Jannini envisions what he calls "a great room," and environment somewhat similar to a Starbucks coffee house that "incorporates the business traveler's needs into the public space."

As planned, the traditional flow of a hotel lobby would be replaced by a series of "zones" including:

• The Welcome Zone: Taking the front desk and check-in kiosks a step beyond, the Welcome Zone would incorporate local information, personalized concierge services and retail offerings.
• The Individual Zone: Comfortable spaces where guests can read newspapers, surf the Internet and have a snack.
• The Social Zone: Lounge-like space with tables for two where gourmet snacks and wine are served.
• The Business Zone: Areas capable of handling meetings of small groups and the business center. "It is just a creative use space and furniture that will let people use space intuitively," Jannini said.

 

At the same time, better use of lobby space may present hotel owners with "a tremendous opportunity to sell much more food and beverage and much more retail."

Jannini said Marriott would release more details about the zones program in several weeks.

"In the first four months of this year, we should be finalizing some personal technology interfaces that will really make registration much simpler and much more efficient," Jannini said.

He also indicated that some hotels may incorporate all the zones, while others just one or two. Some may opt to maintain a traditional lobby.

"These elements are modules of components," Jannini said. "Not every hotel will need every piece of it."

Marriott floated the idea at a press event here that offered a glimpse of some of the company's planned initiatives for 2006 and beyond.

One other thing to look for is a new personality for its SpringHill Suites brand, a chain of 135 moderately priced, all suite properties. Marriott is going to begin marketing the brand specifically to Generation X travelers.

"We [previously] positioned it fairly traditionally," Jannini said. But research has shown "that the combination of a suite room with and open, airy public space was very, very appealing to younger travelers and female travelers."

Marriott sees "an opportunity to take this brand and really do more with it, "Jannini said. "We are just a few weeks away from finalizing 'off-the-charts' guest rooms and public space" designs.