Your hotel lobby is not a waiting room. It's your most powerful marketing tool.

Hotels with strategically designed lobbies achieve 28-42% more direct bookings, reduce dependence on Booking/Expedia (saving €18k-€65k annually in commissions), and justify a higher ADR of 15-35% without market resistance.

This article demonstrates, with real-world examples and concrete figures, how lobby design directly impacts visitor conversion, booking channel mix, perceived value, and profitability. It's not just decoration. It's revenue management architecture.

The brutal cost of OTAs (and how design helps you reduce it)

The economic reality of the hospitality industry in 2026:

Boutique hotel with 22 rooms, Chueca, high OTA availability:

Mix of reservations:

• Booking.com: 58% of bookings (commission 18%)
• Expedia: 14% (commission 20%)
• Direct (own website): 18% (variable cost 3-4%)
• Traditional agencies: 10% (commission 12%)

Brutal math:

• Annual income: €840,000
• OTA commissions: €104,000/year
• Agency commissions: €10,000/year
• Total commissions: €114,000/year

After lobby redesign + direct conversion strategy:

Booking mix year 1 post-redesign:

• Booking.com: 38% (-20 points)
• Expedia: 9% (-5 points)
• Directs: 42% (+24 points)
• Agencies: 11% (+1 point)

New mathematics:

• Annual revenue: €1,020,000 (+21% for better ADR + occupancy)
• OTA fees: €70,000
• Agency commissions: €13,000
• Total commissions: €83,000/year
• Savings in fees: €31,000/year
• In addition: revenue increased by €180,000

Investment in lobby redesign: €65,000

ROI of lobbying:

• Just for the savings on fees: 25 months
• Considering total income increase: 4.3 months
• Actual ROI: 4.3 months

How did the lobby design achieve this?

How the lobby affects your channel mix (the connection no one tells you about)

The psychology of hotel bookings:

Phase 1: Initial search (OTA user)

• Customer searches on Booking/Expedia
• View room photos, location, and price
• He likes your hotel
• Critical decision: Should I book here or go directly to the website?

What influences going to a direct website:

• Professional photos of the lobby (sign of quality)
• Feeling "this hotel is special" (not a commodity)
• Curious to see more
• Perception of "there may be a better direct price"«

Phase 2: On your direct website

• First impression: photos of the lobby
• If the lobby is generic/mediocre = "it's the same as Booking, I'll book there"«
• If the lobby is spectacular = "this looks better, I'm going to explore"«
• Direct web conversion depends on first images (lobby) 60%

Phase 3: During stay

• Customer physically experiences lobby
• If the lobby impresses me = "next time I'll book directly"«
• If the lobby disappoints = "next time I'll look on Booking again"«

Conclusion: The lobby is your primary visual argument for:

1. Attract traffic from OTAs to your website
2. Convert to direct website
3. Generate direct repurchase

Real case: 18-room boutique hotel, Malasaña

Old lobby (functional but generic):

• Office counter-style reception
• Basic IKEA sofas
• Cold overhead lighting
• Zero personality

Web traffic:

• 4,200 direct website visits/month
• Conversion: 1.8%
• Direct bookings: 76/month

Redesigned lobby (investment €58,000):

• Boutique hotel reception (wood + brass)
• Lounge area with restored vintage armchairs
• Warm multi-layered lighting
• Mural by local artist
• XXL Plants
• Bookshelf with books + vinyl records
• Custom neon sign with hotel slogan

New web traffic:

• 6,800 visits/month (+62% – best CTR from OTAs)
• Conversion: 3.4% (+89%)
• Direct bookings: 231/month (+204%)

Economic impact year 1:

• OTA commission reduction: €28,000
• Total revenue increase (better ADR + occupancy): €156,000
• Payback for lobby investment: 3.7 months

💡 Is your hotel paying excessive commissions to OTAs?

At EOLOS we designed hotel lobbies in Madrid that reduced dependence on OTAs and increased direct bookings 28-42%.

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The 7 critical elements of lobbying that turn

1. First impression in 3 seconds: the moment of truth

The neuroscience of arrival:

When a guest enters your hotel, their brain does an instant scan (3-5 seconds) looking for answers to:

• Is this what you expected?
• Was it worth what I paid?
• Do I feel safe/comfortable here?
• Is it Instagrammable? (yes, the brain asks this question in 2026)

If the answer is "yes" at 4: High satisfaction + positive review + recommendation + immediate repurchase

If the answer is "no" or "meh": Average satisfaction + lukewarm review + no recommendation + next time look on OTA

Elements of the first impression (in order of impact):

A) Lighting (40% of emotional impact)

Common mistake: Unique overhead lighting, cool temperature (4000K+), office/hospital feel

Solution:

• Layered lighting (ambient + focused + decorative)
• Warm temperature (2700-3000K)
• Minimum 3-5 different light sources
• Intensity control according to time of day

Budget: €4,500-€12,000 (lobby 40-60m²)

Case: 14-room hotel, Lavapiés

They only changed the lobby lighting (without touching anything else):

• Investment: €6,800
• Reviews mentioning "cozy atmosphere": 34% → 78%
• Perceived value: +1.2 points (out of 10)
• NPS Improvement: +18 points

B) Visual focal point (25% of impact)

Your lobby needs ONE element that immediately captures attention:

• It could be: a statement lamp, an artistic mural, a living wall, a sculptural staircase, an art installation, a fireplace, or an iconic piece of furniture.
• It must be photogenic (it will be your most shared image)
• It must communicate your brand identity

Budget: €3,000-€18,000 depending on ambition

Real-world examples in Madrid:

Boutique hotel Salamanca: Contemporary chandelier, 3m high (€12,000)

• Appears in 82% of guest photos
• Immediate identification of the hotel on social networks

Hotel design Chueca: Mural by local urban artist occupying entire wall (€8,500)

• Specific mention in 67% of reviews
• Appearance on design blogs (free PR)

C) Reception (20% of the impact)

Mistake: High bank/barrier-type counter + overwhelmed multitasking receptionist

Solution:

• Reception design as a "boutique furniture piece"«
• Height 90-100cm (accessible, not intimidating)
• Noble materials (wood, marble, metal, leather)
• Hidden storage (no visible clutter)
• Integrated but invisible technology
• The receptionist must be able to greet people while standing comfortably.

Budget: €4,000-€15,000

Case: Hotel with 26 rooms, Retiro

Old reception: white Ikea counter (€800), functional but zero personality

New reception: custom design in walnut + green marble + aged brass (€11,000)

Result:

• Reception photos on Instagram: +420%
• Check-in perceived as an "experience" not a "procedure"«
• Reviews mention reception: 12% → 54%

D) Odor (10% of impact but very powerful)

The sense of smell is the sense most connected with memory and emotion.

Mistake: Smell of chemical cleaning, closed, neutral-negative

Solution: Strategic aromatization

• Custom or specifically selected fragrance
• Subtle diffusion (not overwhelming)
• Consistent with brand identity

Examples:

• Modern urban hotel: citrus notes + cedar (freshness + sophistication)
• Romantic boutique hotel: lavender + vanilla (warmth + comfort)
• Minimalist design hotel: white tea + bamboo (cleanliness + zen)

System budget: €800-€2,500 + consumables €40-€80/month

Impact: Hotels with strategic scenting have olfactory recognition. Guests report "I remember the smell, it transports me" in reviews.

E) Sound (5% of impact but critical if it fails)

Mistake: Uncomfortable silence or street/traffic noise

Solution: Sound design

• Carefully selected ambient music
• Low volume (almost subliminal)
• Genre consistent with identity (jazz, lounge, classical, indie)
• Sonos system or similar (easy control, quality)

Budget: €600-€2,000 + music subscription €15-€30/month

2. Check-in area: frictionless functionality

The problem with traditional check-in:

• Queue of guests waiting
• Slow process (5-8 minutes per guest)
• First interaction = waiting = frustration

Solution: a design that speeds up without losing warmth

A) Optional express check-in

• Tablet/self-service check-in kiosk for those who want speed
• Free up receptionist to give personalized welcome to those who value it
• Reduces average time to 2-3 minutes

B) Comfortable waiting area

• If there's a 2-3 minute wait, make it comfortable.
• Quality seating (not bank waiting room chairs)
• Table with water/infusions
• Excellent WiFi from the entrance
• Possibility of sitting with luggage nearby

C) Clear and visible information

• Breakfast times
• WiFi password (large, readable)
• Area map with recommendations
• QR code for complete digital info

Check-in area budget: €6,000-€18,000

3. Lounge/Lounge Area: The social heart of the hotel

A well-designed lounge area creates:

• Longer hotel stays (not just "sleep and go")
• Food and beverage consumption if you have a bar/café
• Photogenic content (UGC – user generated content)
• A feeling of "it's worth being here"«

Critical elements:

A) Variety of seats

• Sofas for groups (2-4 people)
• Individual armchairs for working/reading
• High tables with stools for quick coffee
• It allows for different simultaneous uses

Furniture budget: €8,000-€25,000 (depending on size)

B) Plenty of side tables

• To leave a glass, laptop, book
• Nothing is more frustrating than not having anywhere to put your coffee.

C) Strategic Plugs

• At each table/armchair
• integrated USB ideal
• In 2026 this is basic, not a luxury

D) Customized lighting by zone

• Floor lamps near reading chairs
• Focused light on work tables
• Warm general ambient lighting

E) Shelves with curated content

• Books (real ones, not empty decorative ones)
• Current design/travel magazines
• Madrid guides (ideally some provided by the hotel)
• Decorative objects with a history

F) Plants (biophilia)

• Minimum 5-8 medium/large plants
• Hardy indoor species
• They give life, freshness, humanity

Budget for plants + designer pots: €1,200-€3,500

Case: 32-room hotel, Chamberí

Lobby with a spacious and well-designed lounge area:

• Guests using the lounge: 68% (vs 12% in a hotel with a generic lobby)
• Average time spent in the lounge: 47 minutes
• Additional F&B consumption: €4,200/month
• Guest photos in lounge: 340/month
• The lounge became a selling point

4. Reception of VIP/repeat guests: the invisible advantage

Smart hotels have a differentiated protocol for:

• Repeat guests
• Loyalty program members
• Direct bookings (incentive)

Design elements that facilitate this:

Discreet VIP area:

• 2-3 premium seats in a quieter lobby area
• Check-in there (not at general reception)
• Welcome drink
• Time without pressure

Budget: €2,500-€6,000 (specific furniture)

Benefit: VIP guests feel valued → direct repeat purchase ++

5. Instagramability: design for organic content

In 2026, your lobby is your most effective marketing if it is designed to be shared.

Elements that generate photos:

A) «Photo moment» designed

• A corner specifically designed for photography
• Beautiful background
• Perfect lighting
• Subtle signage (#YourHotelName)

B) Neon or lettering statement

• Phrase related to city/hotel
• Custom design
• Perfect for selfies

Budget: €1,500-€5,000

C) Mirror statement

• Large, with a designer frame
• Side lighting (favors photos)
• Strategic location

Budget: €800-€3,500

ROI of Instagrammable design:

16-room hotel, Malasaña:

• Post-lobby redesign: stories with hotel location +680%
• Reels showcasing lobbying: 120 in 6 months
• Estimated reach: 280,000 impressions
• Equivalent paid advertising value: €8,400
• Investment in Instagrammable elements: €6,200
• ROI: 9 months

6. Invisible but ubiquitous technology

Professional WiFi:

• Non-negotiable: must excel in all lobbying
• Minimum 100 Mbps per guest
• Separate guest/staff network
• Simple login (not 18 steps)

Information screens:

• Digital signage with updated information
• Events in Madrid
• Hotel services
• Climate

Budget: €1,200-€3,500

Digital check-in system:

• Tablet or kiosk
• Reduces friction
• Free up staff for hospitality

Budget: €800-€2,500

7. Flexibility: a lobby that adapts

The best lobbies work to:

• Check-in/out (main function)
• Workspace (digital nomads)
• Social (meetings, drinks)
• Small events (presentations, showcases)

Design that allows this:

• Modular/movable furniture
• Scene-adjustable lighting
• Technology (large screen, sound, projector if ambitious)
• Area that can be "closed" for private events

Additional budget flexibility: €3,000-€8,000

Benefit: Additional income from renting event space €800-€3,000/month

Do you need help redesigning your hotel lobby?

At EOLOS DESIGN LAB we designed hotel lobbies in Madrid that reduced dependence on OTAs by 20-35 points and increased ADR by 12-28%.

Complete the form and receive:

✅ Free initial consultation (30 minutes)
✅ Feasibility analysis from your current lobby
✅ Investment estimate and ROI personalized
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Actual budgets according to hotel type

Boutique hotel 12-20 rooms (lobby 35-50m²)

Comprehensive renovation, medium-high level:

• Demolition and preparation: €3,500
• Civil works (floors, walls, ceilings): €8,500
• Multi-layer lighting: €7,500
• Custom reception: €9,000
• Lounge furniture (sofas, armchairs, tables): €12,000
• Decoration (art, plants, textiles): €4,500
• Statement elements (neon, lamp, mural): €6,000
• Technology (WiFi, sound, screens): €3,200
• Aromatization: €1,200
• Signage and spatial branding: €2,500

TOTAL: €57,900 – €78,000, Per m²: €1,158 – €1,950/m²

Expected ROI: 4-8 months (via increased direct bookings + improved ADR)

City hotel 25-40 rooms (lobby 60-90m²)

Premium renovation:

• Complete civil works: €15,000
• Architectural lighting: €12,000
• Statement reception + back office: €15,000
• Spacious lounge area (furniture): €22,000
• VIP area/business corner: €6,500
• Curated decoration: €8,000
• Art installation/focal point: €12,000
• Integrated technology: €6,500
• Aromatherapy + sound: €3,000
• Digital signage: €4,500
• Space branding: €5,000

TOTAL: €109,500 – €145,000, Per m²: €1,217 – €1,933/m²

Expected ROI: 5-11 months

Corporate/business hotel 50-80 rooms (lobby 100-150m²)

Complete corporate restructuring:

• Base work and installations: €25,000
• Professional multi-layer lighting: €18,000
• Reception + express check-in area: €22,000
• Lounge furniture + business area: €35,000
• Informal meeting area: €12,000
• Advanced technology (screens, digital check-in): €12,000
• Decoration + art: €15,000
• Multiple focal points: €18,000
• Ambient systems (aroma, sound, climate): €6,000
• Complete signage: €7,500

TOTAL: €170,500 – €235,000, Per m²: €1,137 – €1,880/m²

Expected ROI: 7-14 months

Lobbying styles according to positioning

1. Contemporary boutique (the most versatile)

Pallette:

• Base: warm whites, beiges, soft grays
• Accents: terracotta, mustard, olive green, petrol blue

Materials:

• Natural wood (oak, walnut)
• Marble or terrazzo
• Metal (aged brass, copper, black steel)
• Natural textiles (linen, cotton, wool)
• Abundant plants

Lightning:

• Warm (2700-2900K)
• A mix of vintage and contemporary
• Statement lighting piece

Furniture:

• Restored vintage mix + contemporary design
• Unique pieces, not everything from a catalog
• Comfort without sacrificing style

It works for: Boutique hotels with 10-30 rooms, in trendy urban locations (Malasaña, Chueca, Lavapiés)

Typical investment: €1,400-€1,900/m²

2. Warm minimalist / Japandi

Pallette:

• Base: natural whites, sandy beiges, warm grays
• Accents: matte black, natural wood, understated green

Materials:

• Light wood (bleached oak, ash)
• Natural stone
• Organic textiles
• Handmade ceramics
• Rattan/wicker

Lightning:

• Diffuse, indirect
• Paper lamps (akari style)
• Mild warm temperature

Furniture:

• Clean, functional lines
• Low height (spacious feeling)
• Few elements but of the highest quality

It works for: Boutique hotels with 8-20 rooms, catering to clients seeking peace and quiet/disconnection.

Typical investment: €1,500-€2,100/m²

3. Industrially refined

Pallette:

• Base: concrete, exposed brick, metal
• Accents: black, rust, forest green, cognac leather

Materials:

• Exposed brick/concrete
• Black metal/rust
• Reclaimed wood
• Aged leather
• Steel and glass

Lightning:

• Loft/factory type but refined
• Edison bulbs, industrial pendants
• Neon as an accent

Furniture:

• Pieces with a strong character
• Vintage industrial mix + contemporary
• Robust yet comfortable

It works for: Hotels in historic/industrial buildings, Lavapiés, Malasaña, neighborhoods with character

Typical investment: €1,300-€1,850/m²

4. Contemporary Luxury

Pallette:

• Base: sophisticated neutral tones (grays, taupes, creams)
• Accents: gold, bronze, navy blue, emerald green

Materials:

• Quality marble (Calacatta, Emperador)
• Fine woods
• Precious metal (brass, bronze)
• Luxury textiles (velvet, silk, cashmere)

Lightning:

• Statement pieces (chandeliers, designer lamps)
• Multiple scene control
• Invisible integrated technology

Furniture:

• Signature design (Minotti, Poltrona Frau, B&B Italia)
• Custom-made parts
• Supreme comfort

It works for: 4-5 star hotels, Salamanca, Recoletos, upper Chamberí

Typical investment: €2,200-€3,500/m²

5. Maximalist eclectic (high risk, high reward)

Pallette:

• Base: neutral to balance
• Accents: multiple coordinated saturated colors

Materials:

• A mix of everything: vintage, contemporary, and handcrafted
• Statement Wallpaper
• Printed textiles
• Abundant art

Lightning:

• Dramatic, varied
• Lamps of different styles that converse
• Color if applicable

Furniture:

• Collection of unique pieces
• Each area with its own personality
• Cohesion through color palette

It works for: Boutique hotels with a very strong personality, for guests seeking an intense visual experience.

Typical investment: €1,600-€2,400/m²

Risk: Stop. If it's not executed perfectly, it looks chaotic. It requires expert curation.

Common mistakes that kill lobby ROI

Mistake 1: Designing the lobby without considering photography

The symptom: The lobby looks nice in person, but it doesn't photograph well. Photos on the web/Instagram don't do it justice.

Why does it happen? Design intended for physical experience, not considering how it looks on a mobile camera.

Consequence:

• Mediocre photos on the web = low conversion from OTAs
• Guests don't share = zero organic marketing
• Missed opportunity

The solution: Design with photography in mind from the concept stage:

• Lighting that works without a flash
• Clean backgrounds for photos
• Specific "Instagrammable" spots
• Photographic testing before completion

Cost of error: 50-70% of lost organic marketing potential

Error 2: Reception that is a barrier, not welcome

The symptom: Tall, impersonal counter, receptionist seems "fortified" behind it.

Why does it happen? Design focused on operational functionality, not hospitality.

Consequence:

• First cold interaction
• It feels like a "chain hotel" rather than a boutique hotel.
• Low emotional impact

The solution: Reception area designed as a "welcome furniture":

• Accessible height (90-100cm)
• Possibility of receptionist going out to greet
• Design that invites, not separates

Cost of error: Reviews mention "cold staff" (when the problem is design, not people)

Error 3: Office lighting in lobby

The symptom: Cold white overhead light, airport/hospital feel.

Why does it happen? "Functional" lighting is installed without considering the atmosphere.

Consequence:

• Uncomfortable lobby, lacking warmth
• Impossible to create a welcoming atmosphere
• Photos with a cold look

The solution: Investment in warm multi-layer lighting (2700-3000K). It represents 15-20% of the lobby budget but 40% of the emotional impact.

Cost of error: Satisfaction -30%, perceived value -25%

Error 4: Beautiful but uncomfortable furniture

The symptom: Sofas/armchairs that nobody uses because they are hard or of strange proportions.

Why does it happen? Prioritizing aesthetics over functionality. Selecting based solely on catalog photos.

Consequence:

• Empty lobby (nobody wants to be there)
• Wasted investment in furniture
• Guests do not "experience" the lobby

The solution: Comfort test BEFORE you buy. Sit in each piece for 10 minutes. If it's uncomfortable, it doesn't matter how beautiful it is.

Cost of error: Underutilized lobby, missed F&B opportunity, mediocre experience

Error 5: Generic lobby that could be from any hotel

The symptom: "Safe" design with no personality. It looks like generic Booking.com.

Why does it happen? Fear of taking risks, copying trends without adapting them.

Consequence:

• Zero differentiation
• It's impossible to justify premium pricing
• It does not generate organic content (nobody shares something generic)

The solution: Define your brand identity FIRST. Then design a lobby that expresses it. Have unique elements, even if it's just one, but memorable.

Cost of error: Competing solely on price, perpetual dependence on OTAs

Error 6: Not considering acoustics

The symptom: Noisy lobby. Conversations can be heard throughout the space. Echo.

Why does it happen? Hard materials (marble, glass, concrete) without acoustic treatment.

Consequence:

• Uncomfortable atmosphere
• It's impossible to have calm conversations
• Feeling of chaos

The solution: Acoustic treatment integrated into the design:

• Acoustic panels disguised as decoration
• Textiles (curtains, upholstery, carpets)
• Plants (minimal absorption but it helps)
• Acoustic ceilings where possible

Acoustic budget: €3,000-€8,000

Cost of error: Reviews mention noise and an environment perceived as not relaxing.

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How lobbying affects other revenue streams

F&B in lobby (café/bar)

If you have F&B integrated into the lobby:

A well-designed lobby increases F&B consumption 40-80%:

• Guests spend more time in the lobby = more spending
• Non-guests enter attracted by design = additional revenue
• The lobby becomes a "destination," not just a stopover.

Case: 28-room hotel, Chamberí

Lobby with integrated coffee:

• Pre-redesign: F&B consumption €1,800/month (guests only)
• Post-redesign: €6,400/month (60% guests, 40% walk-in street)
• Increase: +€4,600/month = €55,200/year
• Investment in lobbying: €72,000
• Payback only for F&B: 15.6 months

Events and showcases

Flexibleally designed lobbies are available for rent:

• Product presentations (fashion, tech, design brands)
• Small workshops
• Photoshoots
• Art Showcases

Potential income: €800-€3,500/event Realistic frequency: 2-4 events/month Additional annual income: €19,000-€168,000

Design requirements:

• Area that can be partially "closed"
• Technology (screen, sound)
• Adjustable lighting
• Movable furniture

Additional investment: €5,000-€12,000

Daytime co-working (hotels without daytime occupancy)

Some boutique hotels offer their lobby as a daytime co-working space:

• Day passes €15-€30
• Monthly membership €150-€280
• Take advantage of zero lobby occupancy from 10am-4pm

Requirements:

• Excellent WiFi
• Plenty of electrical outlets
• Comfortable work tables
• Quality coffee

Potential income: €2,500-€8,000/month

Case: 16-room hotel, Malasaña

Lobby with «Day Pass» program:

• €25/day (coffee included)
• 8-12 average daily users
• Income: €4,800-€7,200/month
• Additional benefit: some become guests afterwards

Sustainability in the lobby

In 2026, sustainability is a business differentiator, especially with millennials and Gen Z (40% of the market).

Sustainable elements with a clear ROI:

Full LED lighting with sensors

• Energy savings: 60-70%
• Presence sensors in low-use areas
• ROI: 2-3 years

Certified sustainable materials

• FSC certified wood
• Organic/recycled textiles
• VOC-free paints
• Restored/vintage furniture (circular + unique)

Premium: +10-15% cost Benefit: Storytelling + attracting the conscious segment

Low-maintenance local plants

• Native species adapted
• Efficient irrigation
• Less water, less maintenance

Elimination of single-use plastics

• Branded refillable water bottles (guest gift)
• Filtered water dispensers
• Reduce by 2,000-5,000 bottles/year

Investment: €1,200-€3,000 Savings: €800-€1,500/year + environmental impact

Visible sustainable certification

• LEED, BREEAM, Green Key
• Communicate it in the lobby (signage)
• Sales argument for the conscious segment

Case: Boutique hotel with 18 rooms, Lavapiés

Lobby with a focus on sustainability:

• 100% LED
• Restored/vintage furniture 70%
• Local plants
• Zero plastic
• Green Key Certification

Actively communicated:

• Mention in 34% of positive reviews
• Millennial segment attraction (+28%)
• Justified premium pricing without resistance
• Appearance in lists of "sustainable hotels in Madrid"«

Timeline for lobby project

Phase 1: Analysis and strategy (1-2 weeks)

• Current lobby audit
• Competitive analysis
• Defining objectives (ADR, channel mix, NPS)
• Budget

Phase 2: Design Concept (3-4 weeks)

• Mood boards and palette
• Spatial distribution
• Selection of key elements
• 3D Renders

Phase 3: Technical Project (3-4 weeks)

• Executive plans
• Material specifications
• Final furniture selection
• Budget closed

Phase 4: Permits (if required) (2-4 weeks)

• Minor works permit (if there are structural changes)
• Facilities certificates

Phase 5: Implementation (4-7 weeks)

• Civil works: 1-2 weeks
• Installations (lighting, electrical): 1-2 weeks
• Finishing: 1-2 weeks
• Furniture and installation: 1 week
• Final styling: 3-5 days

Phase 6: Photography and Launch (1 week)

• Professional photo session
• Website updates and OTAs
• Database communication
• PR if applicable

Total timeline: 3.5-5 months

Critical note: The lobby can be renovated while the hotel is open (minimal operational impact if well planned). Night/early morning work during low occupancy weeks.

Complete success stories with numbers

Case 1: 14-room boutique hotel, Chueca

Initial situation:

• ADR: €145
• Occupancy: 71% annual
• Channel mix: Booking 62%, Expedia 18%, Direct bookings 12%, Agencies 8%
• OTA commissions: €64,000/year
• Lobby: functional, generic, without personality
• NPS: 42

Lobby project:

• Concept: "Urban sanctuary" – an urban oasis with lots of greenery
• Investment: €68,000
• Key elements:
  • Plant wall 4x3m (€12,000)
  • Custom wood and brass reception desk (€9,500)
  • Multi-layered dramatic lighting (€8,000)
  • Restored vintage furniture with a contemporary mix (€18,000)
  • Neon «Find Your Calm» (€2,800)
  • Eucalyptus + mint fragrance (€1,200)

Year 1 Results:

• ADR: €145 → €182 (+26%)
• Occupancy: 71% → 86%
• Channel mix: Booking 42%, Expedia 11%, Direct 38%, Agencies 9%
• OTA fees: €64,000 → €42,000 (-€22,000 savings)
• NPS: 42 → 68 (+26 points)
• Instagram mentions: +840%
• Reviews mentioning lobby: 8% → 67%
• RevPAR: €103 → €157 (+52%)
• Annual income: €743,000 → €1,130,000 (+€387,000)

ROI lobby: 2.1 months

Quote owner: «"The lobby paid for itself in 9 weeks. Now we have guests who book directly because they saw the lobby on Instagram. OTAs have gone from controlling us to being just another channel."»

Case 2: Urban hotel with 32 rooms, Retiro

Initial situation:

• Positioning: business/corporate
• ADR: €128
• Occupancy: 68%
• Channel mix: 71% corporate/agencies, 24% OTAs, 5% direct
• Lobby: 1990s, superficial renovation 2015, outdated
• Problem: Competition from modern hotels taking away customers

Lobby project:

• Concept: "Contemporary business hub" – professional but with soul
• Investment: €124,000
• Items:
  • Digital express check-in area (€8,000)
  • Spacious lounge area (€32,000 furniture)
  • Business corner with privacy (€12,000)
  • Architectural lighting (€15,000)
  • Large format art installation (€18,000)
  • Receipt statement (€14,000)
  • Integrated technology (€10,000)

Year 1 Results:

• ADR: €128 → €156 (+22%)
• Occupancy: 68% → 79%
• Corporate clients retain: 89% (vs 72% pre-renewal)
• New corporate clients: +18 accounts
• Reviews mention "modern/professional lobby": 71%
• Usage of business corner: 340 hours/month (monetizable in the future)
• Revenue: €1,490,000 → €1,998,000 (+€508,000)

ROI lobby: 2.9 months

Key factor: The renovated lobby was a key selling point in presentations to corporate clients. Twelve out of 18 new contracts cited "the modern facilities" as a decisive factor.

Case 3: Small boutique hotel with 9 rooms, Malasaña

Initial situation:

• Micro-hotel, extremely limited space
• Lobby: 18m² (tiny entrance + reception)
• ADR: €98
• Occupancy: 76%
• Fully dependent on OTAs (83%)
• Without differentiation vs. competition

Lobby project (challenge: maximum impact in minimum space):

• Concept: "Livable art gallery"«
• Investment: €32,000
• Items:
  • Complete mural by local urban artist (€6,500)
  • Super compact but stylish reception desk (€5,000)
  • Dramatic lighting on mural (€3,500)
  • Statement mirror with custom frame (€2,200)
  • Aromatherapy system (€800)
  • Small but powerful neon sign (€1,800)
  • Floor renovation + painting (€4,200)

Year 1 Results:

• ADR: €98 → €135 (+38% – justified premium pricing)
• Occupancy: 76% → 88%
• Mix channels: OTAs 83% → 58%, Direct 9% → 34%
• The mural became an icon of the hotel.
• Featured on 4 travel blogs as "most Instagrammable hotel in Malasaña"«
• Stories with location: +1,200% (from 15/month to 180/month)
• Income: €267,000 → €422,000 (+€155,000)

ROI lobby: 2.5 months

Lesson: In small spaces, one well-executed statement piece is worth more than many mediocre ones.

Working with EOLOS in your hotel lobby

At EOLOS we designed hotel lobbies in Madrid that reduced dependence on OTAs by 20-35 percentage points and increased ADR by 12-28%.

Our approach:

1. Revenue-driven design

We don't design "pretty lobbies." We design revenue management tools.

We establish KPIs before designing:

• ADR objective
• Channel mix objective
• NPS Target
• Target organic content

Design is optimized to achieve those KPIs.

2. Photographic design from concept

Every decision considers: "How does this look on a mobile phone camera?"«

Photographic testing in the design phase (real renders + mock-ups).

Result: Photos that become websites, which are shared on social media.

3. Fixed budget with minimal surprises

Hotel lobbies are visible = you can't afford mediocrity because "the budget ran out".

Our budget includes:

• Realistic Contingency Item (10-12%)
• Suppliers with experience in the hotel industry (know timing, standards)
• Contingency buffer to avoid compromising quality

Warranty: If we manage the entire project, we adhere to the agreed budget (except for changes requested by the client).

4. Implementation with hotel operating

We know that closing a hotel means loss of income.

We plan the work to minimize impact:

• Night/early morning work when possible
• Intelligent phasing (operational areas while others are under construction)
• Protection of adjacent areas (noise, dust)
• Transparent communication with guests present

Aim: Maximum 2-3 days of total lobby closure (if absolutely necessary).

5. Post-opening: photography + content strategy

We coordinate a professional post-construction photo session:

• Web photos optimized for conversion
• Photos for OTAs (different angles, compositions)
• Content kit for social media

Basic advice on:

• How to maximize UGC (user generated content)
• Where to place signage for tags
• Which angles work best

Investment in design + project management: 10-14% of the total project cost

Does your hotel need a strategic lobby upgrade?

Tell us: number of rooms, current ADR, occupancy, % of direct bookings, estimated budget. We'll send you a feasibility analysis and projected ROI.

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Frequently Asked Questions

How much does it really cost to renovate a hotel lobby in Madrid?

It depends on size and level:

• Boutique hotel 10-20 rooms (35-50m²): €58k-€78k
• City hotel 25-40 rooms (60-90m²): €110k-€145k
• Hotel 50-80 rooms (100-150m²): €170k-€235k

Per m²: €1,150-€2,100/m² (mid-high to premium level)

Is the furniture included?

Yes. Quotes include EVERYTHING:

• Civil works and preparation
• Installations (electrical, lighting, data)
• Finishes (floors, walls, ceilings)
• Complete furniture
• Decoration (art, plants, textiles)
• Technology
• Project and construction management

How long has the project been taking?

From decision to opening: 3.5-5 months

• Design: 3-4 weeks
• Technical project: 3-4 weeks
• Leave (if required): 2-4 weeks
• Implementation: 4-7 weeks
• Photography: 1 week

Do I have to close the hotel during the construction work?

Not necessarily. The lobby can be renovated while the hotel is operating.

• Night work (10pm-7am)
• Phased by zones
• Temporary reception at another location if necessary
• Maximum 2-3 days total shutdown (if absolutely critical)

We plan for minimal operational impact.

Is the ROI of 4-8 months realistic?

Yes, in hotels with high OTA dependence (>60%) and ADR with growth potential.

ROI comes from:

• Increased direct bookings (saving on commissions)
• Increased ADR (better perceived value)
• Best occupancy (better reviews, more recommendations)

In hotels with low OTA dependence (<30%) or already optimized ADR, ROI will be longer (12-18 months) but still positive.

Can I do just the lobby without touching the rooms?

Yes, and it's often a better strategy:

• Lobby = first and last impression
• Immediate impact on web photography
• Lower investment than renovating rooms
• It can be done with an operating hotel

Many clients start with the lobby, see results, then build rooms.

What happens to current photos on OTAs?

Post-renovation, we updated photos at:

• Booking.com
• Expedia
• Google My Business
• TripAdvisor
• Your own website

New professional lobby photos usually:

• Increase CTR in OTAs 30-45%
• Increase conversion on direct web 40-60%

Do design styles have different impacts on ROI?

Style matters less than EXECUTION.

A well-made contemporary boutique > mediocre contemporary luxury.

That said, general trends:

• Contemporary boutique: more versatile, appeals to more segments
• Warm minimalist: niche but loyal, sustainable premium pricing
• Industrial refined: works very well in certain locations (Lavapiés, Malasaña)
• Contemporary luxury: requires specific location/segment
• Eclectic: high risk but high reward if executed perfectly

What differentiates a lobby that converts from a mediocre one?

After analyzing 40+ lobbies in Madrid:

Lobbies that convert:

• First "wow" impression in 3 seconds
• Photogenic (60%+ guest photos include lobby)
• Clear and unique identity
• Multi-layered warm lighting
• Real comfort (not just visual)
• Attention to detail (smell, sound, textures)

Mediocre lobbies:

• Generic (it could be any hotel)
• Cool functional lighting
• Nice but uncomfortable furniture
• They don't take good photos
• Without memorable elements

The difference is rarely budget. It's strategic design.

Conclusion: The lobby is your best salesperson (it works 24/7)

In 2026, with OTAs charging 15-20% in commission and margins squeezed by operating costs, you need tools to regain control of your distribution.

Your lobby is that tool.

The numbers are clear:

A strategically designed lobby:

• Reduce dependence on OTAs by 20-35 points = savings of €18k-€65k/year in fees
• Increased ADR 12-28% = direct impact on profitability
• NPS improvement of 15-30 points = more organic recommendations
• Generate UGC content = free marketing valued at €8k-€25k/year

Typical ROI: 4-11 months

You don't design a lobby to be pretty. You design it to be your best salesperson.

A salesperson who:

• Work 24/7 without pay
• Turn visits into bookings
• It constantly generates content.
• Justify premium pricing
• Reduce your dependence on expensive intermediaries

In Madrid, where a new hotel opens every week, your competitive advantage cannot be just "good location" or "clean rooms" (everyone has them).

Your advantage is to create an experience from the very first second that:

1. The customer pays premium without haggling
2. Photograph and share organically
3. Actively recommend
4. Book directly next time

A well-designed lobby does all four things.

The decision is yours. The numbers are clear.

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At EOLOS Design Lab we design commercial spaces that generate measurable results: more customers, better experience, greater profitability.