+

Starwood
The Future of
Travel.

Henry Bao-Viet Nguyen

Danielle Amadeo
Jeehae Kim Goddard
Lacie Goldberg

The Next Generation of Travelers.

The project was a collaboration effort between Amherst College
and Starwood Hotels & Resorts Worldwide. By 2020, rising wealth
of emerging economies will contribute an estimated $10 trillion to
global GDP; of that group, the majority will be today's Millennials.
This represents enormous purchasing power that matters much to
consumer brands.
The AmherstStarwood Millennial project was the first of its kind.
Our group worked with the team at Starwood to conduct rigorous
market research among today's college students and produce
insights into the Next Generation of Travelers" for Starwood
across Digital, SPG, Sustainability, and Design, among others.
This is a presentation to the Corporate teams in Stamford,
Connecticut in 2013.

Gen Luxe Strategy

The Millennials 1%: Young, Rich, and Redefining Luxury.

Its not the car you have; its the places you
go and the experiences you have.
In the future, people will own whatever they
want responsibility for. And I think what
theyre going to want responsibility for the
most is their reputation, their friendships, their
relationships, and the experiences theyve
had.
- Brian Chesky, Founder, Airbnb

Road Map
n

The Team

Background

The Survey

Results

Recommendations

The Team
n

Millennial

Diverse & global

Entrepreneurial

Innovative

Tech-savvy

The future consumer

Background

Engage. Listen. Respond

n Branding

is no longer a one-way message. It has

become a two-way conversation.
n

Theres a revolution in marketing. People are in control. Weve

never had a greater opportunity to connect with people. Marc
Pritchard, CMO, Procter & Gamble

n Social

networking has completely redefined how

consumers engage with a brand.
n

Now, it matters less what a brand says about itself; what matters is
what people say about a brand. Companies that do not cultivate a
transparent, authentic conversation with their customers will
perish. Theres no room for smoke and mirrors in todays socially
networked world. The Four Seasons Luxury Trend Report 2012

Branding & Marketing to

Millennials
n

Millennials are talking on Facebook, Twitter, Instagram, etc.

>65% of Millennials are reported to be much less responsive to

traditional marketing Brand Amplitude

What really characterizes millennials? How well do we

understand them?

What are their expectations from brands & companies? How do

these influence purchasing behavior & brand loyalty?

Why is it vital for Starwood to understand this next generation of

travelers?

Starwood
n

Largest & fastest-growing luxury hotel company in the world

Leading global lifestyle company well-known for innovation.

Signature butler service, St. Regis

1st hotel company to commercialize cool on massive scale, W

1st Google Glass app (StarLab), aloft Robot Butler ALO in Cupertino

Targets the sophisticated global business traveler & the upper

income urban new generation of professionals.

The Future of Travel The Survey

Amherst
n

Diverse, global (40+ countries), innovative, millennial, and fits

the targeted future consumer of Starwood products/ travels
frequently.

Objective
n

To discern overarching trends: (i) What are our generations

greatest concerns? (ii) How do these concerns influence our
expectation from brands & affect our purchasing behavior?

To collect original ideas & recommendations.

The Future of Travel The Survey

Format
n

10 questions in total.
n

Qualitative, open-ended (5)

Quantitative, rating scale (5)

Unique, personal voices & perspectives from focus groups &

interviews.

After 3 months, 81 survey responses collected & many more

personal interviews (quality responses > just filling the blanks)

Link to Survey form: http://www.surveymonkey.com/s/2ZFKWYZ

The survey
n

Q1: Personal information (Age, Sex, Hometown)

Q2: Please select 10 to 15 of the following qualities that best

describe you. (list of 30)

Q3: Generally speaking, how important are these factors in

influencing your purchasing decisions? (8 categories listed)

Q4: What are your favorite brands, and why?

Q5: Please rate how important the following qualities are

when considering whether or not to buy a product or service.

Q6: What are the 3 coolest and most innovative mobile apps?
Why? (for example: I like Fab because it allows me to buy my
favorite trendy & eco-friendly items in a flash; Flipboard an
innovative, fun and interactive way to read news; I like travel
and banking apps in general, etc.)

The survey
n

Q7: What is the best vacation or hotel you remembered?

What were some details or factors that made the trip so
memorable to you?

Q8: If you were given a free stay at a luxury hotel, what ideal
features and amenities would you look for? What would you
also dream of having in the future?

Q9: Thinking broadly, as a millennial consumer, what would

you like to see companies spend more resources on
nowadays? Please elaborate on your response.

Q10: Just an exercise: If you were the CEO of a global hotel

company, what innovative strategies would you pursue?

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n

The results
Q2: Please select 10 to 15 of the following qualities that best
describe you:
Cautious consumer
Globally minded

Spends more for green

products/services

Pessimistic
Offline

Seek comfort and familiarity

Always online
over excitement/change
Creative
Independent
Content
Information hungry
Ambitious
Liberal
Frequent social media user
Innovative
Trendsetting
Social media contributor
Moderate
Impressionable
Family-oriented
Pessimistic
Digitally savvy
Cause-driven
Confident
Healthy
Highly social
Eco-conscious
Loves foreign cultures
Career-driven
Locally minded
Optimistic
Conservative
Charitable

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n

The results
Q2: Please select 10 to 15 of the following qualities that best
Independent
describe you
Conservative
Ambitious
60
Pessimistic

Trendsetting

Optimistic

50

Seeks familiarity over change

Creative
Family-oriented

40

Content

Confident

30
Offline

Liberal
20

Locally minded

Loves foreign cultures

10

Pessimistic

Globally minded

Moderate

Information hungry

Social media contributor

Healthy

Impressionable

Highly social

Spends more for green products/

services

Frequent social media user

Cause-driven
Charitable
Eco-conscious
Digitally savvy

Innovative
Career-driven
Cautious consumer
Always online

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n

The results
Q2: Please select 10 to 15 of the following qualities that best
describe you
Top 15 qualities that post-millennials identity with
Information hungry

41

Globally minded

41

Loves foreign cultures

42
44

Liberal

45

Confident
Family-oriented

46

Creative

49
51

Optimistic
Ambitious

57

Independent

57
0

10

20

30

40

50

60

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n

The results
Q3: Generally speaking, how important are these factors in
influencing your purchasing decisions?

+
n

The results
Q3: Generally speaking, how important are these factors in
influencing your purchasing decisions?

45

Important
Very Important

40
35
30
25
20
15
10
5
0
Word-of-mouth Online Reviews Print magazines
(Friends,
and
family...)
Newspapers

Television

Blogs

Facebook and
Street
Mobile Apps
Social media Advertisements
(Twitter,
Pinterest...)

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n

The results
Q4: What are your favorite brands, and why?
Uniqlo
J Crew
Nike
H&M
Forever 21
Burberry
Diptyque
James Perse
Google
Amazon
Apple
Brooks Brothers
Toms
Ralph Lauren
Whole Foods

3
10
8
6
5
2
2
2
5
3
23
4
2
6
5
0

10

15

20

25

+
n

The results
Q4: Top adjectives used to describe favorite brands: Quality &
Reliability, Classic & Timeless, Design & Aesthetic innovation

+
n

The results
Q5: Please rate how important the following qualities are
when considering whether or not to buy a product.

+
n

The results
Q5: Please rate how important the following qualities are
when considering whether or not to buy a product.
24

Ease of use
15

Design

28
29

Design
2

Exclusivity

34

Popularity

42

10

Quality

50

22
8

Ethical & eco

20

Brand

22

Price

35

23
0

10

20

30

40

50

60

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n

The results
Q5: Please rate how important the following qualities are
when considering whether or not to buy a product.
Price
50
45 35
40

Ease of use
42

35
30
24

Brand
23

25

22

20
15
Design (innovation & tech)

10

28

15

0
2
34

29

Ethical & eco values

20

3
10

22

Design (aesthetics)

Quality
50

Exclusivity

Popularity

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n

The results
Q6: What are the 3 coolest and most innovative mobile apps?

Deals & freebies

Travel & Museum
Fitness
Shopping
Finance, banking, cards
Meeting people & relationships
Social networking & photo
Reading books
Weather & alarm
Browsing news, music, videos
Entertainment & games
Covenience, local guide, maps
0

10

15

20

25

30

35

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n

The results
Q6: What are the 3 coolest and most innovative mobile apps?
Why?
n

Maps apps, Kindle, Music apps (to compose especially). I love the
convenience of these apps the most.

Starbucks: makes purchasing easy so that you don't have to carry

around a card all the time.

LinkedIn - great articles, forges connections, opens future career

opportunities and facilitates discussions about issues & causes

Apps that introduce me to new things (news, music, videos)

based on my previous preferences interest me the most.

Amherst alumni app allows me to connect to any Amherst alum

easily and anywhere

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n

The results
Q6: What are the 3 coolest and most innovative mobile apps?
Why?
n

GTasks - keeps me organized; Words with Friends - keeps my

mind engaged; Lose It - keeps my body in shape

Rue La La - fun, pretty way to shop; Etsy - awesome way to see

unique products

I use apps to find out about local deals, places to go and things to
do. I want to save money and find unique things.

Lovely super clean and simple UI that allows you to search for
apartments with ease.

Tindr- creates platform for communication & relationships;

snapchat- helps me communicate with friends in an interesting
and creative way

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n

The results
Q7: What is the best vacation or hotel you remembered?
What were some details or factors that made the trip so
memorable to you?
Location (near downtown, activities,
nature)
Complimentary services & products
Aspects of Design & interior
Hotel food
Staff demeanor & friendliness
Comfort
Family & friends
Adventure & entertainment

10

15

20

25

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n

The results
Q7: What is the best vacation or hotel you remembered?
What were some details or factors that made the trip so
memorable to you?
n

Bali, Indonesia! Best vacation for the service & attention I

received. Great massages & I'm one happy camper.

Sailing in Barcelona + the Mediterranean. Beach cabanas. Cocktail

bars. Nice hotel parties to boot.

The W South Beach is so beautiful. The staff was very attentive

and always wanting to please the guests. Design-wise the hotel is
very modern and sophisticated. You can tell the designers wanted
to make a comforting and sensually evoking environment.

Aman Resort in Sveti Stefan in Montenegro some parts of the

insides looked like a renovated European castle.

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n

The results
Q7: What is the best vacation or hotel you remembered?
What were some details or factors that made the trip so
memorable to you?
n

Many of the National Park lodges are the best hotels I have stayed
in. Although they haven't necessarily been the nicest as far as
amenities go, they really captured the feel of the area, which very
much made me feel like I was in a new place for vacation.

Lebua at State Tower in Bangkok was by far the best hotel I've ever
stayed at. The attention to decor, Bulgari bathroom products, and a
breakfast buffet that catered to every nationality present in that
hotel was truly inspired.

I stayed at the Westin Boston Waterfront and loved it. The staff was
extremely courteous; the room had an incredible view, and was
spacious without having the "cookie cutter" feel that a lot of hotels
do.

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n

The results
Q7: What is the best vacation or hotel you remembered?
What were some details or factors that made the trip so
memorable to you?
n

The Adlon in Berlin. Staff were incredibly competent, fluent in

many languages, and knew the city well. The rooms were nice
enough, but we didn't spend much time in them; the quality of
service was the most important.

Carthage in Jordan. The hotel we stayed at had exquisite design

with a roof suite that had incredible views. Also room service was
impeccable and very quick. The hotel had a cool community and
the bar downstairs was very happening without being sleazy.

Bocas de Toro, Panama we stayed at a bed and breakfast with

lofted bedrooms in a private cabin with an open first floor and
hammocks. Strawberry poison dart frogs, beautiful flowers,
surrounded by nature.

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n

The results
Q8: If you were given a free stay at a luxury hotel, what ideal
features and amenities would you look for? What would you
also dream of having in the future?
COMFORT & CONNECTIVITY
n

Scenic view. Comfortable furniture.

Well located, encompasses the local flavor (while maintaining an exclusive

luxurious vibe), and a staff that goes beyond the call of duty.

Old school charm over the new "luxurious" stuff. Give me a cup of coffee and
some 19th century architecture over shiny glass and an interactive mirror on the
wall, or high-tech bathroom. If I wanted to stay at a Hilton or Hyatt, I'd eat at
McDonalds too, you feel me?

Comfort, attention, connectivity (free Wifi is a must nowadays).

Absolute convenience. I want to be catered to. I also want connectivity with the
rest of the world while being isolated in my room.

A very comfortable bed and computer in the room.

I'm a fan of the basics, like a hair dryer, basic toiletries, free breakfast, but also I
know that when I traveled I had things stolen or lost and I know that I appreciate
hotels that provided help in procuring new items.

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n

The results
Q8: If you were given a free stay at a luxury hotel, what ideal
features and amenities would you look for? What would you
also dream of having in the future?
AMENITIES
n

Indoor sports facilities, free wifi/ internet caf.

Ideal features would be a wonderful Whirlpool tub. I would dream of being able to
be massaged in the comfort my room, perhaps after breakfast and before I start my
day (assuming business trip).

Free wi-fi, exercise room, pool that can be reserved.

Indoor hot tub

iPad, phones available to rent, clothing or amenities to rent from hotel. Lifestyle
concierge service either included in room rate or daily charged with a small fee.

BRAND COLLABORATIONS & LOCAL COMMUNITY

n

I always like cool branded items sprinkled throughout the room (I've seen some
nice stationary at hotels etc). The Ace Hotel collaboration with Opening Ceremony
seems pretty cool and effective as far as promoting the brand. A great restaurant in
the site always nice.

thought out and developed aesthetic, dream of future hotel: connection to

cultural aspect of city, sense of connection of place, alternative vibe

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n

The results
Q8: If you were given a free stay at a luxury hotel, what ideal
features and amenities would you look for? What would you
also dream of having in the future?
MEETING PEOPLE & HOTEL COMMUNITY
n

A nice bar and an easier way to meet people!

"Happy hour" (similar to the one done by embassy suites), outdoor or inclusive
activities with the guests.

Maybe a digital network of people/travelers that have been to the area or have
heard of cool under-the-radar places. I like scavenger hunts: what if there were a
hotel app that was a scavenger hunt which would allow you to discover these 'cool'
local places on your own, with a group of friends, and create a photo documentary of
your experience (which would be aided by this app).

Eco friendly in-house dry cleaning/launder service, and if I were traveling alone I
would want some sort of way to connect with people of my age and interests that
may be staying in the hotel.

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n

The results
Q9: Thinking broadly, as a millennial consumer, what would
you like to see companies spend more resources on
nowadays?
Design, art & culture hub
Local engagement
CSR & values in action
Global & ethical footprint
Innovation & technology
Transparency & quality

Environmental sustainability
0

10

15

20

25

30

35

40

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n

The results
Q9: Thinking broadly, as a millennial consumer, what would
you like to see companies spend more resources on
nowadays?
INNOVATION & TECHNOLOGY
n

Technology - charging stations, wifi cafes, etc. bridge the gap of home and hotel
using innovative, modern solutions.

Technology: Id appreciate a mobile app to book hotels, view reservations, and

perhaps even act as a key-card to the room.

Technology that can integrate with the hotel space would be really quite cool.
Things like environmental sustainability and good design are a given now, and it
would be fun to see hotels try to create a more surreal or hyper-real experience.

Technology. I like to imagine that the company ensures that their global footprint is
kept at a minimum. That would be my first choice, but technology would be the
aspect that impacts me directly as a consumer during my hotel experience.

I think companies should spend more on crafting an aesthetic experience that is

in itself innovate instead of the standard "fancy hotel" image that's been crafted in
our heads.

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n

The results
Q9: Thinking broadly, as a millennial consumer, what would
you like to see companies spend more resources on
nowadays?
ENVIRONMENTAL SUSTAINABILITY
n

I want green products and services.

Environmental sustainability should be a top priority

Environmental sustainability, because I want the world to grow and prosper for our
future generations, and it is almost selfish for them to not invest in this with the
money they have. Innovation and technology go hand in hand with this, because
companies can and should find environmentally sustainable solutions to their
problems and technology.

Environmental Sustainability- while it'll take an initial investment, it'll pay off in the
long run. Take solar panels in many house around the Bay Area. Those homes are
actually selling electricity now.

Environmental sustainability and just generally responsible practices that don't

destroy the economies/ecosystems of third world countries, natural areas,
underprivileged communities, etc.

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n

The results
Q9: Thinking broadly, as a millennial consumer, what would
you like to see companies spend more resources on
nowadays?
LOCAL ENGAGEMENT & CSR
n

I'd like to see companies go more local in terms of their impact on local economies
and markets. I think some of the most successful hotels I've been to have emphasized
"the local" through their menus or in their outing options.

investment in social causes the social causes that a company invests in

pertains directly to the location of the company/hotel and the social, environmental,
and other kinds of issues that are site-specific. (For instance, in a place that has a
significant gender disparity, employ and empower female artisans or entrepreneurs
by featuring their work in the hotel OR direct hotel guests to the shops or markets
where these crafts-women sell their products.

community outreach should be a focus. Although the luxury brands might be in

more affluent areas that require less aid, they can still help with things like the
aesthetic value of the area (i.e. holding a gardening day once a month in the
community).

If corporations invested more in the community, say for instance in education,

especially in the lower income areas the from which they draw their lower level
employees, they would have a more educated and productive workforce.

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n

The results
Q9: Thinking broadly, as a millennial consumer, what would
you like to see companies spend more resources on
nowadays?
TRANSPARENCY & QUALITY
n

Consumers are becoming more cautious nowadays, and we support good causes.
We want to feel good when we purchase.

I like companies who focus on delivering high quality products and not focus
their energy on ridiculous gimmicks. For alcohol, please focus on the taste not the
shape of the bottle.

Transparency and sustainability are particularly important as they represent

connection to local communities. Travel modes such as cruises and other
international chains can be problematic for the way that they obliterate local culture
while pulling local people into a system of international capital exchange. A resort
company must provide services while also making it clear that they are maintaining
best practices with regards to hiring, employee treatment, etc.

It's easy to see through marketing bullshit, and I would be more impressed if any
environmental initiatives were indicated in a simple, very subtle way.

Better hiring practices treating employees with dignity and respect goes a long
way in the workplace. Increasing respect = friendlier staff = a more pleasant
experience for me.

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n

The results
Q10: Just an exercise: If you were the CEO of a global hotel
company, what innovative strategies would you pursue?
n

Technological innovations. I would also make sure I am responsible for the

environment and the rest of the world.

Global expansion in a way that improves my brand image. Connect better with
the young.

Technology and innovation, hands down. Global footprint expanding in an

ethical manner. CSR and transparency are key, too. Consumers are becoming more
cautious nowadays, and we support good causes. We want to feel good when we
make a purchase (definitely a plus, other things being equal)

Try to go to new lengths to make sure that my hotels are not just flying in a little
slice of the first world to keep the wealthy happy whatever that might mean.

Green roofs, solar panels, local input and consideration, keep staff happy and
message boards throughout

A cradle-to-cradle hotel: a hotel that takes out just as much as it puts in. Meaning
wholly, or almost sustainable and ethical. It would involve some bad-ass design
innovation but is completely sustainable and looks aesthetically different, yet,
beautiful would be pretty cool.

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n

The results
Q10: Just an exercise: If you were the CEO of a global hotel
company, what innovative strategies would you pursue?
n

Develop the hotel community so that it isn't just a comfortable place to be and be
served. I would like for a hotel to be a place where I can go learn something and
become interested in things via short talks by local experts, dinners, workshops etc
that I can participate in either for little or no charge which I would find enriching for
my mind. I feel cultural and intellectual stimulation could be an area hotels could
explore more of, since the body-health axis and spas are exhausted.

I would try to make my hotels into entertainment hubs. Hotels can be more than
bedrooms. They can have actual galleries with thought-provoking exhibitions (not
just a series of artworks hung for decorative purposes); they can host concerts (not
just some light music for cafe background music); they can have book clubs and
meetings.

Innovate, innovate, innovate. Global expansion in the most efficient manner that
solidifies my brand. Be more conscious of the environment. The luxury products and
services world has much potential and it is serving a great human need the desire
to feel good about ourselves. Go Starwood!

...Insights into the Future Consumer

Millennials
n

Are agents of Change: Have a strong stance on social issues and fight for
causes they believe in.

Desire high quality of life Eating well, healthy living, respect for the
planet, and time for leisure are very important.
n Cooking and eating well is a passion point for many millennials.
Brand Amplitude, 2013

Desire community, self-expression, collaboration, and sharing.

Are tech-savvy; the group with highest rate of social media usage.

Despise Waste: try to live within their means and value eco-friendly, green
products and brands.

Desire higher levels of Innovation and technology in their lives.

Are cautious shoppers: more willing to spend time on research before

purchasing.

Are increasingly global in outlook (global citizens)

In the news

St. Barths, Carribbean

LVMH Moet Hennessy Louis Vuitton ventures further into luxury
hospitality industry Brand Channel August 2013

In the news

Fashion Designers + Design-focused suites = One haute luxury experience

Telegraph UK

A desire for luxury experiences

Baby Boomers are seeking new ways to treat themselves, and

Millennials define themselves more by what they do than what
they own. The Times

The growing global middle class & a shift to younger luxury travelers

+
Its not the car you have; its the places you
go and the experiences you have.
In the future, people will own whatever they
want responsibility for. And I think what
theyre going to want responsibility for the
most is their reputation, their friendships, their
relationships, and the experiences theyve
had.
- Brian Chesky, Founder, Airbnb

The gist
n

Gradual but fundamental shift from luxury consumption to

luxury experiences.

Millennials desire authenticity & cultural experiences

n

Much more inquisitive

Much more connected

Much more global.

Starwoods Gen luxury caters to the global explorers,

trendsetters, & the new global elite.

The age of great change in a super-connected world.

Our Recommendations
n The

App

n The

Closet

n The

Foundation

n Portal

of Discovery

Leading the game with technology

and innovation

THE APP

The Future Consumer is

Connected
n

64.42% of respondents indicated that they stayed in touch

with someone they had met on a plane or at a hotel while
traveling.
Four Points Business Traveler Survey, February 2013

Business travelers have a real need to connect

on the road both virtually and in person
road warriors are social, preferring to
network rather than just enjoying
solitary pursuits.
Brian McGuinness, SVP

Targeting the Future Consumer

n

Managers with a cross-cultural

perspective are in high demand.
n
n
n
n

Join The Global Elite, Harvard Business

Review, May 2013
Collaborating with others
Moving across continents
Keeping an open mind

The global elite have homes and networks

in more than one city

Millennials today and tomorrow

n
n
n
n
n

Desire absolute and instant convenience.

Engage with brands digitally.
Realize the need to connect on the road.
See hotels as communities of travelers.
Forge relationships via technological
interface.

What our respondents are saying...

n

LinkedIn - great articles, forges connections, opens future career

opportunities and facilitates discussions about issues & causes

Amherst alumni app allows me to connect to any Amherst alum easily

and anywhere

Tindr - creates platform for communication & relationships

I like my USAA app because I can take care of my business on the go

I want it fast and I want it now.; Im always online.

I like brands with mobile platforms better.

42% rank ease of use as very important, after only quality and above
both price and design.

Leveraging the Starwood app

The New App

Consumers Benefits
n

A brand new and functional interface

n
n
n

GPS-based feature: original profile or

integration with Facebook/ LinkedIn/
Instagram
n
n
n
n

Bookings and travel logs

Order room service; work as key card
The Closet.

Connect with old global friends coincidentally in

property
Connect with new professionals open to
networking
Privacy settings & staying invisible
Function modeled after Letslunch/ Lunchmeet

Personalized local info and access to exclusive

events and local happenings

The New App

Brand Utility
n Streamlined

across 9 brands and

integrated across mobile phones
& tablets.

n Marketing

opportunities;
partnerships and collaborations

n Solidify
n

global brand image

The new global elite, world

explorers and trend-setters

n Enhance
n

brand loyalty: SPG

Brand loyalty is our most

important asset Frits van
Paasschen

What our respondents are saying..

n

Service/personal attention is still by far the #1 factor that

made their vacation (followed by adventure &
entertainment)
n

Bali, Indonesia! Best vacation for the service & attention I

received. Great massages & I'm one happy camper.

The W South Beach is so beautiful. The staff was very attentive

and always wanting to please the guests.

The Adlon in Berlin. Staff were incredibly competent.

Starwood sets the bar for world-class service

n

The St. Regis signature butler service.

Marketing to Millennials

Sell to consumers based

on who they are

Sell to consumers based

on who they want to be

Maximized personal attention

Catering to the trendsetters, world explorers and
global elite

THE CLOSET

Gradual but fundamental shift luxury consumption luxury

experiences

Things I do not necessarily want to own, but to experience.

n

Authenticity is important to me.

Absolute convenience.

Catering to the new global elite?

Whats new/ whats next?

Id rather spend money on experiencing things than owning

things and buying things I dont need.

Benchmarks
Fashion Rental Companies
n

Rent the Runway

Bag, Borrow, or Steal

Something Borrowed, NY

Love Me and Leave Me

Happily Ever Borrowed

Albright fashion library

The Closet
How it works
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Browse wardrobe options on smartphone or tablet

Browse items in person at the hotel

Borrow an outfit from The Closet

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Order via mobile app

Items delivered to your room

Charge it to your account

The Closet
Hotel benefits
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Cater to our global markets (Chinese travelers, the upper-income

urban generation of professionals, the trend-setters)

Help guests assimilate to a new culture & place

Opportunity to infuse brand identity into guests wardrobe

Advertise luxury & local brands

High earning potential

The Closet
Guest Utility
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Always dress the part for business

dinners and events

Replace lost luggage

Always prepared for unexpected

weather

Immerse yourself in local culture

through style customs

Reinvent yourself

Try it before you buy it

Browse wardrobe options while in

transit through mobile app

Giving by Doing
Going global, engaging local in a responsible manner

The Foundation

Rationale
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Top adjectives to characterize favorite brands: trendy,

fashionable, cool, hip, but also healthy, holistic and
charitable. (Q4)
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I prefer supporting companies that give back.

Aside from innovation & technology, 2nd & 3rd highest categories
survey respondents would like to see companies spend more
resources on: environmental sustainability and local
engagement. (Q9)

Sustainability needs to excite and motivate customers. Millennials

present the greatest opportunity for engagement. Accenture

Millennials present greatest opportunity for brands to promote a

shift to sustainable, eco lifestyles, by incorporating innovative
concepts of design.

A generation overwhelmingly dedicated to social justice. Where

there is justice, we want to respond, whether in-person, online, or
through power of the purse. Huffington Post

+ Innovating, Going global and Engaging local

in a responsible manner
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Natural carpeting & flooring, green roof-tops, up-cycled furniture

E.g. lamp shades made from sustainable bamboo and recycled

copper wire (Designers: Pepe Heykoop & Tiny Miracles
Foundation)
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Alleviate poverty for 700 people by 2020 through lamp initiative

Utilize the skills of under-privileged women and street-kids in the

Pardeshi Community of Mumbai.

New vision
The Foundation
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Each brand works towards an

aspect of the overarching cause.
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e.g. Element Hotels promote

sustainability initiatives.

Global issues each brand

represents, promotes and tackles
determined by brand positioning
and customer segment it attracts.

Display of interactive panel in hotel

to promote transparency and
solidifies Starwood global image
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Benchmark: Starbucks sustainability

wall; Patagonia

Conclusion: Portals of Discovery

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Millennials want impeccable service and

comfort, but they also want to learn about new,
unique things and experience them in a
personal way.

Hotels can be portals of discovery to curate

world experience
n Intellectually, aesthetically, ethically, and
always sustainably
n Digital and physical hubs of the future
global elite, the new urban generation of
professionals, the world explorers and
trendsetters
Tomorrows consumer is: Asian, urban,
millennial.
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In 2030, the young Asian urban consumers
alone will be worth 6-7 trillion dollars
gigantic spending power that matters much
to consumer brands. (World Economic Forum
Insights: The Millennial Consumer)

Hotels can be a lens into our local destinations

Global opportunities

Areas for further research with the team.