ON THE ROAD
Insights & observations from my travels on Design, Hospitality & Hotels
Are You A Lobbyist?
Whether hotel lobbies shape our connection to a city is the question at the heart of this exploration. From a recent European trip, I examine if—and how—these spaces serve as vital "third places" that connect travellers to local culture. Looking at properties where traditional reception desks have been replaced by coffee shops, self check-in counters, or even eliminated entirely, I consider the impact on both arrival experience and overall connection to place. Does the presence (or absence) of communal space fundamentally change the experience of being a visitor?
The first step into a hotel lobby is a moment of truth. It's where first impressions form, where a property makes its initial statement about what guests can expect. My recent research trip was designed to observe how these spaces function, and I found that lobbies are far more significant than transitional spaces – they're the truest expression of a hotel's relationship with its location.
What separates true hospitality from mere lodging? A recent Hospitality Daily podcast episode explored this question, focusing on service as the key differentiator. This made me consider what else contributes to the hospitality experience, and my research points to something equally fundamental: the physical social spaces themselves. When technology allows us to bypass the front desk entirely, what does it mean for our experience of place?
The question "Are you a lobbyist?" isn't just a play on words. It asks whether your overall experience is enhanced by these communal spaces. The properties I visited that created the strongest connection to their cities invariably did so through public spaces that functioned as what sociologist Ray Oldenburg calls "third places" – environments beyond home and work where community forms.
Sociologist Ray Oldenburg recognised our need for spaces that exist beyond our homes and workplaces. In his 1989 book "The Great Good Place," he coined the term "third places" to describe locations where people gather informally to socialise, exchange ideas, and form connections.
Traditionally, coffeehouses, bookstores, and bars filled this role. But hotel lobbies have long served this function for travellers and locals alike. ACE Hotel created environments that attracted neighbourhood residents alongside guests, understanding that authentic local integration happens through shared space.
ZOKU, as Joan Didion might observe, became a "flawless mirror" to our changing society. In "The White Album" (1979), Didion wrote that "great hotels have always been social ideas," and ZOKU perfectly reflected the shifting boundaries between work and leisure, creating spaces that adapted to how people actually live and work today.
ACE Brooklyn Lobby
My journey revealed a fascinating spectrum of approaches to social spaces and local connection. AME Rotterdam offered a minimalist approach with no traditional lobby, just a coffee shop beneath accommodations accessed via digital check-in. When the coffee shop closed, the property functioned efficiently as upscale lodging but lacked opportunities for those spontaneous interactions that create memorable hospitality experiences.
Pillar in Antwerp offered a slightly different approach. While also without a formal lobby, its reception area connected to a bustling neighbourhood restaurant and terrace that felt genuinely integrated with local culture. The social energy compensated for the absence of dedicated guest lounge spaces.
The Usual represented the middle ground. Its extensive ground floor area was reminiscent of CitizenM – aimed at younger travellers with lounges and workspaces. While it featured digital check-in kiosks, these were discreetly screened off, with staff at the bar serving as the primary welcome point, creating a more human-centred arrival despite the technology.
I also visited Locke at East Side Gallery Berlin, which promotes its café Anima as "more than a place to eat or drink, it's a social hub rooted in sound, taste and community." Its beautifully designed space drew in locals with laptops, offering a contemporary aesthetic that could exist in many global cities. Nearby, Berlin's Michelberger Hotel took a different approach. Located in a former factory in East Berlin, its common areas feel distinctly local and authentic. The spaces flow naturally between lounging, dining, and socialising, embodying the city's relaxed, creative character and creating an ecosystem where travellers naturally connect with East Berlin's eclectic community.
Remote working at Locke East Side Gallery
AME Rotterdam Coffeeshop & Retail
As technology streamlines the check-in process, hotels face a crucial question: If we remove our first point of human contact and replace it with digital interfaces, how do we ensure guests still experience genuine hospitality? The legendary hotels of the past – New York's Chelsea Hotel, the Ritz Paris – aren't celebrated for efficient check-in but for the stories born in their public spaces.
Great hotels have always functioned as mirrors to the societies they serve. When hotels eliminate their social spaces, they may provide functional accommodation, but they lose the essence of hospitality. True hotels should embrace social spaces as the essential ingredient that transforms mere lodging into genuine hospitality experiences.
For hotels aiming to strengthen their local connections, the opportunity lies not in technological solutions but in creating spaces that function as valuable community resources. The lobby represents a hotel's clearest brand statement – it's where culture, design, and function converge to create that crucial first impression. As we look to what's next, the question remains: What makes a hotel a cultural landmark rather than mere lodging? The answer perhaps still lies in the lobby.
Pilar Antwerp Ground Floor Restaurant & Terrace
Michel Berger Hotel Lobby