Traditional hotel chains are targeting young travelers through “customized experiences, digital convenience, and relevant information on social media.” Millennials have major wanderlust, and their expectations for traveling are not like the generations before them. Almost 25% of 18-34-year-olds booked their last trip a week before they departed, and hotel brands are viewing them “more as explorers than tourists.” Apart from offering free Wi-Fi, hotels are offering emoji room service, local craft beverage events, and music-related loyalty programs. With 44% of Millennials booking hotels through their phones, mobile capabilities are key. (The New York Times)
