Though definitions tend to differ, millennials have to come to largely represent the segment of 18 to 34-year-olds. These individuals are known for being frequent travelers, taking at least one trip every year according to research and they tend to be more along the lines of explorers than the typical tourist. Hotels have responded by developing brands designed to appeal to young adults. These include Canopy, Moxy, and Element by Hilton, Marriott, and Starwood, respectively. Even Best Western is getting in on the action with the debut of its Glo brand which focuses on small rooms for a lower price.
Aloft is another brand by Starwood and is well-known for its poolside and bar work spaces plus a robotic bellhop intended to appeal to millennials that are up to date with current technology trends. Marriott meanwhile is going as far as shooting short films and shows that highlight its brands and can be shared on social media. Hilton is looking to attract guests to its brand with music-related loyalty program events.
Speaking of social media, millennials are major users. It’s not unusual to see pictures of someone snapping pictures of their hotel room or the view on social media. Hilton also has a Twitter service that shares local recommendations about what to see and where to go.
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