Why the Hotel Lobby Is Still Your Most Underrated Asset

The front desk used to be the focal point of arrival. Today, it’s often an afterthought. With mobile check-in becoming the norm, hotel guests are increasingly bypassing the lobby – and missing the chance to connect with a space that once set the tone for their entire stay. As more travelers walk past the front desk with phone in hand, the traditional lobby is under pressure to evolve. No longer just a transition space, it now has to earn attention. That means delivering more than function – it n...