Triple Pundit: Marriott To Tailor Sustainable Hotels To Millennials

Triple Pundit: Marriott To Tailor Sustainable Hotels To Millennials

Rooms have been reworked to appeal to the sensibilities of a new age demographic.

Triple Pundit
  • 11 june 2013

At a conference in Orlando last week, Marriott International executives had a message for some three thousand general managers of the company’s hotels. From now on, said the executives, Marriott would be tailoring its hotels – and its marketing efforts – toward Millennials, the generational cohort that represents the future of the hotel industry’s customer base.

“These Millennial travelers will be our dominant customer segment for the next 20 years,” said Janis Milham, global brand manager for Courtyard, Marriott’s 30-year-old brand for business travelers.

Hotel rooms have been reworked to appeal to the design sensibilities of younger travelers. Lobbies, often treated as little more than a conduit for ferrying guests from the front desk to their rooms, have been made more welcoming and communal, with Starbucks cafes, free WiFi and bistros that serve small plates and plenty of booze.

Marriott even announced this week that it was importing AC Hotels – the chic, design-focused, ultra-European hotel brand – to North America to snatch a larger slice of the multi-billion dollar market of trendy travelers born after 1980.

And Marriott knows that Millennials care about more than sleek design; they care about sustainability, too.

“Today what’s different, I think, between Boomers and Millennials, is that there’s convenient green and real green,” says Brian King, Marriott’s senior vice president of global brand management. “The Millennials,” he says, “especially the younger Millennials, are super sensitive about green.”

Still, Millennials’ “super sensivity” might balk at the size of Marriott’s environmental tread, a footprint so colossal that it must be measured in the millions of units. In 2011, for example, Marriott’s more than 3,800 hotels emitted the equivalent of nearly 3 million tons of carbon dioxide, consumed more than 53 million cubic meters of water, and burned more than 6 million megawatt hours of energy, according to the company’s sustainability report [PDF].

Some industry experts have wondered whether the type of hospitality expected at upscale hotels fundamentally undermines efforts to go green. According to a report from the International Hotel Management School at the Breda University of Applied Scientists, “a significant portion of the hotel industry leaders is indeed skeptical to applying environmentally friendly practices in a hotel setting.”

Continue reading on Triple Pundit

Original article by Harry Stevens. Originally published by Triple Pundit, republished with kind permission.


Flower Pencils Create Cherry Blossom Petals When Sharpened

Arts & Culture
Technology Today

Fragrance Will Release The Smell Of Data If Your Private Information Is Being Leaked

The device is designed to create a physical cue for the potential dangers lurking online

Retail Today

LYNK & CO Is A New Auto Brand That Promises Mobile Connectivity On Wheels

Online access and mobility sharing are driving the company to disrupt the auto industry


Get PSFK's Related Report: Future of Automotive

See All
Gaming & Play Today

Nintendo’s New Console Pushes For Portable Gaming

The Switch allows gamers to seamlessly play on the go by themselves or with friends

Entertainment Today

Speaker Displays Song Lyrics As Music Is Played

The device is able to generate the graphics on a translucent screen and retrieve the words from a connected database

AI Today

Travel Assistant Scans Your Emails To Make Planning Easier

This AI add-on will sync with your inbox and sends reminders to make sure you don't miss anything important

Millennials Today

FOMO Survival Kit Helps Millennials Cope With Social Anxieties

The satirical product is meant to be a playful diversion for people who feel like they are missing out


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed Yesterday

Wearable Tech Expert: Designing Technology To Empower Connection To Ourselves

Billie Whitehouse, Founder of Wearable Experiments, shares her new vision for the quantified self

PSFK Labs Today

PSFK Picks: Top 5 Performance-Enhancing Wearables

Our new report looks at innovations pioneering the future of performance through intelligent activewear and predictive analytics

Food Today

New York Restaurant Uses Tomato Sushi As Its Newest Meat Alternative

fresh&co is using sous vide Roma tomatoes to create a vegan option that has the texture and taste of tuna

Advertising Today

Red Bull Converts Sao Paulo Payphones Into Data-Driven Bus Schedules

The booths allow city residents to check local transit times through a simple toll-free phone call

Work Today

Health Expert: Nutritional Meal Replacements Are A Solution To Corporate Wellness

Ample Foods Founder Connor Young explains why supplements are the next food trend coming to the workplace

Retail Today

Why Experiential Events Could Replace Trade Shows

Marketers are seeking creative and impactful new ways to connect with influencers

Children Today

Modular Kit Teaches Kids How To Make Their Own Robots

MODI features magnetic modules and a platform for programming to encourage experimentation

Infants Today

Work Table Doubles As A Baby Seat

Designer Kunsik Choi created the furniture to facilitate emotional communication between between parents and their children

Technology Today

Album Turns Into Something New Each Time It’s Streamed

Bill Baird's new album explores the relationship between time and music through a website crafted by design team, One Pixel Wide

Technology Today

Wearable Device And Lamp Recreate Beautiful Sunsets In Your Home

Sun Memories can record up to six hours of natural light and reproduce it via a connected light at a later date

No search results found.