The Millennial Ideal? Free wifi and pet accomodation

Guest post by Marty Predd

As a Millennial who loves to travel, I’m always looking for great hotels in great cities that won’t break the bank. Reasonable request, right? It’s not always easy.

Hours are spent on hotels’ own websites and third party sites like Expedia, Kayak, and TripAdvisor trying to suss out just which property is truly worthy the star rating being advertised. By “4 star”, do they mean…”once was four star, but hasn’t been renovated in 15 years and smells like Grandma’s basement”? Or is this actually a newish property in a desirable location with cool restaurant or bar on site you might actually want to patronize, and rooms that might actually be nicer (cleaner, cooler furniture) than what you’ve got at home?

So how DO you know? Within the same “level” (i.e., all 4 star hotels) star ratings are borderline meaningless. Reviews from previous guests can provide some clarity, but these, too, I’ve found are highly subjective. Judd from Iowa attending the yearly Corn Farmers Conference at the Indianapolis Hyatt probably has a way different set of expectations than I do. Same goes for John the business traveler whose company pays rack rate for his room. If you’re not paying yourself, chances are you’re likely to be less critical and more forgiving.

What about brand?

If you have a great stay at a wonderful Hilton in downtown Charlotte, can you expect similar quality and service at the Hilton San Francisco?

Sadly, across all the major brands (Marriott, Hilton, Starwood, Hyatt etc.) I’ve found the answer to be consistently no. I know because I’ve been burned more than once by assuming brand actually meant something. Case and point: I’ve stayed at a really great Sheraton in downtown Seattle with an expansive, glowing lobby, state of the art fitness center on the top floor with awesome skyline views from all the cardio equipment, and an immaculate room. Impressed, I later chose the Sheraton Philadelphia Society Hill, a “4-star” property I discovered was badly run-down, with worn carpeting, rusty workout equipment, and the kind of bathrooms that make you wonder whether the shower will make you cleaner or dirtier. On other occasions, I’ve stayed at a beautiful Westin in Sydney, only to be sorely disappointed with a dated, dirty Westin in Atlanta Buckhead for $200/night.

Why does brand seem to tell us so little about hotels, when in so many other categories – from technology (i.e., Apple) to big box retail (i.e., Target) to cars (i.e., Audi) to food (i.e., Trader Joe’s) to apparel (i.e., North Face) – it communicates so much? As perhaps the most “mobile” generation ever, and one that identifies strongly with brands that have proven their mettle, Millennials seem to represent a glaring opportunity for the category.

I’ve signed up for numerous hotel loyalty programs, but it’s been really hard to get excited about any of them because the brands seem to offer such inconsistent experiences from property to property. What exactly are you asking me to be loyal to? Properties that share a name or sign but quite possibly very little else?

Is anyone getting it right?

In my own travels, I have discovered at least one brand that appears to be already seizing the opportunity: Kimpton Hotels.

I’ve stayed at probably at least eight different Kimpton properties in the last 3 years and they have all (really!) provided:

• Quirky, fun design: Each property features its own quirky design scheme, with bright colors, funky patterns, local art and unique furnishings you wish you had at home (no cliche lamps with bult-in power outlets here).

• Friendly, unpretentious staff: These properties are consistently 4-star quality, but they dispense with the attitudes you often get at nicer hotels. From bellhops to the valets to the front desk staff, I’ve always had attentive, professional service that somehow manages to still feel human and fun. They seem to love what they do, and it shows.

• Guest-centric policies: One great example is that dogs are allowed at all of their properties with no additional charge. They have a chalkboard in the lobby that welcomes their “canine” visitors, and they provide treats and dog bowls with every visit. They make you feel welcomed, it doesn’t add $45 to the cost of your stay, and you’re not confined to the dander-coated “pet room” at the end of the hall on Floor 2.

• Commitment to good food and drink: All Kimpton hotels have restaurants that you’d actually want to dine at, with featured chefs that are respected in their cities. You’re not paying $15 for a cheeseburger unless it’s a gourmet burger actually worth the price. They also host complimentary nightly social hours featuring local wines and beers.

• A loyalty program that makes you want to remain loyal! Just for signing up (no minimum stays required), you get free wifi and a $10 “raid the minibar” coupon with every stay. Imagine that! A minibar you’re not scared to open, and Internet that’s not $24.95 per night. It’s almost like they want you to enjoy your stay and come back!

I feel a bit like a paid Kimpton spokesperson writing all of this, but isn’t that what a good brand is supposed to do? Make its customers want to talk positively about it? Kimpton is admittedly much smaller than the bigger brands in the category, but they provide evidence that a hotel brand CAN mean something that Millennials (or anyone) would want to identify with.

Going forward, we can only hope the Hiltons, Starwoods, and Marriotts of the world are taking notes.

Marty Predd, 29, is a Senior Research Associate, with Brand Amplitude, LLC, a consumer research firm specializing in Millennials and decision-making. He lives in Portland, OR and travels  internationally and domestically for both business and fun. In the past 3 years, Marty has visited Peru, Japan, Iceland, Ireland, and Australia. He frequently receives airline upgrades from Delta.