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Millennials Change Hotel Landscape

Hotels aren’t just places to sleep. They’re places to experience. That’s how the newest generation of travelers are viewing hospitality and — in the face of stiff competition from the likes of Airbnb and HomeAway — big hotel brands are having to adjust to meet the expectations of their discerning new clientele. To lure young travelers, Marriott has created the hotel brand Moxy, which offers communal spaces, where guests can take in a Foosball session, or a game of Cards Against Humanity. Rooms are laid out differently, with no closet space, and bathrooms that are larger and more luxurious than a standard hotel room. “The majority of guests that are traveling on business don’t unpack,” she explains. “They don’t want the cookie-cutter experience. They’re looking for something new; they’re looking for authenticity.” Hilton, similarly, has created Canopy, a brand of hotels which promises to reflect the neighborhoods in which they’re located. Gone are the days when uniformity was an essential part of brand building — no two Canopy outposts will be the same. Hyatt, meanwhile, has created Centric (see photo above), which now has seven locations and features guest rooms with touches of local artistry to add unique, individual character to each stay. Hyatt’s Vice President of brand marketing, Lara Migliassi, says that Centric needs to appeal not just to its guests’ aesthetic sensibilities, but to their frame of mind as well. To read more at CNN, click here.

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