Courtyard by Marriott had two reasons to celebrate last week in Newport News, VA. First was to mark the 25th anniversary of the brand, which has come to define a segment (the everyday hotel for road warriors) and sent competitors scrambling to match its success. Secondly and perhaps more importantly, the brand--and Bill Marriott himself--unveiled to a group of Courtyard developers and the press the first new-construction Courtyard to include its radical new lobby design.

Partners Dilip Desai and Hari Thakkar of LTD Management Co. built the 120-room new-look Courtyard near the Newport News Airport and next to a Residence Inn the firm also recently opened.

Walk into the new Courtyard and you might think you stumbled upon a Cambria Suites, an aloft, a Hyatt Place or any of the other properties in the new lifestyle lodging segment. Whereas the restaurant in most existing Courtyards is an afterthought that really only functions for breakfast, foodservice is front and center in the new lobby design.

Called the Bistro, the oval-shaped oversized kiosk is a combination restaurant, coffee station, bar and grab-and-go retail operation. Guests order cooked breakfasts, sandwiches, soups, snacks and beverages and then move to a variety of seating options--bar stools, communal tables, lounge seating or private media booths--all with easy access to big-screen TVs and wireless Internet access.

The lobby design also features welcome podiums instead of a front desk so agents can come out and greet guests at check-in. The coolest element in the lobby is Courtyard's proprietary GoBoard, a 52-inch LCD touch screen that guests can use to access local information, maps, weather, airport delay information and news headlines.

According to Brian King, Marriott VP and Courtyard brand manager, the new lobby is the result of $2 million in consumer research and will be featured in all new and renovated properties. The design is what he calls a "kit of parts," which developers and owners of existing properties can use to customize the lobby look to the space limitations and layout at each hotel. King says while the new lobby design doesn't cost more than a traditional look, he believes it can help properties drive rate increases of $5 to $10.

He says the new lobby will be installed in about 30 more hotels this year and nearly 150 properties in 2009. The chain also hopes to open its 800th property next year.