Most hotel developers size parking for code compliance, then move on.
That decision can limit revenue for the entire life of the asset.
The square footage is already there. The demand is already there. The revenue is not.
If the site lacks clear access, EV-ready zones, or space for future controls, the owner may have to tear up paving, rework circulation, or lose revenue opportunities later.
Parking Can Earn More. Plan It Early.
Many hotels near airports and event venues are starting to price parking more like rooms, based on demand. Guests, commuters, event attendees, and EV drivers all represent potential paying demand. Most hotels are not set up to capture any of it.
The fix is not complicated. But it has to be planned for.
Parking Is Part of a Bigger Shift
Ancillary revenue is no longer a bonus.
Owners are rethinking how every part of the property earns: lobbies, rooftops, food and beverage areas, coworking zones, and outdoor spaces.
The question has shifted from “does this space work?” to “does this space earn?”
Parking is often the clearest starting point because owners can see the demand before they ever redesign the site.
The Design Stage Is Where This Gets Decided
Access points, EV charging, circulation, lighting, signage, and pedestrian paths all affect whether a hotel can earn more from its site without creating guest problems.
These decisions are inexpensive to make at the design stage and expensive to fix later.
Flexibility has to be planned before construction starts.
BASE4 Designs Hotels So Every Space Can Perform
At BASE4, we look at the site as part of the business plan, not just the permit package.
Why developers work with BASE4:
- In-house architecture, structural, MEP, interiors, and visualization under one roof
- Cost-aware design that weighs site revenue opportunities against build cost
- Early planning that locks in site flexibility before decisions get expensive
- Hotel brand experience across select service, extended stay, and mixed-use
- 100% Revit and 3D coordination to eliminate conflicts before construction
- Prefab and offsite expertise that keeps schedules and budgets on track
Ready to design a site that earns from day one?
Thank you,
Blair Hildahl
BASE4 Principal
608.304.5228
BlairH@base-4.com
