Canopy – The big hotel chains are diversifying with new offshoot brands aimed at younger travelers. Canopy by Hilton Reykjavik City Centre, the first in Hilton's Canopy line, is set to open in Iceland in July.
Centric – Hyatt, meanwhile, has created Centric, which now has seven locations, including Montevideo (pictured).
Moxy – Moxy is a new hotel brand from Marriott. The company's global brand officer, Tina Edmundson, says their target clientele are "fun-hunters" who "want to discover new things."
Ace Hotel – 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 currently nine locations worldwide.
CitizenM – 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.
Aloft – 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. Guests can use their mobile phone both to check in, and in place of a room key.
Andaz – 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 (Dutchman Marcel Wanders, for instance, helped outfit the Amsterdam hotel).
Radisson Red – Radisson Red, which opened its first hotel in Brussels in 2016, is striving to make its guest rooms feel like mini-studios, eschewing traditional furnishings like desks and one-person armchairs, in favor of more communal offerings -- such as a sofa and four-person table.
HTL Hotels – Stockholm-based chain Scandic Hotels has HTL Hotels locations in Stockholm and Oslo. They offer small but comfortable high-tech rooms. Guests can plug their personal devices into the LED TVs and play their own movies and music.