Hotels for the Next Generation
Longing for alternatives to the conventional, cookie-cutter hotel? Along with crocuses and daffodils, new specialty chains from major hospitality companies including Marriott, Hilton, Hyatt and Carlson Rezidor will be springing up across the globe in the coming weeks and months. 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.