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RLI LEISURE INSIGHT
The Transformation of Space

Our Leisure Insight this month comes from Holly Hallam, Managing Director of
DesignLSM who takes time out of her schedule to discuss with us the evolution of public
spaces in hotels and how important this has become in the design of new hotel properties.

ublic spaces in hotels have undergone a profound transformation Instagram hit with both guests, as well as tourists visiting the City and
Pin recent years, evolving from mere functional areas to flexible local London residents.
social hubs. This evolution reflects changes in how people travel and Community engagement is a key strategy of activating modern hotel
live, blurring the lines between work, leisure and socialising. The public spaces which are serving as community hubs, hosting local events
importance of a hotel’s front of house offering in today’s world is and workshops and becoming social destinations. This approach helps
crucial, enhancing the guest experience whilst delivering extensive hotels forge a connection with their neighbourhoods, extending their
commercial opportunities. customer base beyond the guests staying in their rooms.
Historically, public areas in hotels served a transient purpose: places The multifunctionality of these spaces has, in some cases, led
where guests checked in and moved through to their rooms. However, to operational efficiencies for hotel managers. Employing a multi-
this concept has shifted dramatically. In the last few years, particularly, skilled team capable of handling various tasks – from managing the
we’ve seen hotel designs radically revolutionise the front of house front desk to serving food and beverages – can optimise staffing
offering, enabling the floor plan to flex harder, creating multiple-use, and enhance guest service. The roles of hotel employees have also
vibrant propositions. This transformation aligns with the contemporary evolved as we see a growing demand in guests wanting a swifter and
lifestyle, particularly pertinent in the age of remote working and see’s fuss-free service with innovations such as self-check-in-systems being
brands catering to the fluid needs of guests whose professional and integrated into public spaces, reflecting the industry’s adaptation to
personal lives are increasingly intertwined. modern preferences and expectations.
In the fiercely competitive hospitality industry, the positioning of a Adding to this evolution, is the trend of bringing the outdoors in,
hotel brand is crucial, with many businesses moving away from traditional which has become increasingly significant in hotel design. Access to
models to stand out in the market. outdoor amenities is now a key preference among guests, with studies
Hotels of today are now doing the unthinkable – making rooms showing that visitors desire a connection with nature. This trend is
smaller to allow for larger communal areas, encouraging people to step especially potent in post-pandemic times, where green spaces symbolise
out of their private spaces to connect and engage with one another. safety and sanctuary.
Designers are being tasked, now more than ever, to create captivating As a multi-disciplined creative studio with over 36 years of delivering
hotel front of house concepts that can effectively transition from day of award-winning destinations, DesignLSM’s strategic approach to
through to evening to capture a wider pool of customers. designing hotels is crucial. Understanding the core DNA of the hotel
Heythrop Park Hotel, which underwent a vast re-design in 2023, brand, the desired guest experience, customer desires and commercial
saw a monumental transformation of the front of house which saw the objectives is essential to delivering a proposition that meets both
creation of distinct and compelling F&B, relaxation and entertainment business and guest needs. This comprehensive thinking ensures that
spaces that specifically met the needs of their guests throughout the day. the design and functionality of hotel public spaces align with the overall
From light, bright and refreshing lounges to enjoy a coffee in the morning brand strategy and market positioning.
such as Brasserie32, to The Late Lounge offering a space to let loose on The utilisation of public spaces significantly depends on the hotel’s
the dance floor or watch live music in the evening, the hotel presents location and intended guest experience and consequently the entire
a range of offerings throughout the day that encourages a journey of guest journey needs to be considered from the moment they arrive,
discovery for guests. to their actions throughout their stay. For a spa or wellness resort, for
We’re increasingly seeing the integration of cafes, bars, co-working example, we would look at how we can deliver a more relaxed journey
spaces, restaurants and retail areas, serving not just as amenities but as through its public spaces, with ample space between touch points to
key components of an elevated lifestyle offering. Culinary experiences foster a sense of tranquillity and trust. Conversely, a city hotel might
have also evolved. Restaurants in hotels are no longer just catering for focus on creating an atmosphere of exploration and intrigue, with bold
the breakfast service or a convenient evening meal for guests. They are design statements and varied zones that encourage discovery.
becoming gastronomic destinations in their own right, whether operated In conclusion, the evolution of public spaces in hotels reflects a
in-house or by third parties. This transition reflects a broader trend in broader shift in how both people and businesses are operating. As
which food and drink experiences are central to the holiday experience, guests increasingly seek authentic and elevated travel experiences
often being one of the primary draws for travelling. that can be personalised to suit their own needs and daily routines,
Botanica – the elegantly designed atrium within 100 Queen’s Gate hotels must adapt their public spaces to meet these changing demands.
Hotel (Kensington, London) is a great example of this. The refreshing By doing so, they can create more engaging, efficient and profitable
interior transformation delivered an eye-catching dining destination environments that appeal to a wider audience of both staying guests
offering an exquisite afternoon tea which has since become a big and the general public.

Heythrop Park Hotel, Oxfordshire, UK

38 RETAIL & LEISURE INTERNATIONAL MARCH 2024