Major hospitality companies are rolling out new specialty chains that focus on appealing to the millennial generation.
The new specialty chains are being referred to as “lifestyle” brands. While some of the major hospitality corporations are offering amenities such as high-tech lounges, locally inspired services and grab-and-go meals, others are aiming to appeal to the diverse traveler who not only want affordable, modern spaces, but also luxury without the hassle.
In September, the Marriott introduced Moxy hotels in Milan. The website reads, “It’s just like home, but with a bartender.” It continues, “Forget what you know about budget hotels. At the Moxy, we’ve ripped all that up and started over. We kept premium comforts, convenient services, and, made it chic, modern, with a vibrant social scene. Because why shouldn’t you have it all? (Hint: You should.)”
Understanding the next-generation includes those aged from 18-35, who are immersed in social media, the hotel’s site include a digital guest book. With the hashtag #atthemoxy, guests can upload an image to Instagram with the hope their photo may appear in the digital guestbook. In addition, having conducted research, Marriott found out what this particular generation need most. As the site states, “We had some of the best design teams find out what people love most, or could live without, at a hotel. Turns out most folks never use their closets. So, we kept some room for your stuff, but made more space for a sweet 42” TV and an even sweeter bed.” The staff keeps freshly brewed coffee available in the lobby so guests no longer have to do it themselves. Let’s not forget there is also a full-service bar.
Marriott plans to introduce more than 100 Moxy hotels around the world in the next decade. Cities include Munich, Frankfurt, Berlin, Copenhagen and London. In the U.S., upcoming locations include Manhattan, San Francisco, Seattle, New Orleans and Chicago.
In addition to the Moxy, the Marriott also debut the AC hotel brand to the U.S. The AC hotel brands will cater to the millennial entrepreneur and will reflect a clean European style. The traditional business center has been replaced with social lobbies where guests can work and play. Rooms will be equipped with the latest technology.
In December, AC hotel New Orleans Bourbon opened its doors and this month an AC hotel will open in Washington, D.C. Next month Miami Beach, and in May Chicago. More than 50 additional AC hotels are scheduled to open over the next three years throughout the U. S. and Latin America.
Other hospitality brands scheduled to introduce hotels that will cater to the next generation are Hilton, Hyatt and Carlson Rezidor.
(Photos via Moxy)
