Are convention centres becoming more like hotels?

Rooms with a view and outdoor access, quiet workspaces, lounge areas and hotdesking… these intimate, more flexible spaces are increasingly being offered by convention centres, a trend that some in the industry are terming ‘hotelification’.

John Burke, general manager at Kuala Lumpur Convention Centre (KLCC) says this trend is not just about aesthetics; it’s about creating value through flexibility and human-centric design, and it is a direct response to four key areas.

These include changing event formats, with gatherings being more dynamic and prioritising interaction over passive listening; an increased emphasis on wellbeing and comfort, with delegates wanting comfortable, relaxed environments with natural light; organisers wanting greater autonomy over how a space looks and feels and venues wanting to establish a competitive edge.

“Hotels have long offered intimate, well-designed spaces with premium amenities,” he says. “Convention centres that integrate similar features, without losing their capacity and infrastructure advantages, create a compelling alternative for event planners looking for both scale and sophistication.”

KLCC has reimagined its spaces, offering smaller areas equipped with facilities for those bringing their own devices, energy-saving sensors for lighting and climate control and enhanced hybrid meeting tools to support both in-room and remote collaboration. There are also rooms with balcony access for fresh air and views, phone booths for private calls and. quiet corners for brainstorming and emails. The venue is also developing a remote working area similar to a hotdesking concept, with a dedicated food and beverage offering, catering to those who need a functional yet comfortable space for work between sessions.

Flexibility and comfort matter

Sven Bossu, CEO of AIPC, the International Association of Convention Centres, says organisers and delegates want more flexibility from venues, with added emphasis on the individual experience.

“People don’t go to conferences anymore to be stuck in a room without daylight for eight hours,” he says. “There have to be different formats – lectures, workshops, Samoan circles, hackathons, in different settings – cabaret, bean-bags, circles. Convention centres are doing big investments to make this possible.”

Bossu adds that such an approach enables convention centres to tap into delegates' emotions, thereby offering them an enhanced and more welcoming experience.

“In addition to these efforts, it is also important that the building is inclusive,” he says. “This is not limited to physical challenges, but also involves making sure that every member of the local and visiting community feels that she/he is welcome in the building. That involves signage, integrating elements of the local culture, highlighting the value framework in which the centre works and much more.”

Art and atmosphere

And it’s not just space that is being used in novel ways to create a warmer, more immersive environment. ICC Sydney – one of the world’s largest convention centres – has a collection of large format Australian artworks, with many of these concentrated within the venue, in particular the sunlit Pyrmont Theatre Foyer. The venue’s art collection was recently expanded to include Frank Hodgkinson’s iconic ‘Spirit of Sydney’ artwork that spans 32 metres in width.

The venue also has a range of ambient foyer and balcony spaces that support networking. The Northern foyers and pre-function areas of the convention centre overlook the Sydney CBD skyline and harbour and there’s also a café bar area that can be used to host catered events and functions.

“ICC Sydney was designed to be as flexible as possible, serving as a blank canvas for event organisers to project their vision for their event,” says Adam Mather-Brown, CEO at the venue. “ICC Sydney’s in-house event furniture such as lounge seating in foyer areas, café tables, meeting tables, banquet rounds or bar tables may complement their event plans.”