While some hotels have decided to do away with the check in procedure all-together, others like Hilton or Holiday In have decided to make it an experience in itself.
Le Meridien is the latest chain to transform their lobby into a social centre. They unveiled their hub last 23 June in New York, and Starwood considers it the latest step in the evolution of the lobby, which was initiated by W Hotel 12 years ago, followed by Sheraton, and as of recently, Aloft. The lobby has become a sort of a giant living room where people can interact with each other on three levels: Arrival Experience (to assure that the first impression becomes a lasting and positive impact), Interaction Zone (a type of library and lounge where dialogue, not silence, is key), and Latitude Bar (where drinks and snacks can be consumed to accentuate the experience). This seems to be more than just a trend and the lobby can now be considered an experience. This “hub” is a destination within the hotel itself; on the same level as other amenities, such as a business center; and not just a transitory place between points A and B. The group from White Plains plans to deploy this concept in their Barcelona Meridien and then globally for the whole brand. Mr. Gonçalo Duarte Silva, General Manager of the 233-room Le Meridien in the centre of Barcelona will be amongst the first to witness this marketing concept firmly take ground in the hospitality industry. This brand’s transformation of the lobby may very well send a signal to hoteliers that this is no longer an alternative revolution, but rather a permanent evolution.Le Meridien is the latest chain to transform their lobby into a social centre. They unveiled their hub last 23 June in New York, and Starwood considers it the latest step in the evolution of the lobby, which was initiated by W Hotel 12 years ago, followed by Sheraton, and as of recently, Aloft. The lobby has become a sort of a giant living room where people can interact with each other on three levels: Arrival Experience (to assure that the first impression becomes a lasting and positive impact), Interaction Zone (a type of library and lounge where dialogue, not silence, is key), and Latitude Bar (where drinks and snacks can be consumed to accentuate the experience). This seems to be more than just a trend and the lobby can now be considered an experience. This “hub” is a destination within the hotel itself; on the same level as other amenities, such as a business center; and not just a transitory place between points A and B. The group from White Plains plans to deploy this concept in their Barcelona Meridien and then globally for the whole brand. Mr. Gonçalo Duarte Silva, General Manager of the 233-room Le Meridien in the centre of Barcelona will be amongst the first to witness this marketing concept firmly take ground in the hospitality industry. This brand’s transformation of the lobby may very well send a signal to hoteliers that this is no longer an alternative revolution, but rather a permanent evolution.
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