The hotel lobby has always been the first impression. Plush seating, warm lighting, a concierge desk, and maybe a scent diffuser quietly setting the mood. But for years, this prime space has been treated as just that — a mood setter. Not a moneymaker.
That’s starting to change.
Smart hoteliers are now seeing the lobby as more than a design showcase. It can actually bring in money.
More Than a Waiting Area
Guests spend time in the lobby for a bunch of reasons. They might be waiting for a room, meeting someone, or killing time before checkout. That means they’re already there. Now add in non-guests like locals, remote workers, or tourists who wander in, and you have a real opportunity.
The old way of thinking was to keep it pretty and quiet. The new way is to turn the lobby into a space where people can hang out, work, eat, and even shop.
The Rise of the Multi-Use Lobby
Hotels are taking ideas from cafés, coworking spots, and retail stores. They’re moving away from stiff, formal designs and creating more flexible, welcoming spaces.
Here’s how it’s being done:
1. Coffee Bars and Grab-and-Go Cafés
You don’t need a full-service restaurant. A simple coffee bar or kiosk near the lobby can get people’s attention. Guests heading to the airport or a morning meeting love quick service. Locals might even start showing up just for the coffee.
Some hotels team up with local roasters or bring in known names with a following. This adds personality to the space and gives it a new income stream.
2. Coworking Corners
Business travelers and remote workers want reliable places to work. Hotels like CitizenM and Ace got ahead by offering work-friendly furniture, lots of power outlets, and strong Wi-Fi. That makes the lobby useful, not just good-looking.
Hotels can offer day passes or hourly access with perks like free coffee or printing. You can even link it to your loyalty program to make it more attractive.
3. Pop-Up Shops and Art Displays
If you’ve got empty wall space, hang art. If there’s a free corner, set up a small shop.
Local artists and brands love exposure. They can display and sell their work, while the hotel either takes a commission or charges a fee for the space. Guests enjoy discovering something unique. It beats the usual souvenir shop.
It also keeps the space feeling new. A rotating schedule of vendors means there’s always something fresh to look at.
4. Evening Conversions
That coffee bar? It can turn into a wine bar in the evening. The tables used for laptops during the day can be used for cocktails and snacks at night.
You don’t need major changes. A small drink menu, simple lighting shifts, and one or two staff members are enough to give it a new feel.
That’s the beauty of flexible spaces. They let you do more with less.
Real-World Examples
- The LINE Hotel in D.C. hosts art exhibits and community events in its lobby, pulling in locals and attention from the media.
- Moxy Hotels keep their lobbies lively with music, games, and drinks. It’s all about creating energy and giving people a reason to stick around.
- The Hoxton chain treats its lobby as part café, part meeting spot, and part showroom. The result feels like a neighborhood hangout, not just a hotel.
These hotels treat the lobby as valuable space, not just decoration. When people stick around longer, they’re more likely to spend money.
Start Small
You don’t need a big budget to make changes.
- Use furniture that can be moved around to create quiet areas or social zones.
- Add self-serve snacks or drinks with a QR code for payment.
- Share a calendar of local events with a chalkboard or digital screen.
- Adjust the lighting, music, or scent throughout the day to match the vibe.
Most importantly, measure what’s working. Track how long guests stay, what they buy, and how they respond. Even a simple spreadsheet can give you useful data.
Why This Matters
Room prices change with the season. Occupancy rates go up and down. But your lobby is always there. You’ve already paid for the space. Why not make it earn its share?
Today’s travelers want more than just a place to sleep. They want connection, comfort, and something to talk about. The lobby is the perfect place to offer that — and to bring in extra revenue while you do.