The blurred boundaries between how we live, work, and play have transformed how hotels present themselves and even the role of the hotel. Traditionally the hotel lobby, for example, was a large functional space with check-in desks, guests milling around, casual seating, and a concierge desk. Technology and inventive design mean these core functions need less space, freeing up the lobby space for alternative – and more creative – uses. However, is there more that hotels can and should be doing to further position themselves at the heart of their communities?

‘Placemaking’ has long been a hot trend in the hospitality industry.  Many hotels have focused on how to maximize the value of physical spaces – from transforming the lobby area into a pop-up art gallery or turning the hotel rooftop into a destination bar and restaurant. With consumers increasingly focused on sharing memorable moments, there is a clear commercial imperative for hotel operators to create must-go-to venues where Tik-Tok-friendly experiences and ‘Instagrammable’ moments abound for guests and visitors alike.