Big hotels drawn to 'lifestyle' boutique sector

London

DRIVEN by the demands of a new plugged-in generation seeking "authentic" travel experiences with a local feel, the world's biggest hoteliers are moving into a new sector in Europe - the "lifestyle" boutique hotel.

After many years focused on baby boomers and business travellers, brands such as Marriott, Hilton, Starwood and InterContinental Hotels Group are paying more attention to the so-called millennials, expected to be the biggest group of hotel customers by 2020 according to industry executives.

Hotels that want to attract this generation must avoid the cookie-cutter, one-size-fits-all approach. Citizen M, an affordable luxury operator with seven hotels in the Netherlands, Britain and …