Accommodation services are adapting to the new generations, who have become eternal seekers of ideas or experiences that allow them to live and travel with a purpose where the luxury is no longer the spaces, but what can be done in them. This is confirmed by new research from FutureBrand Speck, which interviewed 250 travellers to better understand how to attract and retain guests; the results were very different for different generations.
According to the Tecno Hotel website, young people are willing to pay for technology and wellness or general wellness services when they are well integrated into their hotel experience. They also appreciate fitness and wellness offerings during their stay more than older generations; in fact, “they prefer them 1.5 times more than guests aged 40-55 and 2 times more than those aged 56 and older“. In addition, they want the same experiences in the hotel that technology allows them to have at home. “67% ask for the same video streaming services, while 52% crave Smart TVs in the hotel room so they can connect to their Netflix or HBO accounts.”
Travel and tourism journalist Marta Sader wrote a report on the requirements of Millennials for Traveler magazine that any hotel, no matter its style, should offer this generation of travellers a fast and stable internet connection, as well as a good amount of plugs and USB ports strategically placed for the comfort of guests without losing the decorative style. “Why not a Smart TV in every room, so we can watch Netflix on a screen designed for watching movies rather than on our mobile? What about a hotel app that tells you what you can do in the city each day and allows you to book a spa appointment… or buy tickets for a show? What about a staff that uses social media as a form of communication, not just window dressing?“
Despite the fact that this addiction to technology is not the healthiest thing to do, for young people, green programmes or initiatives are very important; in fact, Sader points out that “we also ask to be served local products whenever possible, and even better if they come from crops that respect both the environment and their inhabitants. All of this ultimately results in healthier menus, made with real ingredients“. Above all, Millenials look for an escape valve from routine, a source of inspiration and self-knowledge in every trip, “we travel to live experiences that are tattooed in our minds and stay with us until the end. That’s why we don’t ask a hotel to be just a place to sleep: we ask it to be a place to dream. A space that allows us to experience what is impossible on a day-to-day basis“, says this globetrotter in her writing, ending with the reflection that accommodation should “inspire us to be better, happier, and that it accommodates our loved ones so that we can share our discovery (pets yes, thank you). It should be a before and after in the way we live and see the world“.
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Millennial hotels around the world
Daniel Hotel (Viena)
It’s young, stylish, affordable and has polished concrete spaces, with art pieces here and there. The Daniel is classy, hipster and urban-spirited with staff who know all about Vienna’s nightlife.
Urban Cowboy (Nashville, Estados Unidos)
Like a modern western, this cottage is full of wood, taxidermy, Navajo prints and the shabby walls that any Instagramer is looking for.
ACE Hotels
ACE Hotels, in the United States and Panama, pioneered the Millennial vibe a few years ago. Back then, they saw the potential of untreated wooden tables, retro chic, non-stop WiFi and personalised rooms. Today they are still hype in cities like New Orleans, Pittsburgh, LA, London, Palm Springs, New York, Portland, Seattle and Panama.
Ushuaia Beach (Ibiza, Islas Baleares)
“For compulsive instagrammers. For those who wake up in a bed that is not their own and for those who continue sleeping until late in the afternoon. For exhibitionists. For provocateurs”. It’s quite a statement of intent at the Ushuaia, with details such as Xbox in every room, touchscreen restaurant tables, Facebook sharing technology using just your fingerprint and a list of concerts and parties that will make you cry… with joy.
City Hub (Amsterdam, Países Bajos)
It has a reception and a digital bar, as well as an app with which you can get to know the city or contact the rest of the hotel guests using the brand’s own chat.
Renaissance New York Midtown (Nueva York, Estados Unidos)
The interior is filled with screens, motion detectors, projectors and 3D cameras, so that the walls appear to be “alive” reflecting images of local artists’ work or information about the hotel and the area. There is, of course, no receptionist.
Moxy Hotels
It is the Millennial brand of the Marriotts, and their lifts are full of all kinds of accessories to take a photo. In this way, they fulfil two of the objectives of this social group: not wasting time and broadcasting their existence in real time.
