Hotels develop lobbies into meeting space

Capitalising on “dead space” pushes up food and beverage sales

Capitalising on developing unused space, hotels are investing in changing their lobby areas into multi-use spaces where people can eat and drink, work or have business or social meetings. Improved WiFi, semi-private booths, late-night food menus and the easy-to-find location encourage business guests to have comfortable meetings with partners there. The idea is boosting revenues. For example, more than half of guests make use of Sheraton’s Link@Sheraton lobby lounge, pushing food and beverage sales up by 12%.
“Until recently, hotel guests would just pass through the lobby,” said Randall King, vice president of Dow Hotel Company’s operations for the US West Coast. “The lobby was a dead space. Recently, we in the industry have made a concerted effort to bring the guest back to the lobby.”
USA Today
Link@Sheraton lobby, Sheraton Reston Hotel]