the technology sectors , for example ).
The right lobby formula also translates into substantial revenue — sometimes way above 50 %, Pasricha says . “ It ’ s this 30-second test ,” he adds . “ You walk into a hotel lobby and if you feel the energy , you feel the bottom line , or you don ’ t .”
At Hotel Orania Berlin ,
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It ’ s more about creating a DEMOCRATIC PUBLIC SPACE ,
and the cultural programming sparks the hustle .
” owner-operator Dietmar Müller-Elmau says he knew discerning travelers wanted more than just good food and service and a nice place to stay . They wanted inspiration and to meet people of different mindsets — not like-minded travelers — a cultural hideaway in a capital of culture . “ You go into a hotel or resort
Th performance stage sits at the center of the Orania Berlin lobby .
to start thinking , not to stop thinking — to start engaging ,” he says .
The 40-room Orania Berlin houses local artists and thought leaders who perform on the big “ living room ” stage and remain immersed in the guest experience because they live there while performing . They aren ’ t paid to perform
Avoid the naff ’
What ’ s next for lobby spaces ?
Keeping the hustle while incorporating more technology to trim labor costs — but doing so while avoiding “ the naff ,” Sharan Pasricha says .
Ennismore is working on this very thing for its emerging affordable brand , NoCo . It hasn ’ t solved the dilemma but a team is at work on just that .
“ The last thing we want as you to walk into a space and you ' re ordering off an iPad and it just doesn ' t feel great ,” he adds . “ So it ’ s finding that blend of accessibility and openness without it feeling naff .”
The other element that requires continued refinement is the F & B offering , as it ’ s hard to make the lobby experience hum without incredible food and drink on point . For hoteliers not as skilled on the F & B front — and there are more who are not — contracting with a local restaurateur is a good way to keep the locals and guests spending in the lobby .
“ It ’ s not a new problem , but it ' s one that hoteliers must focus on more as it becomes a big part of the whole experience ,” Pasricha says .
June 2018 hotelsmag . com 15