Experts say it's time once again to feature the lobby as a communal place for hotel guests and locals to simply have some fun.
Lobbies are attracting guests with new food and drink concoctions at their bars and restaurants, easy-to-use mini markets, art exhibits and just about anything you can imagine. Hoteliers believe this is smart and creative marketing that is translating into healthy profit centers for hotels around the world.
"There has been a resurgence of excellent lobby bars," said Izzy Kharasch, president of consultancy Hospitality Works. "This is keeping guests in the lobby meeting their friends who live locally; this goes a long way to drive local business and helps keep the hotel guest in the hotel spending money on property rather than going out."
While lively bars are still among the best ways to immediately engage guests and locals, hoteliers are adding programming to the bar spaces to boost engagement.
"The lobby space at Sonesta Maho Beach Resort, Casino & Spa sets the tone for the fun and lively tropical getaway our guests will experience throughout their stay," said Jamie Lee, vice president of resort operations at Sonesta Resorts Sint Maarten
Karaoke on select nights has become a favorite for guests at this resort's lobby bar, while younger visitors enjoy their own pool table, video games, air hockey and more in the "Teen Zone" located further back on the same floor.
Pop-up bars are one way hoteliers are mixing up standard offerings and enticing guests to return.
Jeff Krauthamer, general manager at InterContinental New York Times Square, said that his lobby area has pop-up bars with themed cocktails and mocktails that are geared toward the particular season.
But active lobbies are more than just the bar.
"Hotels are reimagining their lobbies as entertainment centers, offering a range of engaging activities and events," said National Hotel Miami Beach in Florida's Managing Director Stephane Mercier.
The lobby of the National Hotel Miami Beach in Florida has curated art collections, as well as original fixtures that preserves the area's historical identity, Mercier said.
In addition, the hotel has recreational amenities like pool tables and lounge areas for relaxation, hosts pet-friendly events such as puppy brunches and adoption drives, and offers free historic Art Deco tours to highlight the hotel’s architectural and cultural significance. The lobby bar serves handcrafted cocktails and Spanish tapas, with live music on Friday and Saturday evenings.
Timely lobby activations keep guests engaged and tie hotel programming into the community. For example, the InterContinental New York Times Square has a U.S. Open-themed "tennis wall" that inspires guests to take selfies to post on social channels.
Elements like food and beverage, art, decor and programming all combine to project the overall experience hoteliers want guests to have.
“Creating an experiential vibe in the lobby of a hotel is a critical component to creating a memorable experience for guests," said Brad LeBlanc, senior vice president and chief development officer at Best Western Hotels & Resorts. "Lobbies are the first impression and the first take on the atmosphere of the property."
The Aiden by Best Western Darling Harbour in Sydney features art by local award-winning Australian fine artist Jessica LeClerc, which uncovers the historic local stories of Sydney.
Lobbies also are seeing pop-up shops that are anything but traditional, LeBlanc noted. The Aiden by Best Western Clermont-Ferrand in France features a pop-up store selling products from local French designers and artists, providing guests and locals the opportunity to shop one-of-a-kind gifts and souvenirs.
"This is a great way to tie in the local surroundings and culture while also promoting small community businesses," LeBlanc said.
For years, hoteliers have envisioned lobbies as multipurpose spaces that can cater to various needs and occasions, but it takes careful planning to actually execute on that vision.
Marriott International's Aloft Hotels brand was designed from its inception to provide day-to-night space. Damaris Messina, general manager of Aloft Providence Downtown in Rhode Island, said her hotel lobby is typical of the Aloft style, where spaces transition from morning coffee lounge, to casual workspace, to cocktail bar or event space.
"We are maximizing our use of space throughout the day and encouraging guests to spend more time on-site mixing and mingling with other guests," Messina added.
The hotel also hosts local music events, pop-up shops and art exhibitions. In addition, there are signature cocktails and food items available and the property partners with local wineries, breweries and distilleries to create a destination bar within the lobby.
"Aloft Providence turns our lobby into a community hub. At Aloft Providence, we are very invested in the overall guest experience and have found success and a great ROI by activating our lobby and providing unique experiences that last long after our guests check out," Messina noted.