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Brief Published: 10 Nov 2014

New Hotel Brands Tap Millennials

Canopy's Rise and Dine Breakfast

As explored in Hotels & Millennials, major brands are developing new concepts that target Gen Y. In line with this, global hotel chains Best Western Hotels and Hilton Worldwide have announced the creation of two new lifestyle brands that aim to tap into this lucrative market.

Hilton Worldwide's new lifestyle brand Canopy by Hilton, set to open in 2015, aims to redefine traditional food and beverage through convenient and flexible dining options. The chain will offer a free artisanal breakfast featuring fresh, local ingredients and a café that will serve both made-to-order and grab-and-go options. Meanwhile, dynamic communal spaces will offer room to work and socialise, and wi-fi – a key requirement for millennials – will be available throughout.

Similarly, Best Western has announced the launch of Vib, a new brand that will focus on convenience, technology and social engagement. The hotel will include services such as 24/7 grab-and-go dining stations, a Zen Zone in the lobby for relaxation, gaming pods and 24-hour fitness centres.

A study conducted by US-based Chase Bank earlier this year found that 57% of millennials wish to meet other guests staying in their hotel, and favour better-equipped public spaces. It also revealed 97% of millennials post on social media while staying in a hotel, and require unlimited use of the internet. Read more about innovative public spaces in hotels in New Travel Tribes, Transformative Hotels and How to Make an Entrance: New Lobby Concepts.

Hotels are rethinking traditional services in order to provide supportive, personalised and lifestyle-specific amenities. For more on this, see Future Service: Responsive Hotels.