Starwood Hotels & Resorts (NYSE:HOT) is transforming the business centers at its Westin hotels into fully-equipped workspaces that it is calling "the Hive."
The dedicated spaces will be “modeled to support today’s mobile traveler,” Westin said in a statement.
The interconnected workspace will feature media:scape Steelcase technology, which includes HD video conferencing and seamless connectivity; Samsung televisions, printers and Xbox 306; as well as collaboration areas and floor-to-ceiling white boards.
The Hive, which Starwood says is intended for small impromptu meetings, has already been launched at The Westin Boston Waterfront and The Westin Arlington Gateway hotel. It will soon open at the Westin Grand Munich with plans to roll-out globally through 2013.
Westin says the campaign is designed to target the 75% of U.S. workers who are already mobile, and the growing number of global workers navigating toward smartphones, laptops and tablets.
“While the majority of today’s companies have moved towards office space that is more open, functional and technology driven, hotel business centers and small meeting facilities have remained low-tech, hidden, and often unused,” Westin said, adding its concept “turns the traditional offerings on its head.”
About 70% of business travelers say an environment that supports work objectives would significantly improve their business travel experience, according to data compiled by Westin. About half say having interconnected workspace facilities available 24/7 at their fingertips would positively impact the quality of their hotel stay.
The so-called “smart rooms” will be just 260 square feet or less and can be booked in hour increments through LiquidSpace.com.