With the concepts of co-living and co-working taking off, hotel companies are turning their focus to providing inviting community areas. From hip lobbies with a coffee shop ambiance to shared living spaces linking guest rooms, this latest trend goes beyond the idea of a pool or a bar. JLL Real Views explores how hotels can create spaces and experiences that bring people together in new ways.
For corporate travelers, it may mean sending a few emails from a co-working alcove complete with power and USB outlets, while leisure visitors may linger around tables stacked with board games or post photos to social media from the lounging zones.
“Today’s travelers often place greater value on convenience, sense of place and community than they do on the traditional luxuries offered by hotels,” says David A. Black, Americas Hotels Lead, JLL Project and Development Services. “That’s one reason why hotel companies are developing so many soft brands that have an emphasis on communal areas with spaces and experiences that bring people together in new ways.”
The forthcoming Tru by Hilton is just one of the growing number of hotel brands encouraging its guests to spend less time in their rooms and more in specially designed communal areas. Aimed at Millennials — or people with a “Millennial mindset” — who want to connect with other travelers, the hotel’s innovative space called “The Hive” embodies the brand. Instead of a traditional lobby, guests have access to four zones — work, play, lounge, and eat — all designed for interaction and engagement.
To read more about how hotels are experimenting with communal spaces, click here.