What moves the millennials?

‘Wanderlust generation’ sets the bar for hotel industry

Millennial travellers are reshaping the travel and tourism industry

Millennial travellers are reshaping the travel and tourism industry

The millennial traveller is a special breed, the data says so. Projected to be the largest travel segment in the next 10 years, millennials are choosy with the places they visit, and they invest a lot of their money in travel. With an estimated US$200 billion in spending power, they are reshaping the travel and tourism industry.

With demographics like that, it makes sense for the industry to know what the millennial traveller wants. Equipped with technology, and driven by a passion for experience, millennial travellers are heavily influenced by social media, relying on their “networks” on platforms like Facebook, Instagram and Pinterest to draw inspiration for travel.

Vīb Sanampao Bangkok - a cutting edge midscale hotel nestled in one of the Thai capitals trendiest new districts

Vīb Sanampao Bangkok - a cutting edge midscale hotel nestled in one of the Thai capitals trendiest new districts

In tune, in step

For hotel companies like Best Western® Hotels & Resorts, staying in tune and in step with millennials is the only way to go. The launch of two new cutting-edge concepts— Vīb® and GLō® —and its push for its economy SureStay Plus® Hotel by Best Western global brand allow the hotel chain to ride the crest of this millennial revolution.

“Best Western® is already one of the most popular international hotel brands in Asia, and we are delighted to introduce more industry-leading properties to guests in this exciting, up-and-coming region,” said Olivier Berrivin, Best Western’s Managing Director of International Operations–Asia.

“We look forward to introducing guests to even more of these exciting new brands in the future, as we continue to develop a collection of high-quality hotels in key cities and resort locations, as well as emerging destinations all across Asia,” Olivier added.

Social media is the breeding ground for a millennial’s travel decisions

Social media is the breeding ground for a millennial’s travel decisions

The new essentials

Best Western is tuning in to the new essentials—Wi-Fi is no longer an option but a necessity; social media is the breeding ground for travel decisions; and mobile is the booking tool of choice. Millennials put premium on destination experience, are “leisure-with-business” travellers, and are more price-sensitive than many are led to believe. And they love their rewards programmes.

The search for that authentic experience continues to drive millennial travel. Curious as they are creative and passionate, millennials are not easily impressed by flashy affluence. They are adventurers who embrace local culture and doing local things.

Well thought-out communal spaces - a signature feature of Vīb

Well thought-out communal spaces - a signature feature of Vīb

Feel the Vīb and GLō

Vīb is a stylih urban boutique hotel concept designed for millennials and connected travellers. Vīb Sanampao in Bangkok will mark the debut of the brand in Asia. The style and design are vibrant to reflect the millennial’s quest for the unique and original.

Travellers will find Vīb’s social spaces throughout the hotel a welcome sight. They love communal spaces where they can interact and share experiences with people. Vīb hotels have Zen Zones where travellers can unwind, as well as gaming pods where they can take the unwinding a notch further. Guest rooms are—what else—tech-friendly, with technology has the same priority as comfort. USB and power ports, high-speed internet, smart TVs, and in-room work desks are standards.

Millennials are impatient creatures, which is why Vīb hotels have Grab and Go stations that serve premium coffee and food options throughout the day. A lobby or rooftop bar lets guests take it a notch down for some spirits and a bit of interaction of the face-to-face kind.

GLō is another addition to Best Western’s expanding brand portfolio. Designed for savvy travellers who are discriminating and expect only the best in value, design and comfort, GLō hotels step out of the traditional hotel concept with sleek and modern finishes with bold strokes of color to emphasize a distinctive identity.


Panoramic city view from the rooftop pool of SureStay Plus Hotel by Best Western Sukhumvit 2

Panoramic city view from the rooftop pool of SureStay Plus Hotel by Best Western Sukhumvit 2

SureStay Value

Launched in 2016 as a welcome alternative for upper-economy/lower midscale travellers, the SureStay® brand now counts 52 properties worldwide, with 45 more in the pipeline. SureStay properties offer consistently high quality levels of value and comfort.

Best Western opened its first SureStay property in Bangkok— the SureStay Plus Hotel by Best Western Sukhumvit 2, a modern midscale hotel conveniently located in the downtown area within walking distance of the city’s main business and entertainment districts.

The SureStay Hotel Group has three distinctive brands: SureStay Hotel by Best Western (classic economy), SureStay Plus Hotel by Best Western (premium economy) and SureStay Collection by Best Western (lower-midscale soft brand). The conventional wisdom was to link SureStay to the Best Western brand rather than be a separate franchise. The move reaped dividends.

“Linking SureStay to Best Western gave both developers and guests confidence in the brand. So, it became SureStay by Best Western, giving owners access to our rewards program, our online channels and distribution netSworks, and the support and services we provide our hotels,” Olivier explained.

Millennials are constantly on the lookout for really rewarding loyalty programmes that make them come back for more.

Millennials are constantly on the lookout for really rewarding loyalty programmes that make them come back for more.

Rewarding millennials

Even as Best Western continues to widen its brand portfolio—in the process targetting millennials and budget-conscious travellers, the company sees its famous rewards programme as a big factor in its drive for growth. This is something millennials will find particularly attractive since it is estimated that one in three millennial travellers will stay with a loyalty programme where they’ve gotten the most added value like discounts and freebies.

Best Western recently overhauled its guest loyalty programme with more rewards and recognition for elite-level members, and adding more special promotions. Best Western Rewards® (BWR), which now has 32 million participants worldwide, was listed among the top five in U.S. News & World Report's recent ranking of Best Hotel Rewards Programs for the fifth consecutive year.

Besides providing points that don't expire, BWR now offers members the chance to redeem points for one-of-a-kind experiences as well as free room nights.

This article is brought to you by Best Western® Hotels & Resorts.