Moxy, AC, Hyatt Centric, Radisson Red, Canopy, Tru, Indigo, Aloft…what do those names have in common? They’re all new hotel brands, aimed straight at the biggest growing market: The millenials, born between 1980 and the early 2000s.
These travelers are young, but starting to travel more on their own or for business, have lots of money as a group but not yet that much individually, and are, by most measures, interested in “local” and “authentic” more than than in comfort and sameness.
In the U.S., almost a third of the U.S. population falls into the category, and may have the kind of effect on many areas of business that the baby boom generation had in its time. But the big question is, what do they actually want?
A Carlson official responsible for “branding” of Radisson Red told USA Today that “When we designed the brand, we spent a lot of time researching and understanding Millennial consumers and what their likes are…Millennials are looking for a new experience, a sense of discovery.”
But only time will tell whether that means artisanal breakfasts or a minibar full of Twinkies and M&Ms, fusion cuisine menus or hot-links to GrubHub, big-time sound systems, or Chromecast. A lot of money is riding on the answers. For an interesting assessment in USA Today, click HERE
