Core Viewpoint - The article discusses the quiet phase-out of executive lounges in Hilton and Marriott hotels, indicating a shift in the hotel industry's approach to amenities in response to changing market conditions and consumer expectations [4][10][27]. Group 1: Changes in Executive Lounges - Recent reports suggest that Hilton Garden Inn hotels may cancel executive lounges, allowing for alternative service options during operational hours [4][5]. - New Hilton Garden Inn hotels have not included executive lounge services, with some locations offering limited alternatives in public areas instead [5][9]. - Marriott has also closed executive lounges in several locations, indicating a broader trend of reducing such amenities across brands [11][12]. Group 2: Market Dynamics and Brand Positioning - The perception that mid-to-high-end international hotels must include executive lounges has been prevalent, driven by competitive differentiation and customer expectations [13][14]. - As economic conditions decline, the operational costs associated with maintaining executive lounges have led to their removal as a cost-cutting measure [16][17]. - The article highlights that brands like Marriott and Hilton have historically over-delivered on amenities, but this is no longer sustainable in the current market environment [18][19]. Group 3: Strategic Adjustments - The cancellation of executive lounges represents a broader commercial reality check for the hotel industry, aligning offerings with brand positioning and market expectations [27][30]. - Some hotels are opting to upgrade their brand positioning rather than maintain underperforming amenities, as seen with Hilton Garden Inn locations transitioning to the Hilton brand [28][29]. - The article suggests that a more selective approach to lounge access, similar to InterContinental Hotels Group's strategy, could help maintain the value of executive lounges for frequent travelers [29][32]. Group 4: Implications for Hotel Operations - The removal of executive lounges may relieve operational pressures on hotel staff, allowing them to focus on core services rather than maintaining additional amenities [30][31]. - The article concludes that while executive lounges may persist in high-end hotels, they are likely to disappear from mid-range brands, reflecting a shift in consumer expectations and operational realities [32][33].