Resorts add group information, fancy beverages, in lobbies so guests keep around and spend cash

THE BIG APPLE, In. Y. – Hotels wish you to stay some time — within their lobbies.

Lengthy treated as dead spaces that hotel guests raced through on the way to the lift, lobbies are being transformed into places to work, surf the Web or fulfill friends for a drink.

Big, traditional hotels are usually spending billions in renovations to try to mimic the style and profit of luxury and also boutique hotels, that have always drawn free-spending crowds to their lobbies. Surfaces are being torn down to make lobbies feel less confined. Communal tables are appearing. Wine listings are being improved. And quiet corners are being carved away that give business vacationers space to work but nonetheless be near the measures.

Companies such as Marriott, Starwood and also Hyatt are betting more vibrant lobbies may leave guests — particularly younger ones — having a better perception of their remain, even if their room is bland. Hotel owners stated the investments are beginning to pay off, not just in alcohol product sales, but in their ability to charge greater room costs.

“People want to go where people are, ” says Michael Slosser, managing director of operations regarding Destination Hotels and Hotels, a group of 40 hotels in the U. Ersus. “They want to go to be seen, to unwind and to people watch. inch

All of the changes are meant to attract vacationers like Jordan Coscetta, a 31-year-old consultant from Wantagh, In. Y., who spends about 90 nights per year on the highway.

“Working inside a hotel room feels claustrophobic, ” says Coscetta, who instead takes his laptop and also heads to the reception or a nearby cafe.

Steve Carvell, associate dean for academic affairs at Cornell University’s School associated with Hotel Administration, says younger guests “very much want that sense associated with not feeling only, although they are usually. inch

U. S. hotels are forecast to invest $5. six billion on capital enhancements this year, up 10 per cent from 2012 and over double the amount $2. 8 billion spent in the year 2010, according to a study through Bjorn Hanson, dean of New York University’s hospitality school. The majority of that money pays for new beds, showers as well as other room enhancements. But Hanson says a “proportionally document amount” of money will reconfiguring lobbies.

Marriott International, Inc. is actually freshening up lobbies in its namesake brand with “Great Rooms” which include free Wi fi, comfortable seats and also menus stocked with little dishes and local build beers. The idea was first tested in 2007 and it is expected to maintain 70 percent of the 550 Marriott hotels worldwide by the end of the year.

Starwood Resorts & Resorts Globally Inc. — the company behind trendy W Hotels — launched a $4 billion lobby revitalization of its Sheraton brand name in 2009. Almost half the 427 Sheratons worldwide now have lobbies with communal areas, contemporary rugs, improved illumination and flat-screen TVs at the club.

In addition , Sheraton has tried to inject a bit of pizazz for all its lobbies by adding upscale wine listings, each rated through Wine Spectator newspaper.

Getting better wines gives waitresses “something more to speak about than ‘Can I take your drink and exactly where are you from? ‘” says Ron Ueno, general supervisor of the Sheraton Chi town.

It also gives the lodge more revenue. Within the first six months of this calendar year, the hotel club sold 18, 500 glasses of wine. That’s 24 percent more than the same time period last year. At kunne $14 a glass, that adds up to fifty dollars, 000 more within profits.

Nearby, the Hyatt Regency Chicago invested $168 million to spruce up its reception, adding clusters associated with chairs and couches, a grab-and-go market place and a restaurant that flows into rest of the reception. Similar renovations took place at Hyatts in New york city, Atlanta and also San francisco bay area.

Robert Mandelbaum, representative of research information assistance at consulting firm PKF Hospitality Research, says the changes are “very much visitor driven. inch

“It just isn’t fun being among 20 entrepreneurs sitting on your own in a lodge restaurant reading a newspaper, eating the $19. 95 steak special, inch Mandelbaum says.

Whilst overall hotel food and beverage revenue offers fallen 27 percent within the last five many years, sales in lodge bars have grown 5 per cent, according to Mandelbaum.

Grand old best hotels in vegas, like New York’s Plaza and also Chicago’s Drake, possess long relied on the public spaces to help distinguish themselves.

But as national hotel chains developed in the sixties, designs became standardised and bland. Guests no longer selected hotels by the looks of the lobby but about the brand’s reputation.

A brief lobby renaissance kicked off in 1967 with the Hyatt Regency Atl. The actual hotel’s 22-story atrium and also rooftop revolving restaurant managed to get a tourist location. Similar hotels quickly popped up in San francisco bay area, Houston,tx, Detroit and Los Angeles. However the oil crises associated with 1973 and 1979 made heating and cooling huge atriums impractical.

Improved use of wheeled luggage reduced the need for bellmen as well as the space they occupied. The lobby grew to become a place to swipe a credit card, obtain a room key and also leave. Through the 1980s, they resembled bunkers, with low ceilings and few home windows.

“The industry really failed by allowing the lobbies get hollow, ” says Marriott CEO Arne Sorenson.

After that within 1984, Ian Schrager and his business partner Steve Rubell — the men behind the famed 1970s nightclub Studio 54 — opened the Morgans Hotel in New york city. The rooms were tiny. Nevertheless stylized lobby expanded the industry.

Robert Mapplethorpe photographs were commissioned for the walls. Club music blared. When it first opened, locals waited at the rear of red velvet ropes to enter.

“The reception established the pricing of the hotel, inch says NYU’s Hanson.

It will take several years regarding chains to catch on. After that, within 1998, Starwood opened the W New york city. The reception became the “living space. ” Forget food. The emphasis was on drinks with greater profit margins. Guests clamoured at the club to purchase $14 cosmopolitans and also sour apple martinis.

Some other hotel chains eventually adopted with their own store brands, such as Hyatt’s Andaz and also InterContinental’s Indigo. Marriott combined with Schrager to start its own “lifestyle” brand name. But traditional conference, airport and town centre hotels were mostly ignored so far.

Revamping lobbies is a delicate balanced exercise: attract younger road warriors but don’t turn away baby boomers with noisy, thumping songs.

Sheraton’s very first lobby modernization arrived 2006 in order to partnered with Microsof company to provide free computer systems. Soon it was selling Starbucks in order to lingering guests.

“As people spent more time within the lobby, they were more ready to purchase food and beverages, inch says Hoyt Harper, the senior vice-president responsible for Sheraton.

Almost 15. 1 thousand — or half of — Sheraton guests use the computers each year. Just 5. 8 million make use of the gym.

Pushing through costly renovations just isn’t easy. Most cycle hotels are owned by smaller companies that must meet the bigger brand’s standards in return for using the Sheraton, Marriott or even Hyatt name. Several need convincing to know the benefits of spending thousands on a lobby renovate.

For proof that the expense works, seek out Location Hotels as well as the $26 million remodelling of its seashore L’Auberge Del Mar vacation resort in Conviction hearing. Its new living room-style lobby features large doors that open out to the sea, allowing the breeze to flow through. A fireplace heats guests on cold days as they take pleasure in $25 charcuterie plates and also $12 hibiscus margaritas.

Before the remodelling, the hotel marketed $450, 000 really worth of food and beverages in its lobby each year. Today, it sells more than double that.

“If they may be comfortable within the space and surrounded by others, they will stay and spend more money, inch says Destination’s Slosser. “They turn out to be not concerned about the cost. They’re a lot more interested in staying there and enjoying their life. inch

__

Robert Mayerowitz can be reached at http://twitter.com/GlobeTrotScott.


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THE BIG APPLE, In. Y. – Hotels wish you to stay some time — within their lobbies.

Lengthy treated as dead spaces that hotel guests raced through on the way to the lift, lobbies are being transformed into places to work, surf the Web or fulfill friends for a drink.

Big, traditional hotels are usually spending billions in renovations to try to mimic the style and profit of luxury and also boutique hotels, that have always drawn free-spending crowds to their lobbies. Surfaces are being torn down to make lobbies feel less confined. Communal tables are appearing. Wine listings are being improved. And quiet corners are being carved away that give business vacationers space to work but nonetheless be near the measures.

Companies such as Marriott, Starwood and also Hyatt are betting more vibrant lobbies may leave guests — particularly younger ones — having a better perception of their remain, even if their room is bland. Hotel owners stated the investments are beginning to pay off, not just in alcohol product sales, but in their ability to charge greater room costs.

“People want to go where people are, ” says Michael Slosser, managing director of operations regarding Destination Hotels and Hotels, a group of 40 hotels in the U. Ersus. “They want to go to be seen, to unwind and to people watch. inch

All of the changes are meant to attract vacationers like Jordan Coscetta, a 31-year-old consultant from Wantagh, In. Y., who spends about 90 nights per year on the highway.

“Working inside a hotel room feels claustrophobic, ” says Coscetta, who instead takes his laptop and also heads to the reception or a nearby cafe.

Steve Carvell, associate dean for academic affairs at Cornell University’s School associated with Hotel Administration, says younger guests “very much want that sense associated with not feeling only, although they are usually. inch

U. S. hotels are forecast to invest $5. six billion on capital enhancements this year, up 10 per cent from 2012 and over double the amount $2. 8 billion spent in the year 2010, according to a study through Bjorn Hanson, dean of New York University’s hospitality school. The majority of that money pays for new beds, showers as well as other room enhancements. But Hanson says a “proportionally document amount” of money will reconfiguring lobbies.

Marriott International, Inc. is actually freshening up lobbies in its namesake brand with “Great Rooms” which include free Wi fi, comfortable seats and also menus stocked with little dishes and local build beers. The idea was first tested in 2007 and it is expected to maintain 70 percent of the 550 Marriott hotels worldwide by the end of the year.

Starwood Resorts & Resorts Globally Inc. — the company behind trendy W Hotels — launched a $4 billion lobby revitalization of its Sheraton brand name in 2009. Almost half the 427 Sheratons worldwide now have lobbies with communal areas, contemporary rugs, improved illumination and flat-screen TVs at the club.

In addition , Sheraton has tried to inject a bit of pizazz for all its lobbies by adding upscale wine listings, each rated through Wine Spectator newspaper.

Getting better wines gives waitresses “something more to speak about than ‘Can I take your drink and exactly where are you from? ‘” says Ron Ueno, general supervisor of the Sheraton Chi town.

It also gives the lodge more revenue. Within the first six months of this calendar year, the hotel club sold 18, 500 glasses of wine. That’s 24 percent more than the same time period last year. At kunne $14 a glass, that adds up to fifty dollars, 000 more within profits.

Nearby, the Hyatt Regency Chicago invested $168 million to spruce up its reception, adding clusters associated with chairs and couches, a grab-and-go market place and a restaurant that flows into rest of the reception. Similar renovations took place at Hyatts in New york city, Atlanta and also San francisco bay area.

Robert Mandelbaum, representative of research information assistance at consulting firm PKF Hospitality Research, says the changes are “very much visitor driven. inch

“It just isn’t fun being among 20 entrepreneurs sitting on your own in a lodge restaurant reading a newspaper, eating the $19. 95 steak special, inch Mandelbaum says.

Whilst overall hotel food and beverage revenue offers fallen 27 percent within the last five many years, sales in lodge bars have grown 5 per cent, according to Mandelbaum.

Grand old best hotels in vegas, like New York’s Plaza and also Chicago’s Drake, possess long relied on the public spaces to help distinguish themselves.

But as national hotel chains developed in the sixties, designs became standardised and bland. Guests no longer selected hotels by the looks of the lobby but about the brand’s reputation.

A brief lobby renaissance kicked off in 1967 with the Hyatt Regency Atl. The actual hotel’s 22-story atrium and also rooftop revolving restaurant managed to get a tourist location. Similar hotels quickly popped up in San francisco bay area, Houston,tx, Detroit and Los Angeles. However the oil crises associated with 1973 and 1979 made heating and cooling huge atriums impractical.

Improved use of wheeled luggage reduced the need for bellmen as well as the space they occupied. The lobby grew to become a place to swipe a credit card, obtain a room key and also leave. Through the 1980s, they resembled bunkers, with low ceilings and few home windows.

“The industry really failed by allowing the lobbies get hollow, ” says Marriott CEO Arne Sorenson.

After that within 1984, Ian Schrager and his business partner Steve Rubell — the men behind the famed 1970s nightclub Studio 54 — opened the Morgans Hotel in New york city. The rooms were tiny. Nevertheless stylized lobby expanded the industry.

Robert Mapplethorpe photographs were commissioned for the walls. Club music blared. When it first opened, locals waited at the rear of red velvet ropes to enter.

“The reception established the pricing of the hotel, inch says NYU’s Hanson.

It will take several years regarding chains to catch on. After that, within 1998, Starwood opened the W New york city. The reception became the “living space. ” Forget food. The emphasis was on drinks with greater profit margins. Guests clamoured at the club to purchase $14 cosmopolitans and also sour apple martinis.

Some other hotel chains eventually adopted with their own store brands, such as Hyatt’s Andaz and also InterContinental’s Indigo. Marriott combined with Schrager to start its own “lifestyle” brand name. But traditional conference, airport and town centre hotels were mostly ignored so far.

Revamping lobbies is a delicate balanced exercise: attract younger road warriors but don’t turn away baby boomers with noisy, thumping songs.

Sheraton’s very first lobby modernization arrived 2006 in order to partnered with Microsof company to provide free computer systems. Soon it was selling Starbucks in order to lingering guests.

“As people spent more time within the lobby, they were more ready to purchase food and beverages, inch says Hoyt Harper, the senior vice-president responsible for Sheraton.

Almost 15. 1 thousand — or half of — Sheraton guests use the computers each year. Just 5. 8 million make use of the gym.

Pushing through costly renovations just isn’t easy. Most cycle hotels are owned by smaller companies that must meet the bigger brand’s standards in return for using the Sheraton, Marriott or even Hyatt name. Several need convincing to know the benefits of spending thousands on a lobby renovate.

For proof that the expense works, seek out Location Hotels as well as the $26 million remodelling of its seashore L’Auberge Del Mar vacation resort in Conviction hearing. Its new living room-style lobby features large doors that open out to the sea, allowing the breeze to flow through. A fireplace heats guests on cold days as they take pleasure in $25 charcuterie plates and also $12 hibiscus margaritas.

Before the remodelling, the hotel marketed $450, 000 really worth of food and beverages in its lobby each year. Today, it sells more than double that.

“If they may be comfortable within the space and surrounded by others, they will stay and spend more money, inch says Destination’s Slosser. “They turn out to be not concerned about the cost. They’re a lot more interested in staying there and enjoying their life. inch

__

Robert Mayerowitz can be reached at http://twitter.com/GlobeTrotScott.

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