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These New Hotel Brands Are Opening Up Their Doors for Millennials

March 18, 2014 at 2:03 PM | by | ()

Millennials at work. And probably a little bit of play. Or at least some tweeting.

How do you solve a problem like Millennials? Well, if you're a hotel company, the answer is "easy"--simply create an entirely new hotel brand for this up and coming, creative class of tech-toting, over-sharing, individuals. Here's a list of new hotel brands that have opened or will open in the coming years aimed at Millennials. These hotels will put a ton of emphasis on social spaces and technology (all have free WiFi) as well as design (carefully curated yet extremely functional.)

But servicing Millennials isn't limited to the hotels that are on this list. Several older brands have been rejiggering their brand standards to cater to Millennials like Courtyard By Marriott with their new Next Gen Rooms. So expect most hotels in the future to be copying some of these new offerings.

Except the old-ass, old-school luxury hotels, that is. It doesn't matter what year you were born, there comes a time in your life when you'd rather just sit in a quiet lounge sipping on some fine wine while LiteFM plays overhead.


The spin-off brand from Thompson Hotels (and parent company, Commune Hotels) should open sometime next year in 2015. Tommie’s guestrooms will be space-efficient “crash pads” rather than tricked-out hotel rooms with emphasis being given to the communal spaces like the Reading Rooms which will have curated programming and the casual dining experiences, like the gourmet “grab and go” marketplace. Check-in will be done via tablets but given Tommie’s “help yourself” attitude we wouldn’t be surprised if Tommie employed a self check-in process.


Virgin America rocked our world when they came onto the airline scene with leather seats, purple ambient lighting, a kick-ass in-flight entertainment system and in-flight WiFi. We're hoping the same world-rocking will happen with Virgin Hotels, set to open in Chicago in September. There's very little that we know about what will be in the hotel, aside from a rooftop bar but we're guessing cool, functional design in the guest rooms with plenty of places to relax and hang out elsewhere.


AC Hotels By Marriott actually started out as a Spanish hotel collection from designer, Antonio Catalan, before being acquired by Marriott. After expanding in Europe, AC is now coming to the U.S. So far locations for Miami, Chicago, New Orleans and JFK Airport (randomly) are set. Brian King, global brand officer for Marriott's endorsed brands, told us last year to expect "sleek sophistication" from the rooms which will have full-sized beds, hard-surfaced flooring and lots of outlets and USB ports. Downstairs, guests can convene in the AC Lounge, for play, or the AC Library, for work. We're hoping to check into AC Miami sometime later this year.


Carlson Rezidor Hotel Group has made some great strides improving the Radisson name stateside with the Radisson Blu concept but they are taking it one step further with their new brand, Radisson Red. Described as "lifestyle select" brand, Radisson Red will have a "forward-thinking focus on design and detail, the customer experience, personal interaction, personal choice and recognition of the increasingly important role that technology plays in facilitating the best of everyday life." The hotel brand will even launch its own mobile app that will allow guests not only to check-in through their phone but order a drink at the bar, food from the deli and manage the environment of their room. Radisson Red will launch simultaneously in 2015 in urban centers in the Americas, Europe, the Middle East, Africa and Asia Pacific. No word yet on whether Taylor Swift will be the brand ambassador.


Not content with AC Hotels, Marriott created an entirely new brand for millennials--Moxy. The first Moxy will open in Milan this summer followed by five more hotels in Europe by 2015. Guest rooms, in addition to functional design, will also feature a floor-to-ceiling "art wall" that will reflect the hotel's city. The public spaces will be dotted with "Plug and Meet" areas with ergonomic seating, writing walls and TV screens for presentations. The lobby will also feature a 24-7 market for snacks and meals on the go, a lounge with healthy continental breakfast options and a bar with wines by the glass and local beer on tap.

If you were born between the years of 1980 and 1995, here are some other hotel brands you might like to put on your vision board: Public Hotels; Ace Hotels; Aloft Hotels; Andaz Hotels; CitizenM Hotels; QT Hotels (Australia); Hotel Indigo; HTL Hotels (Sweden); and ME by Melia Hotels.

[Photos: Itupictures/Flickr, Tommie Hotels, HotelChatter, AC Hotels by Marriott, Radisson Red, and Moxy Hotels]

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