Marriott is known for creating perfectly predictable experiences for its guests. Turns out, millennials want the exact opposite of that.
The grand dames of the hotel industry—Marriott, Hilton, and Hyatt—built their reputations on creating a consistent, high-quality product that would ensure a guest had a perfectly predictable experience anywhere in the world. This approach worked like a charm with baby boomers, who liked their premium hotel stays—much like their Starbucks macchiatos—to follow a neat formula. But millennials, it turns out, are different beasts altogether. Big hotel chains don't interest them.
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