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  • A design-led, digital aesthetic will characterise the new Millennial-focused hotels
  • A design-led, digital aesthetic will characterise the new Millennial-focused hotels
    Marriott Hotels (2013) ©
CASE STUDY

How Marriott Hotels are checking-in with the self-sufficient generation

The traditional hotel star rating doesn't work for Millennials, but Marriott International is rethinking their business model in a $60m rebrand that focuses entirely on the Gen Y mindset.

Location Europe / North America

Scope
The traditional hotel star rating doesn't work for Millennials. They demand good value with high quality bedroom fittings, but are willing to compromise on space, facilities and location – a mindset that doesn't fit into any existing 'star' category.

In order to capture the interest of these discerning travellers, one of the world's top hotel chains is rethinking their business model in a $60m rebrand that will make Millennials the “dominant customer segment for the next 20 years”. [1] Focusing on three key areas, Marriott International's rebrand will include their 'Travel Brilliantly' campaign, the acquisition and ...

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