Expanding Lifestyle Hotels for Young Adults

Sujeiry Jerez

 Co-Presenters: Melanie Mora, Nicole Jimenez, Stephanie Rezabala
College: Michael Graves College
Major: Interior Deisign
Faculty Research Mentor: Min Chung Han
 

Abstract:

This research is about the ‘BlueHeaven Hotel’ which is under the lifestyle category of Hyatt targeting the youth-adult community. This hotel brand will cater to the middle class providing an affordable option when traveling that has comfort and has amenities such as 24-hour front desk service, room service, a gym, and free Breakfast with no fee compared to other lifestyle hotels such as that charge fees to access amenities. Creating a brand identity that is reliable and consistent throughout expansion. Based on our research the US Hotel market size in 2023 grew to as much as $231.1 Billion. Political regulations such as governments actively promoting tourism can positively impact the hotel industry by increasing the number of travelers. In thriving economies, leisure and business travel tends to increase, benefiting hotels. Employment levels and trends also highly impact the hotel industry. The major competitors in the Hotel Industry are Marriott, Hilton, IHG, and Wyndham in terms of brand value worldwide, sales, and customer satisfaction. Moving forward, a SWOT analysis will be conducted along with segmentation, targeting, and positioning to improve the brand.