Whether it’s their growing spending power, social media influence or simply sheer numbers, the Millennial populace is profoundly impacting hotel openings and upgrades.
And the side effects appear to be good news for meeting attendees of all ages, as today’s hipper hotels aim to stand out rather than fit in while trying to lure this younger crowd.
They’re accomplishing this by emphasizing a sense of place, better tech connectivity and communal public spaces that encourage togetherness. Throw in a focus on sustainability and it’s hard to knock the apparent Gen Y impact on modern lodgings.
Hilton Hails Gen Y
Hilton Hotels recently has made moves at a number of properties to appeal to Millennial travelers, having launched an entire new lifestyle brand significantly driven by this demographic.
“According to our research, Canopy by Hilton will be particularly appealing to women, Millennials and many other types of guests,” says Jim Holthouser, executive vice president, global brands, Hilton Worldwide.
Some of the Canopy properties’ trademark strengths for the Millennial crowd, according to Holthouser, will include bright and contemporary designs with comfortable rooms and open public spaces; more choice and control with mobile check-in and the ability to choose a specific room from a floorplan map; and touches of local flavor from the neighborhood injected into every aspect of a stay, including a welcoming present and artwork that represents the local community.
The brand will be created via both new-build and converted re-use projects, with properties slated to begin opening in 2015. Key cities and neighborhoods on the current agenda include Portland’s Pearl District, San Diego’s Gaslamp Quarter, Charlotte, N.C.’s Uptown district and Ithaca, N.Y.’s The Commons.
Holthouser adds that Hilton has added Millenial-friendly enhancements in many areas recently, including e-check-in across all brands, allowing guests to check-in from their mobile devices and choose their rooms from a floor plan or list; and the DoubleTree by Hilton brand now testing out a new small meetings concept, where groups of six-to-eight attendees can rent a semi-private area of the lobby at a lower cost than the traditional meeting space.
Intercontinental Gets Intergenerational
While IHG Public Relations Manager Kristal McKanders states that her company’s hotel models aren’t based upon specific age groups, she also confirms that several innovations have been triggered by IHG’s design research on Millennials.
These include the Holiday Inn Open Lobby, which has morphed the front desk, lobby, restaurant, bar, lounge area and business center into one open, cohesive space, while updating the design to give it a more current feel.
Another innovation is Anywhere Check-in, which is currently being tested in U.S. hotels and provides IHG Rewards Club members the option to check in using their mobile phones.
The Hotel Indigo brand’s focus on local relevance, with properties working hand-in-hand with adjoining businesses to eflect neighborhood culture., also aims at Gen Y.
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IHG’s Crowne Plaza properties have also just unveiled a “Next Generation Guest Room” at least partially spurred by Millennial travel habits, which features an innovative headboard that combines with insulated wall panels to reduce noise; a “nook” space that can double as a casual area for small meetings, and a flexible multipurpose work zone; it will begin rollout in 2015.
Naturally Millennial
McMenamins is a family of properties around Oregon and Washington that have taken up residency in whimsical re-use projects transforming everything from former schools to hospitals.
While the company’s director of marketing, Renee Rank Ignacio, says while it might not have been by design, the typical McMenamins lodging has turned out to be Gen Y-friendly in numerous ways.
“We certainly have Gen Y and Millennials booking with us but it’s not necessarily a specific demographic that we’ve tried to create something for,” she remarks. “But I think our philosophy and our places certainly appeal to them—the idea of reuse and renovation, fresh, local, unique. We offer Wi-Fi throughout out locations and even have some unique teambuilding activities from scavenger hunts to beer tasting.”
The group will be launching additional Washington properties soon, in a former 1931 school building in Bothell and a one-time Elks Lodge in Tacoma.
National Impact
Elsewhere, additional brands are taking off, and transforming, with Gen Y influences.
The Seaport Boston Hotel had a recent massive makeover instilling countless Millennial-friendly elements at the 428-key venue with 180,000 square feet of event space; while in Seattle, the Motif hotel remade a former Red Lion into a hip meetings venue with 319 guest rooms and ample event space.
Additional chain offerings aimed at Gen Y, meanwhile, include Marriott’s Moxy brand, Starwood’s burgeoning Aloft properties, Carlson Rezidor’s Radisson Red hotels and Hyatt’s trendy Andaz brand, among many other hotels designed with Millennials in mind. mf
San Diego’s Gaslamp Quarter, Charlotte, N.C.’s Uptown district; Oklahoma City’s Bricktown neighborhood, and Ithaca, N.Y.’s The Commons.
Holthouser adds that Hilton has added Millennial-friendly enhancements in many areas recently, including e-check-in across all brands, allowing guests to check-in from their mobile devices and choose their rooms from a floor plan or list; Hampton and Hilton Garden Inn completely renovating their lobby spaces over the past few years with soft seating, communal tables, and added F&B service; and the DoubleTree by Hilton brand now testing out a new small meetings concept, where group of six-to-eight attendees can rent a semi-private area of the lobby at a lower cost than the traditional meeting space. Carts with projectors, Wi-Fi and food and beverage are delivered to the group to cover all the bases.
Here and There
(Aloft and Andaz info? Moxy?) McMenamins is a family of uniquely appealing historical properties around Oregon and Washington that have taken up residency in whimsical re-use projects transforming everything from former schools to hospitals.
While the company’s Director or Marketing Renee Rank Ignacio says while it might not have been by design, the typical McMenamins lodging has turned out to be about as Gen Y-friendly as can be.
“We certainly have Gen Y and Millennials booking with us but it’s not necessarily a specific demographic that we’ve tried to create something for,” she remarks. “But I think our philosophy and our places certainly appeal to them. The idea of reuse and renovation, fresh, local, unique—not square and run-of-the-mill. We offer Wi-Fi throughout out locations and even have some unique teambuilding activities from scavenger hunts to beer tasting.”
The beer and other libations are another lure, as Mcmenamins handcrafs its own brews, wine, cider, other spirits and even coffee; and the singular settings are also rich with offbeat event areas. And if you’re wondering what’s new with these masters of re-use, they’ll be launching additional Washington properties soon in a former 1931 school building in Bothell and a one-time Elks Lodge in Tacoma.
