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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.
Lately, we've been very impressed with the stateside appearance of Carlson Rezidor's Radisson Blu brand which has brought cool design (and free WiFi) to the Radisson name. And now there are two more Carlson Rezidor brands to get excited about--Radisson Red and the Quorvus Collection.
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." And boy does technology really play a big role at Radisson Red.
The hotel brand will launch with 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. Even though the M word (Millennial) was not mentioned in their brand description, this is totes the crowd they are going after.
Radisson Red is expected to launch simultaneously in 2015 in urban centers in the Americas, Europe, the Middle East, Africa and Asia Pacific. Whoa. That is a serious roll-out. But it's a smart move because the Millennials are coming! Perhaps, Taylor Swift could be the brand ambassador?