CEO and Project Manager
April 21, 2016
Hotels conclude that millennial travelers want three things: personalized experiences, digital convenience and relevant information on social media.
Call it Canopy by Hilton , Moxy by Marriott or Element by Starwood , traditional hotel chains are catering to the tastes of young adults who have never been in a world without the Internet. Even Best Western , known for its low-cost hotels, has announced plans for a new brand called GLo, which will offer small rooms at rock-bottom prices with free high-speed Internet.
According to Phocuswright research, seven in 10 people ages 18 to 34 took at least one leisure trip in 2014 , and while millennials spend slightly less ($3,217) than older travelers ($3,381), they do ghana email address more spur-of-the-moment travel. Nearly a quarter of Gen Y travelers booked their last trip less than a week before departure, Phocuswright says.
“We view millennial travelers as explorers rather than tourists,” said Brian McGuinness, global brand leader, Starwood’s Specialty Select Brands. “Our Aloft hotels are specifically designed for them.”
Alofts offer free Wi-Fi, work areas around the pool or at the bar, and even a robotic bellhop that appeals to digital millennials , she said. Now, guests who are too busy to talk to humans can order from emoji- infused room service menus by texting a string of emojis with their last name and room number to the Aloft TiGi (which stands for Text it, Get it ).
The pilot program is available at Aloft Manhattan Downtown, Aloft Liverpool and Aloft London Excel, with Aloft properties in Asia to follow.
On the menu are things like a hangover kit of energy water, Advil and bananas for $10; a phone charger for $25; a Surprise Me pack of what the room service emoji menu calls “happy backpack and cool stuff” for $25, and more.
“ If I’m working for work, and it’s late, I want a hotel where the food is good, and delivery is fast ,” said Sherrelle Banks, 28, a communications analyst at Fidelity Investments in Westlake, Texas. “ Clean, nonsmoking rooms are a must .”
