Several hotel brands around the world are hoping to appeal to the Millennial traveler, offering up unique accommodations and services. We’ve rounded up some of the latest news on recent hotel openings and announcements that might be of interest to the younger traveler, as well as some upcoming debuts.
Jo&Joe, a member of AccorHotels, is the company’s worldwide boutique hotel brand that aims to appeal specifically to Millennials. The brand recently opened its first property in May, in Hossegor, France. Situated in the Nouvelle-Aquitaine region, the hotel is located in an area popular among surfers and aims to blend the aesthetic of a hotel, hostel and private-rental format.
Matthieu Perrin, VP brand & operations at Jo&Joe, spoke with Travel Agent about the brand’s mission. “As this brand was co-constructed with Millennials since the very first step, we strongly believe that our Open Houses perfectly meet Millennial’s (and Millennial-minded) wishes,” he says. “They are more focused on experience and sharing when they travel and this is the reason why Jo&Joe has this strong community DNA (thanks to its app and neighbor-opened approach), this unique design in each property and this robust F&B offer.”
The hotel’s “Open House” concept is designed to foster interaction and positive community living with common areas and events like concerts, yoga classes and DIY workshops aimed at attracting the local community. Accommodation styles include Together, a shared sleeping area for seven to 12 people, Out of the Ordinary, which can cater to 10 guests, and Yours, private rooms for two to five people. The communal areas include the Happy House, a private area equipped with lockers where guests can relax, work, cook or do laundry. There is also the Playground, comprising a bar stocked with local beers, and a restaurant serving local dishes and breakfast throughout the day.
An additional draw for Millennials is Jo&Joe’s partnership with Boardriders, the group behind the Quiksilver, Roxy and DC Shoes brands. Design teams from Penson and AccorHotels worked with the company to incorporate décor that reflects both the local community as well as the surfing way of life.
AccorHotels said Jo&Joe is on track to open 50 locations by 2020. Destinations slated for development include Paris and Bordeaux (2018), as well as Warsaw, Budapest, Rio and Sao Paulo.
Also aiming to attract the Millennial crowd is Moxy Times Square, scheduled to open in September. Designed by Yabu Pushelberg, the hotel will have 612 design-driven rooms as well as New York City’s largest indoor-outdoor rooftop lounge and bar affording views of the Empire State Building. Amenities will include leather and canvas furniture, large rain showers, a 43″ flat screen HDTV with personal screencasting of Youtube, Hulu, Netflix and Pandora, free Wi-fi and a Bluetooth enabled sound bar.
Travel Agent spoke with Vicki Poulos, senior global brand director with Moxy Hotels, who shared some insight about what guests can expect. “Moxy has been designed to give Millennial-minded travelers everything they want and nothing that they don’t. From our selfie elevators, check-in at the bar and communal spaces, Moxy Hotels’ various playful elements encourage play and shareable social moments for guests. We have thoughtfully crafted the design moments and experiences that are important for our target guest.”
For dining, the hotel will offer five options, including the Grab & Go café offering up light bites, the Playful Seafood Brasserie and the egg-centric Sandwich Shop. There is also Bar Moxy, a lobby bar where guests can have a cocktail. Moxy also has over 22,000 sq. ft. of event space, with three flexible studio areas and a multipurpose “plug and play” lobby lounge which has high-design, movable and interactive seating.
Moxy Times Square is situated near several popular spots in the city as well, including the Theater District, Fashion District, Bryant Park, Madison Square Garden, 5th Avenue shopping, Javits Center, Penn Station and Hudson Yards.
Also slated to open in September is Moxy Stuttgart Airport/Messe. Situated near the capital of southwest Germany’s Baden-Württemberg state, the hotel is located 15 minutes from the city center. Once completed, it will have 176 rooms spread across 6 floors, complete with free WiFi and a 42-inch flat screen TV. There will also be a fitness center available to guests.
For dining, guests can choose from the Breakfast Bar serving classic American breakfast dishes, a Day Bar offering up cocktails, beer and a variety of different cuisines, and 27/7 Pick Ups, a grab-and-go style option for guests in a hurry.
Moxy will be opening several new hotels through the end of the year, with properties located in Seattle, London, Oslo, Minneapolis, Frankfurt, Denver and Boston.
Best Western’s midmarket boutique brand, Vib (pronounced “Vibe”) also recently opened its first property in Antalya, Turkey, in January 2017.
Ron Pohl, COO for Best Western Hotels & Resorts, spoke with Travel Agent about the brands target to attract Millenials. “Vīb is gaining traction because it is the only boutique concept designed for the upper midscale hotel segment and fills a niche that developers and customers want,” he said. “Designed with the millennial and today's connected traveler in mind, Vīb features larger common areas, smaller guestrooms, but with a flexible floor plan for new-build opportunities and design repurposing. We’re excited about the progress we’re seeing in several key markets and look forward to opening additional Vīb properties in 2017 and beyond.”
The new Antalya, Turkey location’s design elements include signature seating, local artwork and murals throughout the hotel. Guest rooms have a contemporary style and range from standard to suites, with amenities including a pod style coffee maker, RFID technology Bluetooth electronic locks, Smart TV with LinkSinc and eConcierge technology. Bathrooms are also outfitted with an LED lit rain shower head and as well as a handheld shower head. Additionally, dining options include a Bistro Stop area, serving premium food and coffee, and there is also a state of the art fitness center and gaming cabanas.
Vib is also slated to open Vib Springfield later this year.
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