The next generation of hotels: Brands adapt to Generation Y


The Millennial takeover is upon us as hotel brands adapt their strategies to cater to the next generation of consumers, and the hospitality industry is no exception.

Wild Wadi Waterpark - Tantrum Alley with Dubai Skyline View

Long established brands such as Marriott International and Hilton Worldwide have received plenty of media attention surrounding their current transformations to engage the world’s most hashtagged generation.

With annual investment sales growth up 56 percent for hotels around the world, many of the major hotel brands are thinking now is the time to make changes to stay on top of the changing marketplace.

There has been a surge of activity in the market, and with that activity comes the perfect opportunity to make necessary improvements to ensure that these hotels can fulfill Millennial demands. Now is the time for the hospitality industry to evolve and adapt, and so far, hotel companies are rising to the challenge.

Functionality tops fluff

Luxuries that once appealed to all travelers are no longer as attractive to Millennials. Instead, ease of convenience and instant gratification are the focus of this generation.

No-frills technology plays a big role – the availability of check-in options, including advance check-in from your smartphone, an abundance of WiFi hotspots and keyless room entries are essential to the satisfaction of millennial guests.

Not only do the big name hotel chains have to worry about competing with modernized boutique hotels, Airbnb has proved to be a popular platform with Millennials, creating real competition to traditional hotels. Unique accommodations and down-to-the-detail preference options allow users to customize exactly where they stay.

Generation Y places a large emphasis on convenience. With intense competition from   various sorts of providers, Millennials are not demonstrating very much loyalty to brands. It’s critical that hotel brands provide an appealing environment as well as select and desirable services. It’s now more about the total experience and not just a stay.

Along with practical amenities, Millennials seek reasonably priced rates with a neighborhood-like feel to the atmosphere. For example, Canopy by Hilton offers locally inspired design, drinks, music and food. Guests are offered local perks ranging from jogging routes to welcome gifts from local businesses. This modern take on luxury allows millennial guests to feel valued and comfortable, adding to the overall lodging experience.


With the rise of photo sharing apps like Instagram, Millennials are looking for experiences that they can document on social media platforms. It is now necessary for hotels to create an ambiance that is not only inspiring but is worth sharing with the guest’s network.


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