1. JULIEN Coralie
ROUSSEL Valentine

2. The new generation who grew up with new technology tools.
These people were born between the middle of 80’s and the
middle of 90’s. They use the internet and new technologies
to communicate, to work, to create…
This generation is always connected.

3. They are people who need, who use to post online (on
youtube) about their life. Anything that happens in their
life, they will talk about it on youtube. They need to be
seen by the entire world. They are addicted to the
internet

4. They are following the generation X. We do not know
when this generation starts and ends, but usually we
use to describe them as being born between the early
80’s and 2000’s. We called them also generation Y

5.  They are crazy of gadgets. They need to be connected
wherever they’re going. They need to have numerous
technological devices, and if possible, the newest !
 They care about the environment and their own shape.
 They want to have the coolest thing. They do not want
common things in their everyday life. They always want
outstanding devices from cooking to wearing.
 They need their own space but the need also to be
surrounded by people at the same time. « Isolated
togetherness ». They call, they work, so they are doing
private thing in public.
 They are social animals. They need to socialize but online.

6. They want to be connected quickly and for free. They
want to conduct their work anytime and anywhere easily.
The new generation spend money despite of the economic
crisis. The hotel’s missions have changed contrary to the
former generation. New generation spend more time in
hotels. They work there because these lasts are connected,
made improvements for this new generation.

8. NEW TIMES,
NEW DEMANDS,
NEW OPPORTUNITIES
CONNECTED CONSUMERS WITH EXPECTATIONS OF AN OPEN,
ARTICULATE AND PERSONALIZED EXPERIENCE ARE
CHANGING THE WORLD. IT'S AN ATTITUDE - AND THE ONLY
WAY TO TRULY CATER FOR IT IS TO DESIGN FOR IT. ITS HEART
LIES WITH THE MILLENNIALS, BUT ITS REACH IS FAR FAR
WIDER THAN A SINGLE GENERATION
THE ‘MILLENNIAL ATTITUDE’ IS AN ATTITUDE THAT
TRANSCENDS A SINGLE GENERATION
THIS IS A HUGE OPPORTUNITY.
THIS IS THE FUTURE. RADISSON RED, NOT ONLY
UNDERSTANDS THIS ATTITUDE. IT UNDERSTANDS HOW TO
DESIGN AND DELIVER AN EXPERIENCE THAT MATCHES THE
EXPECTATIONS. IT UNDERSTANDS THAT PERFECT HARMONY IS
WHEN THE GUEST EXPERIENCE MATCHES THE INVESTMENT
EXPERIENCE AT THE HEIGHT OF THE HAPPY CURVE.

9. In their explanation, Radisson Red hotels tries, as much as
possible to answer the new expectations of the new
generations. « Its heart lies with the millenials (…) » : this
sentence shows well that millenials are their target consumer
 « Open and personalized experience » : to be alone but
together
 Connecting is involving : we are and we want to be
connected everywhere
 Different is good : new generation do not want usual
things but outstanding devices
 Technology is human : everywhere we go now, we have at
least 2 technological devices
 Design is defining : public but personalized places

10. CitizenM is a new and a city near you. citizenM welcomes the
mobile citizens of the world- the suits, weekenders, explorers,
affair-havers and fashion-grabbers looking for boutique hotel
accommodations. So if you travel with an open mind, a love of
free movies on demand and free Wifi, come in and take a room
tour. The inspiration hungry: meet citizenMag, our lifestyle
magazine. The gung ho: jump straight to reservations. breed of
hotel now in
Amsterdam, Rotterdam, Glasgow, London and NewYork, and
coming soon to Paris
In their description of customers they are targeting, we see
key words like
« mobile », « citizen », « explorers », « fashion-
grabbers », « open-mind », « free »…. So it matches well with
the above explaination of new generation (C, Y or Millenials).
They understood the new expectations of travellers. They
need to be connected (mobile citizen) in the hotel but for
free (free movies and free Wifi)

11. Through their concept, Mama Shelter tries to answer the expectations
of new generations :
 Multimedia
Our entertainment system allows you to watch TV and free movies on
demand, listen to the radio, connect to the Internet (Airplay, Skype ...),
and as Mama thinks about everything, it also allows you to access
directly from your room at the Mama Shelter informative guide.
 Free Movies
Mama Shelter is the first to offer free in room movies on demand.
 Meetings
Mama offers a unique meeting and special events room, l'Atelier
featuring a pool table, a communal dinning table, a bar, WIFI access,
one 52" and four 40" LCD screens as well as a Bose sound system.