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.”
[pictured: Link@Sheraton lobby, Sheraton Reston Hotel]