HOTELMARKETING.COM

New hotel brands target next-gen business travelers

May 06, 2008 | Hospitality Industry

The hotel industry continues to reinvent itself to accommodate the ever-changing face of the business traveler. These days, the revamp is targeting younger travelers for whom technology is indispensable.

During the past 38 months, a total of 38 hotel brands have been introduced, according to PricewaterhouseCoopers hotel analyst Bjorn Hansen. Of those brands, 20 are in the luxury segment, 12 upscale, three extended stay and three midscale.

At the same time, some companies now allow employees to stay at hotels of their choice for a per diem rate, Hansen said. “The traditional way was to have contracts with hotels or hotel companies, but more and more companies are putting aside those traditional arrangements,” he explained. “Instead, the travel management department is allowing people to make their own choices by setting up a per diem.”

When making choices, younger business travelers want brands that pamper, fit their lifestyles and offer a unique hotel experience—rather than seeking comfort in traditionally familiar brands. Therefore, hotel companies are creating new brands that offer guest amenities uncommon in most big-named brands, including sleek flat-screen desktop computers located at the bar.

Get the full story at travel.management

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