The Millennial Shift in Hotel Brands

The past ten years have ushered in the introduction of more new hotel brands than any time in modern history. Most of these are geared toward the Millennial Generation, with hotel companies creating concepts to capture this vital segment of demand.
A Senior Vice President with HVS Denver and HVS Director of Business Development, Brett Russell’s 15-year career in hospitality encompasses hotel operations, management, development, and consulting. Brett has overseen hundreds of appraisals, market studies, and feasibility studies for hotels, lodges, and resorts throughout the Americas, with a focus on Colorado full-service hotels and resorts. Contact Brett at 720-877-1376 or


  1. interested in the story

  2. I am just a bit confused with the first chart on the third page. Is the ADR of Indigo much higher than W?

    • Sorry - the label in that ADR/REVPAR got misstyped. The First set of numbers (to the left) should be W. We will correct it. Thank you

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