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Hotel chain after Gen X and families
InterContinental Hotels Group has two new and diverse niche concepts within the Holiday Inn Hotels and Resorts: Generation X and families.
Marriott is updating their brand to appeal to younger generations.
Holiday Inn is repositioning its Holiday Inn Select for Generation X.
The company is also introducing a new Holidome Recreation Center for family travelers.
The company says it plans to have 200 of the Holiday Inn Select properties in airport, urban and other markets within six years.
The Holiday Inn Select properties include dedicated spaces for social activities such as a Sporting News Grill restaurant, and new fitness workout centers.
Holidome Recreation Centers will have popular family elements such as wading pools, while the chain hopes to appeal to parents with spa and exercise facilities.
Hotels later this year will begin upgrading to Holidome facilities.
Now Marriott plans to upgrade the bedding in all 628,000 rooms worldwide by year end and embarking on other initiatives to catch up to current trends.
“We realize we’re not appealing to Generation X, but we have strong loyalty from the baby boomers. We really felt we needed to change and move into the 21st century.” Marriott CEO J.W. “Bill” Marriott Jr. told Business Week.
Report by David Wilkening
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