For many of us, a hotel room is usually used to store your belongings or sleep during a vacation but as of most recent, hotel chains want to change that. Now, they want their guests to have “experiences.”
As we previously reported, brands like The Hilton want millennials to book hotel rooms to experience what the hotel has to offer and the adventures the hotel staff curate for guests. Similarly, CNN Travel reports, The Moxy, created by The Marriot doesn’t call their guests “guests,” instead, they call them “fun-hunters.” Tina Edmundson, who serves at the Marriot’s Global Brand Officer says, “They’re really excited, they’re full of life, they want to discover new things.” By trying new things, Edmundson means The Moxy will have communal spaces that will host different activities such as Foosball or Cards Against Humanity. Hotels like The Moxy don’t have any closet space but their bathrooms will be larger and more luxurious than the average hotel room.
“The majority of guests that are traveling on business don’t unpack. They don’t want the cookie-cutter experience. They’re looking for something new; they’re looking for authenticity,” Edmundson continued. Aside from The Moxy, the Hyatt has launched The Centric brand. At the Centric, guests are called “modern explorers” and the hotel is designed to illustrate the neighborhood it’s located in. The Hyatt’s Vice President of brand marketing, Lara Migliassi says Centric’s aesthetic will also help their “modern explorers” be in the right frame of mind to enjoy all the hotel has to offer. “There’s a target mindset. Everyone has a little bit of an explorer in them, and they’re looking for something that really offers the best of each city and experience in an authentic way,” Migliassi shared.
Although these hotel concepts seem appealing, for the most part, it sounds as though many hotel brands want their guests to spend more time inside the hotel than explore the destination they’re in. Perhaps these concepts will appeal more to people who are planning staycations?
Check out The Moxy and Centric below. Would you book an “experience” at these hotels?