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Business Centers Take On New Life

While some hotels stick to the traditional, others bring them out of the shadows.

-- Hotels, 10/1/2008

The “business library” has come out of the back room at Courtyard by Marriott hotels.
WORLDWIDE—With most personal business communication devices becoming wireless, smaller and more accessible, what does the future hold for traditional business centers? Do they still serve a purpose, or will they go the way of the in-room telephone as far as revenue generation? Is this space—typically off the lobby or, even worse, in the bowels of the hotel basement—better suited as a lobby bar? While more staid hoteliers appear to be leaving their business centers as is, others are adapting the space to be in keeping with current business and social trends.

Just look at what Starwood Hotels & Resorts is doing with Sheraton by rolling out the lobby-based technology lounge, Link@Sheraton, in connection with Microsoft. A cross between an Internet café and a business center, the Link offers free Wi-Fi, computer stations, TVs and newspapers, as well as food and beverage.

Elsewhere, FedEx Office (formerly FedEx Kinko’s) has opened this year inside eight hotels and convention centers in the United States, including the JW Marriott Orlando, Grande Lakes, as well as Marriott and Renaissance hotels in Washington, D.C. The FedEx Office Print and Ship Center provides guests with business services like copying, printing, computer rentals and Internet access.

Yes, it is too early to announce the death of the business center, but there is no doubt forward-thinking hoteliers are evolving the space to meet today’s expectations.

Courtyard’s “Library”

The Courtyard by Marriott brand now uses its lobby space to enhance the features of the business center. “The business center in the basement of the hotel is a dead concept,” says Brian King, vice president and global brand manager for Courtyard by Marriott. “Now the way people’s lives are so integrated, the laptop computer is an extension of self. That influences business center design and conceptualization.”

King says Courtyard now integrates the business center into the public space and calls it the “business library” to send a different message to guests. “Female travelers were never comfortable about where business centers were located. We have moved it into lobby,” King says.

Guests still have function to “plug-in” on their own and clerks are available to provide technical support. The hotel also supplies a minimum of two lobby computer terminals at a desk, as well as separate stand-up terminals dedicated to printing airline boarding passes. “You can get a sandwich or a beer there, too,” King says. “People are working differently, so work and social are blending together.”

Four such business libraries are open, the most recent at the Courtyard near Chicago’s O’Hare International Airport. King says initial feedback shows the new concept creates better energy and that guests are staying longer and ordering more food and beverages, especially in the evening.

One hotel has witnessed a 50% increase in F&B revenue and attributes a nice portion of that to the business library configuration, he says.

The same concept has been introduced at a Courtyard in Cologne, France, and has been well received, King says. In Asia, the “library” has glass separation walls to provide a bit more privacy.

The next step, King says, is to experiment with wireless printing. Users go to a Web site, send their document, get a code, go to the business center, enter their code into the printer and get their documents.

The bottom line, King says, is that guests don’t want to be “nickled and dimed” for things like printer privileges. “We just want people to stay with us and we can drive revenue on the rooms side.”

Technology With Style

The “Tuti” lobby concept at the Marmara Antalya Beach & Resort.
More cutting-edge thinking can be found as far as Turkey at the Marmara Antalya Beach & Resort. The Marmara’s “Tuti” concept on the ground floor incorporates dining, recreation and business into one open, interactive area. Instead of a cramped room with a couple of computers, guests can relax in the public space and check e-mail or surf the Web on complimentary computers at the Technology Column.

In a soaring loft-style space, Marmara guests find a restaurant, library, art gallery, living room, lounge area and billiards table. The focal points are eight columns, each dedicated to a specific pursuit. There is a rock-climbing column, art column, library column, “swinging chair” column, Web-surfing column, culinary column called “Sakiz Ana,” spice rack column and even a graffiti column for guests to leave comments.

New, Yet Traditional

Embassy Suites’ BusinessLink Business Center.
Taking more of a traditional yet state-of-the-art approach is Hilton Hotels Corp.’s Embassy Suites brand. The BusinessLink Business Center has been installed at all 192 properties.

While the brand is not abandoning the business center concept, the new configuration features two workstations complete with high-speed Internet access, security software, copying and laser printing capabilities, as well as other office tools.

In addition, secure printing technology allows guests to print confidential documents directly from their suites, using their own computers or wireless e-mail devices. The printing service is available in two locations at each property, or a guest may direct his or her print job to the business center, where it is held until he or she arrives to enter a confidential code.

The Rezidor Hotels Group, Brussels, also offers the usual business center in the public areas of its hotels. Larger Rezidor hotels with extensive meetings business offer more comprehensive services in the conference area, and additional services such as personal assistants and translation services.

Rezidor has been a leader in Europe in offering free high-speed Internet access, and this past spring, such service was further enhanced to include meeting delegates—even those not staying at the host hotel.

“Our guests travel with better equipment and no longer request these basic accessories from the hotel,” says Rezidor CEO Kurt Ritter. “Their requests have become more specialized or technical, and for this, some of our hotels offer an IT concierge.”

Luxury’s Approach

Two new luxury hotels about to come online, the Elysian Hotel Chicago and the Montage Beverly Hills in California, are taking different approaches to the business center.

The Elysian will not have an official business center on property, instead choosing to focus its attention on in-room technology and amenities. “With more people traveling with hand-held devices, the needs for a dedicated business center is no longer there,” says Michael Velasquez, the hotel’s information technology director.

If a guest needs a computer or printer, staff will deliver the device(s) to the guest’s room and provide a tutorial on how to use the device on a complimentary basis.

In addition, the Elysian’s IT infrastructure will include a fully integrated and converged network. The entire property will be wireless, and Internet access will be free to all guests, a service for which many luxury hotels continue to charge. Velasquez says guestrooms will have touch-screen color LCD displays, VOIP telephones specifically for guests who need quick information (such as flight information) and an iPod/Video iPod docking station.

“With all of that said, we recognize that some guests will still need copying, printing and faxing, and being a service-driven hotel, we will provide this service to all of our guests on a complimentary basis,” Velasquez says.

At the Montage Beverly Hills, Managing Director Ali Kasikci says, “The functionality of a traditional business center has really become somewhat obsolete.”

Although the hotel will have a private work area to facilitate any printing or photocopying needs, “We feel our guests will find value in the intelligent business-orientated services that will come from competent individuals from the moment you arrive,” Kasikci says.

For example, the valet will assess guests’ timing and, if needed, offer to have their cars washed while they enjoy a lunch meeting. The concierge will assist in scheduling in-suite teleconferencing meetings or private-dining dinner reservations. In the guestroom, a gentleman’s vanity has been designed to be a secure spot to place wireless and cell phone devices.

“We have also boosted our complimentary high-speed wireless throughout the hotel so Internet connections will never slow you down,” Kasikci says.

Direct comments to: jweinstein@reedbusiness.com

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