Still, J.D. Power and Associates' annual survey of North American hotel guests found that Millennials aren't necessarily less loyal to hotel brands. The percentage of Millennials who said they're highly committed to a brand was 27%, compared with 25% of travelers of other generations. "If you treat a Millennial traveler well and take them seriously, take their concerns seriously, you can have the Millennial traveler for life," says Rick Garlick, global travel and hospitality practice lead at J.D. Power. "They absolutely represent a great opportunity for a hotel company." The survey, now in its 18th year, is based on responses gathered from more than 67,000 guests who stayed in hotels in North America from May 2013 to May 2014. Get the full story at USA Today Read also "The secret to millennial loyalty? Service" at Hotel News Now