Everyday Ways to Elevate Your Hotel Club Lounge
By Jeff Hart General Manager, Los Angeles Airport Marriott | March 08, 2020
What makes a great hotel lounge? This is a question the team at the Los Angeles Airport Marriott asked before embarking on a full property transformation. The project in full included the renovation of its guest rooms, meeting spaces, dining concepts, and the introduction of a new, state-of-the-art M Club Lounge.
The hotel club lounge as we know it, is getting an upgrade. From concierge access to exceptional views, and stellar food and beverage, hotels are finding that guests are willing to pay a premium to have access to a heightened hotel lounge experience. There is certainly a level of exclusivity and luxury that comes with club lounges, and around the world we are seeing exquisite amenities and access to VIP spaces being added to club lounges. While these sort of enhancements are great, there are many simple ways in which a club lounge experience can be elevated.
From where staff is stationed to the hours in which the facility is open, a few small adjustments can take the club lounge experience up several notches. When first introducing the M Club Lounge, several factors were considered as both small and grand touches that would make the space standout. By implementing these practices and enhancing everyday moments, a club lounge can quickly go from ordinary to extraordinary. This kind of shift ultimately creates brand zealots, keeps loyal customers coming back, and can birth a new generation of return travelers.
During its own club lounge renovation, the Los Angeles Airport Marriott sought out to create an inviting space that wasn't just good, but truly great with stand out features, sense of destination, and amenities suited to the most discerning guest. The goal? Change the perspective of a tired, traditional club lounge and create an environment that provides unprecedented value to guests, keeping them coming back again and again. Thinking beyond an experience that offered little to guests but so-so breakfast offerings, or a mediocre happy hour. The new lounge would feature chef-crafted cuisine, access to technology, added comforts, and elements of personalization.
To spruce up member areas and create a lounge experience that truly stands out to loyal members and travelers, consider implementing these features, amenities and unique touches.