SPECIAL REPORT : THE NEW LOBBY
REFRESHING APPROACH
Courtyard by Marriott has spent the past five years redefining its lobby experience . In 2008 , the Marriott International brand began the “ Courtyard Refreshing Business ” lobby renovation , and the process is expected to be complete at its 900-plus hotels this year . “ Lobby spaces should be multi-functional and flexible ,” says Janis Milham , vice president and global brand manager , Courtyard by Marriott . “ Guests are looking for a variety of opportunities to engage in the lobby : to get work done , to relax , to socialize , to eat , to check in , to have meetings and more .”
To that end , Courtyard ’ s refreshed lobby includes check-in pedestals that give associates flexibility to interact with guests , a business center area , free Wi- Fi , multiple seating options , an interactive LCD touchscreen “ GoBoard ” with news and local information and The Bistro , a food and beverage option that offers fastcasual all-day dining including Starbucks
Sense of place Another component of the lobby redesign at the Sheraton Grand Hotel & Spa in Edinburgh was to add local flavor . London-based MKV Design chose a tartan pattern for some of the rugs and fabrics , and signage for the cloakroom is made from Edinburgh city maps . “ Travel can be disorienting ,” Kavanagh says . “ It is important to reflect your locality so people know where they are . They want to have an authentic experience , and they want to
Courtyard ’ s refreshed lobby includes multiple seating options , an interactive
“ GoBoard ” with news and local information and The Bistro , a food and beverage option that offers fast-casual all-day dining .
beverages and a bar in the evening . Key to the concept ’ s success is its adaptability . Milham points out , for instance , that some hotels had a large demand for dinner business with table service , so the brand created a “ Bistro Plus ” menu with additional entrees used in about 10 % of Courtyard locations .
“ The thing we have done that has been very successful is to schedule post-training visits at all of our hotels that have renovated to our new lobby concept ,” Milham adds . “ Ninety days after opening our training team goes back in for a refresher training session with the associates to help them refine their operations .”
And so far , the results back up the approach . Milham says Courtyard properties with the new lobby average three points higher market share than hotels that have not made the switch , and the brand ’ s F & B profit margins are six points higher with The Bistro than with its previous breakfastonly / buffet concept .
know they ’ re in Scotland .”
At Four Seasons Hotel Buenos Aires , the reception desk features South American semi-precious stone as well as “ Caballos Libres ,” a painting by Alejandro Moy . Overhead , blown glass crystal pieces were inspired by the movement of tango dancers . “ Sense of place was a critical consideration ,” Selley-Morales confirms .
Artwork also helps create a sense of place in the lobby at The Hanover Inn at Dartmouth in Hanover , New
Hampshire . In addition to handblown glass lamps from glass blower Simon Pearce in nearby Quechee , Vermont , a 2,800-lb ( 1,270-kg ), handcrafted granite table forms the lobby ’ s centerpiece . The table sits on a custom-designed black-and-white area rug whose colors were inspired by the birch trees in the surrounding New Hampshire woods .
Guests want authentic materials that reflect the local area in the lobby , Gensler ’ s Nodler confirms , and artwork is an effective vehicle for delivering on that demand . “ Artwork has become a really big thing in hotels ,” she says . “ For the longest time hotel artwork was pretty cookie-cutter . I think the boutique hotels picked up on differentiating themselves by putting together a unique collection of original art , so the chains have jumped on that bandwagon too . The guest is looking for a real experience — not reproduced prints . We want to make sure [ art ] relates to the community and incorporate local artists in the public areas at the very least .”
Smart investments Regardless of a lobby ’ s specific components , hotels must bring them together as a smart investment . Especially in today ’ s world of tighter budgets , Nodler recommends somewhat of a less-is-more approach . “ We talk to our clients about incorporating unified spaces within the lobby — not creating new spaces , but incorporating existing spaces ( such as meeting space or a business center ) within your lobby ,” she says . “ By doing that you can also reduce labor costs because you ’ re combining activities , so you can reduce your staff .”
For Pentahotels , it helps that the lobby attracts not only guests , but locals as well . “ In China , where personal living space can be cramped , hotel lobbies like Pentahotels ’ are becoming a new ‘ third place ,’ an
22 HOTELS March 2013 www . hotelsmag . com