Making Hotel Lobbies Profitable

As a hotel owner or operator, you have the unique challenge of balancing guest happiness and the profitability of the hotel simultaneously.

ORLANDO—As a hotel owner or operator, you have the unique challenge of balancing guest happiness and the profitability of the hotel simultaneously. It’s not easy. “Maybe you’re concerned with how to keep this destination current and profitable for longevity, or maybe you’re preparing the property for sale,” Renee Chiarelli , an associate director of tvsdesign , tells GlobeSt.com. Either way, she has some advice—and it starts with an integrated lobby layout. What used to be the traditional lobby space with compartmentalized lounge space and the reception area has become a place to socialize, experience local culture and to see and be seen. With that in mind, she says, consider implementing an integrated layout—a lobby where dining areas flow into a lounge area. “Lobby and food and beverage areas are merged into one fluid space so that guests and visitors can make choices about where they would be most comfortable while experiencing great service anywhere,” Chiarelli says. “Choice, having it your way when and where you decide, is the new hallmark of luxury. Seating, lighting, new menus and service strategies are needed to pull this off successfully but the results are worth it—a dynamic destination lobby for guests and in-towners where business and pleasure can co-exist.” Next, she says, focus on food and beverage. According to her research, 39 million US travelers choose a destination based on the availability of culinary activities, while another 35 million seek out culinary activities after a destination is chosen. “ Hotel restaurants, bars and other dining experiences that provide guests with a taste of local culture are perfect for your hotel’s guests, but they’re also an attractive destination for locals. In many cases, it is the rave reviews of local diners, made accessible through social media platforms, that guests crave,” Chiarelli says. “Many hotels have called on famous chefs to set up shop in their venue, but that isn’t the immediate answer for some. Consider creating a menu that showcases local fare, cocktails with culturally- inspired names or even locally-sourced ingredients. Give guests a place to break bread together, and they’ll be sure to linger in your integrated lobby during their stay.”