The grand dames of the hotel industry—Marriott, Hilton, and Hyatt—built their reputations on creating a consistent, high-quality product that would ensure a guest had a perfectly predictable experience anywhere in the world. This approach worked like a charm with baby boomers, who liked their premium hotel stays—much like their Starbucks macchiatos—to follow a neat formula. But millennials, it turns out, are different beasts altogether. Big hotel chains don’t interest them.
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