Hotel Brands Emphasize the Importance of the Millennial Traveler.
By Melanie Nayer ~ Weekly Exclusive - Views On The Latest Trends
Wednesday, 18th December 2013
Exclusive Feature:Seems the 'next generation' is making more than just an impact on the future of social security and retirement funds.

Hotels brand around the world are starting to maneuver a little more towards millennials, another sign that this generation of travelers is crafting a new generation of hotel concepts.

Earlier this year, Marriott International announced the launch of their new hotel brand, Moxy, aimed at the millennial traveler, and just last week, Hilton announced it will launch a new hotel in 2014 aimed and the affluent, young traveler.

Hilton's Chief Executive Christopher Nassetta told the Wall Street Journal that this new "lifestyle" brand will compete with W Hotels, one of the first hotels to launch from Starwood Hotels & Resorts Worldwide that focused solely on the younger travel market. There are no additional details about this new Hilton brand, or when Hilton might consider opening them, but another hotel group is already readying their doors for the millennial traveler.

Marriott International's Moxy hotel is planning to launch at Milan's Malpensa airport in 2014 and in Heathrow in 2015. The first of its Moxy properties, the Milan Moxy hotel will be the first of 150 Moxy hotels scheduled to open in the next decade.

Marriott announced the new brand earlier this year, with a focus on the Millennial traveler. The difference between Moxy and Hilton's potential Millennial travel brand is the budget: according to Marriott execs, Moxy will be catered to the budget traveler.

The Moxy brand is being developed in conjunction with Inter Hospitality, which is Ikea's property division. Other confirmed Moxy properties include Oslo, Liverpool, Brussels, Dublin and more.

With Moxy on the way and Hilton in the wings, there's a lot aimed at the Millennial traveler. The question is, will the Millennial traveler be appeased, or will they want more?

This is strictly an exclusive feature, reprints of this article in any shape or form without prior written approval from 4Hoteliers.com is not permitted.

Melanie Nayer is a hotel reviewer and expert on luxury travel around the world. She has covered all aspects of hotels including corporate restructures, re-branding initiatives, historical aspects and the best of the best in luxury hotels around the world.

Melanie writes a weekly exclusive column for 4Hoteliers.com
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