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The challenge for hotels, as for any business these days, isn’t just finding ways to appeal to a new generation of customers. They also must attract a new generation of employees. That entails everything from figuring out how to penetrate the ideal candidate’s digital defenses to get on their radar to countering digital landmines such as bad reviews on Glassdoor.

Urban hoteliers are using technology, multi-functional furniture and innovative designs to reduce room sizes and boost profits all while catering to millennials’ preferences

The size of some hotel rooms is shrinking, and nobody’s complaining. Design is taking a cue from the expectations of today’s guests, who happen to be millennials. Those who claim to understand their preferences say that things previously considered to be necessities are no longer used.

Guests’ Instagram posts mentioning or featuring your hotel can be one of your most potent marketing assets. Not only are they free, but like all user-generated content (UGC), Instagram posts can provide valuable third-party validation of just how great your hotel is.