The good news for hotel owners is that adults born after 1982 are an altogether different type of customer than the serious, briefcase-toting generations that proceeded them. Studies show millennials love to travel and spend. Sybaritic and mobile, they already make up 50 percent of hotel bookings. Aged between 18 and 30 years old, they average twice the number of business trips as colleagues who are over 45 years old. Millennials throw down more on room service, and they are markedly inclined to make the most of their business trips. According to a survey by Chase Card Services, nearly half of millennial travelers described their attitude toward staying in hotels as “indulging in luxury services,” compared to nearly three-quarters of travelers between the age of 50 and 67 years old who viewed keeping an eye on their budget as more important. The bad news is that millennials are “meh” on the traditional hotel experience—and the window for brands to win them over is shrinking fast. For the marketers who have been hired to make Marriott Hotels, the signature brand of Marriott International, cool again, this is the moment in Grease when Olivia Newton-John needs to go from prudish-girl-next-door to teased-hair temptress. Except temptation in terms of 2014 hotels has nothing to do with high heels and spandex, instead it’s all about gadgets, design, healthier lifestyles and customer empowerment. Marriott Hotels’ “Travel Brilliantly” campaign, launched in June 2013, asks millennials to “co-create” the future of travel. Recognizing a millennial need for approval, ideas are publicly celebrated. A recent suggestion that Marriott Hotels help save the honeybee by installing beehives on its roof was deemed “brilliant.” Other, more practical suggestions such as mobile apps are rapidly piloted and, if successful, rolled out to the entire chain. Get the full story at Forbes