The industry has caught on the new type of millennial consumers a few years, creating all sorts of flashpacker accommodation (think Generator), hyper-efficient hotels with an activated social space (like Citizen M) and various attempts to integrate concepts that appeal to a younger demographic (see aloft, penta).

Some brands have succeeded in fostering a vibrant community space, including the likes of The Standard. However, these brands are by and large focused on cities, drawing in the urban dwellers and their spending power. What about resorts?

In Asia, the resort space is largely divided into independent hotels that thrive on wholesale or OTA bookings, big box brands with cookie cutter offerings and luxury villa resorts. The latter rely on honeymooners or families, the big boxes focus on rooms sales and the independent ones just get by.

Enter: the beach club – several concepts have elevated themselves from the hype of a beachfront pool with DJ to accommodating guests (Potato Head being one example). At the other end sits the W Resort & Spa Seminyak -an open air nightclub with rooms.

What do any of these offer? Either tranquility or a high energy environment for those seeking that once-a-year (or twice) escape from their daily urban grind to recharge one way or another. Maybe cool is out of date now, yet Millennials just want to chill around – and they are not getting younger. Capturing this trend, LePirate caters to the flashpacker audience on a shoestring budget. How about something more upscale?

Travel is evolving as are consumer preferences. Resorts have to think about activating their space. Some luxury resorts bring in DJs or special performers once in a while mirroring the lifestyles of their guests at home or in cities. Many larger resorts have been hosting some kind of cultural performance (during dinner for example) to make resort life more interesting, devoid of authenticity.

So where are the pioneer brands of urban lifestyle when it comes to resort living? The Sala brand in Thailand has made headways in this space and Veranda is going in the same direction. Those are owner-operated platforms that dedicate much time to ‘get it right’. Is that on the table for any other operators or brands? Great opportunity abounds in this space for a brand to lead the change like W did.

After all, life is a beach - it should be well lived!

Daniel Voellm, Managing Partner HVS Asia Pacific, MRICS