The development of hotels on college campuses has grown in momentum in recent years, driven by strategic partnerships, increased demand, and shifting higher education needs. Hilton’s 2024 acquisition of Graduate Hotels, a brand prevalent on campuses across the country, further underscores the growth and trajectory of the sector.
On the heels of this trend, colleges and universities are increasingly recognizing the value of on-campus hotels as a key component in fostering community, enhancing alumni relations, supporting academic events and generating revenue.
Hotels aren’t simply a means of providing lodging to campus guests; they’re valuable venues that present the opportunity to contribute to an institution’s mission and identity, becoming central hubs for campus life.
This is where thoughtful design comes into play; to be successful, hospitality spaces must feel purposefully integrated into campus, embracing both aesthetics and functions that seamlessly fit into the existing culture.
Authentic design in on-campus hotels
Hotel properties should feel as if they’ve always been a part of the wider architectural and design language of a campus, using materiality, localization and location to create a feel of cohesion with the institution.
Every campus is different, and hotels should reflect that—tailoring design and development based not only on the student population, but the surrounding community as a whole.
Oftentimes, hotels provide a first impression to visitors, requiring their careful integration into the existing identity of a campus while also standing on its own as a hospitality property. Creating a standalone identity for a hotel further invites the community in, opening up the opportunity for hosting outside events like weddings, conferences, or parties.
The design of these hotels needs to appeal to different markets while offering a high level of experience and service across the board.
For example, the Graduate Storrs Hotel at the University of Connecticut pays homage to the Storrs region and celebrates the distinctive and diverse culture of the University. The design immerses guests in all that UConn and the surrounding area have to offer, such as guest rooms that feature unique details like blue and white plaid furnishings, New England motifs, and wall art displaying notable UConn athletes.
The floor is even made of reclaimed basketball court flooring, and the front desk is made of basketball-textured leather, a subtle yet intriguing nod to the school’s iconic reputation in the sport.
Scaling and planning priorities
Institutions must understand how to properly allocate the square footage needed for the use of hotels on campus, from a suitable number of guestrooms to adequate meeting and event space. These developments can evolve to meet needs over time.
At The Wylie Inn at Endicott College, flexibility is the priority. The hotel’s renovation wasn’t just about enhancing the College’s existing assets, but providing a facility on campus to serve multiple purposes to both students and visitors.
To bring a successful project to life, design teams should work closely with college leadership, considering the perspectives of donors, trustees, alumni, and other stakeholders to ensure that the development program and aesthetic are aligned to benefit the larger goals of the institution.
Understanding the future vision of the institution and the campus is critical to providing the correct design narrative. Social aspects are just as important; every university or college has its own connection to the community and philanthropic partnerships, which can shape the design approach and overall story of the hotel.
Financial benefits
As student bodies evolve and culture on campus shifts over time, colleges and universities continually assess their financial and infrastructural needs to meet these changing expectations. The investment in hospitality properties is emerging as a major player in the campus landscape, cultivating an enhanced user experience while contributing to the financial success of the institution itself.
Having standalone revenue generating components on campus can be critical in the future strength of colleges and universities, rather than relying on government grants and tuition from enrollment. These additional cost drivers can help support other initiatives and provide a stable financial situation during financial ups and downs.
Universities have unique economic advantages in on-campus hotel projects that make these development pursuits particularly appealing. Fundamentally, existing land ownership is a huge financial benefit, eliminating the need to scout out and purchase property, like a third-party developer would need to do.
The borrowing power of higher education institutions also tends to be favorable with banking organizations, with the added layer of the ability for equity to be generated through fundraising, trustees, and alumni. Further, there are tax status benefits to education building development, as the ROI has a much longer horizon for institutions, causing the returns to be lower than those of a traditional developer.
Added layers of engagement
The next few years will be pivotal for exploring the success of on-campus hotel projects. Higher education institutions are increasingly pursuing these developments as multi-functional assets to merge hospitality approaches with education and community engagement.
This shift allows colleges and universities to act as developers as well as long-term holders while providing an added layer of engagement with prospective guests, current students and staff, and alumni.
