The hotels are what’s known in the industry as “lifestyle” brands: They strive to appeal to the predilections of next-generation travelers. Some are trying to lure millennials (who are defined as between 18 and 34 in 2015, according to the Pew Research Center)) with high-tech lounges, reasonable rates, locally inspired amenities, and grab-and-go meals. Others are aiming to attract cosmopolitan travelers who simply want affordable, modern spaces that feel luxurious without being fussy or sterile.
Moxy Hotels
Moxy is designed to compete with more traditional economy hotels — after all, millennials aren’t necessarily flush — by offering affordable prices along with sleek, industrial-inspired design (polished concrete floors, exposed columns), comfort and a lively scene (ergo the bar).
Canopy by Hilton
Each hotel in this chain, which will begin operating late this year, will aim to convey the feeling of the neighborhood it’s in through locally inspired design, art, music, drinks (like evening tastings of local brews) and food. Guests may be shown neighborhood fitness options such as jogging routes and bikes, and they’ll receive a small welcome gift from local businesses. Guests in Denver, for example, might be given a treat from the Rocky Mountain Chocolate Factory, while those in Chicago might receive a snack from Garrett Popcorn.
Hyatt Centric
This new brand is designed for what Hyatt calls “modern explorers”: multigenerational, sophisticated travelers who want to be in the heart of their destinations and who want their hotel to be connected to the local culture. To that end there will be locally made amenities and bath wear; a common lounge for work or play called the Corner will have local books and magazines. As with some of the new hotels designed for millennials, there’s free Wi-Fi, and dining is a more casual affair. For example, room service will be offered as a “knock ‘n’ drop” service; gone is the formal in-room, on-the-bed presentation.
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