Building spaces for belonging
By Courtney Messersmith
There’s been a shift. Walk into any hotel today to see it: The buzz of laptops in the lobby, a couple sharing drinks near a charging station, and a group of coworkers having a quick meeting on the couch by the window.
Guest behaviors have evolved. The rise of remote work, blended travel, and the impacts of social isolation have increased the importance of those in-between moments – coffee breaks, casual conversations, and group work sessions.
The stats from The Lodging Conference even show it. Revenue from on-property restaurants, bars, and lounges increased nearly 6 percent in 2025, reflecting the comeback of in-person gatherings and a renewed appetite for shared experiences. And even though occupancy has declined, it doesn’t mean guests aren’t willing to spend. Luxury properties are driving total revenue through higher per-room spending on dining and experiences rather than occupancy.
For select-service hotels, that same principle still applies: Creating spaces where guests want to linger boosts revenue without relying on occupancy.
Because of evolving guest behaviors, the hospitality industry has found itself uniquely positioned to create third spaces. A third space is a public place outside of home and work where people gather, socialize, and build communities. Typical examples include libraries, coffee shops, or bars, but there’s an opportunity for hotels to also become a place to connect with others.
Cultural Shifts
During the pandemic, human interactions dwindled and were replaced by virtual gatherings. Recently, there’s been a rising desire for authentic and meaningful experiences and relationships, something that has been lacking since 2020. Guests look for spaces that foster a sense of connection, even when they are away from home. Sharing a space, such as a lobby designed to encourage lingering, nurtures that.
In addition to the search for authenticity, remote work continues to drive this cultural shift. The ability to work from any location has blurred the lines between business and leisure, causing hotels to become extensions of both home and office. Guests now seek environments that allow them to focus when necessary and connect at their own pace. Digitalization and technology have shifted the focus to tasks, freeing hybrid workers from being conf ined to a single workspace or location.
Informal networking can also happen organically at hotels. Guests increasingly use hotel lounges, bars, and events to connect with peers and potential clients, turning social moments into professional opportunities.
The Multipurpose Lobby
The pandemic hindered in-person interactions, and we turned to technology to keep us connected. But it’s not the same as sitting across the table with a friend or colleague over coffee. As people look for real interaction again, hotels have an opportunity to create spaces that bring it back.
That desire for real connection, combined with remote work, is forcing hotels to rethink what their public spaces are meant to do. Lobbies designed simply for checking in or waiting for a taxi are gone and are evolving into lively, meaningful, and resilient places.
To make these spaces functional and inviting, hotel owners are adding modular furniture that adapts from daytime to nighttime activities. These pieces support everything from morning coffee meetings to evening cocktails without disrupting f low or comfort, all while giving guests the freedom to use the lobby however they choose.
Multifunctional areas like meeting rooms and coworking spaces can also be designed for community use. And brands are increasingly collaborating with local artists or musicians to offer a real sense of authenticity.
An Invitation to Linger
Third spaces matter because they directly influence how long guests stay, how they spend, and how they remember a property. When a lobby, bar, or café invites them to linger, it naturally drives revenue through food, beverages, and experiences throughout the day. These spaces might also attract locals, giving them a reason to visit even without an overnight stay at a hotel, becoming part of the neighborhood’s daily rhythm.
Besides revenue, third spaces give hotels a competitive edge. Every brand can offer a room, but can they deliver an environment guests want to be in day and night? The atmosphere, comfort, and flexibility of these areas leave a lasting impression, reinforcing the sense of belonging that keeps guests coming back.
If done correctly, hotel lobbies and public spaces can become small ecosystems of human connection, regardless of the reason for a gathering. Whether locals stop in for a drink or hybrid travelers need a spot to work for a few hours, everyone needs a connection with others in some form. For hotels to stay relevant, they must give guests a place to stay – and a place to belong.
Courtney Messersmith is an account manager in Elkay Interior System’s Hospitality division, where she helps bring clients’ design visions to life. Over her eight years with EIS, a Silver Industry Partner, she’s worked in sales and project management, giving her a deep understanding of what it takes to make a project run smoothly from start to finish.
Image: Heri_s99stock.adobe.com
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