The return of the hotel lobby
“Modernity is the transient, the fleeting, the contingent; it is one half of art, the other being the eternal and immovable.” - Charles Baudelaire
Going back in time to the late 1800’s, the hotel lobby served as the place to see and be seen. The lobbies’ like all other public areas (restaurants / bars) – were spacious and beautifully decorated. They were comfortable spaces where guests could linger, be sociable and experience a singular combination of great service, palatial splendor and inviting warmth.
All this changed dramatically in the recent past as hotel lobbies became sparse and minimalistic, serving little more than a ‘transitory area’ for people who wanted to get to their eventual destination, be it to their room, the airport, a nearby ‘eat out’ or wait to meet a visitor.
Today, the lobby has again emerged to become an important spot to congregate – and at many hotels, it is the most exciting, ‘happening’ space in the entire property. Hotels are now turning the lobby into a hub for social and business activities and are fast becoming multi-use spaces with bars, restaurants and lounges all rolled into one.
“Even consumers who embrace technology may worry that companies are exploiting them through so-called personalisation. Hoteliers need to balance digital ingenuity with a human touch.” – Sean O’Neill
New hotels are opening today with a front desk that is neither in front nor a desk. As technology continues to evolve concurrently towards a streamlined and open design, the traditional front desk often seen in hotel lobbies is rapidly disappearing. With many hotels now introducing mobile check-in solutions and keyless entry for their guests, the need for a front desk has greatly diminished. What now fronts as a front desk is a simple table in the lobby, and a front office agent carrying an iPad to check guests in.
The challenge is to create an area that provides a welcoming sense of arrival while remaining operationally efficient. Some believe that there is definitely going to be a shift from them – mainly in the upscale brands whilst the front desk will continue to remain in certain segments, such as the economy segment.
What’s driving this trend? Two key reasons; firstly, technology which used to be an amenity is now driving our business. Secondly, people don’t want to feel isolated and the modern lobby meets this need. It is a place to stay connected through technology, where they can use their smart apps and laptops without remaining in their room. To cater to this trend, check-in areas are becoming more casual and informal, with the social and business zones (sometimes referred to as an internet bar, or a ‘technology club’), a creative blend of function and fashion – all designed to provide the ‘creature comforts’ guests crave for with the latest technology to enable them conduct their online business and social interactions, seamlessly.
The lines between indoor and outdoor are blurring…No one said a lobby had to be indoors? Taking the cue hotels are encouraging guests to stay outside longer – and in-between, order food and drinks, by adding the very amenities guests expect in the lobby to the exterior spaces.. This includes devices that enable guests to charge their phones. A new umbrella launched recently has solar panels on top and USB ports at the base, thus making it easy to recharge the phone outdoors and because the unit is solar-powered, eliminates the need to install electrical wiring.
All things considered, today’s lobby must not only be the check-in/check-out area, but serve as a social centre, a source for information, a place that offers refreshment – even have a section that retails gifts, clothing, etc. In essence, today’s lobby should be one where a relaxed vibe pervades it.
Ilzaf Keefahs – writes on hospitality related matters that he is passionate about, and likes to share his views with hoteliers and customers alike.
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