.