University-owned and campus-adjacent hotels are shifting toward lifestyle properties by adding elevated amenities and targeting nontraditional demand such as corporate, association, and research-driven travel. The Hotel at The University of Maryland illustrates practical approaches other campus hotels can adopt.
Expand beyond traditional university guests by mapping why people visit the campus and designing amenities to meet those needs.
Invest in elevated, scalable offerings—meeting space, F&B variety, fitness and spa services—that attract business, association, and conference travelers.
Use front-line data (surveys, front desk questions) to identify non-university demand and adapt amenity mixes to convert one-night stays into multi-night bookings.
LODGING Magazine News Finance & Development Operations Technology People Guest Experience F&B Design Guides THE GUIDES GET LISTED Back of House Home Guest Experience Beyond Campus: The elevated amenities at these properties help them compete with traditional hotels in their market. Maryland is a microcosm of this trend, with a range of offerings that includes a full-service spa, several food & beverage options, and expansive meeting space.
to its above-average meeting space, The Hotel at The University of Maryland's elevated amenities boost it above typical stays near universities. Niepa highlighted how its expansive fitness center, full-service spa, makeup bar, and four different food & beverage offerings are key differentiators, and the hotel's full-service staff—including three conference services managers—are another edge. Maryland's evolution has matched that of its changing guest mix, as the growth and development in College Park and the Discovery District have brought more corporate and entrepreneurial travelers to the property.
For example, the hotel is hosting the Quantum World Congress in September. Niepa emphasized that the team has "always strived to not be pigeonholed as just a university hotel," and she pointed to its 40,000 square feet of meeting space as another advantage, as the property is suited to host events for associations, businesses, and various other groups. "Someone may stay two nights instead of one, knowing that there's a variety of restaurants and they don't have to travel all over the city to get different experiences." Advertisement Likewise, university hotels can appeal to broader audiences by expanding their perspective.
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