Choice conversion encore: Lobby in a Box

NORTH BETHESDA, Maryland – Choice Hotels is launching a new modular design package to transform lobbies into multi-functional spaces in three to four months and allows more owners with typical lobby F&B space to more easily convert to the company’s Suburban Studios and MainStay Suites extended-stay brands.

Similar to Choice’s previous rollout of turnkey Kitchen in a Box to boost extended-stay development, Lobby in a Box comes in a ready-to-assemble crate for owners to convert standard lobby dining spaces in transient hotels into marketplaces that features on-the-go food and beverage options, essential travel items, and more for long-stay guests who generally prefer to dine in their rooms.

Since its launch in the spring of 2022, Kitchen in a Box has been utilized in more than 30 open hotels, with six more in the pipeline, including three that are also incorporating Lobby in a Box into their renovations.

Ron Burgett, senior vice president, Extended Stay Development for Choice Hotels told Hotel Investment Today that the two design packages are expected to help drive more conversions, particularly for hotels in dense urban and suburban markets or locations with high barriers to new construction.

Lobby in a Box also has pre-negotiated pricing, something that Choice was able to do with scale in mind which will lower the cost of conversion for franchisees, according to Burgett.

He added that while the exact cost of Lobby in a Box can vary depending on the specific needs of the property, it is designed to be a more affordable alternative to traditional renovations. “By delivering a turnkey, pre-designed package, many of the logistical and design costs typically associated with lobby remodels are reduced or eliminated,” Burgett said. “When compared to custom solutions, Lobby in a Box offers a lower upfront investment and quicker implementation, making it a cost-efficient option for owners looking to optimize their lobbies for extended stay guests.”

Choice's Lobby in a Box has pre-negotiated pricing, something that the company was able to do with scale in mind.

Choice reported that owners who have adopted these modular solutions are seeing measurable results. Rushi Vaidya, who converted his transient hotel into a Suburban Studios extended-stay property using Kitchen in a Box, noted a 43% increase in year-over-year RevPAR.

Partners Nick Patel and Supan Shah, owners of the MainStay Suites in Columbus, Ohio, said of the new Lobby in a Box offering: “The design is modern, highly functional, and tailored to the unique needs of extended-stay guests.”

Burgett added that with quicker conversions and lower upfront costs, Choice has designed this to help owners see a faster ROI compared to traditional lobby and room renovations, especially in markets where extended-stay demand is high. “Early adopters of Kitchen in a Box have seen RevPAR increases and a 10.2% improvement in guest satisfaction scores. This platform also allows Choice to standardize the hotel appearance at guest check–in to provide a consistent experience,” he said.

Choice also stated that these proprietary turnkey design elements are helping position itself to open its 500th extended-stay property this year.