With the millennial generation holding an increasingly substantial amount of influence in the hospitality industry, many of the world’s largest hotel brands have become all too aware of the average young person’s desire for individualized travel experiences. As a result, companies like Marriott and Hilton have begun to create new brands within their brands that are aimed at re-creating the experience one would find at a boutique hotel, replicating signature boutique touches like local aesthetics, individualized attention, and a heavy emphasis on all the latest innovations in tech.
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