When your target guest demographic is Generation X (those born between 1965 and 1980) and Generation Y (those born since 1980) business travelers, and maybe Baby Boomers with young mindsets, there are must-have hotel features in order to snare these guests. Among the requirements are stylish surroundings, wireless connectivity, and convenient and healthy foods they can grab and go with anytime, 24/7.

Courtyard by Marriott and Hilton Garden Inn brands have competed favorably in the midpriced arena for a couple of decades, but new select service and extended stay brands are looking to move in on the “Now” generations. Brands like Choice’s Cambria Suites, InterContinental Hotel Group’s (IHG) Staybridge Suites and Indigo, Starwood’s aloft, Hyatt’s Hyatt Place, and start-up chain NYLO know their demographic and what it wants—a sleek, unconventional, and minimalist look.

THINK STARBUCKS
Lobbies aren’t mere pass-through spaces, but gathering places where guests “hang out,” socialize, and use their laptops in cubbies that offer some work privacy. Think Starbucks culture. Full-service restaurants may be nonexistent or just alcoves dedicated to breakfast buffets. Instead of sit-down meals, guests answer hunger calls by visiting lobby pantries or convenience stores in dedicated spaces that may also have sundries like toothbrushes and batteries. It’s where they grab a frozen pizza to microwave in their room or suite at 2 A.M., without having to wait for the delivery.

Brian McGinness, vice president for aloft, which is poised to open properties in Europe and Asia immediately after its early 2008 U.S. debut, describes his new brand as inspired by Starwood’s chic W Hotel sister brand, but less formal and pricey. “At a W, guests expect full service that includes room service,” says McGinness. “But at aloft, we are installing Refuel, our name for the grab and go pantry. Guests will find fresh, fun items at reasonable prices that are either made on property or by a local catering company,” he says. “Refuel will offer all-day dining,” says McGinness, “so you grab your pastries and yogurts in the morning. Later in the day, it’s salads, deli-style sandwiches, and hot dogs.”

Staybridge Suites’ guests love the idea of having food readily available 24 hours a day in Bridge Mart, says Jim Anhut, senior vice president for brand development, IHG. Convenience store displays provided guidance.

“We actually went to a convenience store display manufacturer to help us lay the thing out,” says Anhut. “Where do you put things people buy that are at eye level? Where do you put things people need but don’t need to be at eye level? Like, I need a little can of shaving cream, but it doesn’t need to be at eye level. We learned a lot from these people about how to merchandise the product in Bridge Mart.”

Cambria Suites hotels debut this spring in Boise. They include Reflect, a casual lobby dining stop, and a full barista coffee bar using Wolfgang Puck coffees and a hot breakfast buffet. Refill, the Cambria 24/7 convenience store, stocks freshly prepared gourmet salads and sandwiches, as well as typical convenience store fare and healthy organic foods. Add to that necessities like USB memory sticks and laundry powder for the on-site laundry.

“Gone are the days when customers were looking for a Coke and a bag of chips to answer a snack attack,” says William Edmundson, VP for brand management and strategy. “They want to eat like they eat at home with organic items and products like you find at Whole Foods and other specialty grocery stores. We do include candy like M&Ms and Skittles, but we also stock NewTree Choco bars, Woodstock Granola & Trail Mix, wasabi peas, Newman's Own popcorn, Izze sodas, and Moosewood soups. Some Refill frozen products—like brownies, pizza bites, gelato, and ice creams—can go into small guest suite fridges.

REVENUES
How do lobby convenience stores affect F&B revenues?

Hilton Garden Inn hotels have had the pantry outlets around for at least a decade, and Dave Mock, hotel manager at Hilton Garden Inn New Orleans French Quarter, says it enhances his restaurant receipts.

“Money we take in at Pavilion Pantry doesn’t cut into our Great American Grill, which offers breakfast and lunch weekdays, breakfast on weekends. It’s just an option that happens to get a lot of usage throughout the night. A lot of our customers work late, get hungry, and don’t feel like going out to eat. They do like to sit around the lobby with their laptops and continue to work or socialize. What we have is like a living room with a 27-inch TV, fireplace, couches, and chairs so they feel at home. My lobby has something extra, too—an 11th floor view of sunsets and all the buildings in the central New Orleans business district.” The pantry is operated on the honor system, he says, and is in full view of the front desk staff. A few losses do occur, Mock admits, but it’s not enough of a problem to warrant higher room rates.

For the majority of today’s business travelers who want the trendy new mid-priced choices, lobby pantries offer a welcome alternative they gladly pay for, says Edmundson. “Now you see people multi-tasking all day. They are on their cell phones and laptops every hour they are awake. We see the grab-and-go option as an opportunity to provide guests with healthier unprocessed foods.”

Better options, he adds, than what guests could get at a gas station mart around the corner.

Ruth A. Hill is a frequent contributor to HOTEL F&B.