On the heels of hotels like Yotel and Aloft, a crop of new brands is designed for millennial travelers.
Marriott International recently announced that it would open Moxy Hotels this summer, a high-style, value-priced chain featuring relatively small rooms -- about 170 square feet -- with wall-size art and large windows that provide a sense of space.
To balance these, public spaces are generous, designed as social settings for work and play, with ample outlets for charging mobile devices and free Wi-Fi. A lounge will offer continental breakfast in the morning and local beer and wine in the evening, with a 24-hour market for snacks to go.
The first Moxy will open at Milan's Malpensa Airport in August, with another five scheduled to open in Europe through 2015. For now, Moxys will only be in Europe.
"When evaluating the economy tier in Europe, we found a lot of independent hotels, and what was available was dull and uninspiring," said Tina Edmundson, Marriott International's global brand officer for luxury and lifestyle brands.
Meanwhile, international outlets are coming to the United States. The Amsterdam-based citizenM opened a 230-room Times Square location in April, featuring functional rooms with digital art and tablet computers, and a convivial lobby where guests check themselves in. Carlson Rezidor Hotel Group plans to start Radisson Red in capitals worldwide in 2015, with a goal of 60 by 2020. Guests will check in, order food and adjust room temperature with a mobile app.
In addition to style and high-tech functionality, the newcomers share relatively inexpensive prices, with many rooms going for about $200 or less, depending on location. Referring to Moxy, Edmundson noted: "This brand is designed for value-conscious travelers, which is not to say that all millennials are value conscious. But people in their 20s tend to be more cost-conscious."