6 Snazzy Hotel Brands for Millennial-Centric Stays
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"Millennial" is one of the biggest buzzwords in travel, since this segment makes up a quarter of the US population and spends billions per year on travel-related activities. For the last few years, major players on the hotel landscape have been molding their latest brands to home in on this market, with tech-savvy offerings, design-heavy social spaces and budget-conscious rates for rooms that look like they belong in a boutique hotel. TPG Contributor Lane Nieset takes us through six points-hotel brands designed with millennial travelers in mind.
1. Aloft
One of the few players ahead of the design curve, Starwood's Aloft launched in 2005 and has 84 locations across North America from Cancun to Calgary, as well as in Australia, Asia, Central and South America, Europe and the Middle East. Providing a stylish yet affordable stay, as well as a social environment with the hoppin' w xyz bar, Aloft succeeds at drawing the millennial set with the least amount of gimmicks, and as TPG Travel Editor Melanie Wynne puts it, Aloft is "the W brand's cool little brother." The hotel even recently rolled out a robotic butler called Botlr at a few of its properties, including Aloft South Beach, to bring guests amenities, towels and beach essentials.
TPG Editor-in-chief Zach Honig recently stayed at one of Aloft's newest properties, the 128-room Aloft Manhattan Downtown in the Financial District. Tech-savvy guests will love the fact the hotel has SPG Keyless, so you can use a smartphone or Apple Watch as a room key, and all rooms have free Wi-Fi and Bliss amenities. Similar to many of the other millennial-focused hotels, the trendy social spaces are designed like a living room and Re:Fuel, the grab-and-go bar, is open 24 hours. Rates at Aloft Manhattan Downtown start at $139 per night or 12,000 Starpoints.
Earn a free stay: Through September 14, earn 30,000 Starpoints after spending $3,000 in the first three months with the Starwood Preferred Guest Credit Card from American Express.
2. Moxy
Marriott launched the first Moxy Hotel in Milan back in fall 2014 with the tagline "It's just like home, but with a bartender." Designed to look like modern apartment buildings, the brand's properties focus on style, as well as savings. While Marriott's AC Hotels brand targets a slightly older market (see TPG's reviews The AC Hotel Carlton Madrid and AC Santo Mauro, Madrid), Moxy takes a younger, more minimal approach, with pops of color in all the right places. Next year, Moxy plans to open eight hotels in the US, starting with NYC, San Francisco, Seattle, New Orleans and Chicago, as well as European outposts in London, Berlin, Oslo, Munich and Frankfurt.
The 162-room Moxy Milan Malpensa Airport is a quick walk away from terminal two, with amenities like free Wi-Fi, self-service check-in and 24/7 grab-and-go food and drinks. The restaurant resembles a chic gastropub, and the lobby feels like a lounge with funky lighting, communal tables and plenty of workspaces. This Category 1 Marriott starts at 7,500 points or 89 euros ($100) per night.
Earn a free stay: Earn 50,000 Chase Ultimate Rewards points after spending $4,000 in the first three months with the Chase Sapphire Preferred card. These points transfer instantly to Marriott at a 1:1 ratio.
Hyatt is also jumping on the bandwagon with its new Hyatt Centric, catering to a young, professional crowd with free Wi-Fi, co-working spaces that double as libraries, and open-concept lounges that encourage socializing.
In April, Hyatt Centric's first property opened in Chicago's Loop, in a 22-story Art Deco building dating back to 1927. Part of the brand's key attraction is location; this property features views of the city from its downtown perch. The other part of the equation is bringing a taste of the local restaurant and bar scene in house, offering organic French fare at the all-day Cochon Volant, as well as hand-crafted cocktails at rooftop lounge AIRE. The 257 rooms — including 12 executive suites and one presidential suite — feature sleek designs and Hyatt Grand Beds, and pets are also welcome to tag along. Rates for Hyatt Centric The Loop Chicago start at $207 or 15,000 Hyatt Gold Passport points.
Note that the 105-room Hyatt Centric South Beach — which we highlighted as one of summer's hottest new hotels — recently joined the portfolio, with a rooftop pool set on top of the 10-story glass tower located near Lincoln Road. The brand plans on expanding to other cities such as New York, Atlanta, Key West, San Francisco, DC, Houston and Paris. Rates for Hyatt Centric South Beach start at $309 or 25,000 Hyatt Gold Passport points.
Earn a free stay: Earn two free nights at any Hyatt property after spending $1,000 in the first three months with the Hyatt Credit Card. Additionally, you can earn 50,000 Chase Ultimate Rewards points after spending $4,000 in the first three months with the Chase Sapphire Preferred card. These points transfer instantly to Hyatt at a 1:1 ratio.
The brand opened its first spot in Chicago at the start of the year, offering "smarter alternatives for travelers." Like the rest of the Virgin empire, the hotels have a cheap(ish) and chic mentality. There's free Wi-Fi, early check-in and late check-out, no cancellation fees and a free daily social hour. Mini-bars are stocked with snacks and drinks sold at "street prices," and beds are designed with an ergonomic headboards. Also appealing to the millennial mentality is Virgin Hotels' mobile app, called LUCY, which acts as a personal concierge.
Set inside a building dating back to 1928, the 250-room Virgin Hotel Chicago blends elements of its Art Deco architecture with Virgin's signature modern style. Rooms are called "Chambers," and the bedroom is separated from the closet and hall by a sliding door. Social hour is held at The Commons Club's bar and lounge, while Miss Ricky's offers American diner fare until 2am on the weekends. The brand is expanding to New York, Dallas and Nashville, with the 240-room Virgin Hotels Nashville slated to open next fall. Rates start at $249 per night.
Hilton plans to roll out its millennial-focused Canopy brand in 2016, with locally inspired hotels that reflect the city they're situated in. Features meant to appeal to younger travelers include free Wi-Fi, "artisanal" breakfast in the cafe and craft beer and wine tastings. Look out for locations in spots like Downtown Nashville; Brickell in downtown Miami; the Pearl District in Portland, Oregon; and the Gaslamp Quarter in San Diego. First up: the 115-room Canopy by Hilton opening early-2016 in Reykjavik, Iceland, featuring a rooftop bar and bistro serving local produce. (An HHonors redemption category hasn't yet been announced for Canopy, but guests will be able to earn and redeem Hilton HHonors points for stays at Canopy properties.)
Earn a free stay: For a limited time, earn 75,000 Hilton HHonors points after spending $2,000 in the first three months with the Citi Hilton HHonors Visa Signature Card.
6. Radisson Red
With Rezidor Hotel Group's new brand, the company is specifically targeting millennials in the US, who "represent 21 percent of all spending" and make up a target audience of 100 million. Offering a more youthful and approachable ambiance than the Radisson Blu, Radisson Red is all about personalization; an app handles check-in, concierge services, bar tabs and daily news. Art-lined walls give the hotels a gallery feel, and multi-functional rooms can serve as a spots to do work or work out. The Ouibar will be open 18 hours a day and serve local beers, tapas-style plates, coffee and cocktails, and the menu will be available on iPads. The first hotel to open will be the 300-room Radisson Red Shenyang Hunnan in China, followed by the Radisson Red V&A Waterfront in Cape Town, South Africa. The company plans to open over 60 Red hotels across the globe by 2020. (A Club Carlson redemption category hasn't yet been announced for Radisson Red, but guests will be able to earn and redeem Club Carlson points for stays at Radisson Red properties.)
Earn a free stay: Earn 50,000 Club Carlson Gold Points after making your first purchase plus an additional 35,000 points after spending $2,500 in the first 90 days with the Club Carlson Premier Rewards Visa Signature Card.
Have you stayed in any of these hotels? What do you think of the millennial-focused trend?
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| 3X | Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com. |
| 2X | Earn 2X Membership Rewards® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com. |
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Why We Chose It
There’s a lot to love about the Amex Gold. It’s a fan favorite thanks to its fantastic bonus-earning rates at restaurants worldwide and at U.S. supermarkets. If you’re hitting the skies soon, you’ll also earn bonus Membership Rewards points on travel. Paired with up to $120 in Uber Cash annually (for U.S. Uber rides or Uber Eats orders, card must be added to Uber app and you can redeem with any Amex card), up to $120 in annual dining statement credits to be used with eligible partners, an up to $84 Dunkin’ credit each year at U.S. Dunkin Donuts and an up to $100 Resy credit annually, there’s no reason that foodies shouldn’t add the Amex Gold to their wallet. These benefits alone are worth more than $400, which offsets the $325 annual fee on the Amex Gold card. Enrollment is required for select benefits.Pros
- 4 points per dollar spent on dining at restaurants worldwide and U.S. supermarkets (on the first $50,000 in purchases per calendar year; then 1 point per dollar spent thereafter and $25,000 in purchases per calendar year; then 1 point per dollar spent thereafter, respectively)
- 3 points per dollar spent on flights booked directly with the airline or with amextravel.com
- Packed with credits foodies will enjoy
- Solid welcome bonus
Cons
- Not as useful for those living outside the U.S.
- Some may have trouble using Uber and other dining credits
- You may be eligible for as high as 100,000 Membership Rewards® Points after you spend $6,000 in eligible purchases on your new Card in your first 6 months of Card Membership. Welcome offers vary and you may not be eligible for an offer. Apply to know if you’re approved and find out your exact welcome offer amount – all with no credit score impact. If you’re approved and choose to accept the Card, your score may be impacted.
- Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com.
- Earn 2X Membership Rewards® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com.
- Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases.
- $120 Uber Cash on Gold: Add your Gold Card to your Uber account and get $10 in Uber Cash each month to use on orders and rides in the U.S. when you select an American Express Card for your transaction. That’s up to $120 Uber Cash annually. Plus, after using your Uber Cash, use your Card to earn 4X Membership Rewards® points for Uber Eats purchases made with restaurants or U.S. supermarkets. Point caps and terms apply.
- $84 Dunkin' Credit: With the $84 Dunkin' Credit, you can earn up to $7 in monthly statement credits after you enroll and pay with the American Express® Gold Card at U.S. Dunkin' locations. Enrollment is required to receive this benefit.
- $100 Resy Credit: Get up to $100 in statement credits each calendar year after you pay with the American Express® Gold Card to dine at U.S. Resy restaurants or make other eligible Resy purchases. That's up to $50 in statement credits semi-annually. Enrollment required.
- $120 Dining Credit: Satisfy your cravings, sweet or savory, with the $120 Dining Credit. Earn up to $10 in statement credits monthly when you pay with the American Express® Gold Card at Grubhub, The Cheesecake Factory, Goldbelly, Wine.com, and Five Guys. Enrollment required.
- Explore over 1,000 upscale hotels worldwide with The Hotel Collection and receive a $100 credit towards eligible charges* with every booking of two nights or more through AmexTravel.com. *Eligible charges vary by property.
- No Foreign Transaction Fees.
- Annual Fee is $325.
- Terms Apply.
Rewards Rate
| 4X | Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year. |
| 4X | Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year. |
| 3X | Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com. |
| 2X | Earn 2X Membership Rewards® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com. |
| 1X | Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases. |
Intro Offer
You may be eligible for as high as 100,000 Membership Rewards® Points after spending $6,000 in eligible purchases on your new Card in your first 6 months of Membership. Welcome offers vary and you may not be eligible for an offer.As High As 100,000 points. Find Out Your Offer.Annual Fee
$325Recommended Credit
Credit ranges are a variation of FICO® Score 8, one of many types of credit scores lenders may use when considering your credit card application.Excellent to Good
Why We Chose It
There’s a lot to love about the Amex Gold. It’s a fan favorite thanks to its fantastic bonus-earning rates at restaurants worldwide and at U.S. supermarkets. If you’re hitting the skies soon, you’ll also earn bonus Membership Rewards points on travel. Paired with up to $120 in Uber Cash annually (for U.S. Uber rides or Uber Eats orders, card must be added to Uber app and you can redeem with any Amex card), up to $120 in annual dining statement credits to be used with eligible partners, an up to $84 Dunkin’ credit each year at U.S. Dunkin Donuts and an up to $100 Resy credit annually, there’s no reason that foodies shouldn’t add the Amex Gold to their wallet. These benefits alone are worth more than $400, which offsets the $325 annual fee on the Amex Gold card. Enrollment is required for select benefits.Pros
- 4 points per dollar spent on dining at restaurants worldwide and U.S. supermarkets (on the first $50,000 in purchases per calendar year; then 1 point per dollar spent thereafter and $25,000 in purchases per calendar year; then 1 point per dollar spent thereafter, respectively)
- 3 points per dollar spent on flights booked directly with the airline or with amextravel.com
- Packed with credits foodies will enjoy
- Solid welcome bonus
Cons
- Not as useful for those living outside the U.S.
- Some may have trouble using Uber and other dining credits
- You may be eligible for as high as 100,000 Membership Rewards® Points after you spend $6,000 in eligible purchases on your new Card in your first 6 months of Card Membership. Welcome offers vary and you may not be eligible for an offer. Apply to know if you’re approved and find out your exact welcome offer amount – all with no credit score impact. If you’re approved and choose to accept the Card, your score may be impacted.
- Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com.
- Earn 2X Membership Rewards® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com.
- Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases.
- $120 Uber Cash on Gold: Add your Gold Card to your Uber account and get $10 in Uber Cash each month to use on orders and rides in the U.S. when you select an American Express Card for your transaction. That’s up to $120 Uber Cash annually. Plus, after using your Uber Cash, use your Card to earn 4X Membership Rewards® points for Uber Eats purchases made with restaurants or U.S. supermarkets. Point caps and terms apply.
- $84 Dunkin' Credit: With the $84 Dunkin' Credit, you can earn up to $7 in monthly statement credits after you enroll and pay with the American Express® Gold Card at U.S. Dunkin' locations. Enrollment is required to receive this benefit.
- $100 Resy Credit: Get up to $100 in statement credits each calendar year after you pay with the American Express® Gold Card to dine at U.S. Resy restaurants or make other eligible Resy purchases. That's up to $50 in statement credits semi-annually. Enrollment required.
- $120 Dining Credit: Satisfy your cravings, sweet or savory, with the $120 Dining Credit. Earn up to $10 in statement credits monthly when you pay with the American Express® Gold Card at Grubhub, The Cheesecake Factory, Goldbelly, Wine.com, and Five Guys. Enrollment required.
- Explore over 1,000 upscale hotels worldwide with The Hotel Collection and receive a $100 credit towards eligible charges* with every booking of two nights or more through AmexTravel.com. *Eligible charges vary by property.
- No Foreign Transaction Fees.
- Annual Fee is $325.
- Terms Apply.