This rapidly growing segment, the Millennials, as they are
known, are expected to represent 50% of all travellers
by 2025. Their focus is on exploration, interaction, and
emotional experience and many brands in the hotel
industry have realized that they need to rethink the service
they provide to accomodate these dimensions. Millennials
expect a greater link between tourism services and their
everyday life and as a result many new hotel brands are
arising which try to provide precisely this experience (e.g.
Radisson RED, Moxy by Marriot, Tommie, AC Hotels, Hyatt
Centric, Hilton’s Canopy, etc.)