Tag: Millennial HotelsView All Tags
With Marriott International working on two new hotel brands aimed at Millennials--Moxy and AC Hotels by Marriott--along with revamping their existing properties like Courtyard By Marriott--it's no surprise that they've got a Millennial prototype in mind.
In a LinkedIn Influencers post titled, State of Hospitality: Ask the Next Gen Traveler, Marriott International CEO Arne Sorenson revealed the prototype and even her fictional name, Jia. Here's how he described this PYT:
No doubt that explains Marriott Hotels recent push to offer both mobile check-in and check-out. (Note: this service is only available at the flagship Marriott hotels.)
Millennials like Jia define “Service” as “Personalization” and they report far more willingness than older generations to allow access to their personal data when they feel they receive a tangible benefit in return.
Global brands now have the advantage of collecting a tremendous amount of data on travelers. Jia expects that brands will know that she likes a room with a view, one that ends with her lucky number. She wants them to be as technologically-savvy as she is, so she can check-in and checkout with a single press of her thumb.
Millennial Hotels / Tommie Hotels / Virgin Hotels / Radisson Red / Moxy Hotels / AC Hotels by Marriott / Hotel News / → All Tags
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. Tommies 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.
Moxy Hotels / Hotel News / Hotel Hype / Marriott Hotels / Airport Hotels / Millennial Hotels / → All Tags
Just a few weeks ago we heard that Marriott's new brand for Milennials, Moxy Hotels, would be opening its first hotel in Milan this August, with five more locations to open by 2015. Today, we know exactly where those new hotels will be. And if you like airport hotels, then you should be psyched.
· MOXY Milan Malpensa Airport: 162 rooms, located at Terminal Two and scheduled to open in August, 2014
· MOXY Munich Airport: 317 rooms, located approximately five minutes from the main terminal and scheduled to open in spring, 2015
·MOXY Berlin Ostbahnhof: 190 rooms, centrally located near Ostbahnhof train station and scheduled to open in spring, 2015
·MOXY Frankfurt Gateway Gardens: 305 rooms, located approximately five minutes from Frankfurt Airport and scheduled to open in summer, 2015
·MOXY Berlin Airport: 266 rooms, located at the new Berlin Brandenburg Airport and scheduled to open in autumn, 2015
·MOXY Oslo Exporama: 229 rooms, located approximately 15 minutes from both the airport and city center and scheduled to open in autumn, 2015
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Stockholm-based Scandic Hotels gave itself a great 50th Anniversary gift last year, announcing the launch of a spinoff brand for a new generation of traveler (ahem, Millennials)-- HTL Hotels.
The first hotel under the new flag, HTL Kungsgatan, is scheduled to open this May with 274 rooms in Stockholm. The concept is simple-- provide an affordable, Nordic-mod (we just made that up), digital and mobile friendly, urban accommodation that leaves out what you don’t want anyway.
Nordic Hotels has long been technology driven, and we congratulate Scandic for receiving “the digital winner” award earlier this month (HSMAI European Award) for their on-line check out system.
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Holiday Inn has kicked off a new multi-million dollar advertising campaign today called "Change Your View" and judging from the new 60-second commercial, the hotel chain is trying to reach a whole bunch of different groups--families, millennials, and business travelers.
Indeed, Holiday Inn says they wanted to "reintroduce an iconic brand to a new generation of guests who are not as familiar with the Holiday Inn brand offering today." So what exactly is Holiday Inn offering today? According to the new commercial--pretty much everything from swimming pools to fitness centers, workspaces (powered by free WiFi), lobby bars and restaurants, and fire pits for late-night socializing. The spot even suggests that the rooms might even be conducive for sexytime. (Watch the look the lady gives her hunky lover from the bed at the :44 mark.)
The campaign will be airing across the U.S. in 15 major markets so you'll be seeing a lot more of the "Change Your View" ads. We just wish the ad could have changed the view from our last Holiday Inn Express stay in NYC.
Courtyard by Marriott Hotels / Hotel News / Marriott Hotels / Business Travel Hotels / Millennial Hotels / Hotel Design / Hotel Renovations / The Millennials / → All Tags
This ain't your daddy's Courtyard by Marriott Hotel!
Back in 2008, Courtyard by Marriott rolled out an entirely new lobby concept that drew guests out of the guestrooms and lured them downstairs to hang out at the Centro bar, nosh at the Bistro cafe and socialize anywhere else there was comfortable seating, which was pretty much everywhere.
From the media pods to the GoBoards which show off news, traffic reports and other pertinent info for business travelers to the almighty free WiFi, Courtyard's lobbies are now sought out not just by business travelers but by digital nomads like ourselves in need of a place to work and a bite to eat. Ok, and maybe a glass of wine too.
But it was only a matter of time before the Courtyard guestrooms would be expected to up their ante. And that's just what happened.
According to Janis Milham, Vice President and Global Brand Manager for Courtyard, guests started to talk of a "disconnect" between the forward-thinking lobby layout and the somewhat traditional guest rooms. So while Courtyard introduces new room protoypes every six years, it became clear that the next renovation of Courtyard rooms had to match what was happening downstairs.
It also had to grab the attention of the next generation of travelers. Yup, you got it--the millennials, who everyone is courting these days including Marriott's other brands, AC Hotels by Marriott which are coming to the U.S. next year and Moxy which will open in Europe.
So what does this next generation want from a hotel room? Well, after a lengthy design and testing process, which Milham said took about a year and a half, Courtyard is ready to show off its Gen Next guestrooms. We were able to peep an actual room prototype over the weekend and here's what we learned:
AC Hotels By Marriott / The Millennials / Hotel News / Marriott Hotels / Brian King / Millennial Hotels / → All Tags
Marriott Hotels announced today that they would begin importing their stylish European select service brand, AC Hotels by Marriott into the U.S. and the rest of the Americas, specifically targeting the Generation X and Y travelers aka The Millennials by offering design-forward public spaces and guestrooms at affordable prices. Oh yeah, and with free WiFi too.
Marriott first acquired the Madrid-based AC Hotels from its namesake and designer, Antonio Catalan, back in 2010. Marriott then rebranded the collection as AC Hotels by Marriott and have since grown the collection to about 80 hotels across Spain, Portugal, Italy and France.
The American incarnation of AC Hotels by Marriott will stay true to Catalan's design aesthetic which Brian King, global brand officer for Marriott's endorsed brands, described as "sleek sophistication" with open metal closets and an unusual bath experience. The decor will be a tone-on-tone palette of warm greys and soft charcoal and which King likened to a "beautiful, nicely tailored, gray business suit with an interesting tie." While the design may have a European sensibility, guestrooms will include more American amenities such as full-sized beds, hard-surfaced flooring and lots of outlets and USB ports.
Yet the heart of all AC Hotels will be found in the lobby downstairs.
Hotel News / Tommie Hotels / Commune Hotels / Thompson Hotels / Niki Leondakis / Jason Pomeranc / Hotel Hype / Millennial Hotels / The Millennials / → All Tags
Commune Hotels & Resorts have finally unveiled the name of the long-awaited, “value-conscious” spin-off brand to Thompson Hotels. That would be TOMMIE. As you can probably tell from its name, Tommie is going after the hottest demographic right now, The Millennials (aka younger folk.)
The brand is described as being “borne from the savvy of Thompson Hotels and the playful approachability of Joie de Vivre, defining utilitarian chic." In case you forgot, Thompson merged with Joie de Vivre to form Commune. This is the first brand from the merged companies. Here’s what proud father, Jason Pomeranc, had to say about the new addition to his Thompson family:
“Tommie is about stripping away the non-essentials to create a functional efficiency. Everything is beautiful, but also has a purpose,” said Jason Pomeranc, co-chair of Commune Hotels & Resorts and founder of Thompson Hotels. “We are creating hotels that will appeal to youthful, design savvy, connected, and discerning travelers seeking responsible and immersive experiences. Tommie will be a choice, not of economy but of desire.”
So what's there to "desire" about Tommie? Hint: It begins with Wi and ends with Fi! Keep reading to find out!