From Moxy to 25 Hours, Canopy to Cosi, Voco to Vib, major hotel chains have moved to add at least one lifestyle hotel into their marketing mix. Their mission? To attract travellers whose common interests are extraordinary experiences. Often these are linked to music, art, fashion, local culture, social networking and food and beverage. Today these new brands are aiming to become social centres, not just for hotel guests but also for locals who can drop by for a drink and a chat, or listen to live music.

Getting social: How hotels brands are reaching out to new customers

By Ian Jarrett /
25hours Hotel Vienna at MuseumsQuartier.