What do millennials want in a luxury microhotel? Everything and more!
Eighty-three million strong and born between 1982 and 2000, Millennials represent about a quarter of the population. According to Millennial Marketing, “The Millennial traveler already accounts for more than one-third of the world’s hotel guests, with the predictions that this will reach more than 50 percent by 2020…Key attributes like design, authenticity, experience and technology and perceived value are imperative for attracting the digitally savvy and demanding Millennial traveler.”
The Millennial mindset
Seemingly everyone wants to make a statement these days, but Millennials view what they do and where they go as a reflection of who they are – their personal brand. They need to relate to a good or service, not simply consume it. The philosophy behind a product and the lifestyle it represents needs to reflect their values and aspirations.
What that means for microhotels
When it comes to hotels, a comfy bed and complimentary high speed internet are obvious must-haves. But Millennials want more from their luxury microhotel. They demand an experience and a certain ambiance and authenticity that’s organic to the locale and the space, seamlessly interpreted and integrated.
The microhotel needs to feel natural, functional without being fussy or austere, and should envelop their senses rather than assault them. Millennials crave connection on an emotional level.
The new luxury microhotels are a destination: more than a place to stay, they are the place to be, embodying the art of being cool without being pretentious. No small task!
The key features
“If you want to woo a millennial, technology, functional space and communal design are clearly the way to go,” says Sufiyeh Hadian of The Sybarite.
Just a few of the must-have features of the luxury microhotel:
- Small rooms that are minimalist but not barren, outfitted with custom-made furniture and decorated with local artwork or cool artifacts. Instead of a desk, a table that can be moved near the bed so that guests can work in a more comfortable and relaxed space.
- Connected is key: rooms need tons of outlets, so multiple devices can be charged anywhere, not just at the desk.
- Unique and inviting bars, restaurants, and lobbies that incorporate the local culture – think locally sourced ingredients and local artists – or in some way benefit a cause or have social relevance.
- 24/7 workout room
- Build your own breakfast bar
- Mobile check-in and room selection, mobile room key, mobile check out
One of the most important details in a luxury microhotel is the furniture. It needs to be crafted but contrived, functional yet fun, understated yet understood. It’s that “je ne sais quoi” that when you feel it, you know it!
Leading by example
New York City hotels like Yotel near Times Square, with its “cabins,” and the Arlo Hotels in SoHo and NoMad exemplify all of these concepts. In our humble opinion (maybe not so humble, since we had a hand in it), the Arlo NoMad in particular perfectly captures the Millennial vibe: playful, efficient, inspiring and relaxing. And the sweeping 360-degree uptown and downtown views from the rooftop bar are pretty amazing!
With the growing number of Millennials traveling for work and pleasure, and their unique requirements for where they stay, the reinvention of the microhotel will continue to bring exciting changes in the hotel industry.
At Beachwood Custom, “We’re not just making furniture, we’re opening hotels,” says founder and CEO Dan Ryan. We have the creative vision to adapt to and interpret changing styles and trends and the in-depth understanding of our clients’ goals and constraints, we will do whatever it takes to make your project a success. Contact us to find out what we can help create for you.