The document discusses hotel lobby design and its importance. It begins by defining hotel lobbies, their purposes, and impacts. Specifically, lobbies are the first impression guests have of a hotel and set the style. They influence customer satisfaction. The document then discusses servicescape dimensions like spatial layout, functionality, and signs/symbols and how they impact customer behaviors and reactions. It also provides a chronological overview of lobby design developments and trends over time. Finally, examples of lobby design concepts from various hotels are presented focusing on their atmospheres, features, and purposes.

1. THE LOBBY AS A LIVING ROOM
What Interior Design Innovations and Products do Luxury.
Hotels Implement to Attract Guests to their Lobby?

2. RESEARCH
PURPOSES
PRESENTATION OF MODERN HOTELS LOBBIES’:
1. Definitions, purposes and impacts
2. Developments
3. Design strategies
4. Marketing aspects
5. Future trends

3. RESEARCH QUESTIONS
1. How hotel managers and interior designers apply strategies to make the
hotel lobby a comfortable area for hotel guest and visitors ?
2. How important the hotel lobby is to the customers and the hotel?
3. How the hotel’s brand can be experienced on the lobby design basis?
4. How the contemporary hotel guest needs are implemented in the hotel
lobby design?
5. How to attract guest to spend more time in lobby?
3
More time in lobby ++ guest comfort ++ lobby consumption ++ Hotel Profit

4. Macro-environment
4
HOSPITALITY BUSINESS ENVIRONMENT
Micro-environment
‣ socio-cultural changes
‣ technological advancements
‣ economic situations
‣ political situations
‣ environmental factors
‣ customers
‣ employees
‣ suppliers
‣ intermediaries
‣ competitors
‣ publics
Hotel Design
+++ impact on + impact on

5. HOTEL DESIGN DEFINITION
Hotel design is about:
‣ design
‣ architecture
‣ property development
‣ services marketing
‣ consumer behavior
‣ product development
‣ branding strategies
5
« The contemporary or new hotel is a current design development since the beginning of the
21st century, which considers the needs and demands of today’s customers »

6. IMPORTANCE OF HOTEL LOBBY DESIGN
The hotel lobby is the first impression a guest receives from the hotel.
Lobby sets the hotel style and can be a competitive advantage for the hotel.
So it needs a clear and expressive communication in design which must be
outstanding and innovative.
Therefore it’s really important to understand the importance of lobby design in
hotel development and what kind of strategies, tactics, and concepts lie behind
lobby design.
6

7. METHOD
Analysis and interpretation of the visual construct of combining
lobby design concepts with marketing strategies in :
• luxury hotels
• lifestyle hotels
• design hotels
7
with innovative products and services in their lobby

8. 8
1.THE HOTEL LOBBY
DEFINITIONS, PURPOSES AND IMPACTS
Hotel Lobbies are:
- the heartbeat and center of every hotel
- 1st place where hotel guests meet with the hotel’s style, ambience, service standards, and interior design
- the initial point of communication and interaction between the hotel’s staff and the guest
- the main area for guests and employees: so it’s important to create an aesthetic and functional interior design
- a place to network and socialise for in-house guests and visitors
- designed differently depending on the guests’ purpose of travel: leisure traveler needs a welcoming and warm first
impression thanks to an exotic and unusual lobby design, business traveler needs a more efficient and modern design and
equipment.
➡Hotels need to define their target market before choosing a lobby design, but, because of
globalisation, it’s difficult to identify boundaries between target segments ⇢ mix of guests services
demand ⇢ more and diverse service hotel offer ⇢ different lobby designs with appropriate services
A. Definitions

9. ‣ Hotel Lobbies purposes are: (Lawson, 2007)
- circulation: guests entrance, leaving or transfer to various public areas in the hotel
- a waiting and staging area
- a service deliveries place: check-in and check-out at reception, Concierge…
‣ Hotel Lobbies are: (Mundy, 2008)
- “multi-purpose spaces”: standard operational services, lobby lounge, cloakrooms, toilets, shops,
vitrines, brochure hotel and local information, internet access, televisions…
9
1.THE HOTEL LOBBY
DEFINITIONS, PURPOSES AND IMPACTS
B. Purposes

10. Hotel Lobbies:
- give guest a feeling of arrival to their travelling destination
- are “a destination in itself” (Berens, 1997) because it allows the guest to dive into another world
and be impressed by the interior design, the atmosphere, and ambience
- have an important influence on customer satisfaction because it’s the first step of their travel
experience.
aesthetic lobby design + functional efficiency
=
customer satisfaction + time spend in lobby (+ hotel profit)
10
1.THE HOTEL LOBBY
DEFINITIONS, PURPOSES AND IMPACTS
C. Impact

11. 11
HOTEL LOBBY DEFINITION
(FROM MARKETING PERSPECTIVE)
Hotel Lobbies:
- are a physical evidence for the customer experience
- strategic management can influence customer brand perception and customer satisfaction (Zeithaml et al.,
2006)
Experiences
(intangible
product)
Hotel
Services
Physical Evidence:
LOBBY
provides to customers
-Customer Hotel Evaluation and Perception
-Emotional connection to the hotel
-Nature, quality, and duration of social interactions
supports
supports
well managed and
designed
Employees
- maintain service standards
- work efficiently and effectively
+
+
+
+
EX: Depending on how comfortable the customer feels in the lobby, the more likely the
customer is satisfied, will spend more time in that area and has a positive opinion of the
hotel.

12. 2. SERVICES-CAPES DIMENSIONS & REACTIONS
- Characteristics or conditions in the background of the service facility like
temperature, lighting, noise, music, scent, and colour… which have a better effect (1) when
they appear intensely, (2) when the customer is spending time in the servicescape, (3) when
the customer’s expectations are different from the actual servicescape.
- They are also creating the servicescape atmosphere (connected to a sensory experience:
visual, aural, olfactory, and tactile dimensions).
- Very powerful indicators for a positive service experience
12
3 services-capes dimensions influence customer’s behaviour: (Bitner, 1992)

13. 13
2. SERVICES-CAPES DIMENSIONS & REACTIONS
Spatial
Layout &
Functionality
- They are essential factors in designing the service environment to achieve people’s satisfaction
- Spatial Layout: the way in which equipments are arranged, their size, shapes…Different spatial layout allow
different servicescapes experiences. Ex: Furniture age can create different lobby atmosphere.
- Functionality: has to make easier employees works and therefore has to help the hotel to enhance customer
satisfaction

14. Signs,
Symbols
and
Artefacts
14
2. SERVICES-CAPES DIMENSIONS & REACTIONS
Services-capes offer implicit and explicit signals to the customer:
‣ Explicit signals: direct communication between hotel / lobby and consumers (name of a company,
informations, directions…)
‣ Implicit signals: indirect communication (symbolic meaning communication) to the customers and
employees like construction materials.

15. Lobby ambient conditions
Lobby Spatial Layout & FunctionalityLobby Signs, Symbols and Artifacts
Hotel brand
representation
+
Destination
15

16. 2 services-capes reactions: (Mehrabian and Russell, 1974)
1. Approach behavior: positive reactions of customer towards the environment and desire to stay and
explore it and get involved into social interactions.
2. Avoidance behavior: customers wish to spend as little time as possible in this environment because
they feel unpleased
It’s important for hotel staff, designers, and developers to take seriously servicescapes dimensions
and reactions because it influences the customer behavior in servicescape.
It’s therefore critical to have a holistic view of service environment from a customer perspective so
we can better understand how to improve customer satisfaction.
- Length of interactions
- Length of stay
- how the guest perceives the
company
- Guests & Employees Satisfaction
LOBBY
ambience, use of space,
signs, and symbols
ServiceScapes dimensions & Reactions
16
2. SERVICES-CAPES DIMENSIONS & REACTIONS

17. 17
3. HOTEL LOBBY’S DEVELOPMENT
1. The designer: has to be creative and innovative and needs to always work with the hotel and brand
managers and owners in order to know the hotel chain / brand standards and commercial goal to accord the
design and maximise their ROI.
‣ Designer work restrictions are in 3 areas: (1) location and site considerations, (2) market and operator
requirements, (3) cost and time.
‣ Designer responsibilities: space planning (circulation directions), color, forms, lighting, technology, finishes,
durability, audio-visual systems, security and costs.
‣ Designer challenges: he has to turn concept into reality and has to create a space with style, operating
efficiency, and customer comfort.
A. Lobby Design – A Designer’s Perspective

18. 2. The design components and important lobby design features: size, design itself, materials, and
engineering services (Lawson 2007)
‣ Hotel lobby concept - « a shared space », more activities in the lobby (bars, lounges…) more
time and money spent in lobby
‣ Lobby area size in city hotel can be calculated as: 1m2 / room (without back office spaces)
(Lawson, 2007)
‣ the design itself: defines the hotel style. Before choosing furnitures, designer with hotel staff have to
define the atmosphere and lobby image.
‣ materials: have to be easy to move or work on + safety regulations have to be respected
18
3. HOTEL LOBBY’S DEVELOPMENT
A. Lobby Design – A Designer’s Perspective

19. 3. Budget and customers’ needs
‣ Budget: design became an important part of the hotel budget. It’s important to decide on the
budget before starting the design process.
‣ Customers’ needs: customers’ perspectives are a priority because it’s important to achieve
customer design acceptance which will lead to a repeat purchase behavior and to customer
acquisition. (Ransely and Ingram, 2004)
DESIGNER
COMPONE
NTS &
FEATURES
BUDGET &
CUSTOMER
S NEEDS
LOBBY DESIGN
19
3. Hotel Lobby’s Development
A. Lobby Design – A Designer’s Perspective

20. 20
3. HOTEL LOBBY’S DEVELOPMENT
B. Chronological development
18th
The Beginnings
1790
Industrial Revolution
Castles and Palaces became Hotels
The beginning of « Grand Hotels »
Design: opulent and
pompous elements
Customers’ Needs:
escape from everyday life
19th
Industrial and social innovations:
railroads, International Exhibitions…
Interest to other
cultures
and countries
Design: Neoclassicism
20th
Hotel Booms
1900/1910
Design: Elegant Hotel
entrance and lobbies
Conservative lobby
design
1920
Design: Pompous,
glamorous, extravagant
Dramatic and luxurious
elements
First Designer Hotels
Customers’ Needs:
lobby as a place to « see
and to be seen »
boom
1
Economic prosperity
1925
Expositions des Arts
Décoratifs et Industriels
Modernes
Design: Art Deco -
Modern and Innovative
Lobby at the Waldorf-
Astoria, New York City

21. 21
3. HOTEL LOBBY’S DEVELOPMENT
B. Chronological development
20th
Hotel Booms
1930
Design: Luxurious
private Room and suites
(less ostentatious)
1950
boom 2
Design: Resort
Industry development
Great Depression
and the Prohibition
Expand Education
and mass travel
Atrium Design
Hyatt Regency Atlanta
Design: Wow-effect design
- extraordinary architecture
Renovation of old hotels
Guest Feelings:
openness and freedom
Smaller and economical lobbies design Impressive big lobbies
design
boom 3
1980
Design: more intimate
interior, design budget ++ to
high quality materials,
lighting…
1984
First Boutique Hotel
Design: home-away-from-home
ambiance - comfortable but
extraordinary - warm and cozy
+++ elegance
fashion, glamour, style, chic, cool, hip
lobbies as entrance and circulation hall
21th
Design: CONTEMPORARY DESIGN
-ascetic modernism
-nostalgic opulence
-extravagant fantasy
-exotic exclusivity
Riewoldt (2002)
-powerful images+ travel of senses
-importance of the hotel building itself
Customers’ needs:
credibility + authenticity
emotionally engage
escapism
« lobby as the prelude of
the hotel drama »
Riewoldt, 2002
local culture become an
important part of hotel
design
1967
1970
New design strategy: standardized,
identifiable and global strategy

22. 3. HOTEL LOBBY’S DEVELOPMENT
22
C. DESIGN vs. Brand
‣ Brand is really important in design strategy and development
‣1970: standardized design so the customer will recognise the brand immediately when he enters the
hotel. Therefore lobbies, which are the first place that hotels’ customers will see, must represent the
hotel brand.
➡ Brand: a certain name, term, sign, symbol, design, or a mix of those elements which will help the
hotels (or other companies) to build a clear position and to differentiate products and services on the
market. Brand can have an important impact on the design or not, it depends on the hotel’s
strategy:
✓Boutique Hotels will focus on an exceptional design for their brand positioning strategy
✓Chain hotels will certainly maintain a standardized design

23. 23
3. HOTEL LOBBY’S DEVELOPMENT
C. DESIGN vs. Brand
A good hotel lobby design?
Good hotel design have soft and hard components
‣ Soft: subjective and intangible design features based on customer personal perception like image, style, comfort, marketing and
ambience.
‣ Hard: tangible and identified features which are an outcome of well-organised concepts of designers like operational efficiency, costs,
safety, maintenance, noise and space allocation
design
in public
areas
+
Functionality
for
employees
and guests
Good hotel and
lobby design
1. increased sales
2. higher gross operating
profit
3. reduced staff
4. lower capital investment
5. lower maintenance costs
Branded design
elements*
1. Brand awareness
2. Brand recognition
3. Brand loyalty
4. Sales volume
furnitures, ambient conditions, space utilzation, designer himself…

24. 24
4. LOBBY DESIGN CONCEPTS - EXAMPLES
W Hotels
Marriott International Inc
Renaissance
Andaz Hotel
Concept &
Atmosphere
Lobby as a « living-room »,
a place to hang out
The Great Room Concept (2006)
a comfortable atmosphere
« A stylish and sophisticated Hotel »
a warm and inviting atmosphere
Design features
Focus on lighting, scents with their own « W
Hotels signature scent », art and music, combined
with local culture to create « a world of sensory
experiences »
4 areas in the lobby:
1. a welcome zone (pesonalized and
creative)
2. an individual zone (calm &
relaxing)
3. a relaxing work zone
(technological devices)
4. a social business zone (unwinding
lounge atmosphere)
+ Natural Lighting, background
music, and branded air scents
An uncomplicated, relaxed and
contemporary design mix:
- unconventional configurations
- twists on traditional features
- strong focus on cultural
surroundings
- use of personal PCs for flexible
and personal Check-in
- unforeseen elements: kitchenette,
communal reading table, library,
art collection
Design Purposes inspire guests to sit, enjoy and meet people
pleased the today business travelers
who mix work, relaxation, socializing
and play
« give guests a sequence of unexpected
personalized experiences » David
Rockwell the designer
Important infos
« Influences of old and new, local and global,
come together in playful harmony »
Starwood Hotels & Resort Worldwide, Inc.W
Style, 2011
- Andaz = personal style in hindi
- Lobby is called « Lounge » - a
« social gathering place »

25. 25
4. LOBBY DESIGN CONCEPTS - EXAMPLES
The Radisson Blu Hotel Sofitel Vienna Stephansdom Kameha Grand
Concept &
Atmosphere
Modern and innovative lobby design
Contemporary visions with traditional
local elements
Provocative and contemporary
approach - neo-baroque
Design features
- design with strong cultural
surrounding accents
- spectacular and unusual components
- colored lighting spot
- jazzy music
- extraordinary and creative
components - diagonal and inclined
walls and shapes (kaleidoscope)
- architectural freedom
- natural lighting
- music specially created for the hotel
- exceptional, unique and unusual
design
- colorful and modern
- hybrid design: big and small
design elements
- natural lighting
- several cocktail or stand-up tables
as reception desk
- lobby can be transformed to a
party area
Design Purposes
relax customers and amaze them with
surrealistic elements
- create new trends
- give the guests to feel outside
environment inside the lobby
Important infos
Usually Boutique hotels take a risk
of fresh and new design
« sexy and cool place »

26. 26
4. LOBBY DESIGN CONCEPTS - EXAMPLES
Hudson Hotel New York Gramercy Park Hotel New York
Concept & Atmosphere
Provocative and contemporary approach -Urban
lifestyle design hotel
Provocative and contemporary approach -
artful diversity design vision
Design features
- contemporary, hip and fashionable lobby design
- unusual lighting that gives lobby gloomy but colorful
atmosphere
- traditional and modern elements
- combination of style
- important use of colour
- modern art painting
- black-white floor
Design Purposes
let the guest escape from frenetic streets of New York
and enter a captivating, unforgettable and magic lobby
- create an exceptional and unique atmosphere
- create an other universe (like a 3D painting)
Important infos
« the next generation of Cheap Chic- stylish,
democratic, young at heart and utterly cool »

27. 27
5. FUTURE TRENDS OF LOBBY DESIGN
- Technological progress (Reservation and
Yield management systems…)
- Inventions (railways, air transportation…)
- Events (Wars, World Exhibitions…)
Customer
s’ Needs
Future Hotel Design
development
socio-cultural developments
- Lifestyles and desires
changes
- different personal
perceptions and views

28. 4. FUTURE TRENDS OF LOBBY DESIGN
28
In tomorrow’s competitive market for temporary accommodation the personal touch,
mindset and individual character of a hotel will be decisive factors in securing and serving
clients, target groups and guests.
Offers in Hospitality market Hotel needs to identify its target market, competitive advantage and image
‣ 2 future approaches:
1- Sustainability
2- Stewardship
global and environment concerns in order to improve hotel’s image
‣ Over-saturation of boutique hotels: because they try too hard to create exceptional design
‣ The new trend is « concept hotels », « experimental design » and not design hotels anymore.
‣ The experimental design purpose: to get guests involved into the experience rather than just
being spectators of it.

29. 29
4. Future trends of lobby design - EXAMPLES
B2 Boutique Hotel - Zurich, « a hotel with (hi)story »
‣ contemporary hotel lobby embracing culture, people and
experience
‣ part of the collection « hotels with a Bookmark »
‣ design concept: aesthetic design elements in unique historic
property
‣ design purposes: exceptional and memorable experience
like a book (« Bookmark »)
‣ design features: big library in the lobby with 30,000 books
Art Hotel - Bird Nest - Beijing
‣ design concept: « A fluid dream » supported by
surrealism concepts of Salavador Dali
‣ design purposes: create a dream world
‣ design features: multi-dimensional art elements

30. hink the markets is infinite because it’s about stimulation, subversion, and freshness
Ian Schrager, American entrepreneur and hotelier
Animation of the future luxury floating hotel
http://www.traveller.com.au/future-of-air-travel-giant-floating-hotels-zyqq
Future Hydropolis (Underwater) Hotel, Dubai
https://www.pinterest.com/pin/416794140487681782/
30

31. INNovation
‣ Innovation = to renew, to change
‣ Innovative Thinking = extension of an existing good, result of any idea
‣ Design innovative approach = having new ideas about design.
‣ Design Innovative approach is accompanied by risk: controversial opinions, over the time this
design may be not innovative anymore…(like boutique hotels)
‣ The most important of innovation: being creative and turning idea to reality
Innovative actions need: creative idea, plan, structure, courage and
31

32. MARKETING STRATEGIES AND INNOVATIVE LOBBY DESIGN
32
INNOVATIONS
+
PRODUCTS
Lobby ambient conditions
Lobby Spatial
Layout &
Functionality
Lobby Signs,
Symbols and
Artifacts
Customer Behavior
Approach behaviour
+
-
Avoidance behaviour
Psychological factors
Customers’
Satisfaction
and dissatisfaction
Under Hotel’s Influence
Hotel can’t influence
- Customer’s perception of lobby’s attractiveness
- Length of stay
- Quality and duration of interactions with
employees and other customers
- Brand image perception
Employees’
Satisfaction
and dissatisfaction

33. 33
LOBBY INNOVATIONS AND PRODUCTS
Purposes Purposes
Lounge/Bar
- Traditional design approach and popular
- revenue-center for hotel because it
attracts hotel guests and visitors
Art Gallery
- Build Hotel image: being open-minded,
creative and artistic
Social Hub
- create a living-room atmosphere
- a trendy, hip, cozy and comfortable
place to be
Library
- create a cozy, calm and pleasurable
atmosphere
Unusual Design
Elements
- act as a magnet and a popular place to
be
for guests and locals
- Elements as tourist attractions
Shops
- enhance customers’ lobby experience
and loyalty
Ambient conditions
- creating a servicescape
- stimulate customer’s senses and
experiences (music, branded air
scents…)
Entertaining Innovations
(lobby as event or party
space)
- influence implicit representation of Hotel
- a trendy, hip and modern place to be
No traditional
reception desk
- very innovative approach
- being closer to the customers and acting
as their hosts not receptionist
Outdoor / Green / Water
- Natural elements
- Sustainability

34. IN ISRAEL
34

35. TEL AVIV
35

36. TEL AVIV
36

37. TEL AVIV
37

38. TEL AVIV
38

39. TEL AVIV
39

40. TEL AVIV
40

41. TEL AVIV
41

42. TEL AVIV
42

43. JERUSALEM
43

44. JERUSALEM
44

45. JERUSALEM
45

46. JERUSALEM
46

47. ZIHRON YA'AKOV
47

48. MITZPE RAMON
48

49. GALILEE
49

50. BET OREN
50

51. CONCLUSION
Contemporary lobbys need to combine hotel’s message, exterior environment,
guest’s comfort and demands through interior design, atmosphere and
services.
51
Entertainment
Excitement
Style
Fashion
Technology
Tranquility
Wellness
Calmness
Indulgence
+ =
Contemporary hotel
+
Stimulating and
extraordinary
innovations and
products
+++ Customer Satisfaction
well-designed plan
MARKETING
STRATEGIES

52. Physical Evidence
Servicescape = Lobby
(Bitner, 1992)
Place of Circulation
(Lawson, 2007)
Waiting Area
(Lawson, 2007)
Social Interactive Space
(Berens, 1997)
Multi-purpose space
(Mundy, 2008)
Dimensions = Innovations
(Bitner, 1992)
Ambient Conditions
(Bitner, 1992)
Layout & Functionality
(Bitner, 1992)
Signs, Symbols & Artifacts
(Bitner, 1992)
Customer Experience
(Bitner, 1992)
Customer Behavior
(Bitner, 1992)
Approach
behavior
Avoidance
behaviorCustomer Satisfaction Customer Dissatisfaction
Impacts on:
1. Attraction
2. Length of Interactions
3. Perception of Brand / Image
4. Customer Loyalty
Brand
Personality Trait +
temporary conditions
Bitner, 1992
52