Hotels as We Know Them Are Changing as Major Chains Cater to Minimalistic Millennials
Jennifer Billock March 31, 2015
Major hotel chains are trading luxury for technology in an attempt to meet the needs of millennials with unique new brands.
At 74.8 million strong, millennials are one of largest population subset in the world, and with that sizable subset comes a unique set of needs and desires for hotels. By and large, millennials don’t seem to care about luxury. They want a functional room with modern amenities and without all the frills of a full-service hotel. Common areas, technology and accessibility are top-of-mind for these savvy travelers.
To meet the growing demand for alternative hotels, brand giants are creating new, innovative properties. Names like Virgin Hotels, Moxy by Marriott, AC Hotels by Marriott and Canopy by Hilton are entering the hospitality world, specifically designed to give millennials what they want.
Forget concierges and front desks. The new millennial-driven world of hotels has check-in kiosks, keyless room entry and luggage robots. Full-service restaurants are on the way out, replaced by healthy to-go food in the lobby or 24-hour cafeterias, like at CitizenM. Business centers are nixed in favor of meeting places with technology benefits, comfortable furniture and communal tables. And the rooms are overall smaller, with multi-function furniture and unique design, such as sliding doors separating the bedroom from the rest of the room at Virgin Hotels. The more cutting-edge properties allow everything to be manipulated via app, including check-in, room entry, temperature and lighting.
Prices for rooms are lowered in response to the less-lux amenities as well. The typical rate for hotels of this ilk ranges between $150 and $200 per night. That rate includes the benefit of location, too, as most of these hotels are located in downtown areas close to nightlife.
[Photo: Moxy by Marriott]
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As a 30 year-old living on the millennial borderline, I don't see these preferences being specific to the generation. Young people are more independent, tech-savvy, and don't mind being cramped. As people age, they want to be pampered (by humans) and have room to spread out. I'm sure that young people's taste in hotels has always been "I just want a place that's functional and affordable".
I think I qualify as a millennial but I hate these brands and refuse to stay in them. I want luxury. I want a well-appointed large room with soft lighting, large, comfy seating, a soft bed, a well appointed bathroom, etc. I want a good full-service restaurant (and yes, a nice urn of coffee in the morning for the taking in the lobby). I want a concierge to handle my reservations. I want to be greeted, not sent a key via an app.