Alfred Ogle, Iris Mao, & Jianyao Li

HOTEL LOBBY AMBIENT LIGHTING:

A CASE STUDY OF PERTH HOTELS
ABSTRACT
Lighting, a key ambient factor, can influence human emotion and subsequently affect a
persons subjective perception of comfort and quality. Despite the operational and
showcasing roles that hotel lobbies play, lobby lighting levels have been largely a neglected
area of research into hotel atmospherics. This paper reports an exploratory investigation into
the impact of ambient lighting levels of hotel lobbies in Perth. Data were collected via site
visits to 3-5 star rated hotels in the Central Business District (N=36). The findings indicate
wide variance in lighting levels across the sample, therefore suggesting an apparent absence
of uniformity in lobby lighting and its implementation in hotel design and operations despite
the existence of chain-mandated standards, and architectural canons governing lighting in
other areas of hotels. Variability in perception of lighting quality amongst the investigators
strongly suggests that lighting is intrinsically subjective in nature and may be linked with
gender and ethnicity. The implication of the study is that hoteliers have to be cognizant of the
effect lobby lighting has on their guests and factor it in their property positioning and
branding decisions at a design stage.
Key Words: Ambient Lighting, Hotel Lobby, Customer Perception, Perth

INTRODUCTION
Hotel lobby lighting is a neglected area of research as evidenced by a dearth of literature on
the topic. Given that human beings are visually dominant (Suzuki, 2002) and that lighting, as
a component of ambience (Heide, Lrdal & Grnhaug, 2007), can significantly impact on the
overall perceptions and impressions of guests (Countryman & Jang, 2006; Baker & Cameron,
1996), future detailed investigation is warranted, especially when hotels are ubiquitous
globally. Specifically, the hotel lobby is a focal point which plays a crucial role in branding
and ambiance creation (Rutkin, 2005). Belcher (1985) noted there is cultural difference in
lighting level preference and therefore it can be anticipated that hotel guests from different
cultural and ethnic backgrounds would have idiosyncratic perceptions of lighting in hotel
lobbies and the resultant satisfaction levels (Pikkemaat & Weiermair, 2001). An apparent
absence of universal lobby lighting standards typifies hotel architectural practice despite the
observation that:
Designers agree that the lobby of a hotel poses special challenges with regards to
lighting for many reasons. First and foremost is the fact that most hotel lobby areas
are used for varying functions at different times during the day.
Markowitz, 2007
Taking into account that a variable such as lighting is highly subjective and dependant on
numerous factors, and also that it is an element of ambience, the following questions are
posed:

Does the daytime lighting level in hotel lobbies affect guests perception of
satisfaction and quality?
Is it necessary to establish a standard for lighting levels in hotel lobbies?

In order to answer these questions, this research firstly determined the lobby lighting level of
a large sample of Perth CBD hotels and then explored the relationship of the lighting levels to
hotel type, rating, and human perception. The findings of this research will provide a good
reference for hoteliers and architects to create an affective ambience to suit the marketing and
design parameters associated with emotion. Kwortnik (2003) also asserts that guests select
hospitality products and services based both on rational and emotional considerations.

LITERATURE REVIEW
Heide and Grnhaug (2006) illustrate the process by which lighting, as a salient
environmental factor, can influence the affective state of guests (see Figure 1). They extend
Bakers (1986) model of a three-component typology of environmental elements: ambient,
design and social elements. Baker and Cameron (1996) point out that research indicated
lighting level preferences are related social circumstances and the level of activity-specific
visual attention. While high lighting level was preferred for activities requiring adequate
lighting irrespective of social situation (Biner, Butler, Fischer & Westergren, 1989), it was
found that lower lighting levels had a positive effect (Baron, 1990) especially on comfort
(Hopkinson, Petherbridge & Longmore, 1966). Thus there is an inherent conflicting
challenge in hotel lobby architecture; this has been emphasised again by Markowitz (2007).
Figure 1:
Atmosphere - key characteristics and salient factors
(Source: Heide & Grnhaug, 2006, p. 273)

Aubert-Gamet and Cova (1999, p. 42) exhort hoteliers to provide public spaces which are
conducive to social interaction both as an amenity and for competitive advantage. They
disparagingly describe a typical hotel lobby as a non-place resembling an airport lounge.
This highlights the role the hotel lobby plays in its impact on guests is a long transitory
experience in the environment, albeit much shorter relative to the time spent in their
guestrooms (Zemke & Shoemaker, 2007).
2

McDonough et al. (2001, p. 1) characterise hotels as being in the business of memories and
hence all stakeholders involved in the design, construction and furnishing of the property
must always be attuned to how guest-hotel interaction becomes memorable. The hotel lobby
would typically be the first and last experience a guest has in a hotel (Miller, 1995); it
therefore plays a critical role in forming memory of the stay. Subsequently, the ambience
created in the hotel lobby area might define the perception of hotel guests and visitors
towards the hotel, and ultimately have potential business implications in the form of positive
word of mouth praise and future increased business (Alonso & Ogle, 2008).
Some authors considered the physical surroundings not only as physical support or physical
evidence of the service but as social artefacts which form an evocative background for human
activities (Aubert-Gamet, 1996; Firat et al., 1995).
Atmospherics, or the elements of a physical environment, have been studied in retail
and consumer product marketing, but less frequently in a services marketing context.
Zemke & Shoemaker, 2007, p.928
According to Heide, Lrdal and Grnhaug (2007), architects can create desired ambience by
the manipulation of shape, proportion, texture/materials, colour, lighting and furnishings.
This extends the list proposed by Bitner (1992) by including odour, background noise and
temperature. Heide and Grnhaug (2006) illustrate the impact of lighting as an element of
design in forming guest response and hospitality outcomes (see Figure 2).
Figure 2:
Atmosphere management independent, intermediating and dependant variables
Source: Heide & Grnhaug (2006) p.280

METHODOLOGY
The study involved the measurement/quantification of the lighting level of the hotel lobby.
Data collection was conducted at 36 hotels from 10:00 to 16:00 in the summer month of
December 2008. The weather was fine with sunny and clear conditions, typical summer
weather in Perth which thereby ensured uniformity in exterior lighting levels. Three
researchers participated in the data collection process using a common data collection
spreadsheet. A professional lux meter (Center 337 Mini Light Meter) was used to measure
the lighting level at three specific lobby locations: the main front entrance, the seating area
and the front desk/reception. The researchers also recorded their independent judgement of
each hotels festival lighting level, and their perception of lighting colour at each hotel.
Drahonovska (1997, p. 29) notes that research on light and lighting has taken the
relational/perceptual approach in preference to the classical photometric approach to
eliminate the subjectivity of the individual researcher. This exploratory study, however,
utilized the photometric approach as it considered the overall ambience could be indicated
objectively by a lux reading. The authors acknowledge that lighting levels in a hotel lobby,
generally a large area, is highly variable and hence the separate light readings were used to
provide objective measures both for purposes of this study and to give an aggregated
impression on an individual property basis.
Data were analyzed using computer program SPSS15. Descriptive analysis was used to
profile the sample characteristics and describe the lighting levels of Perth hotel lobbies.
Correlation analysis was used to identify the relationship between lighting level and hotel
characteristics as well as between lighting level and perception of hotel ambience. ANOVA
was applied to identify the difference of lighting levels across each hotels characteristics.
RESULTS AND DISCUSSION
Hotel Characteristics
This research targeted 3-star or higher rated hotels, apartment hotels and service apartments
in Perth. A sample of 36 hotels was chosen, representing more than eighty percent of 3-5 star
hotels in Perth City (see Table 1). The sample consisted of: two 3-star hotels, nine 3.5-star
hotels, ten 4-star hotels, ten 4.5-star hotels and five 5-star hotels (AAAT, 2008). Seventy-five
percent are hotels, 8 percent are apartment hotels and seventeen percent are service
apartments. More than a third belong to international hotel chains, another third are local
chain hotels and twenty-five percent are independent hotels. The size of these hotels ranged
from 34 rooms to 486 rooms. Twenty two percent of the hotels are new, forty-seven percent
are recently renovated, seventeen percent are older hotels (non-renovated), six percent are
retrofitted from other functional buildings and eight percent are heritage hotels.

Table 1:
Profile of Sample Hotel Characteristics in Perth (N=36)
Characteristics
Number
Percentage %
Star Rating
3.0
2
5.6
3.5
9
25.0
4.0
10
27.8
4.5
10
27.8
5.0
5
13.9
Category
Hotel
27
75.0
Apartment Hotel
3
8.3
Service Apartment
6
16.7
Affiliation
International Chain Hotel
14
38.9
Local Chain Hotel
13
36.1
Independent Hotel
9
25.0
Size
34-100
14
38.9
101-200
12
33.3
201-300
6
16.7
301-400
2
5.5
401-500
2
5.6
Age
New
8
22.2
Renovated
17
47.2
Older
6
16.7
Retrofit
2
5.6
Heritage
3
8.3
Lighting Level of Hotel Lobbies
The results obtained for hotel lobby lighting levels is presented in Table 2. It includes the
detailed lighting level measured by lux meter at three areas, namely main entrance
(exterior/interior), lobby seating (interior) and front desk/reception (interior). The table also
includes the number of hotels and percentage of each lighting level. The results show that the
lighting level varies considerably among different hotels. The exterior lighting level was
found to vary between 350 lux and17000 lux; the interior seating area lighting from 37 lux to
1500 lux; and the the front desk ranged between 32 lux and 890 lux. There was no evidence
indicating that a standard or reference of ideal lighting level exists for the 3-5 star hotels of
Perth.

Table 2:
Lighting Level of Hotel Lobbies in Perth (N=36)
Front Entrance
Sitting Area
Front Desk
Lightin Number Percenta Lightin Numbe Percentag Lightin Numbe Percenta
g Level
of
ge
g
r of
e
g Level r of
ge
Hotels
Level
Hotels
Hotels
350
1
2.8
37
1
2.8
32
1
2.8
464
1
2.8
65
1
2.8
58
1
2.8
475
1
2.8
79
1
2.8
84
1
2.8
530
1
2.8
80
2
5.6
105
1
2.8
550
1
2.8
89
1
2.8
107
1
2.8
620
1
2.8
96
1
2.8
115
1
2.8
640
1
2.8
100
1
2.8
125
1
2.8
700
2
5.6
104
1
2.8
127
1
2.8
750
2
5.6
110
2
5.6
150
1
2.8
830
1
2.8
140
1
2.8
151
1
2.8
850
1
2.8
145
1
2.8
165
1
2.8
930
1
2.8
152
1
2.8
171
1
2.8
1008
1
2.8
180
1
2.8
177
1
2.8
1050
1
2.8
190
2
5.6
185
1
2.8
1150
1
2.8
200
1
2.8
192
1
2.8
1500
1
2.8
210
1
2.8
207
1
2.8
1600
1
2.8
230
1
2.8
210
1
2.8
1700
1
2.8
260
1
2.8
220
2
5.6
2002
1
2.8
270
1
2.8
252
1
2.8
2300
1
2.8
280
2
5.6
286
1
2.8
2350
1
2.8
355
1
2.8
291
1
2.8
2448
1
2.8
380
1
2.8
300
1
2.8
3005
1
2.8
390
1
2.8
325
2
5.6
3007
1
2.8
400
3
8.3
340
1
2.8
3200
3
8.3
420
1
2.8
360
1
2.8
3300
1
2.8
460
1
2.8
362
1
2.8
3750
1
2.8
470
1
2.8
450
3
8.3
4200
1
2.8
700
1
2.8
455
1
2.8
4400
1
2.8
1100
1
2.8
565
1
2.8
5000
1
2.8
1500
1
2.8
600
1
2.8
6300
1
2.8
...

650
1
2.8
17000
1
2.8

890
1
2.8
Total
36
100.0
Total
36
100.0
Total
36
100.0

The lighting levels of exterior, interior lobby, and front desk have also been plotted (see
Figures 3, 4, and 5). Clearly 2/3 of the hotels had exterior lighting under 2000 lux with half
under 1500 lux. Approximately ninety percent of the hotels had an interior lighting level
under 500 in either of the seating or front desk areas.

Figure 3:
ExteriorLUX
Main Entrance
Lighting Level
20

Frequency

15

10

Mean =2383.58
Std. Dev. =2918.797
N =36
0
0

5000

10000

15000

20000

ExteriorLUX

Figure 4:
InteriorLobby
Sitting Area Lighting
Level

12.5

Frequency

10.0

7.5

5.0

2.5
Mean =295.89
Std. Dev. =292.723
N =36
0.0
0

200

400

600

800

1000

1200

1400

InteriorLobby

Figure 5:
InteriorFrontDesk
Front Desk Lighting
Level
12

10

Frequency

2
Mean =282
Std. Dev. =186.685
N =36
0
0

200

400

600

800

1000

InteriorFrontDesk

Correlation of Lighting Level, Hotel Characteristics and Perception

This research also investigated the correlation between lighting levels and hotel
characteristics, which include the star-rating, hotel category, affiliation, size and age of the
sample hotels. The Pearson correlation coefficient measures the strength and direction of a
linear relationship between two variables. A significant positive correlation was found
between hotel size and interior lobby lighting (see Table 3). In other words, larger hotels tend
to have brighter interior lobby lighting. No significant correlation was identified between the
lighting levels and hotel star rating, category, affiliation and age.
Table 3:
Lighting Level and Hotel Characteristics (N=36)
Hotel
Characteristics
Star Rating

Category

Affiliation

Size

Age

Pearson Correlation
Sig. (2-tailed)
N
Pearson Correlation
Sig. (2-tailed)
N
Pearson Correlation
Sig. (2-tailed)
N
Pearson Correlation
Sig. (2-tailed)
N
Pearson Correlation

Main
Entrance
Sitting Area
.210
.266
.219
.117
36
36
-.205
-.166
.231
.332
36
36
-.211
-.266
.216
.117
36
36
.266
.353(*)
.117
.035
36
36
.049
-.073

Front Desk
-.085
.622
36
.023
.893
36
.117
.498
36
-.126
.462
36
.018
8

Sig. (2-tailed)
.775
N
36
** Correlation is significant at the 0.01 level (2-tailed).
* Correlation is significant at the 0.05 level (2-tailed).

.674
36

.915
36

Table 4:
Correlation Table of Observed Lighting Level and Perceived Ambience (N=36)
Perceived
Ambience
Observer A

Main
Entrance
Sitting Area
Pearson Correlation
-.120
-.081
Sig. (2-tailed)
.485
.639
N
36
36
Observer B
Pearson Correlation
-.232
-.120
Sig. (2-tailed)
.173
.795
N
36
36
Observer C
Pearson Correlation
.073
.367(*)
Sig. (2-tailed)
.670
.028
N
36
36
Averaged Lighting Pearson Correlation
-.144
.143
Colour Observation Sig. (2-tailed)
.403
.405
N
36
36
** Correlation is significant at the 0.01 level (2-tailed).
* Correlation is significant at the 0.05 level (2-tailed).

Front Desk
-.038
.824
36
.115
.505
36
.338(*)
.044
36
.234
.170
36

Empirical data provided evidence that the effect of lighting on individual customer perception
of hotel ambience varies. There was a significant positive correlation between hotel lighting
level and hotel lobby ambience (warm, comfortable, cold) as perceived by one of the
researchers (see Table 4). The finding suggested the need for further investigation into the
effect of lighting level on customer perception of hotel lobby ambience.
Lighting Level Across Hotel Characteristics
ANOVA was employed to distinguish the non-linear relationship between lighting level and
hotel characteristics, including the star-rating, category, affiliation, size and age of sample
hotels. One significant difference was discovered across the hotel size (see Table 5).
According to a post hoc test, hotels with 301 to 400 rooms were found to have significantly
higher exterior front entrance lighting and interior seating area lighting than others. No other
significant non-linear associations were found between the dependent and independent
variables listed above.

Table 5.
Comparison of Lighting Level Across Different Hotels

Hotel Size
1-100
101-200
201-300
301-400
401-500
F Ratio
F Probability

Exterior
Front Entrance
2086.57
1682.75
1709.00
11650.00*
1425.00
12.38
0.01*

Interior
Sitting Area
222.64
280.08
233.17
805.00*
582.50
2.75
0.04*

Interior
Front Desk
310.71
265.67
271.67
141.00
351.00
0.43
0.78

CONCLUSION AND IMPLICATIONS

Lighting is an important element of hotel lobby ambience. The hotel lobby is the first as well
as the last customer encounter with this aspect of the hotels environment. Therefore, to
engage customers fully, hoteliers must create the right environment. A customer who is
comfortable in the environment will be more likely to have a positive experience and
therefore plan to be a returning guest. Lighting becomes a valuable catalyst in setting the
scene and creating the desired mood and feeling to support the hotels brand.
However, the findings of this research reveal that no consistent standard or reference exists
for hotel lobby lighting in Perth. Ambience lighting levels in hotel lobbies varies randomly
among hotels of different star-rating, category, affiliation and age. Even though it was found
that hotels with 301-400 room have much brighter lighting levels at their exterior portals and
interior lounges, there is insufficient evidence to support the assertion that no relationship
exists between hotel lighting and hotel size.
The effect of hotel lighting level on perception of hotel ambience was also investigated. The
findings suggest that individuals have independent, subjective perceptions of the most
desirable hotel lobby lighting. To some extent, the lighting level at hotel lobby has
immediately affected individual perception; however, there may also be other reasons
affecting individual perceptions. As hoteliers are concerned with the lighting and what is
deemed appropriate by their guests, further studies must be implemented in order to
understand how lighting of key areas affects individual perception of hotel lobby ambience.
To overcome real and perceived disparities, the current trend in the hotel industry is to
provide more lighting with a large percentage coming from natural lighting during daylight
hours. There has been a shift away from the low or subdued lighting of past hotel lobby
designs as is evident in many of the new hotel prototypes that incorporate more windows into
the design of the hotel lobby and more abundant lighting throughout (Countryman & Jang,
2006).
The findings of this research paper must be considered carefully as the sample used was not
random and therefore cannot claim to be statistically representative for wider range of hotels
in Perth. At best the research findings and other related variables of interest could be
extended so that investigations could be made of other hotels in the Asia Pacific region.

10

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