The Hotel at the University of Maryland demonstrates how university hotels can broaden their appeal through a lifestyle-focused approach.

In recent years, some university hotels have been evolving into lifestyle destinations that capture demand from a broader range of guests, beyond the typical demographic of visiting parents, prospective students, and faculty. The elevated amenities at these properties help them compete with traditional hotels in their market. The Hotel at The University of Maryland is a microcosm of this trend, with a range of offerings that includes a full-service spa, several food & beverage options, and expansive meeting space. Adriana Niepa, the hotel’s director of sales and marketing, recently spoke with LODGING, highlighting how the property stands out in a competitive market and detailing lessons other university hotels can learn.

The Hotel at The University of Maryland’s evolution has matched that of its changing guest mix, as the growth and development in College Park and the Discovery District have brought more corporate and entrepreneurial travelers to the property. This trend, Niepa said, makes the hotel unique “because of the research that the university is involved with,” particularly its involvement in the quantum science and technology movement. For example, the hotel is hosting the Quantum World Congress in September. Niepa said that as a result, the property’s demand extends well beyond collegiate sports. “We’re not just relying on university-related business,” she explained. “It’s not just the sports that feed the hotel business. It’s not just the visiting parents. But it’s also those that come into town for things like the Discovery District.” This variety underscores the hotel’s approach to appealing to a wide range of guests. Niepa emphasized that the team has “always strived to not be pigeonholed as just a university hotel,” and she pointed to its 40,000 square feet of meeting space as another advantage, as the property is suited to host events for associations, businesses, and various other groups.