Hotels Layout a New Lobby Look Source: Dizik, Alina. \"Why All the Locals are Lo
ID: 383091 • Letter: H
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Hotels Layout a New Lobby Look
Source: Dizik, Alina. "Why All the Locals are Lounging in the Hotel Lobby," Wall Street Journal, http://online.wsj.com/article/SB10001424052702304299304577348371588567512.html#mod=djemITP_t, posted 4/19/2012.
Hoteliers want a lobby that is abuzz with locals and out-of-town guests doing business or kicking back. Consumers, it turns out, are willing to pay a premium to stay at such a property. Beyond the buzz, mobile workers find there's more leg room in hotel lobbies than in coffee shops. In some lobbies, it's possible to order food and drink from the roaming wait staff. Freelancers have taken to hotel lobbies, instead of Starbucks, and hotels are courting them with long tables and lots of outlets. When Ted Copeland, for example, comes in for his coffee at Chicago's Public Hotel, the barista has his order ready. Then he sets up his laptop and lingers for a few hours over the caffeine and free Wi-Fi.
A crowded hotel lobby creates an upbeat, buzz-worthy atmosphere, which over time is thought to lead to higher occupancy. "If you have an active lobby, from a customer standpoint, it does reinforce the idea that the hotel is successful and a good hotel," says an industry consultant. Many hotels say even overnight guests, especially those under 40, are more comfortable working in a public lobby than upstairs in their rooms. "They want to be alone, but not lonely," according to a Hilton VP. The new layouts represent a way for hotels, hard hit during the recession, to boost revenues without taking the risk of raising room rates.
Hilton's Garden Inn chain remodeling plan, for example, includes what employees call a "Starbuckian area" with communal seating for the laptop set. Intercontinental's Holiday Inn chain is opening a new lobby concept called the "social hub", with built-in TVs, high tables for laptop plug-in, and an area for food and coffee. Marriott is refitting 100's of lobbies with touch screens so customers can check weather and flight information. More than 300 Courtyard's have lobby bistros, with a full breakfast and other food options. And Hyatt lobbies now have a central counter where guest can order drinks, coffee, or food. The same employees who check guests in can even serve the lattes or burgers.
Critical Thinking Questions:
1. The goal of good hotel layout is to
A.
maximize revenue to the hotel.
B.
create an atmosphere that can lead to higher occupancy.
C.
make customers want to stay at the hotel.
D.
All of the above.
2. Customers who use the hotel lobby to do business
A.
come only for the free coffee.
B.
enjoy the "social hub" the updated lobby provides.
C.
do not have jobs.
D.
get a discount on their room bills.
3. Hotels are investing in new lobby layouts to
A.
encourage older guests to socialize with younger ones.
B.
attract more overnight customers.
C.
make the lobbies more attractive to a Starbucks franchise.
D.
help hthe omeless find a comfortable place to rest.
4. Referring to your text, hotel lobby layout employs a form of
A.
servicescapes.
B.
warehouse layout.
C.
repetitive layout.
D.
process layout.
Explanation / Answer
1. The goal of good hotel layout is to create an atmosphere that can lead to higher occupancy, so that the business may work without any struck and also they can able to manage at weak season. 2. Customers who use the hotel lobby to do business to enjoy the "social hub" the updated lobby provides. 3. Hotels are investing in new lobby layouts to attract more overnight customers. 4. Refering to the text, hotel lobby layout employs a form of servicescapes.
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