Thursday 10 April 2014

10 must-play golf courses






Carnoustie is where Ben Hogan won the only Open Championship he ever played in. The par-five sixth hole "Hogan's Alley" was named after him because of the tight driving line he took in all four rounds on it.Carnoustie is where Ben Hogan won the only Open Championship he ever played in. The par-five sixth hole "Hogan's Alley" was named after him because of the tight driving line he took in all four rounds on it.

You'll follow the footsteps of some of the game's greats here. If you want to try your hand at emulating Hogan's drives at the sixth hole, aim between the fairway bunkers and the out-of-bounds fence.You'll follow the footsteps of some of the game's greats here. If you want to try your hand at emulating Hogan's drives at the sixth hole, aim between the fairway bunkers and the out-of-bounds fence.

Even at a shortened length, the Ocean Course at Kiawah Island Golf Resort in South Carolina is a tough challenge. Whichever tees you choose, a round here is a heavenly experience.Even at a shortened length, the Ocean Course at Kiawah Island Golf Resort in South Carolina is a tough challenge. Whichever tees you choose, a round here is a heavenly experience.

Possibly the toughest course in the world, the Pete Dye-designed Ocean Course at Kiawah Island was the stage for the 1991 Ryder Cup -- the notorious "War On The Shore," in which the European team lost by the narrowest of margins to the United States. Possibly the toughest course in the world, the Pete Dye-designed Ocean Course at Kiawah Island was the stage for the 1991 Ryder Cup -- the notorious "War On The Shore," in which the European team lost by the narrowest of margins to the United States.

The "Home of Golf" and probably the most famous course in the world, the Old Course at St. Andrews Links has hosted 28 Open Championships, with another one due in 2015.The "Home of Golf" and probably the most famous course in the world, the Old Course at St. Andrews Links has hosted 28 Open Championships, with another one due in 2015.

At St. Andrews, it's impossible not to be inspired by the history -- the Swilcan Burn, Hell Bunker, the Road Hole, the Old Course Hotel and the huge double greens that can leave you with putts of over 100 feet on 14 holes.At St. Andrews, it's impossible not to be inspired by the history -- the Swilcan Burn, Hell Bunker, the Road Hole, the Old Course Hotel and the huge double greens that can leave you with putts of over 100 feet on 14 holes.

"If I had only one more round to play, I would choose to play it at Pebble Beach," said Jack Nicklaus. The iconic course overlooking the Pacific Ocean is one every golfer should hit. "If I had only one more round to play, I would choose to play it at Pebble Beach," said Jack Nicklaus. The iconic course overlooking the Pacific Ocean is one every golfer should hit.

With nine holes that hug the rugged coastline, this is what the golf courses must be like in Heaven. Though hopefully not as expensive. A round at Pebble costs $495, not including the cart.With nine holes that hug the rugged coastline, this is what the golf courses must be like in Heaven. Though hopefully not as expensive. A round at Pebble costs $495, not including the cart.

The Pinehurst Resort has eight courses, four designed by Donald Ross, including the legendary No. 2 course, which has hosted one Ryder Cup, one PGA Championship and two U.S. Opens.The Pinehurst Resort has eight courses, four designed by Donald Ross, including the legendary No. 2 course, which has hosted one Ryder Cup, one PGA Championship and two U.S. Opens.

In 2014, the No. 2 course will make history by becoming the first course to hold the U.S. Open and the U.S. Women's Open in successive weeks.In 2014, the No. 2 course will make history by becoming the first course to hold the U.S. Open and the U.S. Women's Open in successive weeks.

Though it's never hosted a professional major, Royal County Down is a worthy inclusion on any golfer's wish list. The magical links course is perennially voted one of the best in the world.Though it's never hosted a professional major, Royal County Down is a worthy inclusion on any golfer's wish list. The magical links course is perennially voted one of the best in the world.

Royal County Down is a par 71 that measures 7,186 yards from the championship tees, 6,878 yards from the medal tees and 6,675 yards from the stableford tees. Royal County Down is a par 71 that measures 7,186 yards from the championship tees, 6,878 yards from the medal tees and 6,675 yards from the stableford tees.

The 1969 Open here was the first Major won by Tony Jacklin, ending an 18-year drought without a British victory in their own Open and signaling the beginning of the rise of European golf. The 1969 Open here was the first Major won by Tony Jacklin, ending an 18-year drought without a British victory in their own Open and signaling the beginning of the rise of European golf.

Royal Lytham has hosted 11 Open Championships, many of them historic, including its first, held in 1926 and won by Bobby Jones.Royal Lytham has hosted 11 Open Championships, many of them historic, including its first, held in 1926 and won by Bobby Jones.

Royal Porthcawl hosted Tiger Woods when he played for the U.S. team in the 1995 Walker Cup and has been the venue for six Amateur championships, the most prestigious tournament in amateur golf. Royal Porthcawl hosted Tiger Woods when he played for the U.S. team in the 1995 Walker Cup and has been the venue for six Amateur championships, the most prestigious tournament in amateur golf.

On this magnificent links course, the sea is visible from every hole. It can be played at various lengths, from 7,065 yards par 72 from the black tees down to 6,303 yards from the yellow tees.On this magnificent links course, the sea is visible from every hole. It can be played at various lengths, from 7,065 yards par 72 from the black tees down to 6,303 yards from the yellow tees.

St. George's is the first course outside Scotland to hold the Open. It's hosted 14 Open championships, 13 Amateur championships, the Walker Cup in 1930 and 1967 and the British PGA Championship in 1975, won by Arnold Palmer.St. George's is the first course outside Scotland to hold the Open. It's hosted 14 Open championships, 13 Amateur championships, the Walker Cup in 1930 and 1967 and the British PGA Championship in 1975, won by Arnold Palmer.

This wonderful course was also the setting, under the name "Royal St Marks," for James Bond's golf match against Goldfinger in Ian Fleming's novel "Goldfinger."This wonderful course was also the setting, under the name "Royal St Marks," for James Bond's golf match against Goldfinger in Ian Fleming's novel "Goldfinger."

Troon's most famous hole is the short par-three eighth, known as "'the Postage Stamp," which measures just 123 yards from the back tees. It gets its name from the smallness of the green, which is surrounded by deep bunkers. Many top golfers have come to grief at this course, home to the shortest hole at any Open Championship venue.Troon's most famous hole is the short par-three eighth, known as "'the Postage Stamp," which measures just 123 yards from the back tees. It gets its name from the smallness of the green, which is surrounded by deep bunkers. Many top golfers have come to grief at this course, home to the shortest hole at any Open Championship venue.

Royal Troon is another course with a great history of winners among its eight Open Championships, including Bobby Locke, Arnold Palmer, Tom Weiskopf and Tom Watson.Royal Troon is another course with a great history of winners among its eight Open Championships, including Bobby Locke, Arnold Palmer, Tom Weiskopf and Tom Watson.








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  • The Masters tees off on one of the world's most beautiful courses -- Augusta

  • Ocean Course on Kiwah Island in South Carolina hosted the notorious "War on The Shore" at the 1991 Ryder Cup

  • Spectacular Pebble Beach overlooking the Pacific Ocean appears on many golfers' bucket list

  • Royal Porthcawl and Royal County Down are the only two courses on this list that have never hosted a professional Major




(CNN) -- The weekend of the 2014 Masters -- the first major golf tournament of the year -- invariably acts as a siren call to anyone who owns a set of clubs.


If you love the game and its history, the following list of courses will make you feel like a pro, even if you don't swing like one.


I've limited this list to 10 courses, in alphabetical order, that the average golfer can play.


Carnoustie Golf Links (Scotland)


Carnoustie is where the great Ben Hogan won the only Open Championship he ever played and had the par-five, sixth hole named after him ("Hogan's Alley") because of the tight driving line he took at this hole in all four rounds.


Other Open winners on what has been called the world's toughest links course include Henry Cotton, Gary Player and Tom Watson.


Ambitious (and perhaps overconfident) swingers can try to emulate Hogan's drives at the sixth hole, aiming between the fairway bunkers and the out-of-bounds fence.


Carnoustie can be played at its Open length of 7,421 yards, par 71 or from the yellow tees at a more modest 6,595 yards.


Try not to follow in the footsteps of Jean van de Velde, who took seven at the 18th hole in 1999 when a six would have won him the Open.


Green fees from £154 ($260); must have current handicap certificates, 28 or better for men, 36 for women and juniors (14-18); under 14s not allowed on Championship course.


Carnoustie Golf Links , Carnoustie, Angus, Scotland; +44 1241 80 2270


MORE: World's 18 most beautiful golf holes




A tough but beautiful challenge.

A tough but beautiful challenge.



Ocean Course, Kiawah Island Golf Resort (South Carolina)


From the toughest links course in the world to possibly the toughest course in the world, which also happens to be by the ocean.


The Pete Dye-designed Ocean Course at Kiawah Island was the stage for the 1991 Ryder Cup, the notorious "War On The Shore," in which Seve Ballesteros, Sir Nick Faldo, Bernhard Langer and the rest of the European team lost by the narrowest of margins to a U.S. team that included the late Payne Stewart, Fred Couples and Ray Floyd.


The Ocean course was also the venue for Rory McIlroy's PGA Championship victory in 2012.


In that event the course played to a monster 7,676 yards, par 72, but you can play it from a variety of tees that go as low as 6,202 yards.


Even at that shortened length it's a challenge, but whichever tees you choose a round on the Ocean Course is a heavenly experience.


No carts; handicap required; packages from $200-450 depending on season.


Kiawah Island Golf Resort , One Sanctuary Beach Drive, Kiawah Island, South Carolina; +1 800 654 2924


Old Course, St. Andrews Links (Scotland)


This is known as the Home of Golf and is probably the most famous course in the world.


It's one that all serious golfers want to play.


The Old Course at St. Andrews has hosted 28 Open Championships, with another due in 2015.


The list of champions here is a mighty one, including Bobby Jones, Jack Nicklaus (twice), Seve Ballesteros, Sir Nick Faldo and Tiger Woods (twice).


When you play this magnificent links you can't fail to be inspired by the history -- the Swilcan Burn, Hell Bunker, the Road Hole, the Old Course Hotel and the huge double greens on 14 holes that can leave you with putts of more than 100 feet.


You can play the Old Course at its Open Championship length of 7,305 yards, par 72, or 6,721 yards from the white tees, or 6,387 yards from the yellows.


Official Handicap card/certificate required, 24 or better for men, 36 for women and juniors; from £160 ($270) April 14-October 19 (ballot booking), £112 ($190) October 20-31, £80 ($135) November-March 2015


St. Andrews Links , Old, New & Jubilee courses, West Sands, St. Andrews; +44 (0)1334 466 718


MORE: World's 10 toughest golf courses




Jack Nicklaus said: \

Jack Nicklaus said: "If I had only one more round to play, I would choose to play it at Pebble Beach."



Pebble Beach Golf Links (California)


This iconic course overlooking the Pacific Ocean is one every golfer should play before they're too old to enjoy it.


Jack Nicklaus said: "If I had only one more round to play, I would choose to play it at Pebble Beach."


It's hosted five U.S. Opens and will host its next one in 2019.


Past winners include Nicklaus, Tom Watson, Tiger Woods and Graeme McDowell.


A round at Pebble costs $495 plus cart cost.


Various tees can stretch the course length from 6,116 yards to 7,040 yards, par 72.


Pebble Beach Resorts , The Lodge at Pebble Beach, 1700 17-Mile Drive, Pebble Beach, California; +1 831 624 3811


Pinehurst No. 2, Pinehurst Resort (North Carolina)


Known as America's St. Andrews, Pinehurst is steeped in history.


The resort has eight courses, four designed by Donald Ross, including Pinehurst's legendary No. 2 course, which has hosted one Ryder Cup, one PGA Championship and two U.S. Opens.


In 2014, the No. 2 course will make history by becoming the first course to hold the U.S. Open and the U.S. Women's Opens in successive weeks.


In 1999, the course's 18th green was the scene of one of golf's most enduring images when Payne Stewart punched the air after holing a 15-foot putt to win his second U.S. Open -- a statue of Stewart in the pose is situated behind the 18th green.


Pinehurst can be played from a variety of tees ranging from 7,495 yards, par 72, from the U.S. Open tees to 5,822 yards from the green tees.


Every golfer should play at least one Donald Ross course before they die and this is the best.


Caddies recommended: $55 per bag; fees from $360, non-resort guests must call +1 910 235 8141.


Pinehurst , 80 Carolina Vista Drive, Pinehurst, North Carolina; +1 855 235 8507


MORE: World's 10 best golf resorts


The Royal County Down Golf Club (Northern Ireland)


One of only two courses on this list that has never hosted a professional Major, Royal County Down has been the venue for major amateur events including the Walker Cup in 2007, the Curtis Cup in 1968 and two Amateur Championships.


But it's really on my list because Royal County Down is a magical links course that's perennially voted one of the best golf courses in the world, most recently by Golf Digest (the world's biggest selling golf magazine), which placed it fourth in its list of the world's 100 greatest courses.


Royal County Down is a par 71 that measures 7,186 yards from the championship tees, 6,878 yards from the medal tees, or 6,675 yards from the stableford tees.


Green fees from £50-185 ($85-310); between May and mid-October, blue, white and yellow tees require handicaps of 4 or better while red tees are open to all; buggies not allowed.


The Royal County Down Golf Club , 36 Golf Links Road, Newcastle, County Down, Northern Ireland; +44 28 4372 3314 for tee time reservation




The 1969 Open here was the first Major won by Tony Jacklin.

The 1969 Open here was the first Major won by Tony Jacklin.



Royal Lytham & St Annes Golf Club (England)


Royal Lytham has hosted 11 Open Championships, many of them historic.


The first Open at Lytham in 1926 was the first Open won by Bobby Jones.


The 1969 Open here was the first Major won by Tony Jacklin, ending an 18-year drought without a British victory in their own Open and signaling the beginning of the rise of European golf.


Seve Ballesteros won two of his Opens at Lytham (1979, 1988), the former his first Major victory.


In 2012, Ernie Els won his first Major in 10 years when Adam Scott dropped four shots in the last four holes.


Other golfing legends to win the Open at Lytham include Bobby Locke, Peter Thomson, Sir Bob Charles, and Gary Player.


The Women's British Open has been held at Lytham four times -- winners include Annika Sorenstam and Catriona Matthew.


It's a tremendous links course, though one where you never actually see the sea.


It can be played at its Open length of 7,086 yards par 70 or from several other tees right down to 6,360 yards from the green tees.


Weekday rate for 18 holes is £180 ($300) and £270 ($450) for 36 holes; weekend rate (18 holes only) starts from £180 ($300); handicap certificates must be provided -- 21 for men and 30 for women.


Royal Lytham & St Annes Golf Club , Links Gate, Lytham St. Annes, Lancashire, England; +44 1253 72 4206


MORE: 10 tips for getting the most from your golf holiday


Royal Porthcawl Golf Club (Wales)


Royal Porthcawl has never hosted a Major championship, but it has hosted Tiger Woods when he played for the American team in the 1995 Walker Cup.


And it's been the venue for six Amateur championships, the most prestigious tournament in amateur golf.


Royal Porthcawl also hosted the Coral Welsh Classic tournament on the European Tour from 1980-1982, including the likes of Sandy Lyle, Sir Nick Faldo, Brian Barnes and Greg Norman.


This year Royal Porthcawl will host Wales' first Major when the the Senior Open Championship, a Major on the Seniors Tour, is played there.


It's a magnificent links course, where the sea is visible from every hole, that can be played at various lengths from 7,065 yards par 72 from the black tees down to 6,303 yards from the yellow tees.


It was 44th in Golf Digest's list of the world's 100 greatest courses and it's rumored to be a possible future Open venue.


Single round tickets start from £120 ($200); all-day tickets start from £170 ($285); club handicap certificates required -- 20 for men and 30 for women; caddies must be ordered 72 hours in advance; not suitable for novice golfers or beginners


Royal Porthcawl Golf Club , Rest Bay, Porthcawl, Mid Glamorgan, Wales; +44 1656 78 2251




Also the setting for James Bond\'s golf match against Goldfinger.

Also the setting for James Bond's golf match against Goldfinger.



The Royal St George's Golf Club (England)


At 66th in Golf Digest's list is Royal St George's, the first course outside Scotland to hold the Open.


It's hosted 14 Open championships in all, the last in 2011, which brought a sentimental victory for Darren Clarke.


Previous winners at St. George's include Harry Vardon (twice), Walter Hagen (twice), Henry Cotton, Bobby Locke, Sandy Lyle and Greg Norman, so you'll be golfing in the footsteps of some truly legendary golfers.


St. George's has also hosted the Amateur Championship 13 times, the Walker Cup in 1930 and 1967, and the British PGA Championship in 1975 which was won by Arnold Palmer.


This wonderful course was also the setting, under the name "Royal St Marks," for James Bond's golf match against Goldfinger in Ian Fleming's novel "Goldfinger."


It can be played at its Open length of 7,204 yards, par 70, or at various other lengths down to 6,340 yards from the white tees.


Green fees from £80 ($135) in winter and £170 ($285) in summer; handicap certificate of 18 or better must be provided for both men and women.


The Royal St Geroge's Golf Club , Sandwich, Kent, England; +44 1304 61 3090


MORE: Mission Hills Haikou: Rehab for golfers


Royal Troon Golf Club (Scotland)


Royal Troon is another course with a great roster of winners among its eight Open champions, including Bobby Locke, Arnold Palmer, Tom Weiskopf and Tom Watson.


Its next Open will be in 2016 and a great trip would be to attend the 2016 Open and then play the course the week after in exactly the same condition as the stars played it.


The club has also hosted six Amateur championships.


Troon's most famous hole is the short par three eighth, known as "the Postage Stamp," which measures just 123 yards from the back tees.


It gets its name from the tiny green, surrounded by deep bunkers -- many top golfers have come to grief here at what is the shortest hole at any Open Championship venue.


However, the legendary Gene Sarazen famously holed in one here in the first round of the 1973 Open at the age of 71.


Troon is a par 71 that can be played from a variety of tees starting at 7,175 yards from the Championship tees down to 6,201 yards from the yellows.


Green fees from £140 ($235), bookings available Mondays, Tuesdays and Thursdays from late April to October; current certificate of handicap must be produced, maximum handicaps are 20 for men and 30 for women; golfers under 16 not permitted on the Old Course or in the Clubhouse.


Royal Troon , Craigend Road, Troon, Scotland; +44 1292 31 1555


Tony Smart is a longtime golf journalist who has written for many publications including Golf Digest Ireland, Golf World, Golf Monthly, Golf International, The Robb Report and Asian Golf Monthly.



Hotels of the near future






When Ace Hotel opened in 1999, it was one of the first brands to appeal to the "creative class". Ace prides itself on its unique amenities, such as in-room turntables and locally sourced artwork and furniture. There are seven locations worldwide, with more in the wings.When Ace Hotel opened in 1999, it was one of the first brands to appeal to the "creative class". Ace prides itself on its unique amenities, such as in-room turntables and locally sourced artwork and furniture. There are seven locations worldwide, with more in the wings.

In order to appeal to today's travelers, it's imperative to have high-speed wi-fi, and it better be free. Dutch brand CitizenM offers this, as well as artfully designed room (another important factor for globetrotting millennials) at a low price point.In order to appeal to today's travelers, it's imperative to have high-speed wi-fi, and it better be free. Dutch brand CitizenM offers this, as well as artfully designed room (another important factor for globetrotting millennials) at a low price point.

Like many contemporary-minded hotels, the Aloft brand has put a heavy emphasis on its communal spaces. The lobbies (dubbed the re:mix Lounge) are often outfitted with pool tables, board games, LCD screens, and various other features aimed at getting guests mingling. It was also recently announced that guests can use their mobile phone both to check-in, and in place of a room key. There are currently 80 Alofts in operation, with another 20 planned. Like many contemporary-minded hotels, the Aloft brand has put a heavy emphasis on its communal spaces. The lobbies (dubbed the re:mix Lounge) are often outfitted with pool tables, board games, LCD screens, and various other features aimed at getting guests mingling. It was also recently announced that guests can use their mobile phone both to check-in, and in place of a room key. There are currently 80 Alofts in operation, with another 20 planned.

Andaz is a Hyatt brand, which means guests can earn loyalty points. It's presented like a boutique hotel, however, with a strong emphasis on design. Often, local artists are tapped to give the space an authentic feel (Dutch Marcel Wanders, for instance, helped outfit the Amsterdam hotel).Andaz is a Hyatt brand, which means guests can earn loyalty points. It's presented like a boutique hotel, however, with a strong emphasis on design. Often, local artists are tapped to give the space an authentic feel (Dutch Marcel Wanders, for instance, helped outfit the Amsterdam hotel).

Radisson Red, which is slated to have its first opening next year, is striving to make its guest rooms feel like mini-studios, eschewing more irrelevant furnishings, like a traditional desk and one-person armchair, with more communal offerings -- such as a sofa and four-person table. Radisson Red, which is slated to have its first opening next year, is striving to make its guest rooms feel like mini-studios, eschewing more irrelevant furnishings, like a traditional desk and one-person armchair, with more communal offerings -- such as a sofa and four-person table.

Stockholm-based chain Scandic Hotels is opening up a new brand this May directed at the next generation of traveler. HTL Hotels will offer small but comfortable, high-tech rooms. Guests can plug their personal devices into the LED TVs and play their own movies and music. Stockholm-based chain Scandic Hotels is opening up a new brand this May directed at the next generation of traveler. HTL Hotels will offer small but comfortable, high-tech rooms. Guests can plug their personal devices into the LED TVs and play their own movies and music.

Next year, Marriott will introduce their newest hotel brand, Moxy, which is aimed at the millennials. Though budget, the hotel will provide high-end bathroom amenities from Rituals. The lobby will feature lots of open spaces, and a video wall where guests can share their Instagram pics. Next year, Marriott will introduce their newest hotel brand, Moxy, which is aimed at the millennials. Though budget, the hotel will provide high-end bathroom amenities from Rituals. The lobby will feature lots of open spaces, and a video wall where guests can share their Instagram pics.









  • Millennials will soon account for half of all business flights

  • To cater to this segment, hotel chains are building entirely new brands

  • Instagram walls, social media concierges and iPhone keys are newest hotel amenities

  • Some think Airbnb although a notable upstart in the market, doesn't threaten traditional hotel chains




(CNN) -- Imagine you're a hotel company with a score of brands that seem, well, dated. All the flash amenities of yesteryear seem irrelevant today.


No one is using the minibar, room service is more trouble than it's worth, and all your young travelers gripe that there's no free wi-fi. What do you do? Answer: you build an entirely new product.


Currently, there is a gap in the market for hotel rooms that fill the needs of the globetrotting generation of millennials. That won't be the case for much longer, though, as many of the world's largest hotel chains are gearing up to roll out new hotels aimed exclusively at tomorrow's travelers.


Next year will see the arrival of Moxy (Marriott), Tommie (Commune Hotels) and Radisson Red, plus the expansion of already established hipster brands, like Aloft (Starwood), Andaz (Hyatt), CitizenM and Hotel Indigo (InterContinental Hotels).


"Every big company is looking at the same statistics we're seeing and saying, 'wow, we better do something for our millennial segment if we want to stay relevant,'" says Ramesh Jackson, the vice president and global brand manager for Moxy Hotels.





Fussy millennials redefine travel




Winning over the millennial traveler




How tech helps beat social barriers

In order to appeal to a segment of traveler that is swiftly on the rise and soon expected to surpass Baby Boomers in their spending, hotels are having to majorly rethink their strategies and offerings.


Space: Redefined and redesigned


In previous generations, privacy and personal space were key concepts in the hotel industry. As the world gets more social, however, that is decreasingly the case. Today's traveler doesn't want to sit alone at their desk. Rather, what they crave is community spaces.


Radisson Red, for instance, has replaced many of the workplace staples found in more traditional rooms with more collaborative furnishings, like a sofa in place of a one-person armchair.


"Young people rarely sit at a desk and work. They like to work on their bed, or curl up on a chair, and we've had to design a room that facilitates that," says Gordon McKinnon, the chief brand officer for Carlson Rezidor -- the umbrella company for Radisson.


Moxy, meanwhile, has introduced a range of "zones" in their lobby, including a quiet zone -- a Starbucks-style area where groups of people can work independently, though together -- and a video wall where guests can share their photos.


"This segment doesn't want to be confined to one enclosed space, and that's an idea that's been adopted by many brands," explains Nikhil Bhalla, vice president of equity research in lodging at FBR Capital Markets.


Tech is king


When it comes to satisfying the insatiable techie hunger of today's traveler, new hotel brands know that wi-fi alone no longer cuts it.


"If you don't have high-speed, and if it's not free, you can forget about this target audience," says Jackson.





If you don't have high-speed, you can forget about this target audience

Ramesh Jackson, Moxy




The standard menu of seemingly endless cable channels also doesn't hold the allure it once did.


"They want to bring their own device, watch their own movies, and listen to their own music," notes McKinnon. To address this, Radisson Red is looking at ditching in-room televisions in favor of projectors and quality surround sound.


The product counts


Even in the budget bracket, customers are expressing their desire for high-quality amenities, particularly when it comes to food, gym and bathroom offerings. As a result, the newer brands are rushing to form partnerships with respected brands, both on the global and local scale.


Though considered an economy brand, Moxy is planning on partnering with cosmetics company Rituals for the bathroom amenities, and Tails, an award-winning drinks company that makes pre-mixed cocktails.


"Even for a brand in the economy tier, guests expect products they can recognize, not a watered-down shampoo," explains Jackson.


The Airbnb effect


So what about that elephant in the room? You know, the king of the "sharing economy" -- Airbnb -- that has lured enough next-gen travelers to potentially put its valuation above Hyatt and the InterContinental? Will Millennials really give up their loyalty for Airbnb for the likes of Moxy and Tommie?


Industry experts seem unperturbed.


"Airbnb isn't really that cheap," notes Jackson. "And is someone who is using the Marriott hotel brand, and earning points towards their next stay, do they want to go to Airbnb? I really think they have a bigger effect on service apartments."