Residence Inn Overhauls Image to Appeal to Millennial Business Travelers

Changes, such as a new social hour, hope to give guests a way to do local activities without leaving hotel By: Ashley Burnett
Residence Inn will encourage guests to mingle in common spaces. // © 2015 Residence Inn
Residence Inn will encourage guests to mingle in common spaces. // © 2015 Residence Inn

The Details

This year, Residence Inn will celebrate its 40th anniversary with a makeover. The hotel brand will reinvent itself with programs such as the new Residence Inn Mix, a social hour with themed nights that encourage guests to interact, mingle and experience the local area from the comfort of their hotel.

These themes include “It’s On,” in which guests watch television together or hang out by the fire pit, as well as a variety of foodie nights where guests can sample local food trucks or specialties from around the area.

“Our research found that more than half of frequent business travelers are looking for something to do without needing to leave the hotel on long stays,” said Diane Meyer, vice president and global brand manager for Residence Inn. “They want to meet others and experience the local area without the hassle of always leaving the hotel to do it — so we’re bringing local to them.”

Residence Inn has also teamed up with visual discovery platform Blippar to offer augmented reality experiences such as multiplayer trivia games, customizable selfies and suggested food and beer pairings from Anheuser-Busch.

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