Elevating Guest Experiences: The Genius of Moving the Reception Desk Upstairs

During a guest’s stay at the Muji Hotel in Tokyo, one particular design feature stood out as a brilliant stroke of genius. Unlike most hotels where the reception is the first thing you encounter at ground level, Muji decided to place theirs on an upper floor. Specifically, not on the ground floor at all.

Now, you might be asking, “Why would this be such a smart move?” The answer lies in how premium urban space is utilized. In a bustling city like Tokyo, where real estate is both scarce and costly, every inch of prime ground-floor space has immense value. By moving the reception desk off the ground floor, Muji was able to repurpose that high-traffic area for something more functional and lucrative, such as a retail store or café. This shift reflects an evolving trend in the hospitality industry, one that prioritizes guest experience and efficient space utilization.

Ground Floors: A Gateway for Revenue

In prime urban areas, ground-floor spaces hold the most visibility, foot traffic, and commercial appeal. For a hotel, the traditional ground-floor reception occupies some of the most valuable square footage without necessarily adding to the guest experience. In Muji’s case, that prime real estate was given over to a beautifully designed retail area, which aligned perfectly with their brand and added an additional revenue stream. By strategically repositioning the reception to an upper floor, they were able to leverage the ground floor for something more in line with the city’s retail-driven foot traffic.

Even if your hotel doesn’t have a retail brand like Muji, the concept remains highly adaptable. You could partner with local businesses, such as bakeries, coffee shops, or artisan boutiques, to fill that high-value space. These partnerships can enrich the guest experience and, at the same time, foster community engagement by promoting local businesses.

Diminishing the Need for Walk-Ins

The traditional walk-in guest—those who spontaneously arrive at a hotel seeking a room—are becoming a rarity in the age of online bookings. Most guests book their stays in advance through online platforms or apps, reducing the need for immediate, visible check-in counters. With this shift, the front desk no longer needs to occupy the first thing people see when they walk through the door.

This transformation in guest behavior makes the ground-floor reception desk somewhat redundant, opening opportunities for more innovative uses of that space. Whether it’s a social lounge, a concept café, or a small-scale local market, hotels can tailor these spaces to complement the guest experience while maximizing revenue potential.

The Upper-Floor Reception: Creating an Experience

Moving the reception desk to an upper floor can also be an intentional design choice to create a more curated, personal experience for guests. The Zoku Hotel in Amsterdam embraced this idea, placing their reception on the 6th floor. Upon arrival, guests take an elevator ride up, setting the tone for a unique and memorable experience as they transition from the bustling streets below to the tranquil, exclusive atmosphere of the hotel. The upper-floor reception offers a chance to design a striking entryway, greeting guests with panoramic city views or a beautifully decorated lobby that instantly immerses them in the hotel’s brand story.

Streamlining Operations

Another benefit of upper-floor receptions is streamlining hotel operations. By centralizing guest check-in functions on a less visible floor, it is possible to combine those spaces with administrative or staff areas, making it more efficient for managing hotel logistics. Guests still receive a seamless check-in experience, but the hotel also maximizes back-end operations without losing valuable ground-floor space to administrative needs.

Partnering for Unique Guest Experiences

As hospitality trends move toward creating unique and memorable experiences, hotels can capitalize on this shift by utilizing the ground floor in creative ways. Instead of a typical reception desk, think of experiential zones that will engage guests from the moment they enter the hotel. You could have a bakery offering freshly baked goods or a bar serving signature cocktails that guests can enjoy while waiting to check in. These additional features make the hotel more of a destination in itself, creating reasons for guests to explore and linger.

Conclusion: Rethinking Space for Modern Hotels

The decision to move reception desks to upper floors isn’t just about saving space—it’s a strategy that aligns with shifting guest behaviors, technology, and the increasing need to maximize every square foot in premium urban locations. With fewer walk-ins and more pre-arranged bookings, hotels have the flexibility to reimagine how they use ground-floor space, turning it into a valuable asset for both guests and the hotel’s bottom line.

By taking inspiration from examples like Muji Hotel and Zoku Hotel, any hotel—whether boutique, luxury, or even franchise—can rethink its layout. Leveraging partnerships, creating unique experiences, and making efficient use of every inch of the property can provide a competitive edge and transform the hotel stay into a memorable journey from the moment guests step through the door.