Hotel guests really shouldn't miss the next big thing in lodging: the lobby.

Having added softer beds, baths with two shower heads and loads of marble to rooms, hoteliers now see their oft-neglected biggest room as the new draw.

The level of luxury in the average guest room has risen in recent years as hotels compete for guests willing to pay top dollar for a good night's rest in a sweet suite.

With the industry now recovered and growing well, hotel executives say the search is on for new ways to stand out, from urban-style loft accommodations to self-service kiosks that let guests zip past lines and straight up to their rooms.

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