Simon Sinek is a communications consultant who lives in Manhattan - at least when he?s not traipsing around the country on business. In just one month, he will have traveled to five different cities, from Atlanta to Seattle, and spent a considerable amount of time in hotels.

When clients pay for Mr. Sinek?s accommodations, they tend to book him at the higher-end hotels, which are nice, though he barely takes advantage of all the luxury amenities they offer. He is more cost-conscious when traveling on his own dime, yet unwilling to stay in a mere roadside motel.

Mr. Sinek, who is 33, fits the prototype of a guest being courted by an increasingly competitive, moderately priced sector of the hotel industry: the business traveler 25 to 45 years old. Major hotel companies like Marriott International and the Hyatt Corporation say they have done extensive research into the lodging preferences of this demographic group. Of equal importance to these guests are contemporary design, up-to-date technology, easy access to clients and social activities, as well as a moderate price.

Other brands making headway in this segment are Hilton Garden Inn by the Hilton Hotels Corporation, Aloft by the Starwood Hotels and Resorts Worldwide Corporation and Hotel Indigo by the InterContinental Hotels Group.

Get the full story at The New York Times